INTERNATIONAL MARKETING MANAGEMENT

Paper Code: 
IBG-316
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

               Course Outcomes

Learning and teaching strategies

Assessment Strategies

On completion of this course, the students will be able to:

CO 109:Understand the basic framework of international marketing

CO 110:Evaluate the need and benefits of various modes of entry in international trade

CO 111:Understand the applied concepts of international product planning and product mix

CO 112:Understand the pricing strategies and its implementation.

CO 113:Gauge the     relevance and utility and distribution channels

Approach in teaching:

Interactive Lectures, Discussion, Tutorials, Reading assignments.

 

Learning activities for the students:

Self-learning assignments, Effective questions,

Class test, Semester end examinations, Quiz, Solving problems in tutorials, Assignments, Presentation, Individual and group projects

 

9.00
Unit I: 
UNIT 1

International Marketing: International Marketing environment, Scope of International Marketing, Need and Importance of International Marketing, Difference between Domestic marketing & International Marketing, Challenges in International Marketing

9.00
Unit II: 
UNIT II

Foreign Market Entry Strategies: Determinants of market selection, Entry modes (in brief) – Licensing / Franchising, Exporting, Contract Manufacturing, Turnkey Contracts, Joint Venture, Mergers & Acquisitions.

 

9.00
Unit III: 
UNIT III

International Product Planning: Selection, Product planning, Product Mix, Product Adaptation Vs Standardization, International Product Life Cycle

9.00
Unit IV: 
UNIT IV

International Pricing Decision: Pricing Objectives, Pricing Methods, Factors influencing pricing, Export Price Quotations and INCO terms

9.00
Unit V: 
UNIT V

Distribution Strategy: Meaning, Role and Importance, International channel system – Direct and Indirect, Types of Export distribution channels  and their functions, Factors affecting Channel choice

Essential Readings: 

ESSENTIAL READINGS: 

  • Kothari Jain Mittal, International Marketing, RBD, Jaipur
  • Rathore & Rathore, Export Marketing, Himalaya Publishing House, Mumbai

  • ·       Varshney R.L. and Bhattacharya, International Marketing Management, Sultan Chand Publications

    Francis Cherunilam, International Business, “International B

 

References: 

SUGGESTED READINGS:

 

 

Academic Year: 
2022-2023
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