Module : MKT
306: International Marketing
Programme : BBA
Credit Value : 12
Prerequisite :
General
Objectives:
- The
course is designed to provide students with an understanding of the basic
concepts of marketing management and experience in making marketing
decisions in an international business environment in particular.
- Specifically,
the course covers issues relating to the philosophy of marketing,
developing international marketing strategy, and planning marketing
tactics (product, pricing, communications, distribution strategy and
marketing research).
- This
treatment of the module will be largely from a practical perspective with
the emphasis being on improving the managerial decision-making process in
marketing.
Learning
Outcomes
Upon successful completion of the module,
student is expected to:
- demonstrate
understanding of the similarities and differences in economic, cultural, social,
political, and legal environments of other nations and an awareness of how
each affects marketing.
- analyse
risks in international business and the financial implications of
international marketing decisions.
- demonstrate
analytical competence in researching, and evaluating international
markets.
- develop
strategic competence in recognizing opportunities, and developing
appropriate market-entry strategies.
- design
product, distribution, price, and promotion strategies for an
international marketing program.
- build
managerial competence in planning, evaluating, and controlling
international marketing operations.
CONTENT
Unit-I:
Introduction to International Marketing (6
Hours)
Definition,
Meaning, Nature & Scope of International Marketing, Domestic Vs
International Marketing. Identifying Global Needs, Satisfying Needs,
Coordinating activities and Recognizing constraints, International Marketing
Tasks & Tactics.
Unit-II:
International Marketing Environment (10
Hours)
Analysis
of International Marketing Environment and Identifying Foreign Markets:
Economic development and Geographical conditions; Socio-Cultural Dynamics,
Politico-Legal Influences, World Trade Tariff and Non-Tariff restrictions. Role
of WTO, IMF, UNCTAD, SAPTA, and NAFTA. Free Trade Zones and Trading Blocks;
Trading pattern in South Asia.
Unit-III:
International Product Strategies (8
Hours)
Global
Product Policies. Methodology in Making Product Decision for International
Markets. Global/International Product Branding & Positioning. Entry &
Expansion Strategies.
Unit-V:
Pricing & Promotion Strategies (8
Hours)
Factors
Influencing the Pricing decisions for International Markets. Pricing &
Promotion Strategies. Methods of Payment; Global Advertising, Global
Promotional Tools.
Unit-VI:
Foreign Trade Procedure & Documentation (8
Hours)
Procedure
of Foreign Trade- Process of Exporting and Importing, Foreign Trade
Documentation-Certificate of Origin, Bill of Lading, Mates Receipts etc.
Unit-
VII: Emerging issues in International Marketing
(10 Hours)
The
Internet: Impact of Electronic Communication through Internet on International
Marketing. Areas of operation and modalities- method of setting up World trade
operation using computer technology and handling Costs of Operation.
Teaching
Strategies
- Group Discussions
- Cases Analysis
- Presentations
- Lectures
Assessment
- Assignment 20%
- Case Analysis and presentation 30%
- End-Semester Exam 50
%
Total 100%
Essential
Texts
- Cateora, P.R. & Graham, J.L.
(2007). International Marketing. IIRWIN Publication, New Delhi,
INDIA
- Keegan,Warren. Global Marketing
Management, (7th Edition). Pearson Education Asia, New Delhi, INDIA
References
- Nevis & Shaw. International
Marketing Analysis & Strategy (3rd Edition). Prentice Hall, New
Delhi, INDIA
- Cateora, International Marketing (9th
edition). McGraw Hill< New Delhi, INDIA
Cherunilam, International Marketing (1st
Edition). Himalaya Publication, New Delhi, INDIA