International Marketing Management

Paper Code: 
MIB 325
Credits: 
4
Contact Hours: 
60.00
Objective: 

Purpose of this course is to develop an understanding of the underlying concepts, strategies and issues involved in the marketing of products and services.

13.00
Unit I: 
Marketing concepts

 Selling Vs. Marketing, Marketing mix (4 Ps of Marketing), Difference between International and Domestic marketing, International Marketing management orientation (EPRG).

11.00
Unit II: 
International Marketing environment

 Meaning, Types of environment-External and Internal. Environmental factors influencing international marketing practices.

12.00
Unit III: 
International market segmentation

 Definition, bases, essentials of effective segmentation, advantages.

International Market targeting, International Market positioning

13.00
Unit IV: 
Foreign market selection

 Process, Criteria for selection of target countries

International Market entry modes: Exporting, licensing, franchising, Contract manufacturing, Assembly, Joint venture, Strategic alliance, Merger and acquisition.

11.00
Unit V: 
International Product planning

 Product concepts, levels, International Product Life Cycle (IPLC), process of new product development

Branding: Concepts, advantages, trademark, service mark, brand familiarity levels

Essential Readings: 
  • Varshney, R.L. and Bhattacharyya, B., International Marketing Management: An Indian perspective, Sultan Chand & Sons, New Delhi.8th edition
  • Jain, Subhash C., International Marketing Management, CBS Publishers & Distributors, New Delhi..3rd edition
  • Kotler, Philip and Keller, Kevin Lan, Marketing Management, Pearson Education (Singapore) Pvt Ltd., Indian branch, New Delhi, 12 edition
References: 
  • OnkvisitSak& Shaw John J “International Marketing-Analysis and Strategy”. Prentice Hall Publishing House,New Delhi.3rd edition.
  • Cateora Philip R & Graham John L , “International Marketing” .Irwin McGraw Hill, New Delhi
  • Vasudeva P K, “ International Marketing”. Excel Books,New Delhi
  • Ramaswamy, V.S. and Namakumari, S, Marketing Management: Planning,  Implementation& Control, Macmillan India Ltd., New Delhi. 2nd edition.
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