INTERNATIONAL MARKETING

Paper Code: 
GPM-401
Credits: 
3
Contact Hours: 
45.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

This course will enable the students to -

  1. Give students an in-depth knowledge of international marketing
  2. Familiarize with the business environment and the students should be able to analyze the various strategies adopted by exporters while positioning their product globally.

Course Outcomes (COs):

Course

   Learning outcomes

  (at course level)

Learning and teaching strategies

Assessment Strategies

Paper Code

Paper Title

GPM 401

International Marketing

(Theory)

 

The students will be able to –

 

CO 34. Gain knowledge on international marketing.

CO 35. Analyze market entry strategies

CO 36. Familiarize with the concept of product planning and development.

CO 37. Describe the concept of international pricing.

CO 38. Recognize the functions of physical distribution.

Approach in teaching: Demonstration, Power point presentations, Relevant videos, Market visit.

 

Learning activities for the students: Self-learning assignments, Market visit report, Quiz, Topic presentation,

Assignments ,Class test, Semester end examinations

 

 

9.00
Unit I: 
International Marketing
  • Nature and Scope
  • International Marketing Vs Domestic Marketing
  • Importance of International Marketing
  • Problems and Challenges of International Marketing

 

9.00
Unit II: 
Market Entry Strategies
  • Licensing
  • Franchising
  • Exporting
  • Turnkey Contracts, Joint Venture, Mergers and Acquisition
  • Direct and Indirect Exporting

 

9.00
Unit III: 
Product Planning & Development
  • Product Planning
  • Product Line and Mix
  • Product Life Cycle
  • Product Mix Decisions
  • Promotion- Advertisement, personal selling, trade fairs & exhibitions

 

9.00
Unit IV: 
International Pricing
  • Domestic & International Marketing
  • Pricing Objectives
  • Factors Influencing Pricing
  • Process of Determination
  • Inco Terms

 

9.00
Unit V: 
Physical Distribution
  • Meaning, Characteristics of Channels of Distribution
  • Types of Export Channels of Distribution
  • Factors affecting Logistics or Physical Distribution
  • Promotion of Products
  • Promotion Mix, Components and Decisions

 

Essential Readings: 
  • Bhattacharyya B., Varshney R.L., (2009) International Marketing Management: an Indian perspective, (22nd ed.) New Delhi, Sultan Chand & Sons.
  • Kothari, Rajesh,(2014)International Marketing,Jaipur,RBD Publication.
  • Kothari, Jain M., International Marketing, Jaipur,RBD Publication.

 

Academic Year: 
2020-21
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