16MBAMM406 International Marketing Management syllabus for MBA

International Marketing – Definition and Scope – Reasons and Motivations – Global VsDomestic Marketing – Concepts related to the management of international marketing function –World Trade and India’s foreign trade: an overview – Institutional framework for exports inIndia.

International Trade Theories- Absolute cost-comparative Cost- H-O Theorem- New TradeTheories- Porter’s Diamond Theory- Managerial Implications Global marketing environment – cultural Environment Political and Legal EnvironmentEconomic Environment.- Modes of entry in to foreign business

India’s Export – Import policy – procedure and Documentation - INCO terms - balance of trade and payments

International Product Policy and Planning – Need for product planning, Product adaptation, Product Standardization, Cross country segmentation, Product life cycle in International Marketing, International Packaging, International Market selection – International Marketing Research – International marketing Planning and control.

International Pricing and Promotion decisions- International pricing decisions-International promotionaldecisions-Evaluation of international marketing performance- coordination of internationalmarketing performance

International distribution strategy: International Channels – Channel alternatives – Importance of Channel decision – Factors influencing the Channel decision – Channel Selection decision – International Retailing – Role of Logistics

Practical Component:

• Select the best method of entry for doing business in this country and decide on the relevant market segments to target in the selected country and overall marketing approach.

• Review detailed guidelines for developing an international marketing plan

• Analyse international marketing environment to understand opportunities and threats that a company underlying the behaviors of international consumers and business associates.

• Conduct international marketing research to generate information on consumers,competitors and other aspects of the international marketing environment.

• Select countries for international expansion and an appropriate method of entry for international markets ranging from indirect export to joint venture to foreign direct investment.

• Market segmentation, targeting, and positioning strategy for international markets