17MBAMM406 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 in India.

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

RECOMMENDED BOOKS:

• International marketing Management – An Indian Perspective, Varshney and Bhattacharya, Sultan Chand & Sons, New Delhi.
• Global Marketing Management, Keegan, Prentice Hall of India, New Delhi.
• International Marketing, Philip Cateora and John Graham,TataMcGraw Hill, New Delhi.
• Export Management, D.C.Kapoor, Vikas Publishing House, New Delhi.

REFERENCE BOOKS:

• Essentials of International Marketing, Donald L. Brady, 1st Edition, JaicoPublishingHouse, 2011
• Export: What, Where, How, Para Ram, Anupam Publishers, Delhi.