International Marketing

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Course Contents

Unit 1: Introduction to International Marketing: Introduction, Meaning of International Marketing, Domestic Marketing vs. International Marketing, Multinational Corporations and Global Corporations, Benefits of International Marketing, Barriers

Unit 2: International Trade Theories: Basics of International Trade, Trade theories, Mercantilism, Porter’s diamond model,         Limitations of Trade Theories

Unit 3: Economic Environment : Economic condition and indicators, Economic systems, Balance of payments, Policies and reforms, International Economic environment and trends

Unit 4: Cultural Environment: Meaning and Characteristics of Culture, Beliefs and customs, Implication of culture, Culture as barrier

Unit 5: Political and Legal Environment: Political environment,    Legal environment, Legal systems and laws, Political risk, Implication of political and legal environment on International marketing, Dispute resolution

Unit 6: Market research and Information systems: Need for marketing research, Sources of Information, Primary research, Secondary research, Sampling, Basic methods of data collection, Analysis and Measurement, Marketing Information systems

Unit 7: Market Entry Strategies: Market Entry strategies,    Foreign Direct Investment, Exporting and Importing, Licensing, Joint Venture, Mergers , Acquisitions, Strategic Alliances, Turnkey operations,           Franchising

Unit 8: International Product decisions: Product Development,     Product diversification, Product customization, Global products, Global Product Planning, Concept of Branding, Branding decisions, Packaging

Unit 9: Distribution Management: Meaning of distribution, Direct and Indirect selling channels,         Channel development, Channel decisions,     Physical Distribution, Modes of Transportation, Clearing and Forwarding, ERP, SCM

Unit 10: International Pricing decisions: Importance of pricing, Price standardization, Pricing decision, Alternative pricing strategies, Dumping, Price Distortion, Inflationary impact, Transfer pricing,        Price quotation and Terms of sale, Means of payment

Unit 11: International sales Promotion: Personal Selling, Publicity, Sales promotion, Trade Fairs, Sales force automation

Unit 12: International Advertising: Basics of Advertising, Role of advertising, Advertising across the world and related issues, Advertising and regulations,     Advertising media

Unit 13: Export marketing: Meaning, importance and difficulties, issues in export marketing, export marketing strategy

Unit 14: Global e marketing: buying decisions in e marketing, Developing a global e marketing plan, benefits and risks in global e marketing

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