International Marketing (Functional Electives Marketing)

Paper Code: 
MBM-524
Credits: 
4.0
Contact Hours: 
40.00
Max. Marks: 
100.00
Objective: 
  • To understand the range of strategic options open to companies competing internationally
  • To enhance the students understanding of International Marketing Environment
  • To make Strategic and Operational Marketing  decisions in the context of different, complex International marketing environments
8.00
Unit I: 
International Marketing: An Introduction

Concept of International Marketing, International Marketing vs. Domestic Marketing, International Marketing Environment, International Marketing Strategies.

8.00
Unit II: 
Market Entry Strategies

International Marketing Research and Opportunity Analysis, Market Selection Process, Market Entry Modes,

8.00
Unit III: 
International Marketing –Mix Decisions-I

International Product Management, Product Life Cycle, International Pricing Methods.

8.00
Unit IV: 
International Marketing –Mix Decisions-II

Management of International Distribution and Logistics, International Marketing Communications Strategy

8.00
Unit V: 
International Marketing Planning and Documentation

International Marketing Risks, International marketing Planning and organization, Future of International Marketing

Essential Readings: 
  • Justin Paul and Ramneek Kapoor, International Marketing-Text and Cases, Tata McGraw Hill, 2008.
  • Isobel Doole and Robin Lowe, International Marketing Strategy-Analysis, Development and Implementation, Thomson Business Press, India edition.
  • Rajagopal, International Marketing,Vikas Publishing house Pvt. Ltd., 2007.
References: 
  1. Sak Onkvisit and John J. Shaw: International Marketing, Pearson Education.
  2. Rajagopal, International Marketing, Vikas Publishing Pvt. Ltd. 2007.
  3. Cateora R Philip & Graham L John: International Marketing, McGraw Hill.
  4. Subhas C. Jain: International Marketing, South Western.
  5. Jean-Pierre: Global Marketing Strategies, biztantra.
  6. Rakesh Mohan Joshi: International Marketing, Oxford University Press.
  7. Warren J. Keegan: Global Marketing Management, Pearson Education.
  8. Francis Cherunilam, International Marketing, Himalaya Publishing House.
  9. R. Srinivasan, International Marketing, PHI Learning Pvt. Ltd., Delhi.