International Marketing Management

Paper Code: 
EMM 624
Credits: 
4
Contact Hours: 
60.00
Objective: 

The purpose of this paper is to educate students to meet international challenges and understand the fundamental principles/theoretical framework associated with international activities.

12.00
Unit I: 
International Marketing:

Nature Process and Benefits: Definition, Process of Internationalization, Benefits, Trade Theories, Marketing Barriers-tariff and non-tariff barriers, Organisation and control for International Marketing.

12.00
Unit II: 
International Marketing and World Environment:

Political Factors, Legal Factors, Cultural Factors, Technological Factors, Regional Trade Areas (RTAs) and its implication for International Marketers.

12.00
Unit III: 
Research in International Marketing:

Consumer Behavior, Psychological and Social aspects, Marketing Research and Information System, Market Entry Strategies.
 

12.00
Unit IV: 
International Marketing Mix Decisions:

Product Strategies, Branding and Packaging decisions, Pricing Strategies, Sales Promotion and Advertising strategies, Distribution and Logistics, Documentation in International Trade.
 

12.00
Unit V: 
Financial Decisions in International Market:

Sources of Finance, Financial Institution/Govt.Agencies-World Bank, IMF, WTO, ECGC, IFC, etc., Currencies and Foreign Exchange Market, Exchange Rate System.
 

References: 

Text Books:

  1. Sak Onkvisit John J. Shaw, International Marketing, PHI, Latest Edition.
  2. Philip R. Cateora, Graham, Prashant Salwan, International Marketing, McGraw Hill, Latest Edition,
  3. Michael R. Czinkota, Likka A.. RonKainen, International Marketing, Cengage, Latest Edition.

Suggested Readings:

  1. Rakesh Mohan Joshi, International Marketing Management, Oxford, Latest Edition.
  2. Justin Paul, Ramneek Kapoor, International marketing, Tata Mc Graw Hill, Latest Edition.
  3. Warren J. Keegan, Naval K. Bhargava, Global Marketing Management, Pearson, Latest Edition.