International Marketing Strategy

Prof. Anil Kumar R & Prof. Geetha Viswanathan

ISBN - 9789351638780

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Bangalore University-BU, MBA, Fourth Semester
Syllabus
 
4.3.2: INTERNATIONAL MARKETING STRATEGY
 
Module 1: Global Marketing – An Overview                                          12 Hours
International/Multinational/Multiregional/Global Marketing – Definition & Scope, Objectives of International Marketing – Challenges and Opportunities in International Marketing – Quality Considerations in International Marketing – Underlying Forces of International Marketing – Major Participants in International Marketing – Importance of International Marketing – Review of Trade Theories - Culture & Social Factors – Culture & its Impact On International Marketing - Political & Legal Forces – Negotiating with International Customers, Partners & Regulators, Global Marketing Environment – Economic Environment, Socio-Cultural Environment –Legal and Statutory Framework.
 
Module 2: Information System and Research                                         10 Hours
Definition and Meaning of Global Marketing Information System, Process of Marketing Research, Analyzing Global Opportunities: Screening International Marketing Opportunities – Criteria for Selecting Target Countries – Grouping International Markets – Analyzing International Buyers/Business Markets & Government Markets – International Marketing Research Process.
 
Module 3: Market Selection and Entry Strategies                                   8 Hours
Global Market Entry & Exit Strategies: Exporting – Licensing – Local Manufacturing- Joint Ventures- Merger & Acquisition - Strategic Alliances – Preparing for Exit Strategy Analysis – Exit Strategies – Analyzing Opportunities Using Trade Map.
 
Module 4: Global Marketing Mix                                                                8 Hours
International Product & Promotion Strategy: Adjusting Quality to Global requirements, International & Global Branding Decisions – Brand Name Selection Procedure – Global/Pan Regional Brands – Exploiting Product Life Cycles In International Marketing – New Product Development in Global Markets – Global Advertising – Creative Challenges – Media Planning and Analysis.
 
Module 5: Pricing and Distribution Strategy                                            8 Hours
Selection of International Channels – Managing Distribution Systems- Global Trends in Distribution Systems- Pricing – Price Escalation – Dumping – Countertrade as a Pricing Tool – Intra-company Pricing.
 
Module 6: Documentation and Emerging Markets                               10 Hours
Documentation and Procedural Complexities - Registration with Various Agencies – Compulsory Quality Control - Processing Export Orders. Newly Industrialized Countries – Developing Countries & Emerging Markets – European Community – CIS – CEFTA – NAFTA-ASEAN – Africa – Middle East – BRICS- Regional Trade Blocks & Impact on Marketing.
BU2021/MBA/4/06
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