International Marketing

Syllabus

 MM-401: INTERNATIONAL MARKETING

Course Contents:     

International Marketing: Definitions, Nature, Scope and Benefits; Reasons and Motivations Underlying International Trade and International Business; Domestic Marketing versus International Marketing; International Marketing Orientation- EPRG framework; Trade Barriers- Protectionism, Tariff and Non-Tariff Barriers; basic Modes for Entry; Process of International Marketing;

Market Segmentation- Basis, Macro and Micro-Segmentation; Target Market Strategies, Positioning Decisions,. International Marketing Planning - Process and Framework of Market Planning; Selection Process and Strategies; Process of Marketing Control.

International Marketing Mix: International Product Policy and Planning: International Product Mix, Product Life Cycle, Product Standardisation and Adaptation, and Organisation of Product Warranties and Services.

Building Brands for Foreign Markets, Labeling and Packaging Decisions, International Pricing Decisions- Pricing Policies, the Process of Price Setting, Pricing Decisions, Terms of Payment in International Transactions, Dumping, Counter Trade, Transfer Pricing and Grey Marketing. International

 Distribution Decisions: International Distribution Channels, International Distribution Policy, Selecting Distribution channels; Communicating with the Global World- Global Advertising and Culture, Setting Global Advertising Budget, Advertising Standardisation vs. Adaptation, Global Media Decisions, other Means of Communication; Global Marketing and Internet.