International And Social Media Marketing

                                                           Syllabus

                                                                 MBA 925-18

International and Social Media Marketing

Unit-I

Definition and Challenges of International Marketing, Reasons for going International, International Market Segmentation and Positioning; International Market Entry Strategies: Screening and Selection of Markets; Methods to Enter International Markets. International Marketing environment: Political, Legal, Environmental, Socio Cultural and Technological Environment, Country Risk Analysis, International Economic Environment: IMF, WTO, International Monetary System, International Trade Barriers: Tariff and Non-Tariff. Regional Blocks: European Union, NAFTA, SAARC, ASEAN, International Marketing Research.

Unit-II

EXIM Policy of India, Export Promotion Organisations, Incentives, Export Documents. Organisation and Structure of Export and Import Houses. International Product and Pricing Policies: Product Standardisation & Adaptation, International Pricing Strategies. International Distribution System: International Distribution Channels, Types, Role of Internet in International Distribution International Communication Policy: Communication Strategies in International Marketing, International Promotion Mix.

Unit III

Introduction to Social Media Marketing: Evolution, from Traditional to Modern Marketing, Rise of Internet and E Concepts. Emergence of Social Media Marketing as a Tool. Social Media Channels: Types and Models, Social Media benefits and Applications. Social Media Marketing Framework. Consumer Behavior on the Internet: Basics, Evolution of the Digital Consumer, Managing Consumer Demand. IMC. Social Media Marketing Strategies: Introduction, Defining Social Media Marketing Mix, Social Media Marketing Planning, Social Media Marketing Channels.

Unit-IV

Social Media Marketing Campaign: Elements of Marketing Campaigns, Implementing Social Media Marketing Campaigns, SEM, SEO, Content Marketing, Social Media Execution, Campaign Analytics and ROI, Managing Social Media Marketing Revenue: Social Media Marketing Revenue Sources, Managing Service Delivery and Payments, Emerging Trends in Social Media Marketing: Big Data, IOT, Content Creation and Sharing: Blogging, Micro Blogging, Streaming Video, Podcasts, and Webinars.

Note: Relevant Case Studies should be Discussed in Class.