International Marketing Management

Unit

Course Description

Sessions

Unit I

International Marketing: Concept, Domestic Vs. International Marketing, E.P.R.G. Framework, International Trade Environment, Political Environment, Legal and Regulatory Environment, Socio-Cultural Environment, Economic Environment, Technological Environment.

3

Unit II

International Market Environment: Identifying and Analysing Opportunities in the International Trading Environment, Understanding the Changes in the World Trading Environment-IMF, W.T.O., Impact on International Marketing.

3

Unit III

International Marketing Research: Concept of

Marketing Research, International Marketing Research Process, Market Surveys, Marketing Information System, International Product Life Cycle, Selecting Market Entry Modes.

4

Unit IV

International Product Policy and Planning: International New Product Development, International Product Planning, Product Adoption and Standardisation, International Market Segmentation, Influences on Marketing Plan and Budget, International Product Marketing.

2

Unit V

Managing International Pricing: Environmental Influences on Pricing Decisions - Grey Market Goods, Transfer Pricing, Pricing Strategies.

4

Unit VI

International Promotional Strategies: Introduction, Communications Process, Communication Principles, Promotion Appeals, Media Selection, Personal Selling, Public Relations and Publicity, Sales Promotion, advertising, E-Marketing.

3

Unit VII

International Distribution and Logistics: International Logistics Planning, Distribution – Definition and Importance, Direct and Indirect Channels, Factors Involved in Distribution Systems, Modes of Transportation, International Packaging.

3

Unit VIII

Evaluating and Controlling: Evaluating and Controlling International Marketing Strategy, Legal and Ethical Issues in International Marketing, Ethical Consideration in International Marketing.

2