M-308

INTERNATIONAL MARKETING

Course/Paper : 308                                                             Max.Marks : 70

 

MBA  Optional(B)                                                               Time : 3 Hrs.

 

Objectives:The course is designed to enable students to acquire expertise in developing marketing strategies for countries other than their own. The course will help them to understand to deal with international marketing situations and the impact of international competitors.

 

Section A
 

International market environment:identifying and analyzing opportunities in the international trading environment-understanding the changes in the world trading environment-IMF, WTO, World Bank. The C factors-countries, currency, competitors

 

Understanding customer buying behaviour:consumer, business, institutional in different countries at different stages of economic and political development-using marketing research to identify opportunities, similarities and differences.
 

International marketing research: MR agency selection-the use of comparative analysis in international market appraisal- the development of international market strategy- international marketing planning

 

.International product management: portfolios, standardization and adaptation. Evaluation of stability with reference to marketing and financial implications.

 

Marketing communication : availability, constraints, suitability, selection of agencies.

 

Distribution and logistics: foreign market channel management. Appropriateness for financial, distribution, marketing and international trade purposes, customer service levels-demand generation and costs.

 

Pricing strategies: skimming and penetration pricing; currency considerations in exporting and in international marketing
 

Evaluating and controlling: particular difficulties in evaluating and controlling international marketing strategy

 

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Section B
 

Case and Problems

 

 

 

 

 

 

 

 

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