At the end of this course the learner is expected to
UNIT - I
Introduction to International Marketing. Process of International Marketing – scope, concepts and drivers of international marketing – Domestic marketing versus international marketing – International dimensions of marketing- Characteristics of MNC’s - Benefit of International Marketing – International trade theories.
UNIT - II
International Marketing Environment Dynamics of International marketing Environment- International trade distortions and marketing Barriers – Political environment- Legal and Regulatory environment –Social and Cultural environment- economic environment.
UNIT - III
International Marketing strategy decisions. International marketing research: practices and Challenges – International market segmentation, targeting and positioning - International marketing plan and entry mode selection – international consumer buying behavior.
UNIT - IV
Developing global marketing strategies. International product and service strategies- Branding decisions for international marketing – Managing International Distributions and logistics - Global Advertising and promotion –Pricing for international markets – Personal selling and sales management.
UNIT - V
International marketing strategy implementation. Organizing and Controlling International Marketing operations. – Negotiating with international customers, partners and regulators, Conferences, Trade shares, using Internet as medium.
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