INTERNATIONAL MARKETING

Course Objectives

At the end of this course the learner is expected to

  • This paper focuses on the nature and scope of international marketing and the various marketing strategies to be adopted by companies that market across borders

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.

REFERENCES

  • International Marketing – Analysis And Strategy By SakOnkvisit,John.J.Shaw
  • International Marketing – P.K. Vasudeva
  • International Marketing – Awdrew Mcauley
  • International Marketing – Dana-Nicoleta Lascu
  • International Marketing – Philip. R. Cateora And John . L. Graham.

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