International Marketing Management

Paper Code: 
MBI- 422
Credits: 
4
Contact Hours: 
40.00
Max. Marks: 
100.00
Objective: 

• To understand the range of strategic options open to companies competing internationally
• To enhance the students understanding of International Marketing Environment
• To make Strategic and Operational Marketing decisions in the context of different, complex International marketing environments

8.00
Unit I: 
International Marketing

International Marketing: An Introduction
Concept of International Marketing, International Marketing vs. Domestic Marketing, International Marketing Strategies.

7.00
Unit II: 
Market Entry Strategies

Market Entry Strategies
International Marketing, Research and Opportunity Analysis, Market Selection Process, Market Entry, Modes.

9.00
Unit III: 
International Marketing

International Marketing –Mix Decisions-I
International Product Management, Product Policy, Product Life Cycle, International Pricing objectives.

8.00
Unit IV: 
International Marketing

International Marketing –Mix Decisions-II
Management of International Distribution and Logistics, International Marketing Communication Strategy

8.00
Unit V: 
International Marketing Planning and Documentation

International Marketing Planning and Documentation
International Marketing Risks, International Marketing Planning and Control, Future of International Marketing.

Essential Readings: 

• Justin Paul and Ramneek Kapoor, International Marketing-Text and Cases, Tata McGraw Hill, 2008.
• Francis Cherunialm, International marketing, Himalaya Publishing House, 2017.
• Rakesh Mohan Joshi: International Marketing, Oxford University Press; 2014

Academic Year: 
2018-2019
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