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INTERNATIONAL MARKETING : ELECTIVE COURSE IN MARKETING

RELEVANCE TO THE PROGRAM

There is not a company today that does not want to sell out of its

domestic territory. The concept of international marketing applies to allcompanies in developed and developing world. Hence a specialisationin Marketing is incomplete without the inputs on InternationalMarketing.

This is especially true for all those students who are not specialising in

IB area and would like to join a Multinational company tomorrow. Asthe basic question raised to such students would be how to operate indeveloped and emerging markets when the company taps overseasexpansion.

Due to the above two modules have been specifically included onMarketing from the developing world and Marketing to the developingworld i.e multinationals operating in emerging markets.

LEARNING OBJECTIVES

In general, the students opting for this course are strongly acquainted

with concepts of product adaptation, pricing, promotion adaptation,global branding which are very different from a core course in

Marketing or a core course in international Business.

It should be clear to the students at the outset that International

Marketing is not a course in Advanced International Business orInternational Trade. It is an advanced course in Marketing, where theparticipant learns to take his company forward to a different country.

Knowledge of emerging markets : It is common knowledge that

students of international marketing must study product, pricing, placeand promotion but how the effectiveness of these vary in differentmarkets around the world is equally important.

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SUBJECT INTERNATIONAL MARKETING

Credit value 3

Course

Background and

Role:

Global opportunities and challenges are more pervasive today than ever before in history. Ability

look at them holistically adds to the success of the business in the longer run. It helps companies

establish competitive advantage and succeed in markets, domestic and international.

The course on International Marketing is aimed at developing knowledge on various issues relevant

the firms to become and remain competitive in the global arena. An understanding of the extent

integration of the Indian economy with the global economic dynamics will help the students tak

holistic approach in designing business strategy.

This subject contributes to the achievement of the TWO of the three main goals which leads to six of

12 sub-goals of the PGDM FT programme at IMT Ghaziabad.

Course Objectives The course objectives are identified as:

to develop the ability to analyze global MARKET OPPORTUNITIES.

to develop an understanding of the roles the institutions play in ELIMINATING VOIDS

GLOBAL BUSINESS ENVIRONMENT . THIS IS THE ROLE OF CAPACITY BUILDIN

IN THE DOMESTIC ENVIRONMENT FOR GROWTH and ABSORPTION.

To develop an understanding of the MARKETING FROM DEVELOPED WORLD

To develop an understanding of the MARKETING FROM DEVELOPING WORLD To build the skill in students to use such knowledge and understanding in strategiz

international expansion

Learning

Outcomes After the completion of this course, students will:

1. Demonstrate an understanding of the global business environment, as also the linkages of

Indian economy with the rest of the world (Sub-goal 1.1 )

2. Demonstrate a capacity to analyze the trends in global business environment, (Sub-goal 1.1 )

3. Demonstrate an understanding of the global regulatory framework of international trade ainvestment (Sub-goal 1.2 )

4. Demonstrate ability to use tools and options, methods and strategies in leading firms to globcompetitive advantage. (Sub-goal 3.1 )

5. Demonstrate an understanding of issues involved in business in a cross-cultural set up (Sugoal 3.2)

6. Demonstrate techno-savvy capabilities to manage integratenvironments(Subgoal 3.2)

Text Books

GLOBAL MARKETING, 7th EDITION by WARREN KEEGAN AND MARK GREE

PEARSON PUBLICATION

Other Reference

Books

1. International Business,Competing in The Global Market Place, Charles W L Hill, Fourth Editi

2003, TMH.

2. Global Shift, Sixth Edition: Mapping the Changing Contours of the World Economy (GloShift: Mapping the Changing Contours) SAGE PUBLICATIONS

3. Global Marketing Management, 5th Edition

Masaaki (Mike) Kotabe,Kristiaan Helsen

4. The Quest for Global Dominance, Vijay Govindrajan, Anil K Gupta, Josey-Bass, San Fransi

2001.

5. International Business, Alan M Rugman & Richard M Hodgetts, third edition, Pearson Educati

2004

6. Managing in a borderless world. Kenichi Ohmae7. Competitiveness : A dangerous obsession. Paul Krugman

http://as.wiley.com/WileyCDA/Section/id-302477.html?query=Masaaki+(Mike)+Kotabehttp://as.wiley.com/WileyCDA/Section/id-302477.html?query=Kristiaan+Helsenhttp://as.wiley.com/WileyCDA/Section/id-302477.html?query=Masaaki+(Mike)+Kotabehttp://as.wiley.com/WileyCDA/Section/id-302477.html?query=Kristiaan+Helsen

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