International Marketing

Program : PGPM Class of : 2012

Credit : 3 Sessions : 30

Course Code : SL MM 607

Objective

This course is designed for any student aspiring to develop a greater understanding of global markets, and the

mindset of a global manager. The course focuses essentially upon (i) how to access and build stronger competitive

advantage by participating in a dynamic global markets, and (ii), how to identify, build, and serve, strong global

businesses.

REFERENCE BOOKS AUTHOR / PUBLICATION

International Marketing and export

management

Gerald Albaum, Edwin Duerr, Pearson

education 5 th edition

Global Marketing Management Keegan, Warren J. 7th

edition - Pearson

International Marketing Joshi, R M. Oxford University Press - 2005

International Marketing : Analysis & Strategy,

3rd

e

Onkvisit, Sak. Prentice-Hall, India

Global marketing with a special Indian focus Svend Hollensen and Madhumita Banerjee.

Global Marketing Strategy Douglas. Tata McGraw-Hill

Detailed Syllabus

Introduction to Global Marketing: -what is Global

marketing, -Importance of Global Marketing,

Guiding Principles of Global Economy

The International Environment: -Economic

Forces, Export Behavior, International Trade

theories, -Exporting and the network model.

Social, Cultural, Political, and Regulatory

Environment: -Basic Aspects of Society and

Culture, Social and Cultural Environment,

Impact of Marketing on b2B & B2C products,

The Regulatory Environment in Global Business, -

Ethical issues in Global Business

Global Customers: Regional Marketing

characteristics, The Global Buyers: Transnational

Economies, Global Marketing Plan

Global Marketing Research: -Sources of Market

Information, Formal Market Research,

Assessing Market Potential, Using Internet and e-

mail for data collection Marketing Plan

Entry and Expansion Strategies: Marketing &

Sourcing, Entry and Expansion Decision Model,

Factors influencing choice of entry mode, managing

the channel, selecting the entry mode

Export Entry Modes: Indirect Export, Direct

Export, The Internet and the e-commerce

Non Export Entry Modes: Alternative modes of

entry, Manufacturing facilities, Assembly operations,

Strategic Alliances, Choosing between alternatives

Product & Service Decisions : Basic Product

Concepts, Extend, Adapt, & Create Strategic

Alternatives in Global marketing, new products in

global

.

Pricing Decisions: Global Pricing objectives and

strategies, Environmental Influences on Pricing

Decisions, policy alternatives in global pricing,

transfer pricing-Dumping

Promotion and Marketing Communication:

Creating Global Advertising,

Advertising Agencies, Organizations and brands,

Global media decisions, Public Relations and

publicity, Sales Promotion, personal selling, direct

marketing communications, Event management

The Export Order and Physical Distribution:

Handling export order, physical distribution, structure

of international physical distribution

Suggested Schedule of Session

Topic No. of

Sessions

Introduction to Global Marketing 1

The International Environment 2

The SLEPT Factors (Including case

discussion) 4

Global Customers 1

Marketing Research 2

Export & Non Export entry Modes 4

Product & Service Decisions 4

Pricing Strategies (Including case

Discussion) 3

Promotions & Marketing

Communication

3

The Export Order and Physical

Distribution 2

Export procedures and documentations

and Export promotions

4

Total 30