Semester III Specialization Marketing

Course Code M306 Type Elective

Course Title INTERNATIONAL MARKETING

Course Objectives
1 To acquire in-depth knowledge of International Business Strategy processes of various companies
2 To identity current challenges of International Marketing and processes to skill to propose solution
to them

M306 INTERNATIONAL MARKETING (100 Marks & 4 Credits)

I. Introduction to International Marketing, Nature, Scope and Different Complexities of
International Marketing, International Marketing Environment, Basis of International
Trade, India and World Trade, Concept of Free Trade and Regional Economic Groupings,
II. Balance of Trade, Balance of Payments and Instruments of Trade Policy, Devaluation,
Revaluation, Appreciation & Depreciation, Export Documents and Procedure
III. Selection of Global Markets, Segmentation and Positioning, Product Planning,
International PLC, Factors influencing International Pricing decision, Developing
International Pricing Policies and Strategies for Export
IV. Market Entry and Overseas Distribution System, Overseas Market Research, Marketing
Plan for Exports, Multinationals and their Role in International Marketing.
V. Management of Risks in International Marketing, Instruments of Financial Transactions
in International Marketing, New Techniques (Joint Ventures, Sub Contracting & BOP) in
International Marketing
Reference Text :
 Sak Onkvisit and John Shaw (2009): International Marketing, Rout ledge
 N. Keegan (2008): Global Marketing Management, PHI Learning Pvt. Ltd.
 B. Bhattacharya and R. Varshney (2007): International Marketing, S Chand
Publication
 Cateora ,Philip R;Graham ,John L(2002): International Marketing, Tata McGraw Hill

Course Outcome
1 To apply different marketing tools & strategies in the context of technology and knowledge
intensive market
2 To analyze various strategic marketing decision in the global markets
3 To evaluate and design sustainable marketing strategies in global environment