MGM’s

Institute of Management (IOM)

AURANGABAD

Course: MBA Lesson Plan Semester: IV

Subject: International Marketing (OP 404 B) Faculty: Mishra Tusharkant

Learning Objectives Suggested Reading Remarks of Dea

Topics to be covered Sub Topics
Academics
 The necessity of International To develop an International marketing-
Marketing understanding of analysis & Strategy –
Week- 1: Objectives of  Its Objectives: International Mktg and Sak & Shaw
17 to 24 International - Challenges its overall role in (3)
- Opportunities
Jan 2011 Marketing Country’s Economy

---Do---
 The Elements deciding the To understand about the ---Do---
Quality quality in International Mktg: dynamics of quality (248)
Considerations - Consumer behavior in expectations by various
International context
in International - Impact of local Culture
elements to
Marketing - Indian Context: International Mktg and
quality control & pre- its Indian control set-up.
shipment inspection
set-up, Role of BIS.
 Internal factors: To acquaint the International Marketing
- Product students with the Management- an Indian
Week- 2: Underlying - Resources internal dynamics of the Perspective –
24 to 31 Forces in  External factors: International Marketing R.L.Varshneya &
- Market
Jan 2011 International Environment
scenario. B.Bhattacharya
Marketing - Competitive
Case Study : 1 Profile
Big Brother
(Page 165)
(from Intl Mktg: Sak &
Shaw)

 Economic & trade env.- Developing an insight of International Marketing -

-trade barriers global Mktg Francis Cherunilam
Global -non-tariff barriers Environment (32-116)
Week- 3: Marketing -commodity agreement
-cartels
1 to 7 Feb Environment -state trading
2011 -trading block (EU, Euro,
SAARC)
 Socio-culture env.
 Politico-govt env.
 Technological env.
 Legal & statutory env
Global  Intl Mktg Info. requirement Creating an awareness International Marketing -
 Sources of Intl Mktg Info.
Week- 4: Marketing  International Mktg Info about the International Francis Cherunilam
System Mktg Info System (298-312)
8 to 14 Information & Research
Feb 2011 System &  International Mktg Research
phases & methods of data
Research collection
 Research Agencies
 Problems in International Mktg
Research
International  Market Selection Process …the way how a specific International Marketing -
 Determinants of Market Market is selected for Francis Cherunilam
Week- 5: Market Selection Mktg. (314)
15 to 21 Selection  Market Profiling
Feb 2011  Market Segment Selection

International  Modes & Ways of International ….how a product gets ---Do---

Market Entry: entry into the Global (324)
Market Entry -Licensing & franchising Market.
Week- 6: Strategies -Exporting
-Contract Manufacturing
22 to 28 Case Study : 2
-Turnkey Contracts
Feb 2011 How To Export Houses -Fully owned Manufacturing
(Page 362) facilities
(from Intl Mktg: Sak -Assembly operations
& Shaw) -Joint Ventures
-Third Country Locations
-Mergers & Acquisitions
-Strategic Alliances
-Counter Trade
-Entry Strategies of Indian firms.
Planning for  Product: Understanding the ---Do---
-Product Mgmt Decision terms & Concepts of (347)
International -Product Mix International Marketing
Week- 8: Marketing Mix -PLC Management
-New Product Development
1 to 7 -Branding, Packaging & Labelling
Mar 2011 -Business Env. & Product Decisions
-Product Communication Strategies
-Globalization V/s Localization

---Do---  Pricing: ---Do--- ---Do---

-Exporter’s cost (384)
-Objectives & factors affecting Pricing
Case Study : 3 -Methods of Pricing
Pricing For (no) Profit? -Steps in pricing
Week- 9: (Page 632) -Dumping
8 to 14 (from Intl Mktg: Sak -Transfer pricing
Mar 2011 & Shaw) -Retrograde Pricing
-Export price structure
-Export Price Quotation & inco Terms
-Information needed for Pricing.

---Do---  Promotion: ---Do--- ---Do---

-Intl Mktg Env. & Promotion Strategies (371)
-Major decisions in Global Mktg
Week-10: Case Study : 4 Communication.
15 to 21 Infant Formula Issue -Communication Mix
(Page 559) -Export Promo Organization’s roles.
Mar 2011 (from Intl Mktg: Sak -Trade Promo Fairs & Exhibitions.
& Shaw) -Personal selling in Intl Mktg.
-Obstacles in Intl Mktg Communication.
---Do---  Place (Distribution): ---Do--- ---Do---
-International Distribution system (334)
-Direct & indirect Export
Case Study : 5 -Marketing Environment
Automotive Components -Types of Intermediaries in Intl Pricing.
Inc. -Distribution strategies in Intl Marketing
Week-11: (Page 496) -International Marketing Logistics.
22 to 28 (from Intl Mktg: Sak
Mar 2011 & Shaw)
 Documentation  Export Procedure & documents …. The paper work and ---Do---
& Procedural -Pre Export Procedure. related necessary (479)
complexities -Inquiry & Offer (Prospecting & Closing) formalities in course of
-Offer Confirmation International Marketing
 Registration -Export License
Week-12: with various -Finance
29 to 04 Agencies: -Production / Procurement of goods
-Compulsory -Shipping space
Apr 2011 quality Control -Packing & Marking
-Processing -Pre shipment inspection.
Export Orders -Excise clearance
-custom clearance
-Exchange Control formalities
-Insurance
-Shipping the goods
-Negotiation of documents
-Documentation of standardization
-Goods Documentation.
-Shipment Documentation.

Mishra Tusharkant
Faculty, MGM’s IOM