Course Title: INTERNATIONAL MARKETING

Course Level:UG
Course Code: MKTG307
Credit Units: Three

P/
S

SW/F
W

TOTAL
CREDIT
UNITS
3

Course Objectives:
Technology has effectively shrunk the globe. It does not matter how far people are geographically; there is some means of communicating with them.
Unprecedented integration in telecommunication, travel, transport and technology has resulted in opening up of marketing opportunities across the border.
The objective of this course is to introduce the student to the various aspects of international marketing with the principle objective of developing skills in the
identification, analysis and solution of the problems encountered in the international markets. It also provides the student the perspective with regards to the
economic, political and legal environments of various countries across the globe.
Pre-requisites: The student opting for this course should have successfully completed the course Principles of Marketing I & II so that he would have the basic
knowledge of marketing principles.
Student Learning Outcomes: At the end of the course students will be able to:
Identify and analyze the market opportunities across the globe
Outline the various environmental factors affecting global markets
Select an appropriate method to enter into the International markets
Develop an appropriate marketing mix program in international markets
Course Contents/Syllabus:
Weightage (%)
Module I Introduction to International Marketing
Descriptors/Topics
Concept of International Marketing
Significance of International Marketing

10

Challenge of International Marketing

Management Orientations
Module II International Marketing Environment
Descriptors/Topics
International, Multinational and Transnational Companies
Social & Cultural Environment
Political, Legal & Regulatory Environments
Technological Factors
Entering International Markets

30

Module III Analyzing Global Market Opportunities

Descriptors/Topics
Understanding Global Customers
International Marketing Research
Segmentation, Targeting & Positioning in International Markets
Competitive Analysis & Strategy

20

Module IV Product & Pricing Strategy for International Markets

Descriptors/Topics
Product mix for International markets
Standardization Vs Adaptation in International Markets
Product design & packaging for International Markets
Pricing decisions for International markets
Global pricing objectives and strategies
Gray market goods, transfer pricing , dumping and counter trade

20

Module V International Logistics and Promotion

Descriptors/Topics
International Logistics
Channels of International Distribution
Market Intermediaries
Process of International Marketing communication
Marketing communication & strategies
Tools for International Marketing communication

20

Pedagogy for Course Delivery: This class will be taught using a mix of theory and the case method. In addition to assigning the case studies, the course
instructor will spend considerable time helping you understand the concept of international markets by discussing best practices in international markets
adopted by leading organizations.

Assessment/ Examination Scheme:

Theory L/T (%)

Lab/Practical/Studio (%)

30%

End Term Examination

NA

70%

Theory Assessment (L&T):

End Term
Examination

Continuous Assessment/Internal Assessment

Components (Drop
down)

Mid-Term Exam

Project

Viva

Attendance

10%

10%

5%

5%

Weightage (%)

Text & References:

Daniels.D, 2004 International Business- Environment and Operations, Pearson Education, India.
Joshi Rakesh Mohan, 2005, International Marketing, Oxford Higher Education, India
Keegan Warren J & Bhargava Naval K,Global Marketing Management, seventh edition, Pearson Education, India
Kotler, Keller, Koshy, Jha, Marketing Management, 14th edition, Pearson Education, India

70%

Journals:
Knowledge@Wharton
Harvard Business Review