INTERNATIONAL MARKETING MANAGEMENT

Course Code: Course Objective:
In today’s dynamic global scenario people who succeed will have to learn the art of managing functions across domestic borders. Thus the course aims at exposing the students to the international business activities. The course would develop a general perspective about managing international business both in operational as well as strategic context.

MMS 202

Credit Units: 03

Course Contents:
Module I: Overview Need, Scope, Tasks, Domestic vs. International marketing, International trade Theories, Importance of International Marketing, Management orientation (Ethnocentric, Polycentric, Regiocentric & Geocentric) Module II: International Marketing Environment Economic Environment (World Economy, Stages of market & economic development, Income & Purchasing Power parity, Economic Risk Analysis, Balance of payments, Trade patterns, International trade alliances, WTO, World Bank, IMF, Regional Economic groups. Social & Cultural environment – Culture, Cultural impact on Industrial & Consumer products. Political, Legal & Regulatory Environment – Political Risk, IPR, Licensing & Trade Services, Dispute Settlement & Litigation, Embargoes & Sanctions. Module III: International Entry & Expansion Strategies International Market Entry Strategies – Exporting, Sourcing, Licensing, JVs, Ownership & control, Ownership/ Investment, Merger’s and Acquisitions, Stages of development models (Domestic, International, Multinational, Global, Transnational) Strategies Employed by Indian companies to sustain Globally. Tariff and Non Tariff Barriers. Module IV: Developing Product for International Market The international product and its life cycle, Product positioning & Segmentation , Product design consideration, Geographic expansion, Global branding and different positioning of the same brand in different countries, New product development & testing . Dumping, Gray market, Role of Services in global economy, Module V: Promotion & Pricing Strategy for International Market Channel development & Innovation. Role of International Advertising & Branding, PR, Trade Fairs, Personal selling, Sales promotion, Exhibitions, Sponsorship promotion, Internet Marketing.. Global pricing Objectives & methods, Pricing policies – Marginal cost, cost plus, Market oriented, Export payment methods – L/C, Advance, DA/DP, FIBC, Counter trade, Transfer price. Module VI: India’s International Policy and Impact on Economy Government measures and export incentives, EXIM policy, ECGC services, Role of Indian banks & F.I’s, Current stand on WTO, Services export from India.

Examination Scheme:
Components Weightage (%) C 10 A 5 CT 15 EE 70

Text & References:
Text: • Global Marketing Management, Kotabe Makadi References: • Keegan, Global Marketing • Varshney & Bhattacharya, International Marketing Management • Czinkota , International Business • Khurana PK , Export Marketing • Harvard Business Review, Global Business Review (Sage Publications), Global Forum – ITC Geneva