Course No. 601 INTERNATIONAL MARKETING
(INMT XXI)
(For B.Com (Marketing and Int. Business)
Marks: 80 Hours: 40
Objective:
This course aims at acquainting student with the operations of marketing in International
environment.
Course
Contents:
UNIT-I:
International marketing: Nature, Definition and scope of international
marketing; domestic marketing vs. international marketing: International
marketing environment- External and Internal. 20 : 10 hrs
UNIT-II:
Identifying and Selecting Foreign Market; Export procedures and Documentation;
Modes of Payments. 20 : 10 hrs
UNIT-III:
Product Planning for International Market; Product designing; Standardisation
vs. Adaptation; Branding; Packaging; International Pricing; Factors influencing
international price. 20 : 10 hrs
UMIT-IV:
Promotion of Product/ Services Abroad; Promotional Methods – Direct Mailing;
advertising; Personal Selling; trade fairs and exhibitions, International
logistics and e-logistics. 20 : 10 hrs
Text
and Reference Books:
1.Bhattacharya
R.L and Varshney B : International Marketing Management, Sultan Chand, New
Delhi.
2.Bhattacharya
B : Export Marketing Strategies for Success, Global Press, New Delhi.
3.Keegan
W.G : Multinational Marketing Management, Prentice Hall, New Delhi.
4.Kripani
V : International Marketing, Prentice Hall, New Delhi.
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