DEPARTMENT - BUSINESS AND MANAGEMENT (BGR)
COURSE PACK
for
INTERNATIONAL MARKETING - BFIB442A
BFIB442A - INTERNATIONAL MARKETING
Total Teaching Hours For Semester : 60 No of Lecture Hours/Week : 4
Max Marks : 100 Credits : 4
Course Description and Course Objectives:
Course Description: This course explores the development of international marketing programs from the determination of objectives and methods of organization through the execution of research, advertising, distribution, and production activities. Students examine the international similarities and differences in marketing functions as related to the cultural, economic, political, social, and physical dimensions of the environment. Students also consider the changes in marketing systems and the adoption of marketing philosophies and practices to fill conditions in different countries. Course Objectives: 1. Apply the key terms, definitions, and concepts used in marketing with an international perspective. 2. Evaluate different cultural, political, and legal environments influencing international trade. 3. Apply basic internationally oriented marketing strategies (total product concept, pricing, place, and promotion). 4. Discuss the role of information technology in a global company's decision making process. 5. Define creative international market entry strategies.
Course Outcomes
1.CO-1 - To demonstrate an understanding of basic international marketing concepts, theories, principles, and terminology. 2.CO-2 - To analyze the marketing process and knowledge of the impact of environmental factors (cultural, economic, institutional, legal and political) on international marketing activities. 3.CO-3 - To understand the basics of marketing mix elements in a global perspective 4.C0-4 - To identify the new technologies that firms utilize when marketing their products in host countries. 5.CO-5 - To develop strategies for dealing with marketing communication.
Unit-1 Teaching Hours:8
Syllabus Unit Mapping
1.Development Needs:Global,
2.Skill Focused:Employability,
3.Integration of Cross Cutting Issues:None,
Introduction to Global Marketing
Principles of Marketing: Competitive Advantage, Globalization, and Global Industries, The Importance of International Marketing, Forces Affecting Global Integration and Global Marketing the Scope and Challenge of International Marketing.
Unit-2 Teaching Hours:8
Syllabus Unit Mapping
1.Development Needs:Global,
2.Skill Focused:None,
3.Integration of Cross Cutting Issues:None,
International Segmentation and Positioning
Global Market segmentation, Assessing Market potential and choosing Target Markets, Targeting and Target Market strategy options, Positioning.
Unit-3 Teaching Hours:8
Syllabus Unit Mapping
1.Development Needs:Global,
2.Skill Focused:None,
3.Integration of Cross Cutting Issues:None,
Brand and Product Decisions in Global Marketing
Basic Products Concepts, Basic Branding Concept, A Need-Based Approach to Product Planning “Country of Origin” as Brand Element Extend, Adapt, Create: Strategic Alternatives in Global Marketing, New Products in Global Marketing, Theory of New Product Lifecycle and its implications.
Unit-4 Teaching Hours:8
Syllabus Unit Mapping
1.Development Needs:Global,
2.Skill Focused:None,
3.Integration of Cross Cutting Issues:None,
Pricing Decisions- Basic Pricing Concepts
Global Pricing Objectives and Strategies, Environmental Influences on Pricing Decisions Global Pricing: Three Policy Alternatives, Gray Market Goods, Dumping Price Fixing, Transfer Pricing, Countertrade.
Unit-5 Teaching Hours:8
Syllabus Unit Mapping
1.Development Needs:Global,
2.Skill Focused:None,
3.Integration of Cross Cutting Issues:None,
Global Marketing Channels and Physical Distribution
Distribution Channels: Objectives, Terminology, and Structure, Establishing Channels and Working with Channel Intermediaries, Global Retailing, Types of Retail Operations, Trends in Global Retailing, Global Retailing Market Expansion Strategies, Physical Distribution, Supply Chains, and Logistics Management.
Unit-6 Teaching Hours:10
Syllabus Unit Mapping
1.Development Needs:Global,
2.Skill Focused:None,
3.Integration of Cross Cutting Issues:None,
Global Marketing Communications Decisions
Global Advertising ,Advertising Agencies: Organizations and Brands, Creating Global Advertising, Global Media Decisions ,Public Relations and Publicity. Sales Promotion, Personal Selling, and Special Forms of Marketing Communication: Sales Promotion, Personal Selling , Special Forms of Marketing Communications: Direct Marketing, Support Media, Event Sponsorship, and Product Placement
Unit-7 Teaching Hours:10
Syllabus Unit Mapping
1.Development Needs:Global,
2.Skill Focused:None,
3.Integration of Cross Cutting Issues:None,
Global Marketing and the Digital Revolution
Brief History on Digital Revolution, Convergence, Value networks and Disruptive Technologies, Global E-commerce, Website design and Implementation, New product and Services: Broadband, Cloud computing, Smart-phones, Mobile advertising and Mobile commerce, Mobile music, Mobile and online gaming, Mobile Payments, Streaming video, Internet phone service, Digital Books and Reading devices, Wearable's and other gadgets based marketing
Essential References:
Warren J. Keegan & Mark C.Green (2018). 9th Edition, Global Marketing, Pearson Education
Recommended References:
Caterora. P, Gilly .M & Graham. J (2011). 15th Edition, International Marketing, Tata-McGraw-Hill Publications Czinkota M.R., Ronkanen, I.A. M.H (2013). 10h Edition, International Marketing. Cengage Learning. Holensen Svend & Banerjee Madhumitha (2010). 4th Edition, Global Marketing with a special Indian Focus, Pearson Education.
Evaluation Pattern
CIA 1 - 20 Marks CIA 2 - 50 Marks converted to 25 marks CIA 3 - 20 Marks End sem - 50 Marks converted to 30 marks Attendance - 5 Marks