INTERNATIONAL MARKETING : ELECTIVE COURSE IN MARKETING RELEVANCE TO THE PROGRAM There is not a company today that does not

t want to sell out of its domestic territory. The concept of international marketing applies to all companies in developed and developing world. Hence a specialisation in Marketing is incomplete without the inputs on International Marketing. This is especially true for all those students who are not specialising in IB area and would like to join a Multinational company tomorrow. As the basic question raised to such students would be how to operate in developed and emerging markets when the company taps overseas expansion. Due to the above two modules have been specifically included on Marketing from the developing world and Marketing to the developing world i.e multinationals operating in emerging markets.

LEARNING OBJECTIVES In general, the students opting for this course are strongly acquainted with concepts of product adaptation, pricing, promotion adaptation, global branding which are very different from a core course in Marketing or a core course in international Business. It should be clear to the students at the outset that International Marketing is not a course in Advanced International Business or International Trade. It is an advanced course in Marketing, where the participant learns to take his company forward to a different country. Knowledge of emerging markets : It is common knowledge that students of international marketing must study product, pricing, place and promotion but how the effectiveness of these vary in different markets around the world is equally important.

SUBJECT Credit value Course Background Role:

INTERNATIONAL MARKETING 3 Global opportunities and challenges are more pervasive today than ever before in history. Ability to and look at them holistically adds to the success of the business in the longer run. It helps companies to establish competitive advantage and succeed in markets, domestic and international. The course on International Marketing is aimed at developing knowledge on various issues relevant for the firms to become and remain competitive in the global arena. An understanding of the extent of integration of the Indian economy with the global economic dynamics will help the students take a holistic approach in designing business strategy. This subject contributes to the achievement of the TWO of the three main goals which leads to six of the 12 sub-goals of the PGDM FT programme at IMT Ghaziabad.

Course Objectives

The course objectives are identified as: to develop the ability to analyze global MARKET OPPORTUNITIES. to develop an understanding of the roles the institutions play in ELIMINATING VOIDS IN GLOBAL BUSINESS ENVIRONMENT . THIS IS THE ROLE OF CAPACITY BUILDING IN THE DOMESTIC ENVIRONMENT FOR GROWTH and ABSORPTION. To develop an understanding of the MARKETING FROM DEVELOPED WORLD To develop an understanding of the MARKETING FROM DEVELOPING WORLD To build the skill in students to use such knowledge and understanding in strategizing international expansion

Learning Outcomes

After the completion of this course, students will: 1. Demonstrate an understanding of the global business environment, as also the linkages of the Indian economy with the rest of the world (Sub-goal 1.1 ) 2. Demonstrate a capacity to analyze the trends in global business environment, (Sub-goal 1.1 ) 3. Demonstrate an understanding of the global regulatory framework of international trade and investment (Sub-goal 1.2 ) 4. Demonstrate ability to use tools and options, methods and strategies in leading firms to global competitive advantage. (Sub-goal 3.1 ) 5. Demonstrate an understanding of issues involved in business in a cross-cultural set up (Subgoal 3.2) 6. Demonstrate techno-savvy capabilities to manage integrated

environments (Subgoal 3.2)

Text Books GLOBAL MARKETING, 7th EDITION by WARREN KEEGAN AND MARK GREEN, PEARSON PUBLICATION

Other Books

Reference

1. International Business,Competing in The Global Market Place, Charles W L Hill, Fourth Edition, 2003, TMH. 2. Global Shift, Sixth Edition: Mapping the Changing Contours of the World Economy (Global Shift: Mapping the Changing Contours) SAGE PUBLICATIONS 3. Global Marketing Management, 5th Edition Masaaki (Mike) Kotabe, Kristiaan Helsen 4. The Quest for Global Dominance, Vijay Govindrajan, Anil K Gupta, Josey-Bass, San Fransico, 2001. 5. International Business, Alan M Rugman & Richard M Hodgetts, third edition, Pearson Education, 2004 6. Managing in a borderless world. Kenichi Ohmae 7. Competitiveness : A dangerous obsession. Paul Krugman