INTERNATIONAL MARKETING MANAGEMENT

Course Code 19MBAMM4405 Credits 3

Course type MBA CIE Marks 50 marks

Hours/week: L-T-P 4-0-0 SEE Marks 50 marks

SEE 3 Hours
Total Hours: Lecture = 4Hrs; Tutorial =0Hrs Total = 4 Hrs for 100
Duration
marks

Course Learning Objectives

After completing this course learners will be able to
1. Introduce students to the international marketing management process, design and theories
2. Develop skills relating to international trade.
3. Familiarize the steps involved in import export documentation.
4. Learn the India’s foreign trade environment

Pre-requisites: Students are expected to have fundamentals of international marketing in the first
semester marketing management subject.

Unit - I 10 Hours
International marketing: Definition – scope and challenges, Reasons and Motivations, Concepts
related to the management of international marketing function, differences between international
marketing and domestic marketing – transition from domestic to international markets -
World Trade and India’s foreign trade: an overview.

Self learning topics: India’s foreign trade reports.

Unit - II 10 Hours
International Trade Theories and Market research- Absolute cost-comparative Cost- H-O
Theorem- New Trade Theories- Porter’s Diamond Theory- Managerial Implications. Developing a
global vision through market research : Breadth and scope of international marketing research ,
problems in availability and use of secondary data, problems in gathering primary data , multi cultural
research – a special problem , research on internet – a new opportunity , estimating market demand,
responsibility for conducting marketing research, communicating with decision makers. Identifying
foreign markets – classification based on demand, based on the stage of development, other basis for
division of world markets.
Self learning topics: market identification using Google market finder.

Unit - III 10 Hours

Planning and organization : Global perspective – global gateways – global marketing management –
 an old debate and a new view – planning for global markets – alternative market entry strategies –
organizing for global competition. Global marketing environment – cultural Environment Political and
Legal Environment, Economic Environment- Modes of entry in to foreign business
Self learning topics: MNC’s entry strategies to India.

Unit - IV 10 Hours
International product strategies: Quality – green marketing and product development, products and
culture – analyzing product components for adaptation – products for consumers in global markets,
product development, product adaptation, product standardization, Cross country segmentation, Product
life cycle in International Marketing, International Packaging. Product and services for businesses.
Demand in global business to business markets- Quality and global standards – business services –
tradeshows crucial part of business to business marketing – relationship markets in business to business
context.
.

Self learning topics: Product Life cycle management in software organizations.

Unit - V 10 Hours
International pricing and promotion: International Pricing, Promotion and distribution decision. global
pricing frame work, pricing basics, marginal cost pricing and its importance. Transfer pricing, counter
trade, systems pricing, pricing and positioning price quotation-INCO terms. International Advertising,
Sales promotion in International, direct mailing, personal selling, exhibition – generic promotion in
international marketing. Global Distribution decision - Introduction, distribution as competitive
advantage, rationalizing local channels, global channel design, Channel alternatives – Importance of
Channel decision – Factors influencing the Channel decision – Channel Selection decision.
.

Self learning topics: International service firms channel management strategies.

Project work: Export Documentation

Students have to select one important export document listed during the classroom and present in
detail in the class

Books
Text Books:
1. Cateora International Marketing 16 e Tata Mgraw Hill, 2017
2. Varshney Bhattacharya – International Marketing –S Chand 2 e.2016
3. Warren J.Keegan - Global marketing management- 8 e Pearson
4. K Ramachandran Pillai, Import & Export Documentation: A Handbook, Lambert 2011
Reference Books:
1. Sak Onkvisit, Johnshaw -International marketing: analysis and strategy, 4/e Biztantra.,
2. Michael Czinkota, Illka A. Ronkainen -International marketing:, cenage Learning. 1e 2002
E-resourses (NPTEL/SWAYAM.. Any Other)- mention links
1. Global marketing Management https://onlinecourses.nptel.ac.in/noc19_mg10
2. International marketing research https://nptel.ac.in/courses/110107080/35
 Course Outcome (COs)

Bloom’s
At the end of the course, the student will be able to
Level
1. Develop Product strategies for international markets. 6
2. Design Pricing models to succeed in the global competitive markets.. 6
Formulate promotion content to allure customers from different countries
3. 6
towards the company
PO No.
Program Outcome of this course (POs)
1. Students will be able to solve problems of competitive business environment 1
Business.
Students will demonstrate their skills to enhance productivity, efficiency and
2. effectiveness of 3

Students will be able to create models, plans and projects to explore the potential
markets.
3. 7

Course delivery methods Assessment methods

1. Lecture. 1. Internal test
2. Case study 2. Project work
3. Problem Solving 3. Case study
4. Simulation 4.

Scheme of Continuous Internal Evaluation (CIE):

Components First IA test Second IA test Project CP

Maximum Marks: 50 20 20 5 5

 Writing two IA test is compulsory.

 Minimum marks required to qualify for SEE : 20 out of 50

Self Study topics shall be evaluated during CIE (Assignments and IA tests) and 10% weightage
shall be given in SEE question paper.
Scheme of Semester End Examination (SEE):
1. It will be conducted for 100 marks of 3 hours duration. It will be reduced to 50 marks for the
calculation of SGPA and CGPA.
2. Minimum marks required in SEE to pass:
3. Question paper contains two questions from each unit each carrying 20 marks. Students have to
answer one full question from each unit.