SUPER SPECIALIZATION INTERNATIONAL MARKETING

INTERNATIONAL MARKETING

COURSE DURATION: 2 HRS PER WEEK FOR 12 WEEKS COURSE CREDITS: 02

1. INTERNATIONAL MARKETING: AN OVERVIEW (2 HRS) The Scope and challenge of International Marketing The dynamic environment of international marketing Constituents of international environment

2. THE ENVIRONMENT OF GLOBAL MARKETS (6 HRS) Geography and history: the foundations of cultural understanding; Cultural dynamics in assessing global markets Business customs in global marketing The political environment: A critical concern The international legal environment The economic environment The cultural environment

3. ASSESSING GLOBAL MARKET OPPORTUNITIES (3 HRS) Developing global vision through market research

 Emerging markets and scope for marketing Multinational market regions & market groups Ranking of markets in terms of relative opportunities

4. DEVELOPING GLOBAL MARKET STRATEGIES (9 HRS) Global marketing management: Planning and organization. Creating products for consumers in global markets Marketing Industrial products and services International distribution systems International Retailing Exporting and Logistics: Special issues for the smart The global advertising and promotion effort. Personal selling and sales management Pricing for international markets business

5. IMPLEMENTING GLOBAL MARKETING STRATEGIES (4 HRS) Negotiating with international customers, partners, and regulator Organisational structure, system, and processes for delivering marketing program

BASIC TEXTS: P K VASUDEVA: International Marketing (Excel: 2006) CZINKOTA & RONKAINEN: International Marketing (Cengage:2007)

SUPER SPECIALIZATION INTERNATIONAL MARKETING

INTERNATIONAL MARKETING RESEARCH

COURSE DURATION: 1 HR PER WEEK FOR 12 WEEKS COURSE CREDIT: 01

1. NATURE AND SCOPE OF INTERNATIONAL MARKETING RESEARCH (IMR) (1 HR) Meaning and scope; difference between intracountry and IMR research Limitation and challenges involved Types of IMR

2. IMR AND MARKETING ENVIRONMENT (1 HR) Complexity and cost General research activities Research coordination

3. PROCESS OF IMR (2 HRS) Objectives, users, information requirement, and related issues Steps involved

4. PRELIMINERY STAGES (1 HR) Market orientation Problem orientation Focus area

5. SECONDARY DATA RESEARCH (1 HR) Need and Use Advantages, disadvantages, and challenges Various sources of data

6. INTERNET AS A TOOL FOR RESEARCH (1 HR) Suitable respondents Secondary research through Net Primary research through Net Advantages, disadvantages, and problems

7. QUALITATIVE AND QUANTITATIVE RESEARCH (2 HR) Need and types Method available

 Special challenges involved

8. APPLICATION OF IMR FOR MARKETING DECISIONS (2 HRS) Product market identification Research for pricing Research and distribution decisions Research for promotional measures Research for environment scanning

9. PRESENTING THE RESULT (1 HR) Various ways of presenting the findings Validity, reliability, generalizability in presentation

BASIC TEXTS: V. KUMAR: International Marketing Research (PHI:1999) C. Samuel Craig: International Marketing Research (Wiley:2nd Edition)