Syllabus
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Course Code: IMS-804 Course Name: Marketing - International Marketing |
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| MODULE NO / UNIT | COURSE SYLLABUS CONTENTS OF MODULE | NOTES |
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| 1 | International Marketing: Meaning, Nature and Scope of International Marketing, Reasons and Motivations underlying International Business & Trade, Basic Modes of Entry, Process of Internationalization, Domestic Marketing versus International Marketing, Benefits of International Marketing. | |
| 2 | International Marketing Environment: Cultural Environment, Political Legal Environment Economic Environment for International Marketing. Consumer Behaviour in International Marketing Context | |
| 3 | International Market Segmentation: Factors Influencing International Market Segmentation, Foreign Market Entry Strategies, Assessment of Global Opportunities, International Product Policy and Strategy; Theory of International Product Life Cycle; Branding & Packaging Decisions | |
| 4 | International Pricing Policy & Strategy: The Process of Price Setting, Pricing Decisions, Price Strategy Alternatives, International Negotiations | |
| 5 | International promotional Strategies: Advertising, Personal Selling, Publicity & Sales Promotion Strategies, International Distribution Management: International Distribution Policy, Selecting Distribution Channels, Physical Distribution, | |
