Course Outcomes
1. Student will able to understand the concept of international marketing.
2. Students will learn the market entry strategies.
3. Students will understand, how to take international product, pricing, and
promotion and distribution decisions.
Syllabus Contents:
Unit 1
Introduction to international marketing
Internationalization stages, international marketing decisions, scope of
marketing Indian products abroad, driving and restraining forces.
Market selection.
Market selection process, determinants of market selection, market profiling,
market segment selection
Unit 2
Market entry strategies.
Licensing and franchising, exporting, contract manufacturing, turn key contracts,
fully owned manufacturing facilities, joint ventures, mergers and acquisitions,
strategic alliances.
International organization.
Built in export deportment , separate export department, export sales subsidiary,
international division, global organization
Unit 3
Market coverage strategies.
Concentrated marketing strategy, niche marketing, market segmentation and
differentiated marketing strategy
International Product decisions.
Product decisions, product, product mix, product life cycle, new product
development, branding, packaging and labeling, business environment and
product strategies, product communication strategies.
Unit 4
International pricing.
cost, pricing objectives, factors affecting pricing, pricing
methods/approaches, transfer pricing, dumping, steps in pricing, retrograde
pricing, export price structure, export price quotations and inco terms,
information requirements for pricing,
International distribution.
International channel system, direct exports, indirect exports, types of
intermediaries. Marketing environment and distribution strategies. International
logistics,
International promotion.
Marketing environment and promotion strategies, major decisions in
international marketing communications, communication mix, role of export
promotion organizations, trade fairs and exhibitions, personnel selling in
international marketing, Problems in international marketing communication.
- Teacher: Santosh Devekar
- Teacher: Pruthviraj Ghatage
- Teacher: Ketaki Kambale
- Teacher: Nagina Mali
- Teacher: Naziya Mullani
- Teacher: Priyanka Surve