INTERNATIONAL MARKETING MANAGEMENT

Course Code: MMS 202 Credit Units: 03

Course Objective:
In today’s dynamic global scenario people who succeed will have to learn the art of managing functions across
domestic borders. Thus the course aims at exposing the students to the international business activities. The
course would develop a general perspective about managing international business both in operational as well
as strategic context.

Course Contents:
Module I: Overview
Need, Scope, Tasks, Domestic vs. International marketing, International trade Theories, Importance of
International Marketing, Management orientation (Ethnocentric, Polycentric, Regiocentric & Geocentric)

Module II: International Marketing Environment

Economic Environment (World Economy, Stages of market & economic development, Income & Purchasing
Power parity, Economic Risk Analysis, Balance of payments, Trade patterns, International trade alliances,
WTO, World Bank, IMF, Regional Economic groups. Social & Cultural environment – Culture, Cultural impact
on Industrial & Consumer products. Political, Legal & Regulatory Environment – Political Risk, IPR, Licensing
& Trade Services, Dispute Settlement & Litigation, Embargoes & Sanctions.

Module III: International Entry & Expansion Strategies

International Market Entry Strategies – Exporting, Sourcing, Licensing, JVs, Ownership & control, Ownership/
Investment, Merger’s and Acquisitions, Stages of development models (Domestic, International, Multinational,
Global, Transnational) Strategies Employed by Indian companies to sustain Globally. Tariff and Non Tariff
Barriers.

Module IV: Developing Product for International Market

The international product and its life cycle, Product positioning & Segmentation , Product design consideration,
Geographic expansion, Global branding and different positioning of the same brand in different countries, New
product development & testing . Dumping, Gray market, Role of Services in global economy,

Module V: Promotion & Pricing Strategy for International Market

Channel development & Innovation. Role of International Advertising & Branding, PR, Trade Fairs, Personal
selling, Sales promotion, Exhibitions, Sponsorship promotion, Internet Marketing.. Global pricing Objectives &
methods, Pricing policies – Marginal cost, cost plus, Market oriented, Export payment methods – L/C,
Advance, DA/DP, FIBC, Counter trade, Transfer price.

Module VI: India’s International Policy and Impact on Economy

Government measures and export incentives, EXIM policy, ECGC services, Role of Indian banks & F.I’s,
Current stand on WTO, Services export from India.

Examination Scheme:

Components C A CT EE
Weightage (%) 10 5 15 70

Text & References:

Text:
• Global Marketing Management, Kotabe Makadi

References:
• Keegan, Global Marketing
• Varshney & Bhattacharya, International Marketing Management
• Czinkota , International Business
• Khurana PK , Export Marketing
• Harvard Business Review, Global Business Review (Sage Publications), Global Forum – ITC Geneva