International Marketing

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INTERNATIONAL MARKETING

INTERNATIONAL MARKETING (MBA)

COURSE OVERVIEW

Today the corporate world cannot survive with restricting themselves within the domestic boundaries. As the consumers across countries become more universal in nature, the need to look at the whole world as a market is growing. The aim of this unit is to introduce the students to International Marketing, which explains how International Markets operate in an International Environment. An elementary approach is used in the module, which emphasizes the reasons for undertaking International Market analysis and their interpretation. An

international perspective is maintained throughout the text. The objective of the problems is to enhance the student’s understanding of analytical techniques- more emphasis on policy and managerial implications of International Marketing. The module focuses on International skills required to be an effective manager. It will develop the student’s ability to identify and appreciate effective ways of getting the objective fulfilled. It also develops practical applications ability and knowledge and how these can be used in the decision-making process.

Reference Books 1. International Marketing: Warren Keegan 2. Strategic Planning for Export Marketing: Warnklin R. Root 3. International Trade And Investment: Framklin R. Root 4. International Marketing Management: Philip Kotler 5. International Marketing: Philip R.Cateora & John L. Graham 6. International Marketing, Analysis & Strategy: Sak Onkvisit & John J. Shaw 7. International Marketing: Vern Terpstra & Ravi Sarathy

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INTERNATIONAL MARKETING

SYLLABUS

Unit: International Marketing
Unit value : Unit level : S 3 Unit code :

Description of unit
The aim of this unit is to introduce the students to International Marketing, which explains how International Markets operate in an International Environment. An elementary approach is used in the module, which emphasizes the reasons for undertaking International Market analysis and their interpretation. An international perspective is maintained throughout the text. . The objective of the problems is to enhance the student’s understanding of analytical techniques- more emphasis on policy and managerial implications of International Marketing. The module focuses on International skills required to be an effective manager. It will develop the student’s ability to identify and appreciate effective ways of getting the objective fulfilled. It also develops practical applications ability and knowledge and how these can be used in the decisionmaking process.

Detailed Course Contents
1. Introduction Introduction to International Marketing: Understanding international marketing, applicability, benefits, driving & restraining forces Types of Environment: International environment, domestic environment, foreign environment Orientations to International Marketing: Ethnocenric orientation, regiocenric orientation, geocentric orientation, polycentric orientation 2. Global Marketing Environment The Global Economic Environment Economic systems, stages of market development, WTO, regional economic organizations, international trade theory Social and Cultural Environment Basic aspects of society and culture, analytical approaches, business customs & ethics based on culture Political, Legal, Regulatory Environments Political environment, legal environment & problems, patents and trademarks 3. Analyzing And Targeting Global Opportunities Marketing Information Systems and Research Overview, sources of market information, formal marketing research, current issues, international marketing intelligence Segmentation, Targeting and Positioning Global market segmentation, global targeting, product positioning

Summary of Outcomes
To achieve this unit a student must:

• Identify and understand the nature and scope of
International Marketing

• Understand the various environments...
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