Program Credit : MBA : 3 Class of Sessions : 2011 : 33
Course Code : SL MM 607
This course is designed for any student aspiring to develop a greater understanding of global markets, and the mindset of a global manager. The course focuses essentially upon (i) how to access and build stronger competitive advantage by participating in a dynamic global markets, and (ii), how to identify, build, and serve, strong global businesses. REFERENCE BOOKS Global Marketing Management International Marketing International Marketing : Analysis & Strategy, 3rd e International Marketing, 11th e Global Marketing: Foreign Entry Local Marketing and Global Marketing, 4th e The Essence of International Marketing International Marketing Global Marketing Strategy Detailed Syllabus Introduction: Need for International Marketing, Driving and restraining forces, evolution process, process of Internationalization. World Market Environment: Identifying and Analyzing Opportunities in the International Trading Environment - Understanding the Changes in the World Trading Environment: Countries, World Regions (e.g. the European Union), Barriers for international trade, Tariff and non tariff barriers, Major International Bodies : IMF, World Bank, World trade organization: International marketing implication. The SLEPT Factors: Social/Cultural, Legal, Economic, Political and Technological. Socio cultural environment: Importance, Cultural universals, High and low context cultures, Importance in business, CultureDetailed Syllabus – The Class of 2011
AUTHOR / PUBLICATION Keegan, Warren J. 7th edition - Pearson Joshi, R M. Oxford University Press - 2005 Onkvisit, Sak. Prentice-Hall, India Cateora, Philip R / Graham, John L. McGrawHill - 2008 Johnson, Johny. Tata McGraw Hill - 2006 Paliwoda. Prentice-Hall, India Fayerweather, John. Prentice-Hall, India Douglas. Tata McGraw-Hill communication, behavior and religion, Analytical approaches- Hofstede’s cultural... [continues]
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