Advertising strategies etc Course Outcomes At the end of the course students

Advertising strategies etc course outcomes at the end

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Advertising strategies etc Course Outcomes: At the end of the course students are able 1. To explain factors associated with international markets and the impact of different cultural values and belief systems on marketing products. 2. To acquire skills in developing the concepts for different international marketing situations and contexts faced by an organization 3. To apply these marketing plans and strategies to succeed in the dynamic International marketplace Course contents Unit I Introduction : Definition of international marketing, Domestic vs. international marketing, Benefits of international marketing, Process of internationalization, Marketing orientation of a Firm Trade Theories : Basis of international trade, Principles of absolute and relative advantage, Factor endowment theory Unit II Dynamics of World Market : Identifying and satisfying global needs, Coordinating activities and recognizing constraints Environment of International Marketing: Economic-cultural – culture and its characteristics, influence of culture on consumption decisions, cultural universals, Politico- Legal – concept of multiplicity of political and legal environment, different political and legal systems
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Unit III International Institutions : (only the objectives) – WTO, World Bank, IMF, ADB, UNCTAD, EEC, SAPTA, NAFTA etc. International Product Policy : New product policy, International product life cycle, Product line policies, Branding, packaging and labeling Unit IV International Pricing Strategies : Factors in pricing, Alternative strategies, Forfeiting, Transfer pricing, Dumping, Counter trade Distribution : Methods of entry into foreign markets, Foreign market channels, Global logistics Promotion : Global promotion mix, Standardized global communication Unit V Foreign Exchange : Concepts of spot rate, forward rate, arbitrage, translation; FEMA Procedure of Foreign Trade and Documentation : Process of importing and exporting, Documentation (only the purpose) – certificate of origin, bill of lading, mates receipt, letter of credit, line of credit Case Study Books: 1. Black & Sundaram: International Marketing: PHI 2. Doole, J. & Lowe, R.: International Marketing Strategy; Thomson 3. Johansson, J.K., TMH 4. Joshi: International Marketing: OUP 5. Keegan: Global Marketing Management: Pearson 6. Lee, K. & Carter, S., Global Marketing management, OUP 7. Onkvisit & Shaw: International Marketing – Analysis & Strategy: Pearson 8. Paul, J,& Kapoor, R, International Marketing, TMH 9. Terpestra & Sarathy: International Marketing: Harcourt College Publishers
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UNIVERSITY OF ENGINEERING & MANAGEMENT, JAIPUR MASTER OF BUSINESS ADMINISTRATION (MBA) COURSE DESCRIPTION Course Description Title of Course: Service Marketing Course Code: MM -404 L-T Scheme: 3L+1T Course Credits: 4 Course Objectives: This course describes basics of service marketing with focus on Gaps Model of Service Quality, Consumer Behavior in services, Consumer Expectation & Perception of Service, Understanding Customer Requirements, Aligning Service Design and Standards, Delivering and Performing Service and Managing Service Promises. Students will study the basic fundamentals of services
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  • Summer '20
  • Management, UNIVERSITY OF ENGINEERING

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