Revised Course Structure for Master in Business Administration
MBA Semester IV Specialization: - Marketing Management
Elective OP 404B: INTERNATIONAL MARKETING
Objectives of International Marketing – Challenges and opportunities in International Marketing – Quality considerations in International Marketing – Underlying forces of International Marketing, Global marketing environment –Economic Environment, Socio-cultural Environment – Legal and Statutory Framework, Global Marketing Information System and Research. Market section, International Market entry strategies, Planning for International Marketing- Global Marketing Mix ( Product, Price, Promotion, Place ), Documentation and procedural complexities- Registration with various agencies –Compulsory Quality Control- Processing Export Orders, Limitations of Global Marketing
Cateora, International Marketing, SIE, Tata Mc Graw Hill Edition, 9780070666993
Paul Justin, International Marketing: Text and Cases, Tata Mc Graw Hill Edition, 9780070635883
Bhattacharya, B. Export Marketing: Strategies for Success. New Delhi, Global Business Press, 1991.
Johri, Lalit M. International Marketing: Strategies for Success. University of Delhi, Faculty of Management Studies. 1980.
Keegan, Warre. Global Marketing Management. Englewood Cliffs, New Jersey, Prentice Hall Inc., 1995.
Onkvisit, Sak and Shaw, J J. International Marketing: Analysis and Strategy. New Delhi Prentice Hall of India 1995.
Terpstra, Vern and Sarathy R. International Marketing. Orlando, Dryden Press. 1991.
Note :- At least 10 Case Studies should be taught in class on relevant