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By :

Prof. Amit Kumar

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International marketing has become a major concern for business firms to develop global / international strategies to lead and sustain in

the global competitive arena.

For a student pursuing management education from IILM-CMS, Knowledge about international marketing

keeps the student mentally prepared to accept international marketing assignment in an alien

environment.

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Importance of this course

Global Marketing Management

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International Marketing Management

International marketing (IM) or global marketing refers to marketing carried out by companies

overseas or across national borderlines.

Syllabus aims at providing contemporary knowledge & skills on issues of international marketing.

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Global Marketing Management Framework of Global Marketing Management

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To bring countries closer for trading purpose and to encourage large scale free trade among the

countries of the world.

To provide assistance to developing countries in their economic and industrial growth and thereby

to remove gap between the developed and developing countries.

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Objectives of International Marketing

Global Marketing Management

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Course: International Marketing Management

1. Framework of Global Marketing Management

2. Global Marketing Research

3. Decision Making in International Marketing

4. Foreign Market Entry & Export Marketing

5. Product Planning & Development

6. Global Pricing Strategies

7. Global Distribution System

8. Promoting Product Internationally

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Global Marketing Management

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Global Marketing Management Framework of Global Marketing Management

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Contents• Growing Importance of International Marketing• Drivers of International Marketing• International Marketing Vs Domestic Marketing• Motives for Entering International Market• Towards GLOCAL Marketing• Orientations Towards International Marketing

Case study: Geocentric approach- The Boeing Way• Process of International Marketing• Internationalization of Firm’s Value Chain

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Global Marketing Management Framework of Global Marketing Management

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Global Marketing Management Global Marketing Research

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Contents• Challenges in Global Marketing Research• Introduction of New Coke: The Classic Marketing Blunder• Objectives of GMR• Cross-Cultural Marketing Behavior & Research• Implication of Religion in GMR• Global Marketing Research Process• Multicultural Research : A Special Problem• Research on the Internet: A Growing Opportunity• Important Websites for International Marketing• Case: Gillette’s Marketing Research in Sri Lanka

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Global Marketing Management Global Marketing Research

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Global Marketing Management Decision Making in International marketing

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Contents• Targeting Global ICT Markets by Country like INDIA• Hurdles in Reaching Global Market• Tools for Selecting the countries for doing business

Market Potential Index (MPI) Global Competitive Index (GCI) Foreign Direct Investment Confidence Index (FDICI) Global Political Risk Index (GPRI)

• Country Segmentation Country Segmentation on the Basis of Income Segmentation of Indian on Basis of Household Income Segmentation of Chinese Market on the Basis of Age Segmentation on the Basis of International Marketing

Opportunity and Attractiveness• Tools for International Market Analysis• Case Study: Identifying International Marketing

Opportunities in Medical services

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Global Marketing Management Decision Making in International marketing

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Global Marketing Management Global Market Entry & Export Marketing

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Contents• Concept of International Market Entry• Factors Affecting the Selection of Entry Mode• Entry Modes for ICICI Bank & Dr Reddy’s Laboratory• Modes of International Market Entry

On the Basis of Production in Home Country On the Basis of Production in Foreign Country

• Advantages & Disadvantages of Each Mode of Entry

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Global Marketing Management Global Market Entry & Export Marketing

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Global Marketing Management Product Planning & Development

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Contents• Components of a Product• Product Adaptation Vs Product Standardization• Approaches to New Product launch

Waterfall Approach Sprinkler Approach

• Product Life Cycle in International markets• International Product Strategy

International Competitive Posture Matrix Product-Promotion Strategy for International Markets

• Case of Chevrolet Spark: Adaptation for Indian Market

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Global Marketing Management Product Planning & Development

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Global Marketing Management Global Pricing Strategies

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Contents• International Pricing Compared to Domestic Pricing• International Pricing Objectives/ Strategies• International Pricing Framework• Pricing Approaches for International Markets

Cost-based Pricing Full-cost Pricing Marginal cost pricing Market-based Pricing

• Countertrade as a Pricing Tool• Terms of Payment in International Marketing

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Global Marketing Management Global Pricing Strategies

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Global Marketing Management Global Distribution System

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Contents• International Logistics

Material Management Physical Distribution (Transportation, Warehousing,

Inventory, Packaging , ICT)• International Distribution Channel Strategies • Factors Influencing Channel Width• International Distribution Channels• International Marketing Channels

Direct Channel Indirect Channel

• Managing International Logistics• Managing Ocean Transportation

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Global Marketing Management Global Distribution System

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Global Marketing Management Promoting Product Internationally

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Contents• International Marketing Communication Mix• Consumer Response Hierarchy Models• Process of International Marketing Communication• Marketing Communication Strategy• Factors influencing International Communication Decision• Major Tools for International marketing communication

Advertising (Standardization Vs Adaptation) Sales Promotion Personal Selling

• Framework for International Product-Promotion Strategies

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Global Marketing Management Promoting Product Internationally

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Global Marketing Management Project

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Project

You are planning to export any one product ABC from India to any Country XYZ.

Prepare a complete International Marketing Plan & Strategies

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Global Marketing Management Project

Project Allocation Date : 16th Oct 2012Project Submission Date: 28rd Oct 2012

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Project Details

Prepare a complete International Marketing Plan & Strategies

1. Select the Product / Country for the Exporting (like, Indian Cosmetic Product Exporting to South Africa)

2. International Marketing Research & Decision Making (SA Cosmetic Market Overview- Demand, Competitors, Segmentation-STP, Indian Supply Analysis- Policies/Barriers)

3. Choose the Market Entry Modes (For the Entry in SA)4. International Marketing Planning & Strategy (Vision & Mission)

4.1 Product Planning & their Suitability4.2 International Pricing Strategies4.3 Promoting Product Internationally4.4 Product Distribution System

5. Product Launching, CSR Responsibility & Future Growth

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Global Marketing Management Project