JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Objective

To understand the Global Markets, formulation of Global Marketing Strategies

and its Implementation.

Learning Outcome

Students will be to get deeper insight into a) the Global Marketing

Management, b) Environment of global markets, c) Assessing Global Market Opportunities, d) Developing and Implementing Global Marketing Strategies.

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UNIT - I: Introduction to International Marketing

Environment and Sustainability, Scope,

Importance of World Trade, Features, Opportunities and Challenges in International Marketing, Comparison of Domestic with International Marketing, Stages of International Marketing, Motivating Factors of International Marketing, Internationalisation – Reasons and Strategies.

UNIT - II: Global Environmental Drivers

WTO and Globalization – Issues, Types - Political,

Economic, Social, Legal and Technological Environments, EXIM Policy, International Trade and its barriers, trade in Goods & Services, International Trade Agreements.

UNIT - III: Global Customers

Drivers of Global Consumers, Influences of the Global Consumer

Role of Culture - elements, Social Factors, Situational Factors, Industrial Buyer, Government Buyer, International Marketing Research: Opportunity Analysis, Market Selection, Assessing Market Size and Sales Potential, Government Policies of Target Markets, SWOT Analysis of Target Markets, Global Market Entry Modes – Strategies, Problems and Challenges.

UNIT - IV: Global Marketing

Globalization Drivers – Market, Cost, Environmental, Competitive

Factors, International Marketing Mix, Developing the Global Marketing Program, Segmentation of product &services, Marketing channels and Distribution Promotion Strategies, Pricing strategies – Factors influencing Pricing Decisions, Concept of International Product Life Cycle.

UNIT - V: Implementing Global marketing strategies

Negotiation with customers and selection

method – Cultural and International Negotiations, E-Marketing channels organization &controlling of the global marketing programme, Export Documentation, Export Procedures, Steps in processing an Export Order.

Suggested Readings:

• Michael R. Czinkota, Ilkka A. Ronkainen, International Marketing, 10e, Cengage, 2017
• Justin Paul, Ramneek Kapoor, International Marketing: Text and Cases, 2e, TMH, 2012
• Philip R. Cateora John L Graham Prashant Salwan, International Marketing -13th edition, TMH,2011
• Svend Hollensen, Madhumita Benerjee-Global Marketing-4th Edition- Pearson,2010
• Rajagopal –International Marketing-2nd Edition –Vikas ,2011
• P.K. Vasudeva, international Marketing-4th edition-Excel Books,2012
• Kiefer Lee, Steve Carter-Global Marketing Management-3rd edition-Oxford,2011