JAWAHARLAL NEHRU TECHNOLOGICAL UNIVERSITY HYDERABAD

Course Objective:

• To enable understanding of the Global Markets, Markets, formulation of Global Marketing Strategies and its Implementation.
• To impart knowledge of the Global Environmental Drivers.
• To elucidate various aspects in global customers.
• To help identify the various aspects in global marketing.
• To highlight the impact of Implementing Global marketing strategies.

Course Outcome

Students will be able to:

• Understand the Global Marketing Management
• Learn the relevance of WTO, EXIM Policy.
• Learn various influences of the Global Consumer
• Understand the relevance of International Marketing Mix, distribution promotion strategies.
• Identify the need for E-Marketing channels.

UNIT - I: Introduction to International Marketing

Nature, Importance, Features and Scope of

International Marketing, Comparison of Domestic and International Marketing, Environment and Sustainability, Opportunities and Challenges in International Marketing, Stages of International Marketing Involvement, Motivating Factors of International Marketing, Reasons and Strategies of Internationalization.

UNIT - II: Global Environmental Drivers

WTO and Globalization, Types of External Environments

Political, Economic, Social, Technological, Environmental and Legal. EXIM Policy of India. International Trade and its Barriers, Trade in Goods & Services, Regional Integration and Multi-lateral Trade Agreements.

UNIT - III: Global Customers

Drivers of the Global Consumers, Influences on the Global Consumer,

Industrial Buyer, Government Buyer, International Marketing Research: Opportunity Analysis, Country (Market) Selection, Assessing International Market Size and Sales Potential. Government Policies of Target Markets, SWOT Analysis of Target Markets, Global Market Entry Modes and Strategies, Opportunities and Challenges of Entry Modes. Digital Revolution & Global E-Commerce.

UNIT - IV: Global Marketing

Globalization Drivers: Market, Cost, Environmental, Competitive Factors

International Marketing Mix, Developing the Global Marketing Program, Segmentation of Products and Services, Distributors & Channels, Direct & Indirect Marketing Channels. 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, Implementing Global Marketing Program, Export Documentation, Export Procedures, Steps in processing an Export Order.

Suggested Readings:

• Daniel Baack, Barbara Czarnecka, Donal Baack, International Marketing, 2e, Sage, 2019.
• Michael R. Czinkota, Ilkka A. Ronkainen, International Marketing, Cengage,10e, 2017.
• Justin Paul, Ramneek Kapoor, International Marketing: Text and Cases, TMH, 2e,2012.
• Prateek Maheshwari, International Marketing, Wiley,8e, 2017.
• Philip R. Cateora John L Graham Prashant Salwan, International Marketing TMH,13e, 2011.
• Warren J. Keegan, Mark C. Green, Global Marketing, Pearson,7e 2013
• P.K. Vasudeva, International Marketing, 4th edition, Excel Books, 2012.  37 MBA MARKETING ELECTIVE