The purpose of MBA International Marketing Management Subject is to develop an understanding of the underlying concepts, strategies and issues involve in the marketing of products and services in more than a nation or globally.
International Marketing Management contains eight modules namely - International Marketing Environment; Understanding Customer Buying Behaviour; International Marketing Research; International Product Management; International Marketing Communication; Distribution and Logistics; Strategies of Pricing; and Evaluation and Control.
International Marketing Management Subject Modules:
Module 1: Introduction to International Marketing Environment
- Meaning and Definition of International Marketing
- International Marketing Environment
- Characteristics of International Marketing
- Importance of International Marketing
- Nature and Scope of International Marketing
- Difference Between International Marketing and Domestic Marketing
- Process of International Marketing
- Identifying and Analysing Opportunities
- Changes in International Marketing Environment
- IMF, WTO, World Bank
Module 2: Understanding Customer Buying Behaviour
- Meaning of Consumer Buying Behaviour
- Factors Influencing Consumer Buying Behaviour
Module 3: International Marketing Research
- Meaning and Characteristics of Marketing Research
- International Marketing Research Process
- Selection of Marketing Research Agency
- International Market Strategy
- International Marketing Planning
Module 4: International Product Management
- International Product Strategies
- Product Portfolios
- Standardisation and Adaptation
Module 5: International Marketing Communication
- Meaning and Characteristics of Marketing Communication
- Importance of Marketing Communication
Module 6: Strategies of Pricing
- Meaning of Pricing Strategies
- Types of Pricing Strategies
- Currency Considerations
Module 7: Distribution and Logistics
- Characteristics and Importance
- Channel Management
- Foreign Market Channel Management
Module 8: Evaluation and Control
- International Marketing Evaluation and Control
- Difficulties in Evaluation and Control
