PES Institute of Technology – Bangalore South Campus
Department of MBA
Lesson Plan
Semester – IV
Subject Code: 12MBAMM418
Subject Title: INTERNATIONAL MARKETING MANAGEMENT
Faculty Name: NAGABHUSHANA
No of Hours / Week: 4
Mod
No
Se
ssi
on
No
.
1
1
1
2
1
3
1
4
1
5
Contents
Table -1: Session Plan
Pedagogic
al Tools
Presentati
ons
Framework of international marketing:
Definition – scope and challenges
Difference between international marketing and
domestic marketing
The dynamic environment of international trade
– transition from domestic to international
markets
Orientation of management and companies
Global e-marketing: The Death of Distance,
communications, Targeting the individual
Total no of Lectures: 56
IA Marks: 50 Marks
Exam Hours: 3
Exam Marks: 100
Assignment
s/
Additional
Work
Student
Learning
Evaluation
Technique
Cumulati
ve
Coverage
PPT
2
PPT
3
PPT
5
PPT
7
PPT
9
1
6
1
7
2
8
2
9
2
10
2
11
2
12
2
13
2
14
2
15
customers,
Relationship marketing, interactivity, Speed to
market, living in an age of technical
discontinuities
New technologies change the rules of
competition, components of the electronic value
chain.
Developing a global vision through marketing
research: Breadth and scope of international
marketing research
Problems in availability and use of secondary
data – problems in gathering primary data
Multicultural research – a special problem
Research on internet – a new opportunity –
estimating market demand
Problems in analyzing and interpreting research
information – responsibility for conducting
marketing research
Communicating with decision makers.
Identifying foreign markets – classification based
on demand
Classification based on the stage of development
– other bases for division of world markets
Social and Cultural Environment: Basic aspects
of society and culture, Approaches to cultural
factors, Impact of Social and Cultural
Environment on Marketing Industrial and
PPT
PPT
10
Test on
Assignment
concepts
s will be
through
given from
scenario
previous QP building/cas
e study
12
14
PPT
15
PPT
17
PPT
19
PPT
21
PPT
22
PPT
24
PPT
Assignment
s will be
given from
previous QP
Test on
concepts
through
scenario
26
Consumer Products.
3
16
3
17
3
18
3
19
3
20
3
21
3
22
4
23
4
24
4
25
4
26
4
27
4
28
Global marketing management – planning and
organization
Global perspective – global gateways
Global marketing management – an old debate
and a new view
Planning for global markets – alternative market
entry strategies
Organizing for global competition
Products for consumers in global markets –
product development – product adaptation
Product standardization – marketing of services –
green marketing and product development
Products and services for consumers: Quality –
products and culture
Analyzing product components for adaptation–
marketing consumer services globally
Brands in international markets Products and
services for businesses
Demand in global business to business markets –
quality and global standards
Business services – trade shows' crucial part of
business to business marketing
Relationship markets in business to business
context
building/cas
e study
PPT
28
PPT
29
PPT
31
PPT
33
PPT
35
PPT
36
PPT
Test on
Assignment
concepts
s will be
through
given from
scenario
previous QP building/cas
e study
38
PPT
40
PPT
42
PPT
43
PPT
45
PPT
47
PPT
Assignment
s will be
Test on
concepts
49
given from
previous QP
5
29
5
5
5
30
31
32
5
33
5
34
5
35
5
36
6
37
6
38
6
39
6
40
Licensing, Strategic Alliances, FDI: Introduction,
Licensing,
Strategic Alliances, Manufacturing Subsidiaries
Entry Modes and Marketing Control,
Optimal Entry Strategies
Global Distribution Introduction, Distribution as
Competitive advantage, Rationalizing Local
Channels,
Wholesaling, Retailing, Global Logistics,
Parallel Distribution, Global Channel Design
International retailing International expansion of
retailers – international retailing defined – retail
format
PPT
50
PPT
PPT
PPT
52
54
56
PPT
57
PPT
59
PPT
61
Test on
Assignment
concepts
s will be
through
given from
scenario
previous QP building/cas
e study
Variations in different markets – general
merchandise: retailing – issues in international
retailing
Pricing decisions: Global Pricing Framework,
Pricing Basics,
Marginal Cost Pricing and its importance,
Transfer Pricing, Counter trade
Systems Pricing, Pricing and Positioning, price
quotation
INCO terms – preparation of quotations
through
scenario
building/cas
e study
63
PPT
64
PPT
66
PPT
68
PPT
70
6
41
6
42
6
43
7
44
7
45
7
46
7
47
7
48
7
49
Promotion Decisions Promotions – international
advertising – sales promotion in international
markets
International advertising – direct mailing –
personal selling
Exhibition – generic promotions in international
marketing.
Recent trends in India's foreign trade:
Institutional infrastructure for exports promotions
in India
India's trade policy – exports assistance – exports
documentation and procedures including
Different stages of documentation Globalization
in India, Opportunities, Constraints and
Initiatives
India - A Hub for Globalization, Globalization in
India - Post Liberalization, India’s Strengths,
Strategies for Sustainable Competitive
Advantage, Potential for Made in India, Major
Globalization Initiatives from Indian Companies,
WTO Regulations and their implications for
India
Undesirable effects of globalization, Government
Initiatives needed to foster globalization
PPT
71
PPT
73
PPT
Test on
Assignment
concepts
s will be
through
given from
scenario
previous QP building/cas
e study
76
PPT
79
PPT
82
PPT
85
PPT
87
PPT
90
PPT
Assignment
s will be
given from
previous QP
Test on
concepts
through
scenario
92
building/cas
e study
8
50
The future of global marketing: Six major
changes in global marketing
PPT
8
51
The future of global marketing: Six major
changes in global marketing
PPT
Case
Study
52
Monitoring performance and evaluating
deviations, challenges of strategy implementation
PPT
95
Test on
Assignment
concepts
s will be
through
given from
scenario
previous QP building/cas
e study
Case study
solving
97
100
Evaluation Techniques
Case study would be evaluated on the understanding of the student about the problem being discussed. Students would be expected to
apply the theoretical concepts to solve the problem. Students are required to give multiple solutions to the problems and select a
solution and justify as to reasons for chosen that as the best solution. Students would also be evaluated on their contribution to the
discussions.
A.
Mod No
Sl.No.
1, 2, 3, 4, 6
1
1, 2, 6, 7
2
Table – 2
References & Additional Readings
Particulars
Title: International Marketing
Author: Cateora, Graham
Publication: Tata McGraw Hill
Edition: 12, 2005
Title: International Marketing
Author: Varshney, Bhattacharya
Publication: S Chand
1, 2, 8
3
5, 6
4
5
5
6
6
7
7
Edition: --Title: Global Marketing Management
Author: Warren Keegan
Publication: Pearson Education/PHI
Edition: 7
Title: Global Marketing
Author: Johny K. Johannson
Publication: Tata McGraw Hill
Edition: 4
Title: International Marketing
Author: Dana – Nicoleta, Lascu
Publication: Biztantra
Edition: 2003
Title: International Marketing
Author: Francis Cherunillam
Publication: HPH
Edition: 7, 2004
Title: Global Marketing Strategies
Author: Jean-Pierre Jeannet
Publication: Biztantra
Edition: 6
Table – 6: (IA Pattern)
Test Marks
Presentations
Assignments
60%
20%
20%


For Internal Evaluation T1 marks and the best out of remaining two will be considered.
1st Test is mandatory.
Question Bank
Three Marks Questions
1. What is generic promotion? Give two examples
2. What is the difference between licensing and franchising?
3. What is the difference between international market and global market?
4. What do you understand by low context and high context cultures? Give example for each
5. Why is packaging important for international marketing?
6. What is cultural universal?
7. What is continuum approach to understand environmental sensitivity?
8. What are the trends in global marketing?
9. What do you mean by licensing?
10. What do you mean by FOB in international trade?
11. What are INCOTERMS? Give three examples
12. What is the difference between licensing and franchising?
13. What do you mean by the term "back translation"?
14. What is multiculture research?
15. Define the term parallel import.
16. What do you mean by BOP?
17. What is meant by sourcing in global marketing? Give two examples
Seven marks questions
1. What is green marketing? What are its implications on product development in international market?
2. Explain the concept of franchising in international marketing with examples
3. What are the factors that favour product standerdization in international marketing?
4. What are the main considerations in applying product adaptation strategy in interntional marketing.
5. How can Maslow's Hierarchy of Needs theory help in designing the products for a market?
6. What are the advantages of international marketing?
7. What is a consortia? What are its uses?
8. What are the challenges of international promotion?
9. Explain the differences between domestic and international advertising.
10. Explain the differences between domestic and international marketing.
11. Explain any two of Counter Trade, transfer pricing and Costing pricing
12. What are the major challenges faced by the researcher while gathering primary data for international marketing
research.
13. Briefly explain the planning process adopted in international marketing.
14. What are the major barriers for a company to enter global markets for consumer services?
15. Briefly explain the role of trade shows in business-to-business marketing.
16. Write a note on India - a hub for globalization
17. What are the major constaints for advertising in international marketing?
18. What are the environmental factors affecting intenational trade.
19. What are the problems in gathering primary data in global marketing research?
20. What are export houses and their different categories?
21. Describe the need for warehousing in international distribution.
Ten marks questions
1. As a marketing executive, describe the guidelines to organize a trade show with examples.
2. What are the different market entry strategies adopted by international marketers.
3. Discuss the protectional and promotional aspects of packaging for international markets
4. What is the effect of social and cultural environment on selling industrial and consumer products?
5. Explain the different phases of going international?
6. Explain in detail any two models of entry followed in international marketing.
7. Marginal cost pricing is the frequently adopted strategy for entering international pricing. Put forth arguments for and
against this issue.
8. Briefly explain the different international orientations of a company.
9. Explain the process of marketing research in international context.
10. What are the three major components of a product? Discuss their importance in product adoptation
11. What are the major documents required for exporting goods to foreign countries?
12. What are the pricing objectives normally considered bu global marketers?
13. Marginal cost pricing is the frequently adopted strategy in international pricing. Put forth arguments for and against this
issue.
14. What are the criteria for classifying world markets?