PES School of Engineering s1

PES Institute of Technology – Bangalore South Campus Department of MBA Lesson Plan Semester – IV Subject Code: 12MBAMM418 Total no of Lectures: 56 Subject Title: INTERNATIONAL MARKETING MANAGEMENT IA Marks: 50 Marks Faculty Name: NAGABHUSHANA Exam Hours: 3 No of Hours / Week: 4 Exam Marks: 100 Table -1: Session Plan Mod Se Contents Pedagogic Presentati Assignment Student Cumulativ No ssi al Tools ons s / Learning e on Additional Evaluation Coverage No Work Technique . Framework of international marketing: 1 1 PPT 2 Definition – scope and challenges Difference between international marketing and 1 2 PPT 3 domestic marketing The dynamic environment of international trade 1 3 – transition from domestic to international PPT 5 markets 1 4 Orientation of management and companies PPT 7 1 5 Global e-marketing: The Death of Distance, PPT 9 communications, Targeting the individual customers, Relationship marketing, interactivity, Speed to 1 6 market, living in an age of technical PPT 10 discontinuities Test on Assignment concepts New technologies change the rules of s will be through 1 7 competition, components of the electronic value PPT 12 given from scenario chain. previous QP building/cas e study Developing a global vision through marketing 2 8 research: Breadth and scope of international 14 marketing research Problems in availability and use of secondary 2 9 PPT 15 data – problems in gathering primary data 2 10 Multicultural research – a special problem PPT 17 Research on internet – a new opportunity – 2 11 PPT 19 estimating market demand Problems in analyzing and interpreting research 2 12 information – responsibility for conducting PPT 21 marketing research Communicating with decision makers. 2 13 Identifying foreign markets – classification based PPT 22 on demand Classification based on the stage of development 2 14 PPT 24 – other bases for division of world markets 2 15 Social and Cultural Environment: Basic aspects PPT Assignment Test on 26 of society and culture, Approaches to cultural s will be concepts factors, Impact of Social and Cultural given from through scenario Environment on Marketing Industrial and previous QP building/cas Consumer Products. e study Global marketing management – planning and 3 16 PPT 28 organization 3 17 Global perspective – global gateways PPT 29 Global marketing management – an old debate 3 18 PPT 31 and a new view Planning for global markets – alternative market 3 19 PPT 33 entry strategies 3 20 Organizing for global competition PPT 35 Products for consumers in global markets – 3 21 PPT 36 product development – product adaptation Test on Assignment concepts Product standardization – marketing of services – s will be through 3 22 PPT 38 green marketing and product development given from scenario previous QP building/cas e study Products and services for consumers: Quality – 4 23 PPT 40 products and culture Analyzing product components for adaptation– 4 24 PPT 42 marketing consumer services globally Brands in international markets Products and 4 25 PPT 43 services for businesses Demand in global business to business markets – 4 26 PPT 45 quality and global standards Business services – trade shows' crucial part of 4 27 PPT 47 business to business marketing 4 28 Relationship markets in business to business PPT Assignment Test on 49 concepts s will be through context given from scenario previous QP building/cas e study Licensing, Strategic Alliances, FDI: Introduction, 5 29 PPT 50 Licensing, 5 30 Strategic Alliances, Manufacturing Subsidiaries PPT 52 5 31 Entry Modes and Marketing Control, PPT 54 5 32 Optimal Entry Strategies PPT 56 Global Distribution Introduction, Distribution as 5 33 Competitive advantage, Rationalizing Local PPT 57 Channels, Wholesaling, Retailing, Global Logistics, 5 34 PPT 59 Parallel Distribution, Global Channel Design International retailing International expansion of 5 35 retailers – international retailing defined – retail PPT 61 format Test on Assignment concepts Variations in different markets – general s will be through 5 36 merchandise: retailing – issues in international 63 given from scenario retailing previous QP building/cas e study Pricing decisions: Global Pricing Framework, 6 37 PPT 64 Pricing Basics, Marginal Cost Pricing and its importance, 6 38 PPT 66 Transfer Pricing, Counter trade Systems Pricing, Pricing and Positioning, price 6 39 PPT 68 quotation 6 40 INCO terms – preparation of quotations PPT 70 Promotion Decisions Promotions – international 6 41 advertising – sales promotion in international PPT 71 markets International advertising – direct mailing – 6 42 PPT 73 personal selling Test on Assignment concepts Exhibition – generic promotions in international s will be through 6 43 PPT 76 marketing. given from scenario previous QP building/cas e study Recent trends in India's foreign trade: 7 44 Institutional infrastructure for exports promotions PPT 79 in India India's trade policy – exports assistance – exports 7 45 PPT 82 documentation and procedures including Different stages of documentation Globalization 7 46 in India, Opportunities, Constraints and PPT 85 Initiatives India - A Hub for Globalization, Globalization in 7 47 India - Post Liberalization, India’s Strengths, PPT 87 Strategies for Sustainable Competitive Advantage, Potential for Made in India, Major Globalization Initiatives from Indian Companies, 7 48 PPT 90 WTO Regulations and their implications for India 7 49 Undesirable effects of globalization, Government PPT Assignment Test on 92 Initiatives needed to foster globalization s will be concepts given from through scenario previous QP building/cas e study The future of global marketing: Six major 8 50 PPT 95 changes in global marketing Test on Assignment concepts The future of global marketing: Six major s will be through 8 51 PPT 97 changes in global marketing given from scenario previous QP building/cas e study Case Monitoring performance and evaluating Case study 52 PPT 100 Study deviations, challenges of strategy implementation solving

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. Table – 2 A. References & Additional Readings

Mod No Sl.No. Particulars 1, 2, 3, 4, 6 Title: International Marketing Author: Cateora, Graham Publication: Tata McGraw Hill Edition: 12, 2005 1, 2, 6, 7 Title: International Marketing Author: Varshney, Bhattacharya Publication: S Chand Edition: --- 1, 2, 8 Title: Global Marketing Management Author: Warren Keegan Publication: Pearson Education/PHI Edition: 7 5, 6 Title: Global Marketing Author: Johny K. Johannson Publication: Tata McGraw Hill Edition: 4 5 Title: International Marketing Author: Dana – Nicoleta, Lascu Publication: Biztantra Edition: 2003 6 Title: International Marketing Author: Francis Cherunillam Publication: HPH Edition: 7, 2004 7 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?