Course Contents

• Introducing the basic concepts, Definition of International marketing, the International marketing task, Self-reference Criterion, Ethnocentrism and Development of Global awareness. Defining the stages of International marketing involvement and the three international marketing management concepts: Domestic Market Expansion, Multidomestic Market, and Global Marketing. (CHAP1) • Understanding the dynamic environment of international trade and the competitive challenges and opportunities confronting today's international marketer. Detailed study of topics of Balance of payments & Protectionism. The importance of the creation of the World Trade Organization (WTO), the successor to GATT, the International Monetary fund and the World Bank are explored. (CHAP2) • Assessing the cultural environment of global marketing, recognition of cultural differences, impact of culture on human behavior, Ethics and social responsibility, balance between corporate profits and the social and ethical consequences of International Manager’s decisions. • Assessing global market opportunities, segments within markets, market segments across country markets, understanding market behavior within and across different cultural contexts, Multicultural research and qualitative and quantitative research and a discussion of the Internet as a tool in the research task. • Developing Global Marketing Strategies, planning and organizing for global marketing. Collaborative relationships, including strategic alliances, the importance of relational collaborations among firms, suppliers, and customers in the success of the global marketer. Benefits of such collaborations in the areas of technology, innovations, productivity, capital, and market access that strengthen a company's competitive position. • Focusing the product and services management, reflecting the differences in strategies between consumer and industrial offerings and the growing importance in world markets for both consumer and business services. The competitive importance in today's global market for quality, innovation, and technology • Analyzing Price escalation and ways it can be lessened, countertrade practices, and price strategies to employ when the dollar is strong or weak relative to foreign currencies. • Agreements of WTO Final Project: Students are expected Prepare a “Country Notebook of any country” and are expected to do Cultural, Economic, Competitive Market and Premilinary Marketing plan Analysis in detail. Detailed information on various topics and supplementary material is available in part six of Text Book.

Course Synopsis

This course provides an opportunity for learning about marketing in the international context. Students will experience the customer value creation cycle from market intelligence to the selection of markets and customers, through to the actual delivery of products and services. Major emphasis of this course will be on developing international marketing strategies and the application of the marketing concepts in the global context. Develop relevant international marketing skills for planning and expanding business activities in global markets, by providing students with the opportunity to deepen their understanding of a country and the business opportunities that it offers, and finally preparing a comprehensive and compelling international market entry strategy.

Course Learning Outcomes

Upon successful completion of this course, the student should be able: • To learns basic terms, concepts, and principles of international marketing. • Develops an awareness of international market environment and global marketing practices. • Assess a country's market potential, Identify and develop an international market entry strategy. • Analyze a firm's marketing mix and adapt it for new foreign markets to maximize profit potential. • Appreciate the international business cultural etiquette in greetings and negotiations. • Explain the various ways an organization can build and maintain a competitive advantage in the global market arena.