University of Mumbai, Maharashtra (Mumbai University), Marketing Semester 6, International Marketing Syllabus

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Unit - 1 Introduction to International marketing & Trade

1.1 Meaning of International Marketing

1.2 Features of International Marketing

1.3 Need Drivers of International Marketing

1.4 Process of International Marketing

1.5 Phases of International Marketing

1.6 Benefits of International Marketing

1.7 Challenges of International Marketing

1.8 Difference between Domestic and International Marketing

1.9 Different Orientation of International Marketing EPRG Framework

1.10 Entering International Market

1.11 Concept of Globalization

1.12 Concept of International Trade

1.13 Barriers of Trade

1.14 Trading Blocs

Unit - 2 International Marketing Environment & Marketing Research

2.1 Economic Environment – International Economic Institutions

2.2 International Economic Integration

2.3 Political System Political risk Political instability Political intervention

2.4 Legal Systems Legal Differences Anti Dumping Law Import License

2.5 Concept of Cultural Environment

2.6 Elements of Culture

2.7 Hofstede’s Six Dimension Culture

2.8 Cultural values Individualism Vs Collectivism

2.9 Marketing Research – Introduction

2.10 Need for Conducting International Market Research

2.11 International Marketing Research Process

2.12 Scope of International Marketing Research

2.13 IT in Marketing Research

Unit - 3 International Marketing Mix

3.1 International Product Line Decisions

3.2 Product Standardization Vs Adaption Argument

3.3 International Product Life Cycle

3.4 Role of packaging Labeling in International markets

3.5 Branding Decision in International markets

3.6 International Market Segmentation Targeting

3.7 International Product Positioning

3.8 Concept of International Pricing Decision

3.9 Objectives of International Pricing

3.10 Factor Affecting International Pricing

3.11 International Pricing Method

3.12 International Pricing Strategies

3.13 International Pricing Issues

3.14 Concept of International Distribution Channel

3.15 Types of International Distribution Channels

3.16 Factors Influencing Selection of International Distribution Channel

3.17 Concept International Promotion Decisions

3.18 Planning International Promotional Campaign

3.19 Standardization Vs Adaptation of International Promotional Strategies

3.20 International Promotional tools

Unit - 4 Developments in International Marketing

4.1 Preparing International Marketing Plan

4.2 Examining International organizational layout

4.3 Controlling International market Operations

4.4 Devising International Marketing Plan

4.5 Need for International techniques

4.6 Types of International strategies

4.7 Concept of International Marketing Services

4.8 Features of International Service Marketing

4.9 NEED of International Service Marketing

4.10 Drivers of Global Service Marketing

4.11 Advantages Disadvantages of Global Service Marketing

4.12 Service Culture

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Other Subjects of Semester-6
Brand management
Retail management
Operations research
Marketing of non-profit organisation
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