Course

Unit 1

Introduction to International Business, Need, Scope, Tasks, Contrast in domestic and international marketing, EPRG Framework, Socio cultural environment – culture defined, elements of culture, culture analysis, Political & Legal Environment.

Unit 2

Environment and Global Marketing Economic Environment – New trade theory, Macro economic objectives, WTO – Function of WTO, Regional Economic groups (EEU, NAFTA, etc.), World Bank- Functions.

Unit 3

International Product & Pricing Policy Global Product – Product standardization and Adoption – Global Brands, Trademarks, Packaging and Labelling – International marketing of services – Global pricing, Export pricing – Global Pricing strategies for international markets.

Unit 4

International Marketing Channel Policy Managing international distribution channels – Multinational retailers and Wholesalers – Global Logistics – Contemporary issues in international marketing – International Promotion – forms of promotion for global markets.

Unit 5

India’s International Policy and Impact on Economy Government measures and export incentives – EXIM policy – ECGC services, Role of Indian banks – Balance of trade/payments.

Course Objective:

To equip students with a comprehensive understanding of international business and marketing, focusing on the contrast between domestic and international marketing, the economic environment in global marketing, and the standardization of global products. It also delves into the management of international distribution channels, global logistics, promotional strategies for global markets, and India’s international policy, including export incentives, EXIM policy, ECGC services, and the balance of trade/payments.

Course Outcomes

The student will be able to:

CO1: Understand international business, its scope, tasks, and the contrast between domestic and international marketing.

CO2: Gain knowledge of the economic environment in global marketing, including new trade theory and the functions of WTO and World Bank

CO3: Learn about global product standardization, global brands, trademarks, packaging, labelling, and global pricing strategies

CO4: Understand how to manage international distribution channels, global logistics, and forms of promotion for global markets.

CO5: Understand India’s international policy, export incentives, EXIM policy, ECGC services, and balance of trade/payments.

Textbooks

1. Daniels & Lee – International Business – Pearson Education
2. Varshney & Bhattacharya – International Marketing Management – Sultan Chand

References

1. Harvard Business Review – Global Business Review (Sage Publications), Global Forum – ITC Geneva
2. Czinkota – International Business – Wiley
3. Khurana PK – Export Management – Book age