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10/23/2016

International Marketing Management Notes

The purpose of MBA International Marketing Management Subject is to develop an understanding of the underlying concepts, strategies and issues involve in the marketing of products and services in more than a nation or globally.
The purpose of MBA International Marketing Management Subject is to develop an understanding of the underlying concepts, strategies and issues involve in the marketing of products and services in more than a nation or globally.

International Marketing Management contains eight modules namely - International Marketing Environment; Understanding Customer Buying Behaviour; International Marketing Research; International Product Management; International Marketing Communication;  Distribution and Logistics; Strategies of Pricing; and Evaluation and Control.


International Marketing Management Subject Modules:

Module 1: Introduction to International Marketing Environment

Module 2: Understanding Customer Buying Behaviour

  • Meaning of Consumer Buying Behaviour
  • Factors Influencing Consumer Buying Behaviour

Module 3: International Marketing Research

  • Meaning and Characteristics of Marketing Research
  • International Marketing Research Process
  • Selection of Marketing Research Agency
  • International Market Strategy
  • International Marketing Planning

Module 4: International Product Management

  • International Product Strategies
  • Product Portfolios
  • Standardisation and Adaptation

Module 5: International Marketing Communication

  • Meaning and Characteristics of Marketing Communication
  • Importance of Marketing Communication

Module 6: Strategies of Pricing

  • Meaning of Pricing Strategies
  • Types of Pricing Strategies
  • Currency Considerations

Module 7: Distribution and Logistics

  • Characteristics and Importance
  • Channel Management
  • Foreign Market Channel Management

Module 8: Evaluation and Control

  • International Marketing Evaluation and Control
  • Difficulties in Evaluation and Control

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