PGDM 5TH TRIMESTER 2011-2012 SYLLABUS FOR INDUSTRIAL AND INTERNATIONAL MARKETING Chapter I: International Marketing Introduction: 1.

Definition Scope and Significance 2. Difference between domestic and international Marketing 3. International Marketing Stages of Internationalization and degree of International Marketing Involvement 4. EPRG Framework in International Marketing 5. Driving and restraining forces influencing the International Marketing 6. Benefits and Problems in doing International Marketing Chapter I: International Market Environment 1. International Social & culture Environment, the political legal environment and regulatory environment of international marketing and Technological Environment, Country Risk Analysis. International Economic Environment: IMF, WTO International Monetary System, Regional Blocks: European Union, NAFTA, SAARC, ASEAN, MERCOSUR. Chapter III: International Marketing Tactics 2. Identification of Foreign Markets 3. The selection of export markets 4. Organization of an Export Department and Entry Strategies. 5. Planning of export marketing strategy-product, pricing, promotion and distribution channel 6. Trade Shows and Exhibitions Reasons, types, classification Elements of trade shows 7. International Marketing Research, Selection of export markets. Forms of international market entry: Indirect and direct methods. Chapter IV: International Trading 1. Direction & composition of Indian exports 2. World trade tariff and non-tariff restrictions 3. International Product Policy: Product standardization & adaptation, international product mix, International product lifecycle, export packaging. 4. International pricing policy: Factors influencing selection of pricing policies, international pricing strategies. 5. International distribution policy: Factors influencing selection of international distribution channels, types of international distribution channels, role of internet in international distribution. 6. International communication policy: Communication strategies in international marketing, international promotion mix.

Chapter V: Industrial Marketing 1. Meaning of Industrial Marketing 2. Trends & Issues of B 2 B E-Commerce 3. B 2 B Direct marketing 4. Industrial Marketing Segmentation 5. Environment: Macro & Micro 6. Role of Database, Data Mining, One to One Marketing: RFM, LTV

BOOKS FOR REFERENCE Isobel Doole and Ro bin Lowe, International Marketing Strategy Sunil Gupta and Kulbhushan Chandel, International Marketing Francis Cherunilam, International Trade and Export Management R L Varshney and B Bhattacharyya, International Marketing Management Sak Onkvisit and John J.Shaw, International Marketing Keegan, Global Marketing Management Business to Business Marketing, 1/EVitale, Pfoertsch & Giglierano Business Market Management: Understanding, Creating, and Delivering Value, 3/EAnderson, Narus & Narayandas Industrial Marketing: Text and Cases by Krishna Havaldar Industrial Marketing - Dr Francis Cherunilam Industrial Marketing Strategy(Paperback)\by Frederick E. Webster Jr.