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Indian Institute of Technology, Kharagpur

International Marketing

Indian Institute of Technology, Kharagpur and NPTEL via Swayam


International Marketing course for practicing Mangers working in International Markets, MBA Students. This course will provide basic theories of Internal Business, various types of entry strategies to International Market, understanding risk associated with expansion & risk mitigation plans, understanding cultural differences while strategizing International expansion , import export procedures, various modes of payment mechanisms.PRE-REQUISITES: BA/B Com/BSc /B TechINTENDED-AUDIENCE: MBA Students/ Practicing Managers International MarketingINDUSTRY-SUPPORT: Companies having International Business network –Capital Goods/ Services.


Week 1:Introduction to International Business, EPRG Framework, Driving forces of International Marketing, Restraining forces of International Marketing, Challenges, Factors encouraging standardization, Adaption, Relevant macroeconomic terms (GDP, GNP, BoP, BoT, etc.), Foreign exchange rates, exchange rate determination, and exchange rate regimes.

Week 2:
Export Marketing (Indirect & Direct Exports),Theories of International Trade, Internationalization Theories for Entry Modes.

Week 3:
Cultural Dimensions -Tools & Techniques, Cross-cultural sales negotiations, Implications of Hofstede’s Work.

Week 4:Concepts of Import & Export Processes, Methods of payments Bill of Exchange, Letter of Credits, INCO Terms, Trade Barriers,Customs House agents, Bill of Entry.

Week 5:Designing a global marketing programme - Concept of Marketing Mix , Product Mix, Standardization & Adaption of the International Marketing Mix, Product Classifications, Customer Value Hierarchy, Pricing decisions Distribution Decisions, Communication Decisions
Week 6:
International Business Case analysis & probable solutions – Study of two different case studies –Direct Entry Strategy , Make or Buy decision.

Week 7:
Session 1 & Session 2: Live interaction with Practicing Managers dealing with large International Markets. Learning from their vast experience of International Business Expansion across the globe

Week 8:
Session 3 Live interaction with Practicing Manager dealing with large International Markets.& Conclusion session

Taught by

Biswarup Ghosh



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