Complete Syllabus of International Marketing | MKT 686 | MBS 4th semester

Credits: 3

Lecture Hours: 48

Course Objective:

This course aims to provide an understanding of the process and dynamism of marketing practiced across the international markets.

Course Description:

This is a comprehensive course that deals on the process and challenges of international marketing. The course includes topics such as scope and challenges of international marketing, dynamism in international trade, the cultural, political, and legal international environment, global marketing strategies, regional and multinational trade arrangements, and structure and dynamism in Nepal’s international trade.

Course Details:

Unit 1. Introduction LH 6

Concept and growth of international marketing. International marketing tasks. Stages of

international marketing involvement. Strategic orientations in international marketing. The

dynamism in international trade – trade barriers, balance of payments, protectionism, tariffs,

quotas, and embargoes. Movements against trade restrictions – GATT and WTO. Regional

trading blocks.

Unit 2. International Marketing Environment LH 12

Cultural environment: Concept and origins of culture. Elements of culture. Cultural barriers

in international trade. Importance of international cultural knowledge and cultural change in

marketing. Bribery and corruption in international marketing.

Political environment: Sovereignty of nations. Political risks of international business.

Political vulnerability assessment and risk minimization strategies.

Legal environment: Bases of legal systems. Jurisdictions in international legal disputes and

dispute resolution methods. Antitrust laws.

Unit 3: International Marketing Research LH8

Scope of international marketing research. Process of research – problem identification and

research objectives, availability of secondary data, gathering primary data through quantitative

and qualitative research, multi-cultural research, research on the Internet.

Unit 4: International Marketing Management LH 12

Product development for international markets – quality, green marketing, and adaptation

issues. Marketing opportunities in services. Challenges of managing brands globally.

International marketing channels – distribution patterns in international markets. Marketing

intermediaries and choice factors. Locating, selecting, and motivating middlemen.

Communications – Integrated marketing communications in international marketing.

International advertising goals and strategy. International pricing – approaches to international

pricing, price escalation and its effects, leasing and dumping in international markets,

countertrade. Transfer pricing strategy.

Unit 5: Nepal’s International Trade LH 10

Structural dynamism in Nepal’s foreign trade. Import and export sources. Import and export

procedures and documentations. Institutional mechanism for international trade – Public,

private, and non-governmental agencies for trade and export promotions. Key problems in

Nepal’s international trade. Emergence of WTO and its impact in Nepal’s trade regimes.

SAPTA and SAFTA.

References:

Cateora, Philip, John Graham, and Prasant Salwan, International Marketing, Tata McGraw Hill.

Terpstra, Vern and Ravi Sarathy, International Marketing, Dryden Press.

Jain, Subhash, International Marketing Management, CBS Publications.