International Marketing — DU Bachelor of Management Studies Previous Year Question Papers

DISCIPLINE SPECIFIC ELECTIVE - MARKETING (DSE-10) DSE 10: INTERNATIONAL MARKETING Credit distribution, Eligibility and Pre-requisites of the Course Course title & Code Cred Credit distribution of Eligibility criteria Pre-requisite its the course of the course Lecture Tutori Marketing (DSE 10) 4 3 1 0 Class XII Basics o f Marketing Learning Objectives Identify and understand the various cultural and regional variables (and their degree of impact) and how they impact businesses in the short-term and long-term future; what companies can do to utilise these variables and mitigate their impact. Understand the nuances of international marketing related activities such as advertising, pricing, supply chain management, market entry, branding and customization etc. Anticipate changes in the operating environment of a business on a global level. Read, understand, relate and be able to utilise/implement the ideas of great thinkers and researchers in the field of global business, marketing and management. Learning Outcomes On successful completion of the course the learner will be able to: Identify the key skills that a (good) business (international) manager should have. Articulate factors that promote business and business environments. Implement various tools and actions for a beneficial situation within a given operating (business) environment. Fundamentals of sustainable (profitable) business growth with focus on international expansion, operating in multiple markets, new business opportunities and market analysis. Articulate the various support systems that a business can use and access (governmental interventions and policies; operating market level advantages such as access to capital, quality and quantity of labour available; availability of land; size, purchasing power and buying behaviour of the target market; MNC level advantages; etc.) SYLLABUS OF DSE 10 Unit 1 (9 Hours) Introduction; Reasons behind international expansion; types of MNCs; Expatriates and Inpatriates; Stages of International Exposure; Global Marketing, Using Social Media tools. Unit 2 (12 Hours) National-level variables, regional trading blocs; Physical variables, Geographic distance, Grouping of industries in specific areas/regions, Environment specific impacts, Distribution of Natural Resources; Cultural Variables, Impact on doing business (Distance, Power, Decision Making, People Management, Delegation, Corruption, Quality Benchmarks Etc.), Gender biases, Festivals, Buying Behaviour; PESTEL; Porter's Diamond Model; Positioning; Protectionism and its impact on international trade. Unit 3 (12 Hours) Porter’s Five Forces Model; Ghemawat’s CAGE framework; Globalisation; Demographics and Segmentation; Assessing Market Potential, How markets behave, Selling in specific markets (Developed, Developing, Post-Communist); “Right” Market to enter and “Right” Time to enter; What (mis-selling, outdated products), Where, Why, and How are we selling;