International Trade Promotion Strategies

Course Code Table Header Semester &Level of Knowledge Type of Course& No. of Credits
MB85 03/0408
INTERNATIONAL TRADE PROMOTION STRATEGIES
S4 Working
Elective Course 3

Course Objective

  1. To familiarize the participants with the concepts of International Advertising, Media Planning, and analysis.
  2. To familiarize the participants with International Sales Promotion and information on International Trade Promotion Organizations.
  3. To familiarize the participants with Government Regulations/Incentives on the import/export of promotional materials.
Module No. Title & Contents No. of Sessions LT (Indicative)
1.
GLOBAL ADVERTISING
1.1 Global market segmentation and advertising strategy
1.2 Advertising media, branding, selecting of advertising agency
1.3 Branding decisions in International trade
1.4 Brand piracy.
4+2
2.
MEDIA PLANNING AND ANALYSIS
2.1 Tactical considerations, specific media information
2.2 Media limitation legal and tax consideration
2.3 language limitation, cultural diversity production and cost limitation
2.4 International control of advertising
4+2
3.
SALES PROMOTION
3.1 Sales Management for exporters, Export Sales Organizations
3.2 Government Regulations for Import and Export
3.3 Export Salesman – characteristics, recruitment and training routing of salesman, Foreign language skills
3.4Sales Promotion Restrictions.
4+2
4.
EXPORT PROMOTION
4.1Export Promotion Organization
4.2Foreign Embassy Support
4.3 ITPO,DGFT,DGCI&S,
CGPDTM,SEZ,APEDA,FIEO, IIFT, MPEDA
4.4 Commodity Boards and Export Promotion Councils
3+2
5.
INTERNATIONAL AGENCIES FOR TRADE PROMOTION
5.1 Major Global Trade Fairs/Exhibitions
5.2 Commodity/Sector
5.3Government support for trade promotion-incentives
5.4 Use of Internet for Trade Promotion
5.5 Emerging trends in International Trade Promotion
4+3

Reference Books

Micro Outcomes

Module 1

1.       Define a target market. Identify the four methods used to segment a market from the given real-life cases.

2.       Describe the importance of market segmentation

3.       Apply the principles of market segmentation to example scenarios.

4.       Discover the various advertisement strategies

5.       Create an ad for a product that appeals to a target audience.

6.       Choose the appropriate advertising media suitable for their target audience

7.       Summarize the various branding decisions in international trade.

8.       Select the best advertising agency

9.       Discover how to protect your brand against piracy

Module 2

1.       Distinguish the factors affecting media planning

2.       Identify the steps involved in media planning

3.       Identify the challenges faced in media planning

4.       Categorize various media laws

5.       Evaluate the impact of tax on media

6.       Critically evaluate how international advertising is controlled.

7.       Evaluate how language limitation & cultural diversity affect media planning

Module 3

1.       Distinguish between the various export sales organizations

2.       Discuss the various government regulations on export and import.

3.       Identify the characteristics of salesmen

4.       Design a plan to recruit and select a salesperson

5.       Identify the benefits of sales routing.

6.       Describe the various sales promotion restrictions

Module 4

1.       Appraise the role of export promotion organizations

2.       Critically evaluate the role of the Foreign Embassy in export promotion

3.       Critically evaluate the role of Commodity Boards and Export Promotion Councils

Module 5

1.       Classify Major Global Trade Fairs/Exhibitions

2.       Critically evaluate Government support for trade promotion-incentives schemes

3.       Develop an online promotion plan

4.       Identify the emerging trends in International Trade Promotion

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