International and Social Media Marketing
Subject Overview
The fifth Marketing group elective, covering international marketing definitions and market entry strategies, EXIM policy and international product/pricing/distribution policies, social media marketing evolution and strategy frameworks, and social media campaign execution and emerging trends. A 4-credit elective theory paper.
Unit-wise Syllabus
4 units — click WhatsApp below to get the full notes for each
Unit 1: International marketing fundamentals
Definition and challenges of international marketing, reasons for going international, international market segmentation and entry strategies, international marketing environment (political, legal, socio-cultural, technological), country risk analysis, WTO and international trade barriers, regional blocks
Unit 2: International policy and distribution
India's EXIM policy, export promotion organizations and incentives, export documents, international product standardization and adaptation, international pricing strategies, international distribution channels and communication policy
Unit 3: Social media marketing fundamentals
Evolution from traditional to modern marketing, social media channels and models, benefits and applications, social media marketing framework, digital consumer behaviour, social media marketing mix and planning
Unit 4: Social media campaigns and trends
Elements of marketing campaigns, SEM/SEO/content marketing, campaign analytics and ROI, revenue sources and service delivery, emerging trends (big data, IoT), content creation via blogging, streaming video, podcasts and webinars