International and Social Media Marketing Notes
Subject Overview
The fifth Marketing group elective, covering international marketing definitions and market entry strategies, EXIM policy and international product/
Subject at a glance
4
Units
27
Topics
4
Credits
4
Infographics
Unit-wise Syllabus
4 units — open any unit for detailed topic-wise notes, diagrams and important exam questions
- 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
Exporting
Low
Low
Licensing and franchising
Low to medium
Low
Joint venture
Shared
Medium
Wholly owned subsidiary
Full
High
Study guide
This unit covers international marketing challenges, reasons for going international, segmentation, entry strategies and the international environment. Compare entry modes by risk and control.
- 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
Approach
Same product and message worldwide
Tailored to each market
Benefit
Lower cost, consistent brand
Better local fit
Example
Apple iPhone
McDonald's local menus
Study guide
You study India's EXIM policy, export promotion, incentives, documents, product standardisation and adaptation, pricing and distribution. Learn the main export documents.
- 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
Listen
Monitor conversations
Plan
Goals, audience, platforms
Create
Content mix
Engage
Respond and build community
Measure
Reach, engagement, ROI
Study guide
You study social media marketing fundamentals: the shift from traditional marketing, channels, models, benefits, applications, the framework, digital consumer behaviour and planning. Plan content for one channel.
- 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
Engagement rate
Interactions / reach × 100
Conversion rate
Conversions / visitors × 100
Social ROI
(Revenue − cost) / cost × 100
Share of voice
Brand mentions / total category mentions × 100
Study guide
You study campaign elements, SEM, SEO, content marketing, analytics, ROI, revenue sources, emerging trends and content creation through blogging, video, podcasts and webinars. Measure a campaign's ROI.
Why International and Social Media Marketing Matters
Global reach and social media skills are valuable for export, brand and digital roles.
How to Prepare for International and Social Media Marketing
- Run a small social media page as practice.
- Study an Indian brand's international entry.
- Learn the key export documents and incentives.
International and Social Media Marketing: Frequently Asked Questions
What is product adaptation?
Product adaptation changes a product to suit the tastes, rules or conditions of a foreign market.