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International and Social Media Marketing MBA 4th Sem PTU

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  • Q1
    Is this book aligned with the latest PTU MBA Semester IV syllabus?
    A1

    Yes, the book strictly follows the PTU MBA 925-18 syllabus, covering all units and topics as prescribed by the university.

  • Q2
    Does this book include case studies for practical understanding?
    A2

    Yes, it includes real-world case studies to help students apply theoretical concepts to practical scenarios.

  • Q3
    Who is the author of this book, and what is their expertise?
    A3

    The book is authored by Prof. Tarun Talwar, who has extensive academic and industry experience in marketing.

  • Q4
    Is there a model question paper included for exam preparation?
    A4

    Yes, the book contains a model paper designed to mimic PTU’s exam pattern for better preparation.

  • Q5
    Are there chapter-wise summaries or key takeaways?
    A5

    Yes, each chapter includes summaries, key points, and review questions for better retention.

  • Q6
    Are there real-world examples of successful social media marketing campaigns?
    A6

    Yes, the case studies section includes practical examples of successful campaigns for better learning.

  • Q7
    What primary subjects are covered in this book?
    A7

    The book focuses on international marketing concepts, entering international markets, the economic environment, trade barriers, the EXIM framework in India, international product and pricing policies, social media marketing, campaign strategies, and emerging trends in digital marketing.

  • Q8
    Does this book cover recent trends in social media marketing?
    A8

    Yes, the book discusses emerging trends such as big data, Internet of Things (IoT), and content creation techniques including blogging, microblogging, and various formats for content sharing.

  • Q9
    What skills can students develop through this book?
    A9

    Students will develop critical thinking, strategic planning, communication, and analytical skills necessary for planning and executing international and social media marketing campaigns.

  • Q10
    Are there any practical applications included in this book?
    A10

    Yes, the book features relevant case studies that illustrate successful international and social media marketing strategies, allowing students to apply theoretical concepts to real-world scenarios.

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Unit 1
Chapter 1 : Introduction to International Marketing
Chapter 2 : Entering International Marketing Environment
Chapter 3 : International Economic Environment and Trade Barriers

Unit 2
Chapter 4 : EXIM Framework in India 
Chapter 5 : International Product and Pricing Policies
Chapter 6 : International Distribution System and Communication Policy

Unit 3
Chapter 7 : Social Media Marketing
Chapter 8 : Social Media Marketing Channels and Strategies

Unit 4
Chapter 9 : Social Media Marketing Campaign
Chapter 10 : Emerging Trends in Social Media Marketing
Case Studies
Model Paper
MBA 925-18 International and Social Media Marketing

Course Objectives: The course aims at acquainting students with the concepts and procedures for international marketing and trains them to develop and implement plans and strategies for entering international markets and managing overseas operations. The course also helps students to understand the basics in Social Media Marketing and Blogging.

Unit-I
Definition and challenges of international marketing, Reasons for going international, International Market Segmentation and Positioning; International Market Entry Strategies: Screening and Selection of Markets; Methods to enter International markets. International Marketing environment: political, legal, environmental, socio Cultural and Technological environment, Country Risk Analysis, International Economic environment: IMF, WTO, International Monetary System, International Trade Barriers: Tariff and Non-Tariff. Regional Blocks: European Union, NAFTA, SAARC, ASEAN, International Marketing Research.

Unit-II
EXIM policy of India, export promotion organizations, incentives, Export documents. organisation and structure of export and import houses. International product and pricing policies: Product standardization & adaptation, international pricing strategies. International distribution system: International distribution channels, types, role of internet in international distribution International communication policy: communication strategies in international marketing, international promotion mix.

Unit III
Introduction to Social Media Marketing: Evolution, from traditional to Modern marketing, Rise of internet and E concepts. Emergence of social media marketing as a tool. Social media Channels: Types and models, Social media benefits and applications. Social media marketing framework. Consumer behavior on the Internet: Basics, evolution of the digital consumer, managing consumer demand. IMC. Social media marketing strategies: Introduction, defining social media marketing mix, social media marketing planning, social media marketing marketing channels.

Unit IV
Social media marketing campaign: Elements of marketing campaigns, implementing social media marketing campaigns, SEM, SEO, Content marketing, Social media execution, campaign analytics and ROI, Managing social media marketing revenue: social media marketing revenue sources, managing service delivery and payments, Emerging trends in social media marketing: Big data, IOT, Content Creation and Sharing: Blogging, micro blogging, Streaming Video, Podcasts, and Webinars.

Note: Relevant Case Studies should be discussed in class.

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