International Marketing

By Prof. Dr Biswarup Ghosh   |   IIT Kharagpur
Learners enrolled: 4877
International Marketing course for practicing Mangers working in International Markets, MBA Students. This course will provide basic theories of Internal Business, various types of entry strategies to International Market, understanding risk associated with expansion & risk mitigation plans, understanding cultural differences while strategizing International expansion , import export procedures, various modes of payment mechanisms.


INTENDED-AUDIENCE: MBA Students/ Practicing Managers International Marketing

INDUSTRY-SUPPORT: Companies having International Business network –Capital Goods/ Services.
Course Status : Completed
Course Type : Elective
Duration : 8 weeks
Category :
  • Management Studies
  • Marketing
Credit Points : 2
Level : Postgraduate
Start Date : 21 Feb 2022
End Date : 15 Apr 2022
Enrollment Ends : 21 Feb 2022
Exam Date : 24 Apr 2022 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1: Introduction to International Business, EPRG Framework, Driving forces of International Marketing, Restraining forces of International Marketing,  Challenges, Factors encouraging standardization, Adaption, Relevant macroeconomic terms (GDP, GNP, BoP, BoT, etc.), Foreign exchange rates, exchange rate determination, and exchange rate regimes.

Week 2:
 Export Marketing (Indirect & Direct Exports), Theories of International Trade, Internationalization Theories for Entry Modes.

Week 3
Cultural Dimensions -Tools & Techniques, Cross-cultural sales negotiations, Implications of Hofstede’s Work.

Week 4: Concepts of Import & Export Processes, Methods of payments Bill of Exchange, Letter of Credits, INCO Terms, Trade Barriers,Customs House agents, Bill of Entry.

Week 5:
Designing a global marketing programme - Concept of Marketing Mix , Product Mix, Standardization & Adaption of the International Marketing Mix, Product Classifications, Customer Value Hierarchy, Pricing decisions Distribution Decisions, Communication Decisions 

Week 6:
 International Business Case analysis & probable solutions – Study of two different case studies –Direct Entry Strategy , Make or Buy decision.

Week 7:   
Session 1 & Session 2: Live interaction with Practicing Managers dealing with large International Markets. Learning from their vast experience of International Business Expansion across the globe

Week 8:
  Session 3 Live interaction with Practicing Manager dealing with large International Markets. & Conclusion session 

Books and references

     1) Cateora, P. R., Meyer, R. B. M. F., Gilly, M. C., & Graham, J. L. (2015). International marketing. McGraw-Hill Education.

     2) Hollensen, S. (2003). Global marketing ed.,3. Pearson Education.

3) Global Marketing – Gautam Dutta –Pearson

      4)  International Business –Hill , Hult & Methani – Mc Grow Hill

      5) International Marketing Strategy & theory – Sak Onkvisit & John J Show-Routledge

Instructor bio

Prof. Dr Biswarup Ghosh

IIT Kharagpur
Dr. Biswarup Ghosh teaches Marketing Management, International Marketing & Strategic Marketing courses at VGSOM, IIT Kharagpur. He has more than 30+ years Healthcare Industry experience & worked as Head of Healthcare at Linde India Ltd (Part of Linde Group, Germany), Director South East Asia at STERIS India Ltd (a wholly owned subsidiary of STERIS Corporation USA) , General Manager -Marketing at Datex-Ohmeda (Part of GE Healthcare USA), Zonal Business Head at BOC India Ltd (Part of BOC Plc. UK). He has 10+ years of experience in managing large international business of marketing of capital equipment’s at large geographies like APAC countries, Japan, Sri Lanka, Bangladesh.

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
Date and Time of Exams: 24 April 2022  Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
Registration url: Announcements will be made when the registration form is open for registrations.
The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.
Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.


Average assignment score = 25% of average of best 6 assignments out of the total 8 assignments given in the course.
Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

Certificate will have your name, photograph and the score in the final exam with the breakup. It will have the logos of NPTEL and IIT Kharagpur. It will be e-verifiable at nptel.ac.in/noc.

Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- NPTEL team

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