Bachelor of Commerce (B.Com.) International Marketing Syllabus - Mumbai University
This is the TY BCOM syllabus under NEP 2020, in force from the academic year 2026-27. The University still sets the earlier Choice Based syllabus below alongside it for ATKT candidates, so check which scheme your exam form names before you revise.
Loading syllabus...
Syllabus for International Marketing
Module I: Overview of International Marketing (15)
- Unit I: Introduction to International Marketing
- Meaning, nature, scope, and importance
- Domestic v/s International marketing.International marketing orientations (EPRG), Role of international marketing in Indian economy.
- Unit II: Global Marketing Environment & Consumer Behavior
- Economic, political, legal, and cultural environment, Cross-cultural issues in marketing.
- International consumer behavior, Global market segmentation and selection.
Module II: International Marketing – Applications (15)
- Unit I: Market Entry Strategies & Marketing Mix
- Market entry strategies: Exporting, licensing, joint ventures, Product adaptation and standardization.
- Pricing and distribution basics, International promotion strategies.
- Unit II: Contemporary Issues in International Marketing
- Digital and e-marketing in global trade, Ethical issues in international marketing
- Sustainability and green marketing, Opportunities and challenges for Indian companies
Reference Books
- Cateora, P.R., International Marketing
- Varshney& Bhattacharya, International Marketing Management
- Keegan & Green, Global Marketing
- Rakesh Mohan Joshi, International Marketing
- EXIM Bank of India & WTO publications
Reproduced from the University of Mumbai syllabus for Bachelor of Commerce (B.Com.) under NEP 2020, in force from the academic year 2026-27. Wording is as printed in that syllabus. Module numbering is as printed there too.
The complete syllabus
This subject is cut from the University circular for its year. Open a document here if you want the whole thing rather than a single subject.