Global Marketing

Concept and scope of international and global marketing, Stages of International Marketing Involvement, Importance of international and global marketing, opportunities and challenges of international and global markets, participants in international and global marketing, Historical and Geographical perspective in Global business, Dynamics of Global Population Trends

Cultural and social forces: Concept of culture, language, religion, education, family, work and leisure, reference groups; Managing cultural differences, Self Reference Criterion
Marketing Research: Scope and importance of international marketing research, challenges in planning international research, international marketing research process, international marketing research techniques, Determining research objectives, Emic Vs Etic Dilemma in International Marketing Research, developing a Global Information System

Product Planning and Development, Product Mix Decisions, Standardization Vs Adaptation, Packaging and labeling for Global Markets, International Branding Strategy, Managing a product line for global markets, Product Promotion Strategies for International Markets, International Product Life Cycle; Marketing Services globally, Global Transformation of services

Pricing Objectives, Determinants of Export Pricing, Pricing Approaches for International Markets, Factors influencing pricing decisions, Managerial issues in pricing, Sources of Financing, Terms of Payment in International Transactions, Dumping, Countertrade, Transfer Pricing, Grey Marketing

Planning Promotional Campaigns, International Promotional Mix- Advertising, Personal Selling, Sales Promotion, Public Relations, Direct Marketing, Sponsorship Marketing, Publicity; Factors influencing promotion decisions in international and global market