Coming soon
Global Marketing
Course Objectives:
- Understanding the different drivers of globalisation and their implications on global marketing
- Explaining how culture affects consumer behaviour
- Assessing the advantages and disadvantages of product standardization and adaptation of products in global markets
- Identifying the factors that influence pricing decisions in global markets
Course Outcomes (COs):
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Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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CO 163: Understanding the different drivers of globalisation and their implications on global marketing CO 164: Explaining how culture affects consumer behaviour CO 165: Assessing the advantages and disadvantages of product standardization and adaptation of products in global markets CO 166: Identifying the factors that influence pricing decisions in global markets CO 167: Exploring the problems encountered by marketers and effect of local norms and customs of communication |
Approach in teaching: Power point presentations Case discussions Group Discussions Brainstorming, Reading Assignments
Learning activities for the students: Self-learning assignments, Chart Preparation, PPTs, Group Discussions
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Formative Assessment through group discussion, quiz, presentations, Analogy Prompt, Padlet, Kahoot Exit tickets, Class tests Summative assessment through Quiz, Semester end examination, Assignments, Presentation, Individual and group projects |
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
Global Product Strategies: 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 decisions: 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
Promotion Decisions: 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
1. Czinkota M.R. & Ronkainen I.A.: International Marketing, 8th edition, Thomson South Western
2. Cateora, Philip R., Gilly M.C. & Graham, John L.: International Marketing, 16th edition, McGraw Hill Education.
3. Albaum G. & Duerr E.: International Marketing and Export Management, 7th edition, Pearson
4. Joshi R.M.: Interational Marketing, Oxford Higher Education
