Global Marketing

Paper Code: 
DBBA 501C
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

This course will enable the students to –

  • Explore the problems encountered by marketers and effect of norms and customs on global marketing.

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

 

 

 

 

 

 

DBBA 501C

Global Marketing

CO 287: Understand the different drivers of globalisation and their implications on global marketing.

CO 288: Explain how culture affects consumer behaviour.

CO 289: Assess the advantages and disadvantages of product standardization and adaptation of products in global markets.

CO 290: Identify the factors that influence pricing decisions in global markets

CO 291: Explore the problems encountered by marketers and effect of local norms and customs of communication.

CO 292: Analyse the cultural impact on business operations

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

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

 

12.00
Unit I: 
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

12.00
Unit II: 
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

12.00
Unit III: 
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

12.00
Unit IV: 
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

12.00
Unit V: 
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

Essential Readings: 

Essential Readings:
• Czinkota M.R. & Ronkainen I.A.: International Marketing, 11th edition, Thomson South Western
• Cateora, Philip R., Gilly M.C. & Graham, John L.: International Marketing, 18th edition, McGraw Hill Education.
• Albaum G. & Duerr E.: International Marketing and Export Management, 8th edition, Pearson

References: 

Suggested Readings:
• Joshi R.M.: Interational Marketing, 2nd Edition, Oxford Higher Education
• Jeannet J.P. & Hennessey H.D.: Global Marketing Strategies, 5th edition, Jaico Publishing House
• Cherunillam, Francis: International Marketing, 16th edition, Himalaya Publishing House
• JJ Shaw & Sak Onkvisit: International Marketing- Analysis and Strategies, 4th edition, Prentice Hall India.
• Warren J. Keegan: Global Marketing Management, 8th edition, Prentice Hall India

E-Resources:

• http://ndl.iitkgp.ac.in/document/Z2JzN0ZmU2VhdW5kODBJdWRCTmg3S2paK3dHZm1...

Journals:
• Global Journal of Emerging Trends in e-Business, Marketing & Consumer Psychology
• Journal of Global Marketing
• Global Journal of Management & Marketing (GJMM)

Academic Year: 
2023-2024
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