Global Marketing Practical

Paper Code: 
DBBA 502C
Credits: 
2
Contact Hours: 
30.00
Max. Marks: 
100.00
Objective: 

Course Objectives:

1. Understanding the different drivers of globalisation and their implications on global marketing

2. Explaining how culture affects consumer behaviour

3. Assessing the advantages and disadvantages of product standardization and adaptation of products in global markets

4. Identifying the factors that influence pricing decisions in global markets

Course Outcomes (COs):

 

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

  
 

CO 168; Understanding the different drivers of globalization and their implications on global marketing

CO 169: Explaining how culture affects consumer behaviour

CO 170: Assessing the advantages and disadvantages of product standardization and adaptation of products in global markets

CO 171: Identifying the factors that influence pricing decisions in global markets

CO 172: 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

 

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

  

 

6.00
Unit I: 
Unit I

Take five companies and present its journey through phases of international marketing (No Direct Foreign Market, Infrequent Foreign Market, Regular Foreign Market, International Marketing, Global Marketing) involvement through PPT.

6.00
Unit II: 
Unit II

Case Study related to
• Global Marketing and Cultural forces OR
• Marketing Research

6.00
Unit III: 
Unit III

Prepare a chart by taking examples from a company for each of the following IPLC stage:
• Local Innovation
• Overseas Innovation
• Maturity
• Worldwide Imitation
• Reversal

6.00
Unit IV: 
Unit IV

Choose a company and place its products/brands on the pricing strategies matrix

6.00
Unit V: 
Unit V

Carry out a cross country comparison of an Indian firm in 4-5 international markets. Compare it with the promotion used at domestic level and find out the differences and reasons behind that. Prepare a presentation for the same.

Essential Readings: 

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
5. Jeannet J.P. & Hennessey H.D.: Global Marketing Strategies, 2nd edition, Jaico Publishing House
6. Cherunillam, Francis: International Marketing, Himalaya Publishing House
7. JJ Shaw & SakOnkvisit: International Marketing- Analysis and Strategies, Prentice Hall India.
8. Warren J. Keegan: Global Marketing Management, Prentice Hall India

Academic Year: 
2020-2021
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