Global Marketing Practical

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

This course will enable the students to -

  • Understand the different drivers of globalization and their implications on global marketing.

Course Outcomes (COs):

Course

Learning outcomes

(at course level)

Learning and teaching strategies

Assessment

Strategies

Course Code

Course Title

 

 

DBBA 502C

Global Marketing Practical

CO 293: Assessing the different phases of international marketing involvement

CO 294: Conclude how cultural forces impact global marketing

CO 295: Develop IPLC for a product

CO 296: Design pricing matrix for a product/ brand 

CO 297: Compare promotional techniques in different companies

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: 

• 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: 

• 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: 
2022-2023
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