Coming soon
Global Marketing Practical
Course Objectives:
This course will enable the students to -
- Understand the different drivers of globalization and their implications on global marketing.
Course Outcomes (COs):
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Course |
Learning outcomes (at course level) |
Learning and teaching strategies |
Assessment Strategies |
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Course Code |
Course Title |
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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 |
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.
Case Study related to
• Global Marketing and Cultural forces OR
• Marketing Research
Prepare a chart by taking examples from a company for each of the following IPLC stage:
• Local Innovation
• Overseas Innovation
• Maturity
• Worldwide Imitation
• Reversal
Choose a company and place its products/brands on the pricing strategies matrix
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
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)
