GLOBAL MARKETING

Paper Code: 
25MBM421
Credits: 
4
Contact Hours: 
60.00
Max. Marks: 
100.00
Objective: 

This course will enable the students a deep understanding of global marketing, international market entry strategies, and leveraging global trends to drive sustainable business growth in diverse markets worldwide.

 

Course Outcomes: 

Course

Learning outcome

(at course level)

Learning and teaching strategies

Assessment Strategies

Course Code

Course Title

25MBM421

Global

Marketing

(Theory)

CO727: Examine the dynamic Landscape of global marketing.

CO728:          Analyze the global market to formulate effective international marketing strategies.

CO729: Appraise the global market          opportunities, and

Strategically selecting foreign market entry strategies tailored to specific regions.

CO730: Examine global product strategy and addressing product levels,.

CO731: Evaluate global distribution and promotion strategies to enhance market reach.

CO732:Contribute effectively in course-specific interaction

Approach in teaching: Interactive Lectures,

Group Discussion, Tutorials, Case Study Learning activities for

the students: Self-learning assignments, presentations

Class test,

Semester end

examinations,

Quiz,

Assignments,

Presentation

 

12.00
Unit I: 
Introduction to globalization and marketing across borders

Introduction to globalization and marketing across borders global trade and marketing; Drivers of globalization; Multinational corporations; Dynamic environment of international trade; Trade theories.

 

12.00
Unit II: 
Global market environment

Global market environment; political environment, political systems, dumping; legal environment; tariff barriers multiplicity of legal environments; political risk; culture dynamics and influence on marketing mix; and consumer behavior and social dimensions.

 

12.00
Unit III: 
Assessing global market opportunities

Assessing global market opportunities; global marketing research; Quantitative and qualitative research; Problems in gathering data; Data reliability; Marketing information

system; Foreign market entry strategies; Market regions

 

12.00
Unit IV: 
Global Product strategy

Global Product strategy: levels, lifecycle management, brand strategy, international branding strategy, brand levels and alternatives, new product development for global markets; Product and culture; International pricing: pricing strategies, psychological pricing, pricing models, non-price factors, strategy for price leadership.

 

12.00
Unit V: 
Distribution in global marketing

Distribution in global marketing: distribution pattern, alternative middlemen choices, factors affecting choice of channels; Export logistics; Global promotion: designing

and selecting sales force, global advertising, creative challenges, advertising appeals, message strategy and advertising effectiveness

*Case studies related to entire topics are to be taught. 

Essential Readings: 
  1. Green, M.C. & Keegan, W.J. (2020). Global Marketing, 10th Edition, Pearson.
  2. Philip, C.R. & John, G.L. (2019). International Marketing, McGraw Hill; 18th edition
  3. Cateora R Philip, Mary C. Gilly & Graham L John: International Marketing, McGraw Hill; 15th edition; 2017
  4. Francis Cherunialm, International marketing, Himalaya Publishing House, Fifteenth Edition 2016.
  5. Rakesh Mohan Joshi: International Marketing, Oxford University Press; Second Edition 2014

 

References: 

Suggested readings:

  1. R. Srinivasan, International Marketing, PHI Learning Pvt. Ltd., Delhi, Fourth Edition 2016.
  2. Warren J. Keegan, Mark C. Green: Global Marketing Management, Pearson Education; 2014.
  3. Albaum: International Marketing and Export Management, Pearson Education India; Seventh edition (2012).
  4. Justin Paul: Export Import Management Oxford; Second edition, 2013

 

E resources

  1. Inflibnet Shodhganga, www.shodhganga.inflibnet.ac.in
  2. NPTEL Local Guru content

Journals

  1. EBSCO-BSE
  2. Capitaline

 

Academic Year: 
2025-2026
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