GLOBAL MARKETING

Paper Code: 
MBM421
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

24MBM421

Global

Marketing

(Theory)

CO803: Examine the dynamic Landscape of global marketing.

CO804: Analyze the global market to formulate effective international marketing strategies.

CO805: Appraise the global market  opportunities, and

Strategically selecting foreign market entry strategies tailored to specific regions.

CO806: Examine global product strategy and addressing product levels,.

CO807: Evaluate global distribution and promotion strategies to enhance market reach.

CO808: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: 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.
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: 
2024-2025
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