Session Plan: 4th Semester, 16-18 Batch, MBA

Name of Course Global Marketing (16JBS416)

Instructor Prof. Sukesh Kumar
Sections CM1
Semester Fourth
No of Credits 3
No of Hours 30
No of Modules 5
Learning outcomes: At the end of the course, students will be able to:
A) Explain differences between various types of internationally oriented companies
B) Utilize effective frameworks and tools to scan global environments and identify country-markets for businesses
C) Develop effective marketing plans for entering identified global markets
D) Design marketing programs for growing business in global markets

T1: Philips R Cateora, John L Graham, Mary C Gilly., International Marketing. McGraw HillEducation, 15th Edition,
2014
Text Books T2: Warren J Keegan, Global Marketing Management, Pearson, 2010

R1: Onkvisit S. & Shaw J John., International Marketing –Analysis and Strategy, 3rd edition, Pearson Education
Reference Books R2: Albaum and Duerr, International Marketing and Export Management, 15th edition, Pearson Education

Session Module Completion

Topics Week No Reference Pedagogy
No. No. (Actual)
1 NA Expectations, Revision Marketing NA Quiz
Brief on 'What is Marketing' and
2 NA learning/teaching methodologies adapted by NA Lecture
Faculty. Assessment Matrix etc 1

What is International Marketing and what it is Lecture, Case Study:

3 1 not? Concepts and Task Environments T1: 2-26 Murphy and Company-
IMEM
T1: 2-26. T2: Lecture
4 1 Management Orientations: EPRG Framework 27-39

Case :'Which Company is

Stages of International Marketing, Driving and T1: 2-26. T2: Transnational?' &/or
5 1 Restarining forces 41-46 Philips VS Matsushita
2

Developing global vision through market T1: 218-248, Lecture

6 2 research, Breadth and scope of International T2:191-215
Research

B& R bank in Vienam-

International marketing by
Research Process: Secondary Data, Tools and T1: 218-248, San Onkvisit and Or Case
7 2 Challenges T2:191-216 Study:
AQUA BEAR-IMEM
3 Page 237-238

T1: 218-248, Lecture

8 2 Research Process: Primary Data. Challenges.
T2:191-217
Estimating demand. Managing Cultural barriers T1: 218-248, Lecture
9 2
in International MR T2:191-217

Case Study
United States of America
Emerging Markets. Multinational Market T1: 248-302, versus United states of
10 2 regions and Market groups T2:170-188 Europe-International
marketing San Onkvisit

Marketing Industrial
T1: 52-217, product in Latin America
11 3 Socio-Cultural analysis
T2:93-140 (box 1-3)
4
 4

Political, Economic, Legal and regulatory T1: 52-217,

12 3
environment Analysis T2:93-140

Rise of Indian software

Political, Economic, Legal and regulatory T1: 52-217, Industry- International
13 3 environment Analysis T2:93-140 business Richard hill 5ed
Page 175-176

T1:330-357, Lecture
14 3 Market Audit and Competitive analysis
T2: 189-190

Case study 4.1

T1:330-357, IKEA- IMEM page 194-196
15 3 Marketing Plans
T2: 189-190
5

T1:330-357,
16 4 Understanding global customers, Segmentation T2: 189-190.
217-230

17 4 Targeting strategies, Positioning strategies T2:217-230 Case : Smart Car

GG Farm Machinery
Company –IMEM page
18 4 Market entry and expansion strategies T2: 255-284 367-368
6

Toyota in France
19 4 Market entry and expansion strategies T2: 255-284 International
San Onkvisit
marketing by

Developing marketing mix for international T1: 358-549,

20 4 markets, Product Strategies T2: 355-463
T1: 358-549, RAP engineering and
21 4 Global Pricing strategies T2: 358-549,
355-463 equipment company
7 T1: IMEM- page 467
22 4 Global Pricing strategies
T2: 355-463
T1: 358-549,
23 4 Distribution strategies T2: 355-463
T1: 358-549,
24 4 International /global communication strategies T2: 355-463 Lecture

Case study
Case study 1.3
25 5 Global e-marketing, Future of global marketing 8 T2: 466-482 e-Bay Inc IMEM page 40-
43

26 5 Careers in global marketing T2: 466-482 Lecture

Assessment Pattern
Assessments Percentage Details
A) Internal Assessment 50%
i. Attendance 5% MBA Office
ii. Mid term 15% 50% scaled down to 15%
iii. Assignment 1 10% Details posted in LMS
iv. Quiz / Crossword 10% Details posted in LMS
v. Assignment 2 10% Details posted in LMS
B) University Final Exam 50% University Exams; 100% scaled down to 50%
TOTAL (A+B) 100%

Other reading material

O1: Domzal, T., & Unger, L. (1987). Emerging positioning strategies in global marketing. Journal of Consumer Marketing, 4(4), 23-37.
O2: Lindridge, A., & Dibb, S. (2003). Is ‘culture’a justifiable variable for market segmentation? A Cross-cultural example. Journal of
Consumer Behaviour, 2(3), 269-286.
O3: Global Economies and Consumers in 2017, Euromonitor International
O4: Business Environment Risk Rankings – which country is best to do business in? – The Economist
O5: Export market selection methods – Working Paper Series, Ermie Steenkamp, Rossouw, Viviers and Ludo Cuyvers

Note: The cases and other reading material will be handed over to students in classroom or will be uploaded in LMS