International Marketing Course Outline
PGDM
II Year
Batch
20013-15
Course Title : International
Marketing
Text Book : Global
Marketing - Prentice Hall - Warren J. Keegan / Mark C. Green
Faculty : Dr.S.Saiganesh
Course Description
This
course examines the impact of economic, cultural, political, legal and other
environmental influences on international marketing. Within this context, how
to identify and analyze worldwide marketing opportunities, and examine product,
pricing, distribution and promotion strategies are also discussed.
Pedagogy
Pedagogy
for teaching will be a mix of lectures, class discussions; in-class exercises,
video presentations, article reviews and case analyses. Emphasis will be on
concept learning and case analysis.
Evaluation Scheme (During the term
Assessment)
Midterm
Examination – 40 % - Attendance – 10%
- Assignments – 10% - Case Discussion / Case
presentations – 20% - Individual / Group Presentation – 10% - Quiz -5% -
Class room behaviour / class participation – 5%
Equal
weightage will be given for end term examination i.e during the term assessment
will be consolidated for 50 marks and end term examination will be conducted
for 50 marks
Conduct
Students
are required to come prepared to the defined sessions as outlined in the course
structure, failing which they may not be allowed to attend the class. They may
be asked to give individual or group presentation of cases. Coming late to class is not permitted. Assignments, class tests,
surprise tests and quizzes will be conducted.
Assignments should be submitted on time, late submission will not be
considered for evaluation at any cost. When there is a case presentation,
students should come prepared for case discussions and they are expected to
participate actively. A one-page analysis should be submitted to the Instructor
on the day of case discussion.
Reference Books
1.
International
Marketing- Rajagopal/ Vikas publications/1e
2. International Marketing –
Varshney, Bhattacharya – S Chand
3. International Marketing – Francis
Cherunillam – HPH, 7/e, 2004
4. International Marketing – Michael
Czinkota, Illka A Ronkainen – Thomson, 8/e,
Course Structure
|
Session No.
|
Contents
|
|
1
|
Introduction to Global Marketing.
|
|
2
|
The Global Economic Environment.
|
|
3
|
The Global Trade Environment. (Assignment 1:
Challenges in International marketing)
|
|
4
|
Case Study – Discussion /
Presentation
|
|
5
|
Social and Cultural Environments
|
|
6
|
The Political, Legal, and Regulatory Environments
of Global Marketing.
|
|
7
|
Global Information Systems and Market
Research.
|
|
8
|
Case Study – Discussion /
Presentation
|
|
9
|
Segmentation, Targeting, and
Positioning.
|
|
10
|
Importing, Exporting, and Sourcing.
|
|
11
|
Midterm Exam
|
|
12
|
Global Market Entry Strategies: Licensing,
Investment, and Strategic Alliances
|
|
13
|
Domestic demand,
exports spice up Masala market (Article Review)
|
|
14
|
Product and Brand Decisions.
|
|
15
|
Pricing Decisions
|
|
16
|
Global Marketing Channels. (International Advertising Strategies of Global Brands)
|
|
17
|
Global Marketing Communications
Decisions I: Advertising and Public Relations.
|
|
18
|
‘India will have
strong foothold in global footwear market’ – Business Line Article Review
|
|
19
|
Global Marketing Communications
Decisions II: Sales Promotion, Personal Selling
|
|
20
|
Global Marketing Communications Decisions
II: Special Forms of Marketing Communication
|
|
21
|
Global Marketing and the Digital
Revolution.
|
|
22
|
Case Study – Discussion /
Presentation - Revision
|
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