INTERNATIONAL MARKETING MANAGEMENT COURSE OUTLINE FOR MBA (IB, IBF, GLSCM) 2013-15.
III TRIMESTER COURSE CODE & TITLE CREDITS COURSE INSTRUCTOR I. Course Description: The global markets are expanding rapidly touching the realms of economies across the globe. The scope of global marketing, needless to say, is at the pinnacle engulfing countless diversified, competitive and innovative products/services/events and experiences each day. With the global customer at the centre stage, marketing strategies of global organizations are undergoing dynamic changes to grab a share of the pie. All this within the diverse economic, social and political environments of host and home economies is what makes this subject interesting, informative and prescriptive. Primarily aimed to equip the students with critical perspectives of the international marketing scenario, the course familiarizes them with international marketing mix strategies employed by firms and conglomerates. The students would also be exposed to various international trends and marketing practices to enable a better understanding of the subject. Throughout the course an emphasis is placed on an integration of theoretical concepts and real market situations. P.S. The students are expected to be thorough with fundamental Marketing Management concepts. II. Course Objectives: This course has been designed to equip the students with the perspectives and strategies in the area of international marketing. The broader objectives are to: Provide an understanding of the international marketing environment Help in analyzing the complex global markets : 304/ International Marketing Management :3 : Dr. Shahazadi Shaik
Familiarize development of global competitive and cooperative strategies Equip with skills in framing marketing mix strategies Update international marketing trends and practices
III. Evaluation: 100 Marks 1. Mid exam 2. Case Analysis and Presentation (Team Presentations) 3. Class Test 4. Market study and presentation 5. Trimester End examination: IV. Course outline: (30 hours)
20 marks 10 marks 10 marks 10 marks 50 marks
Module 1: Internationalization Decisions (7 sessions) Session 1: Opening Case: Globalizing Business: A case study of Arcor in Latin America and overview of the Module Session 2: Perspectives of Global Marketing Session 3: Internationalization Perspectives and Theories Session 4: Firms International Competitiveness Case 1: Google: The Next 20 Billion Dollars Question (Lee & Carter) Case 2: Bridgestone Tyres: European Marketing Strategy (Hollensen & Banerjee, pp.133) Case 3: OneCafe: A born global penetrates the coffee industry (Hollensen & Banerjee, pp.139)
Module 2: Global Market Selection and Entry (8 sessions) Session 1: Opening Case: Reliance Entertainment- Local and global acquisitions Session 2: Global Marketing Research Session 3&4: Global Environmental Analysis: E, P, L&R, S&C Session 5: Global Market Selection Process- STP Case 1: Shanghai Jahwa Cosmetics- the seed of a global giant (Lee & Carter, pp.210) Case 2: IMAX Corporation (Hollensen & Banerjee, pp.412) Mid-Exam- 1 session Module 3: Developing Global Marketing Strategies (6 sessions) Session 1: Opening Case Session 2: International Market Entry modes and Strategies Sessions 3-5: Global Marketing Mix Strategies Case 1: eBay, Inc. (Albaum & Duerr, pp.88) Case 2: Bokhara Palace Industry (Hollensen & Banerjee, pp.597) Class Test Module 4: Implementing and Coordinating the Global Marketing Programme (4 sessions) Sessions 1: Opening Case: Mecca Cola
Session 2: Cross-Cultural Issues in Global Marketing Session 3: Organization and Control of the global marketing programme Case 1: NTT DoCoMo: Using a strong domestic position as a basis for international expansion (Hollensen & Banerjee, pp.709) Case 2: The global thirst for bottled soft drinks (Lee & Carter, pp. 493) Module 5: International Marketing Trends and Practices (4 sessions) Session 1: Opening Case: Sonic Innovations: Online Sales in Europe Session 2: Global e-marketing Session 3: Other trends in International Marketing Case 1: Formula One: The brand that drives the worlds fastest cars (Lee & Carter, pp. 317) Case 2: Philips Shavers (Hollensen & Banerjee)
Prescribed book: Global Marketing by Svend Hollensen & Madhumita Banerjee, fourth edition, 2013, Pearson Education Additional readings: 1. Global Marketing Management by Kiefer Lee & Steve Carter, 3rd Edition, Oxford University Press 2. Global Marketing Management by Warren J Keegan & Naval K Bhargava, Pearson Education.
