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PGDM 2007-09 : TERM-VI

International Marketing Management

Introduction

This course is for those who want to make a career in marketing and those who want to head an organization in the future. In a globalized world, both will require to work in the international arena sooner than later. Some of you will manage Indian businesses abroad and others would head the Indian operations of a foreign company. Both would require an understanding how marketing changes in the global context.
For global brands like Nokia, Coke and Apple, marketing to the world takes a different dimension. The four p-s of the marketing mix start varying. Products are standardized for homogenous markets like the European Union and then customized for unique cultures like China or Japan. Promotion are designed for a global audience but executed with local flavour. The distribution structure of the Middle –East (mostly joint ventures) vary widely from that of Japan (six levels on an average). Prices, too, vary across markets.
This course prepares you for planning, executing and managing an international marketing programme. The decision making starts with which markets to enter and with which products, promotion and prices.. The role of geography, culture and competitive context creates complexity in the decision making process. Managing multi-national sales force and channel members is another responsibility of the young manager.
Though the basic premises of marketing remain same, the course highlights the common pitfalls and major decision making frameworks required for success in global markets.

This course targets young managers just starting out for an international venture and willing to quickly grasp the nuances of international marketing. Hence, it steers clear of complex equations and confusing theories. Rather, it tries to highlight some of the common areas where practioners err and provide some simple frameworks for decision making.

The course revolves around the following themes

ü Strategies for entering foreign markets and choosing the mode of operations there
ü Managing an international product mix ( extending PLCs and new product introduction)
ü Managing global promotional campaigns
ü Issues in global pricing
ü Building global brands
ü Leading multinational sales force

The course will be mainly based on cases and/or readings around the above themes and sprinkled with necessary discussions.
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WEEK-wise course outline (each week having two sessions)

Week 1: Understanding the international marketing environment

Reading: T. Levitt, “The globalization of markets”, HBR, May/June,1983
S. Douglas & Y.Wind, “The myth of globalization”, Columbia Journal of World Business, Winter, 1987

WEEK 2: Understanding the role of economics, politics, geography and culture in international marketing )
WEEK 3: Understanding market entry and development strategies (with focus on emerging markets like BRIC
Reading: The Hidden Dragons
WEEK 4: Managing international product mix
Case: Michelin in India

Reading Winning it in foreign markets

WEEK 5: Managing global branding programme


Case: Infosys: The challenge of global branding


Reading: a. the lure of global branding, HBR
b. How global brands compete

WEEK 6: Managing global promotions

Case: The global brand face-off

Reading: Optimal Marketing
W.O’Barr, “The airbrushing of culture: An insider looks at global advertising”, Advertising and Society Review, 1(1), 2000.


WEEK 7: Managing global pricing strategy

Case; BMW in Japan

Reading: Local memoirs of a global manager
Food for thought, The Economist, May 27,2004.


WEEK 8 Building international channel partners

Case: IKEA in India
Reading: D. Arnold, “The seven rules of international distribution”, Nov/Dec,2000


WEEK 9 Issues in international sales and marketing organizations

Case: Samsung Electronics Company: Global Marketing Operations


Reading:

Negotiating with hijackers
J. Graham, “The Chinese Negotiation”

WEEK 10

Project presentations & discussion

Evaluation components

End Term : 40 points

Case Analysis : 20 points (two cases)

Project: 20 points

Class participation: 20 points

Total : 100 points

Group Work and ground rules

The course is highly interactive and discussion based. The students will assign themselves into groups and work on the assignments . Assignments may be in the form of presenting the scheduled reading material or analyzing the case of the day. If you are presenting the reading material focus on a) key learning b) your perspectives and c) Indian scenario.

Case study

All case submissions are due at the beginning of the class in which the respective cases/papers are scheduled. The write up may include identification of problems, analysis, solution/ direction (based on concepts), take-away. Please follow the norms for submission

· Do not exceed more than 3 pages (you may add maximum two pages for figures and tables: total not to exceed 5 pages). Submit ONLY HARD COPIES
· Answer the questions given in the assignment.
· Do not repeat irrelevant case facts to fill the pages.
· Marks for analysis will be awarded under three heads: quality/creativity of thinking, ability to apply concepts to the given problem and ability to communicate clearly and concisely

Project:

Each group will write a report based on the project they are assigned and make a submission for evaluation at the end of the term.

At the end of the term each group will make a presentation on their projects. Time 15 minutes + 5 minutes for Q&A. Max. 10 slides per group .

Everyday groups will be asked to present one or more of the assigned readings or there will be a discussion on the reading assigned. It will be mutually helpful if you come to the class after reading the assigned cases/papers.

Class participation:

Class participation will be evaluated by your quality of inputs during classroom discussions which will include discussions on the papers/cases assigned.

Texts for the course

For a general understanding of international marketing, you can consult the following books or any other in the library:
1. International Marketing; Cateora & Graham, McGraw Hill
2. Readings in Global Marketing: eds. Czinkota & Ilkkla ; The Dryden press
3. International Marketing Strategy: Doole & Lowe
4. The Reality of Global Brands: G. Hankinson, McGraw Hill
5. Marketing across cultures: J.C. Usunier, Prentice-Hall
6. Global marketing: a decision oriented approach, Svend Hollensen, Prentice Hall
7. Global Marketing Management, Warren J. Keegan

Course facilitator details

Prof. Subhasis Ray
Room- 105/ ground Floor/ CENDERET
Mail: sray@ximb.ac.in
Phone: Extension: 994 (O)/ 879 (H)
Secretary: Mr. Digambar Rath ( Extn.: 710)

Created By: Lingaraj Pattanaik on 11/19/2008 at 03:09 PM
Category: PGDM-II Doctype: Document

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