GIM-P11

GIM-P11
PGDM 2011-13 : Term-V

Globalisation and International Marketing

Globalisation and International Marketing focuses on the application of basic marketing concepts and principles to international marketing situations. Students learn to describe the international marketing context, identify adaptations in data collection/analysis, product, price, promotion, and distribution. Topics include cultural, legal, financial, and organizational aspects of international marketing.

International marketing has become necessary for firms that wish to survive and grow in this dynamic global marketplace of the new millennium. Heightened globalization has forced businesses to become even more sophisticated in their approach to international marketing. Companies have found it wise to adapt to different international markets. Strategies which worked well in certain geographies and market conditions may need to be changed in other contexts. This course also brings out the differences across international markets and the framework for adapting to those markets.

This elective provides an opportunity to examine the major issues involved in entering international markets and in conducting marketing operations on an international scale. It addresses the challenges facing both small exporters and large multinational corporations.

Instructor:

Dr. Rajeev Roy

Email: rajeev@ximb.ac.in ,

Learning Objectives:

At the completion of the course the student will be able to do the following:

Understand the impact of globalization on marketing

Distinguish between international marketing and marketing in the domestic context.

Delineate the steps involved in arriving at a global marketing strategy.

Discuss the screening of international markets and give an example indicating the steps involved

Understand the impact of local economic and social conditions on the marketing policies.

Identify the influences that lead a company to standardize or adapt its marketing mix.

List the ways of entering foreign markets and the criteria for selecting the appropriate method.

Explore how promotion and selling can vary across countries

Pedagogy:

The course methodology includes discussions on theory, case analysis and class exercises. Theory discussions will include references to recent academic literature as well as recent initiatives in international marketing practice. Involved case discussions will encourage participants to come forth with their ideas and defend their views in class. It will allow participants to internalize their learning by tying theory to practice.
Students will be given assignments which will serve to structure their participation in class.

Course Map:

	Topic	Case	Article
1	The concept of International Marketing		“The Globalization of Markets” by Levitt, T, HBR 1983
2	Global forces: the cultural context		“Customizing Global Marketing” by Quelch, JA & Hoff, EJ, HBR, 1986 May
3	Global forces: the institutional context	China telecom
4	International business strategy
5	Country selection	Dabur
6	International Marketing Intelligence		“International Market Research: A Global Project Management Perspective” by Young, RB & Javalgi, RG, Business Horizons, 2007 (50)
7	Entry Modes		“The Hierarchical Model of Market Entry Modes” by Pan, Y & Tse, DK, Journal of International Business Studies, Vol 31, No 4, 2000
8	“	B&J Japan
9	International Product Policy		“Beware the Pitfalls of Global Marketing” by Kashan, K, HBR, 1989 Sept
10	“	Zara
11	Global Branding	Walt Disney	“The Lure of Global Branding” by Aaker, DA & Joachimstahler, E, HBR, 1999 Nov
12	Advertising & Promotions		“Standardization versus adaptation of international advertising strategies: towards a framework” by Papavassiliou, N & Stathakopoulos, V. European Journal of Marketing, July-August 1997 vol 31 issue 7-8
13	Distribution		“Seven Rules of International Distribution by Arnold”, D, HBR, 2000 Nov
14	Pricing	2012 Olympics
15	Organisational structure for international markets	Western Union
16	International Social Marketing	Stove for Darfur	“Marketing in the Social Enterprise Context: Is it Entrepreneurial” by Eleanor Shaw, Qualitative Market Research: An International Journal Vol 7, No 3, 2003
17	Developed markets	Haier	“End of Corporate Imperialism by Prahalad”, CK, HBR, 2003 Aug
18	Underdeveloped markets	Airtel in Africa
19	Emerging Markets
20	Capstone

Additional reading material will be assigned

Textbook:

There is no required textbook for the course. Those who are comfortable with a more structured learning program can refer to any of the following textbooks and I will provide a session- based textbook map on request:

International Marketing by Brad Kleindl, South-Western Educational Pub

International Marketing by Dana-Nicoleta Lascu, Atomic Dog Publishing

International Marketing by Michael R. Czinkota and Ilkka A. Ronkainen

Grades:

Class Participation: 30%
End term: 40%
Group Project: 30%

Class participation:

Class participation will be evaluated on the basis of attendance, conduct in class and contributions during class exercises and discussions. Participants are expected to come to class after:

Reading the relevant article

Reading and analyzing the case

Answering the assigned questions

Group Project:

The course will include a group project. A group can be made up of 2 to 4 participants. The group project can be either of the following:

A comprehensive international marketing strategy for a chosen firm.

Investigation of a current international marketing issue being faced by a firm. In case the group is choosing this option, contextual familiarity with the firm or the industry might be necessary.

Profile of company chosen:
The company can be either a well known multinational company or a local firm with global possibilities.

Sources of information
Secondary data: Participants are expected to gather sufficient information from newspapers, magazines, published company and industry reports and from the internet.

Primary data: Participants may get in touch with employees, clients, vendors and other stakeholders connected with the company. The group must take permission of the firm to use information which may be confidential in nature.

Referencing:
http://www.nlm.nih.gov/bsd/uniform_requirements.html

Deadlines

A one-page project proposal is due by the 4th session, which will include the name of the firm chosen and a brief outline of what the group proposes to investigate.

The full report (not more than 30 pages) is due by the 10th session. Please email me the submission. A hard copy is not necessary.

The group will present the project in the class in a 20 minute presentation during the 11th / 12th session.

End Term:

The end term is designed to test the participants’ contextual familiarity and conceptual clarity with the topics studied. It will be for two hours and will be a closed book exam.

Attendance Policy:

Content in each session is interlinked with content in other sessions. Participants are expected to attend all classes. All class will begin at the assigned time and participants are expected to arrive on time.

Honor Code.

“The Honor Code states that all students of the XIMB Community have been equally entrusted by their peers to conduct themselves honestly on all academic assignments.

The students of this Institute understand that having collective and individual responsibility for the ethical welfare of their peers exemplifies a commitment to the community. Students who submit materials that are the products of their own minds demonstrate respect for themselves and the community in which they study.

All outside resources or information should be clearly acknowledged. If there is any doubt or question regarding the use and documentation of outside sources for academic assignments, your instructor should be consulted. Any violations of the Honor Code will be handled by the faculty or the disciplinary committee.”

Created By: Debasis Mohanty on 08/10/2012 at 04:16 PM
Category: PGDM-II Doctype: Document

...........................