The course is an introduction to marketing theories developed in Indian context. The course introduces two main theories-'Theory of Cognitive Intermediation' and 'Theory of G-Branding' and establishes its applications in various marketing context. This also highlights the limitation of some global theories and questions their application in cross-cultural context.

Objective:

The main objective of the course is to help students develop a closer linkage with theories in marketing and practice from glocal perspective.

Session Plan:

Session no.	Topics	Reading
1	Introduction to indigenous marketing theories	Course Material
2	Introduction to Theory of Cognitive Intermediation (CI) in Marketing	Course Material
3	Theory of Cognitive Intermediation (CI) in marketing of FMCG products	Course Material Suggested Case
4	Theory of Cognitive Intermediation (CI) in marketing of services	Course Material Suggested Case
5	Introduction to G-Branding	Course Material Suggested Case
6-7	G- Branding at the corporate level	Course Material Suggested Case
8	G- Branding for FMCG products	Course Material Suggested Case
9	G- Branding for Durables	Course Material Suggested Case
10	G- Branding for Services	Course Material Suggested Case

References:

1. Course material

1. Lecture
2. Case discussion

Component	%
Class Participation	10
Project	30
Assignments	30
End Term Exam	30