Gupta College of Management & Technology

Course Outline Global Marketing May 2012-August 2012

Professor: B.S.Prakash Mobile: 98800 17692 Email: bsprakash@webkadai.com Textbook: Global Marketing by Svend Hollenson & Madhumita Bannerjee Course Content: Part I: The Decision whether to Internationalize 1. Global marketing in the firm 2. Initiation of internationalization 3. Internationalization theories 4. Development of the firms international competitiveness Part II: Deciding Which Markets to Enter 5. Global marketing research 6. The political and economic environment 7. The sociocultural environment 8. The international market selection process Part III: Market Entry Strategies 9. Some approaches to the choice of entry mode 10. Export modes 11. Intermediate entry modes 12. Hierarchical modes 13. International sourcing decisions and the role of the subsupplier Part IV: Designing the Global Marketing Programme 14. Product decisions 15. Pricing decisions and the terms of doing business 16. Distribution decisions 17. Communication decisions (promotion strategies) Part V: Implementing and Coordinating the Global Marketing Programme 18. Cross-cultural sales negotiations 19. Organization and control of the global marketing programme 20. Global e-marketing

Preparation for class: The course will be taught in the same order as above in the book. Students are expected to read the chapters prior to class. This allows for better class discussions. Since so much of the learning is through active participation, it is critical that you prepare prior to the in-class sessions and presentations. Teaching Method: The course will be taught as an interactive lecture presentation & seminar method. Since the material is learnt through in-class sessions as well as lectures & seminars, class attendance and participation are critical. Poor attendance will hurt your learning. Student seminars: This will be an important part of this learning process. The class will be divided into several teams. Each team will have up to five members, and will be responsible for completing one seminar on a topic selected by the group with my consultation. You can structure your team in any manner you wish. You can designate a single project leader or you can have an equal partnership. You can subdivide the work in any manner that is effective. Every student must participate in the final presentation. Except in extreme circumstances, I expect each team to resolve its personnel issues. Final presentations will be for about 90 minutes each. Attendance is mandatory, even if your group is not presenting. Case Discussions: The same teams as the seminar teams will work on a case selected by the group with my consultation. Every student in the team must participate in the final presentation. The team will initially present the case facts to the class & then lead the class in analysing the case. After the discussions are over, the team will then summarise the class discussions along with their own analysis & recommendations.

Discussion Panel: For every class, a panel consisting of the same seminar teams will be selected for more active participation. These students will sit in the front row. They will come thoroughly prepared for the class after reading the text as well as the reference books. They will be asked to explain several concepts covered in the class. The panel discussion marks will be decided based on this.

Field Project: Each of the students will be given an individual field project which he/she has to complete before the end of the semester & make a presentation for 10 minutes.

Certificates: In order to bring in a competitive spirit, the following certificates will be given: Best team & Second Best Team in Seminar Presentations to all Team Members of these two groups Best & Second Best individual Seminar Presentation

Grading: Attendance: Formative Assessment: Seminar PresentationPanel DiscussionsAppraisalSummative Assessment: Case AnalysisTestsField Project Assignment20%

10% 15% 15%

10% 15% 15%

Faculty Grading: All of you will be grading me at the mid term & give your suggestions to make the course more interesting & effective. Ask questions in class: Nobody understands everything! If you have a question, someone else probably does as well. If you do not understand something, ask me to explain it. I don't mind interruptions during my lectures. Suggestions for Effective Learning: 1. Be prepared for class. You will understand far more in class if you read the material beforehand. 2. Come to class. Show up on time. Class begins promptly at scheduled time. If you must come in late, please do so quietly. Do not miss class because you are running late. I would rather have you come to the last twenty minutes of class than miss it altogether. 3. Be active in class discussions. Ask questions. Offer insight. (Catching up on gossip or sleep during class is generally considered bad manners.) 4. Bring in material that pertains to the class such as reports/articles from newspapers, magazines, journals, internet sources, etc. 5. Take good notes in class. 6. Mail your doubts, ideas or suggestions to my id given above. 7. Come & see me. Sometimes it can be helpful to ask questions outside of the classroom. I can meet with students with prior appointment.

Reference Books: 1. International Marketing Notes by B.S.Prakash 2. Global Marketing Management by Warren J. Keegan 3. International Marketing by Subhash C. Jain 4. International Marketing by Cateora & Graham

Course Structure Unit 1: Nature of International Marketing Unit 2: Trade Distortions & Marketing Barriers Unit 3: International Political & Legal environment(S) Unit 4: International Cultural Environment Unit 5: International Competition & Market Entry Strategies(S) Unit 6: International Market Research & Information System(S) Unit 7: International Product Strategies(S) Unit 8: International Distribution Channels(S) Unit 9: International Promotion Strategies (Samsung Case) Unit 10: International Pricing & Financing Strategies (Harley Davidson Case Study) Unit 11: Global E marketing- Self Study Field Project