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As global economic growth occurs, understanding marketing in all cultures is

increasingly important. The course will address global issues and describes
concepts relevant to all international marketers, regardless of the extent of their
international involvement. Some firms foreign marketing is limited to one country,
others market in number of countries, treating each as a separate market; and still
others, the global enterprises, look for market segments with common needs and
wants across political and economic boundaries.

The global market is quickly changing from a seller¶s market to a buyer¶s market.
This is a period of profound social, economic and political change. To remain
competitive globally, companies must be aware of all aspects of the emerging
global economic order.

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Ô The course provides an approach and framework for identifying and

analyzing the important cultural and environmental uniqueness of any nation
or global region.
Ô To acclimatize the student to marketing in a foreign milieu keeping crucial
cultural issues in mind



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Synopsis of Country analysis- Individual assignment ± 10 marks

Class participation ± Country specific on class discussions- 10 marks

Group assignment ±Devising a Marketing Plan for an International Launch ± 30

marks

Final term exams ± 50 marks


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may be handed out during the trimester or links to
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1 The Scope and Challenge of International Lecture
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2 The Dynamic Environment of International Trade Lecture


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3 History and Geography: The Foundations of Lecture
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6 The Political Environment : A Critical Concern Lecture


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7 The International Legal Environment : Playing By Lecture

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8 Developing a Global Vision through Market Lecture /Case

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10 Multinational Market Regions and Market Groups Guest Session


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11 Global Marketing Management : Planning and Lecture/ Case

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16 & 17 Integrated Marketing Communications and Lecture

International Advertising
Personal Selling and Sales Management
Pricing

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18, Case
Negotiating with International Customers, Partners
and Regulators
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Case analyses are useful in providing students with practical experience in dealing
with international marketing problems faced in the ³real world.´ The importance of
this type of applied experience is vital in developing a fuller understanding of the
development, Implementation, and modification of international marketing
strategies. These cases will be discussed during the length of the course.
Appropriate preparation is expected for all cases by the students on basis of which
grades will be assigned

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Individual students will be assigned name of a particular country .The assignment

consists of doing a brief analysis of the following:

Ô Cultural
Ô Political
Ô Economical
Ô Historical
Ô Geographical
Ô Trade Patterns
Ô Natural Resources

Synopsis to be submitted by the second class to the instructor ( CR to collate

the same on CD and give it to the instructor) . Hard copy of which should
be carried by every student to every class so that they can give examples of
various facets of their country and contribute to the relevant topic of the
class. The student will carry the name tag of the country during all class
discussions.

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Your objective is to develop a fully integrated marketing plan for a product or

service to be introduced in a foreign country your group has selected. The product
or service chosen is up to the individual team in consultation with the faculty. The
project emphasizes the need to understand the environment as an essential step
preceding the preparations of a marketing plan.
Soft copy of the Outline of devising a Marketing Plan will be circulated from the
Country Notebook ± A Guide for Developing a Marketing Plan from the
prescribed text book .