http://www.scribd.

com/doc/27656918/International-Marketing-Management-Project

Module Manual [International Marketing Management]

Academic Year: PGDM [2010-12]

Prof. Amit Kumar, amit.kumar@iilmgsm.ac.in

INTRODUCTION TO THE COURSE With the liberalization and globalization process India has joined the marketing economy of world. Indian companies are into global marketing and this course is focused on understanding the subject of global marketing, selection of countries and their markets, study of the products price, promotion techniques and international distribution channels. The emphasis throughout is on the application to current business issues and practice. At present scenario, to aware the students about various ways in which International marketing have taken place & competitive environment impact on business. A fundamental shift is occurring in the world economy. We are moving away from a world in which national economies were relatively self-constrained entities, isolated from each other by barriers to cross-border trade and investment. We are moving towards a world in which barriers to cross-border trade and investments are declining and national economies are merging into an interdependent, integrated global marketing system. Following are the key elements of this module

Framework of Global Marketing International Marketing Research Decision Making in Global Marketing Global Market Entry & Export Marketing Product Planning for Export International Pricing Strategy Market Entry & Overseas Distribution System Promoting Product Internationally

On successful completion of this module you will be able To provide students with an understanding of marketing in an international and global context To develop critical understanding of the theories, models and concepts pertaining to global marketing To provide students with skills necessary to conduct business in an overseas market, including the way International Marketing research is conducted. To be able to critically evaluate and apply relevant theory to enable better marketing practice in a global context.

INTRODUCTION TO THE TUTORS Mr. Amit Kumar: Having around 4-5 years of teaching & industry experience, Mr. Kumar is MBA (International Business Management) from University of Business & Finance Switzerland and B.Tech in Computer Science Engineering from Sathyabama Deemed University, Chennai. He has 3 years of teaching experience wherein he has offered courses in International Business & Marketing namely, Global Business Environment, International Marketing Management, Global Logistics Management, Managing Multinationals, Selling & Sales Management and Consumer Behavior. Research interest is in the area of international strategies of various MNCs, Ownership Marketing & Gap Analysis in Management Education. He worked as an ERP Functional Consultant in Life Business Project, New Delhi. Also, he worked as a Business Development Executive in ABN AMRO Bank, Abu Dhabi, UAE MODULE READINGS Text Book and Additional Readings :
1) 2) 3) 4) 5)

Global Marketing Management by Warren Keegan, Pearson Education , Eighth Edition International Marketing by R. M. Joshi, Oxford , Second Edition International Marketing and Export Management by Albaum, Duerr & Strandskov, Pearson International Marketing by S.C.Jain, Thomson International Marketing Analysis and Strategy by Onkvisit and Shaw, PHI Education

Journals: Journal of International Marketing Journal of International Business Foreign Trade Review WTO Focus Online Resources: http://en.wikipedia.org http://en.wikipedia.org/wiki/International_business http://en.wikipedia.org/wiki/Intellectual_marketing http://www.marketingteacher.com

Session Plan Lectures

S.No.
1 2 3 4 5 6 7

TOPIC
Framework of Global Marketing International Marketing Research Decision Making in Global Marketing Global Market Entry & Export Marketing Product Planning for Export International Pricing Strategy Market Entry & Overseas Distribution System Promoting Product Internationally

LECTURE
4 3 2 2 4 3 3

TOTAL
4 3 2 2 4 3 3

8 TOTAL

3 24

3 24

Weekly Plan
Weeks 1-5 6-7 8-11 Topic Covered 1, 2 and 3 4 and 5 6,7 and 8 Sessions 1- 11 12-17 17 - 24

Detailed Session Plan International Marketing Management

Topic 1- Framework of Global Marketing Session 1: In this introductory session, outlines of syllabus with the different modules will be discussed. Along with few basic concepts in international marketing like, Overview of international markets, Globalization of Market, Emergence of Global Emerging Markets will be discussed. Pre-Reading Globalization by Hill & Jain Question for discussion in class The study of International Market is fine if you are going to work in large MNC, but it has no relevance for individuals who are going to work in small firm. Evaluate this statement. Learning Outcomes: As an introductory session, the objective is to help the students understand the overview of international marketing environment. Required Reading: Introduction & Overview-Introduction to Global Marketing, Chapter- 1, Warren J. Keegan Session 2-4: In this session, Concepts of Global Marketing and Emerging Opportunities in International Markets will be discussed. Case-Study: 1)Art: Geocentric: A Boeing Way Learning Outcomes: The objective is to help the students understand the Growing Importance of International Marketing, Drivers of International Marketing, Nature of International marketing, International Marketing Vs Domestic Marketing, Motives for Entering International Market and Process of International Marketing. Required Reading: Introduction & Overview-Introduction to Global Marketing, Chapter- 1, Warren J. Keegan Global Marketing Environment, Chapter- 2, Warren J. Keegan Topic 2- International Marketing Research

Session 5-7: In this session, Global Marketing Research Process will be discussed. Case-Study: 1) Art: New Coke Classic: Global Marketing Blunder 2) Art: The Best Frozen Foods Company 3)Case: Gillettes Marketing Research in Asia Learning Outcomes: The objective is to help the students understand the Challenges in GMR, Introduction of New Coke: The Classic Marketing Blunder, Objectives of GMR, Cross-Cultural Marketing Behavior & Research, Implication of Religion in GMR, Global Marketing Research Process, Multicultural Research : A Special Problem and Research on the Internet: A Growing Opportunity. Required Reading: Ch 8 : Onkvisit Shaw Ch 5 : R.M.Joshi Global marketing Information Systems and Research, Ch 6: Warren Keegan Topic 3- Decision Making in International Marketing Session 8-9: In this session, Decision Making Process for International Markets will be discussed. Case-Study: 1)Art:Targeting Adventure Seekers with an American Classic 2)Case:Identifying International Marketing Opportunities in Medical Services Learning Outcomes: The objective is to help the students understand the Hurdles in Reaching Global Market, Characteristics of Effective Market Segmentation, Country Segmentation on the Basis of Income, Segmentation of Indian on Basis of Household Income, Segmentation of Chinese Market on the Basis of Age, Psychographic Segmentation of Indian Youth, Segmentation on the Basis of Basic Core Values, Segmentation on the Basis of International Marketing Opportunity. Required Reading: Segmentation, Targeting and Positioning, Ch 7: Warren Keegan Topic 4- Entry Strategies for Global Marketing Session 10-11: In this session, Entry Strategies for Global Markets will be discussed.

Learning Outcomes: The objective is to help the students understand the Routes of Globalization (Methods of Entry in a Foreign Market), Methods of Export Marketing, Use of Assets (Licensing & Franchising), Performance of Services (Turn-Key Projects, Management Contracts), Direct Investment (Joint Venture, Wholly Owned Subsidiaries, Merger & Acquisition, Greenfield), Advantages & Disadvantages of each mode of entry, Factors Affecting the Selection of Entry Mode.

Required Reading: Entry and Expansion Strategies, Ch 8: Warren Keegan Topic 5- Product Strategies for International Marketing Session 12-15: In this session, Product Strategy for International Markets will be discussed. Case-Study: 1)Art: Targeting Indian Market: Spark from Chevrolet Learning Outcomes: The objective is to help the students understand the Components of a Product, Product Adaptation Vs Product Standardization, Approaches to New Product launch, Waterfall Approach, Sprinkler Approach, Product Life Cycle in International markets- A Case of Gillette, International Product Strategy, International Competitive Posture Matrix, Product-Promotion Strategy for International Markets. Required Reading: Product Decisions, Ch 11, Warren Keegan Topic 6- International Pricing Strategies Session 16-18: In this session, Pricing Decisions for Global Markets will be discussed. Case-Study: 1)Art: How the Japanese Keep Costs Low 2)Art: Pricing Reeboks in India Learning Outcomes: The objective is to help the students understand the International Pricing Compared to Domestic Pricing, International Pricing Objectives/ Strategies, International Pricing Framework, Countertrade as a

Pricing Tool, Transfer Pricing Strategies, Terms of Payment in International Transaction Required Reading: Pricing Decisions, Ch 12, Warren Keegan Topic 7- Overseas Distribution System Session 19-21: In this session, Global Distribution Systems will be discussed. Case-Study: 1)Art:Automotive Components Inc 2)Case: Channels of Global Distribution for Floriculture Learning Outcomes: The objective is to help the students understand the International (Transportation, Logistics, Material Management, Packaging Physical , ICT), Distribution International Warehousing, Inventory,

Distribution Channel Strategies, Factors Influencing Channel Width, Types of International Distribution Channels (Direct Channel, Indirect Channel), Managing International Logistics, Managing Ocean Transportation. Required Reading: Global marketing Channel and Distribution, Ch 13, Warren Keegan Topic 8- Promoting Product Internationally Session 22-24: In this session, Communication Mix Decisions for Global Markets will be discussed. Case-Study: 1) Art: Addidas Global Campaign 2)Case:APEDA's International Mango Promotion Campaign Learning Outcomes: The objective is to help the students understand International Marketing Communication Mix, Consumer Response Hierarchy Models, Process of International Vs Marketing Communication, Framework for Marketing Communication Strategy, Tools for International marketing communication, Advertising (Standardization Adaptation), International Product-Promotion Strategies Required Reading: Global Promotion, Ch 15, Warren Keegan

ASSESSMENT PLAN Assessment Method Weight age (%) 1. GroupAssignment /Project/Viva 20 2. Mid-Term Test 20 2. End Term Examination 60 TOTAL 100

DETAILS OF ASSESSMENT COMPONENT 1: GROUP ASSIGNMENT/PROJECT/VIVA (20%) Group comprising of 4 students shall pick up a company of their choice. They are suppose to Export any Product ABC from India to any Country XYZ and Prepare a complete International Business & Marketing Plan and Related Strategies. COMPONENT 2: MIDTERM TEST ASSESSMENT (20%) Approximate Length: One hour

COMPONENT 3: END TERM EXAM (60%) A three-hour, closed book end term examination will be held at the conclusion of the course. The examination will test students' theoretical understanding through questions and case-lets. Feedback on students' performance in the exam will be provided when answer scripts are shown to students after a month of the exam.

FORMAT FOR SUBMISSION OF PROJECT Project components must be submitted according to the deadline specified in the table below, or by the instructor at the beginning of the module. The documents must be submitted to the instructor before 4 pm on the day of submission. Failure to submit without good cause (illness supported by a medical certificate or similar) will result in a zero mark. Submissions are to be made in hard copy or soft copy - as instructed by the faculty. When submitting coursework in hard-copy, you must include a cover page which specifies: The component name Your name / group member names Student ID number (s) Your section The Module title The name of the module instructor When sending documents on e-mail, you must ensure the following: Subject Line to read "component name_your name_your section" Body of the email specifying the enclosed attachments and your details (name (s), student ID number (s), section)

Assessment Map
This table shows main assessment methods which are used across module and its stages: Methods of Assessment

Module

A1

A2 *

A3

A4 *

A5 *

Notes: A1: Individual test/ Assignment A2: Group Assignment/ Project A3: Open Book Examination A4: Close Book Examination A5: Group Presentation

Teaching Map
This table shows main delivery methods which are used across module and its stages: Methods of Delivery Module T1 T2 T3 T4 T5 * * * * Notes: T1: Lectures T2: Seminar/ Tutorials T3: Live Projects & Presentations T4: Case Discussion T5: Guest Lectures/ Industrial Visits T6: Lab Session T6

Curriculum Map
This table shows the main learning outcomes which are developed and/or assessed in this module: Methods of Delivery Module L1 L2 L3 L4 L5 L6 L7 L8 L9 * * * * * * * Notes: L1: An understanding of organizations, their external context and their management. L2: An awareness of current issues in business & management which is informed by research & practice in the field. L3: An understanding of appropriate techniques sufficient to allow investigation into relevant business & management issues. L4: The ability to acquire & analyze data and information. L5: The ability to apply relevant knowledge to practical situation. L6: The ability to work & lead effectively in a team based environment. L7: An improvement in both oral & written communication skills. L8: Be cognizant of the impact of their individual & corporate actions on society and recognize ethical business practices. L9: Be sensitive to the social economic and environmental responsibilities of business.