Session Plan, Greater Noida

PGDM, Trimester-IV, Batch 2020-2022

Course Name and Code : International Marketing
Type of Area/Course : Marketing
Instructor Name: Dr Anuj Sharma
Course Credit: 2.5
Total Number Teaching Hours: 25 Hours
Mapping with PILO*: Understand the dynamics of global business environment (4A)

CLG: Upon completion of the course students will be able to analyze various components of
international business environment and understand range of strategic options open to
companies competing globally. The course will unable students to comprehend the complexities
of International Marketing and make strategic and operational marketing decisions.

Mapping with Assessment

Actual CILO
Course Intended Learning Blooms PILO Attainment
Tools Expected CILO*
CILO Attainment
Outcomes Taxonomy Level-High / Direct / Attainment Level
Level
Medium/ Low Indirect
Analyze various components of Not more than
international business
15% student
1 environment to do country and Knowledge High Quiz
market analysis. should Score less
than 40% marks
Not more than
Take decision on mode of entry in
foreign market
Comprehen 15% student
2 High Case
sion should Score less
than 40% marks
Take decisions for different Not more than
elements of marketing mix 15% student
3 in international markets. Application High Project work
should Score less
than 40% marks

Instructor Contact 9899974577

Email: anuj.sharma@bimtech.ac.in
Phone: 0120-2323001-10 Ext 353

Reading/Study Material
Main Text Book
Cateora, Philip R; Gilly, Mary C; Graham, John L; International Marketing, McGraw Hill Education, 15 Edition,
2014

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Additional Books

 Warren J. Keegan: Global Marketing Management, Pearson Education, Latest Edition

 Sak Onkvisit and John J. Shaw: International Marketing, Pearson Education, Latest Edition
 Rakesh Mohan Joshi: International Marketing, Oxford University, Latest Edition

Pedagogy
1. Lectures
2. Tutorials
3. Class Discussions
4. Class Exercises
5. Assignments and Group Project Work

Assessment Criteria Schedule and Weightage

Assessment Criteria

Criteria Marks/Weightage Date /Week #

OLTs 10 5th week
Mid-term -
Case Study & Class Exercise 20 2nd ,3rd , 4th,5th and 6th week
Project 15 Will begin from 4th week and
presentations in 7th and 8th
week
Class Participation 5 All weeks
End Term Exam 50% End of Trimester
Total 100%

Expectations from the students

1. Read assigned chapters/articles/cases before the session
2. Keep a track of deadlines
3. Major focus shall be on reading the material and refrain from using PowerPoint
presentations for the complete study.

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Schedule/ Weekly Plan

Week Topics Covered Assessment / Case Learning

# Deadlines Studies/Articles/Exercises Outcomes/ Skills
1 1. Introduction to   1. Handouts Understand key
International 2. Case 1 Logitech components of
Marketing 3. Article1: International
2. International Trade Managing Marketing and
Theories and FDI reasons of why
Difference
Theories international
trade and
investment
happen (CILO 1)
2 1. International 1. Chapter 1, 3, 4,5 Identify various
Marketing 2. Case 2 Nestle: elements of
Environment - marketing
The Infant environments for
History, Elements
Formula global markets
of Culture
Controversy (CILO 1)
2. Cultural Change

3 1. International Market 1. Chapter8 Interpret

Research 2. Article 2 difference in
conducting
Improving the
marketing
Conceptual research in
Foundation of different
IMR countries and able
to employ best
3. Article 3
methodology
Collaborative
suitable for a
and Iterative market. (CILO 2)
approach to Back
translation
4. Case 3:
Electrosteel
Castings Ltd.

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4 1. International 1. Chapter 12 Develop

Market Analysis 2. Case 4 Escorts framework for
2. Alternative international
Agri-Machinery market analysis
Market Entry
Strategies (Tractors) and Evaluate pros
3. Developing Global Business in Africa and cons of each
Marketing mode of entry
Strategies, and decide on
best mode in a
particular
situation (CILO 2)
5 1. Products and 1. Chapter 13, 14 Analyze product
Culture, 2. Case 5: Louis for different
2. Analyzing Product international
Vuitton in Japan markets and able
Components for
Adaptation to decide any
adaptation if
required in the
product. (CILO 3)
6 1. Approaches to OLT 2 1. Chapter 18 Understand
international 2. Handouts on different pricing
Pricing methods and
Incoterms issues for
2. Incoterms-
Meaning and role 3. Exercise on international
in Pricing Determination of markets and able
Export Price to decide the right
price. (CILO 3)
7 1. International Marketing 1. Handouts Understand
Channels &Distribution 2. Exercise on Filing export
2. Export Procedures & procedures,
Export
Documentation relevance of each
Documents
export documents
and able to fill the
documents
correctly (CILO 3)
Recognize various
alternative
channels that
exist in different
countries and able
develop channel
strategy (CILO 3)

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8 1. International Marketing 1. Chapter 15, 16 Evaluate issues in

Communications international
2. Project Presentation marketing
communication
and able to decide
tools of
communication
relevant for a
market. (CILO 3)

Class Rules and Regulations

Go through “expectation from students” and adhere to them. Adhere to timings of class and submission of your project.
Submission if missed, will not be taken again. Text book remains primary source. Students are also expected to go
through one or more suggested books. Additional material will be supplied by the faculty as and when required.

1. Academic Integrity is about the honest presentation of your academic work. It means
acknowledging the work of others whilst developing your own insights, knowledge and
ideas. Academic work in an institute depends on the practice of academic integrity as a core
value. It is an important part of academic life for both staff as well as the students and is
also essential to all academic thought and practice. All work produced must acknowledge
the sources of ideas presented and cite the original written work.

2. In preparing your assignments you will need to do research and draw on the ideas of others.
You are encouraged to read widely about the issues you are studying, but you must also
acknowledge any ideas that are not your own by including citations in your text and
references in a list at the end of every assignment.

3. It is your responsibility as a student to know how to reference correctly. If you do not know
the Harvard Referencing System or another one, such as the APA system, then it is your
responsibility to find out how to do this.

4. Penalties for plagiarism can be severe, depending on the nature, severity and frequency of
offences. If you have been charged with academic misconduct for plagiarism, you will have
to attend a hearing to defend or explain your actions. If you are found guilty, you may get
zero for your assignment, or you may fail the course.

5. Students are expected to be present in all the scheduled classes as per the timetable shared
with them. They should be seated in the class at least five minutes before the scheduled

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start time. No student should remain absent from any class without intimation and prior
sanction by the concerned Professor handling the class. Unauthorized absence from the
class will invite penalty which will be determined by the faculty concerned.

6. Students are expected to be fully involved while in the classroom. Any distraction caused by
the use of mobile phones, cross talk or chat with fellow students will invite disciplinary
action as determined by the faculty concerned.

7. Students are expected to be present in the classrooms for the lectures before the
instructor. Late entrants will not be allowed entry in the classroom.

8. Other than the classroom contact hours based on course credits, students are expected to
spend 2-3 hours for every session outside the classroom working on assignments and
projects.

9. Assignments and projects should be the original work of the student. Therefore, copying
assignments from internet, seniors or from classmates will not be acceptable. Plagiarism is
viewed very seriously and zero marks would be awarded in such cases or student may fail
the course.

10. To avoid academic fraud and maintain research ethics, BIMTECH makes systematic use of
Turnitin®. Each student should submit originality report with their assignments.

11. Students are expected to be punctual in all respects and they should try to submit their
assignments before the last date of submission.

12. Fans, lights and other electrical devices should be switched off after the session gets over.

13. Eatables and beverages are not allowed to be taken in the class.

14. Minimum Attendance during the trimester in the class in each course has to be at least 70%.

Definitions and meanings:

Program learning Goals (PLGs): PLGs can be defined as the knowledge, skills, or behaviors that a program’s students
should be able to demonstrate upon program completion. Program learning goals are framed broadly to encompass
the complex conceptual aspects of the degree. These are derived from the Institute’s mission statement.

Program intended Learning Objectives (PILOs): A set of measurable learning objectives for each PLG. One PLG can
have more than one measurable PILO. It represent broad statements that incorporate many areas of inter-related
knowledge and skills developed over the duration of the program through a wide range of courses and experiences.
They represent the big picture, describe broad aspects of behavior, and encompass multiple learning experiences.

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Course Learning Goals (CLGs): Course learning goals are broad statements of what the students will be able to do
when they have completed the course. These Learning goals are broad, general statements of what we want our
students to learn and provide direction, focus, and cohesion.

Course Intended Learning Outcomes (CILOs): CILOs are set of measurable learning objectives for each
course. Course Intended Learning outcomes describe the learning that is expected to take place across the
curriculum through concise statements, made in specific and measurable terms, of what students will know
and/or be able to do as the result of having successfully completed a course. 

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