JAIPURIA INSTITUTE OF MANAGEMENT

1. Course Information
Post Graduate Diploma in Management
Course Code and Title MKT X0135; Global Marketing
Credits 3
Term and Year Term-VI; AY 2023-24
Course Pre-requisite(s) MM; CB
Course Requirement(s) Understanding of Basic Marketing
concepts
Course Schedule (Day and time of class) As scheduled by PMC
Classroom # (Location) As per schedule
Course Instructor Faculty Name
Email Faculty Email ID
Telephone Number (for office appointments) As allocated
Student Consultation Hours As offered by Faculty
Office location As allocated

2. AI Usage: The students are allowed use AI tools (for example, Bard, Chat GPT…) for
generating specific information (for example, generating relevant market information for a
target nation) but not for generating market ideas (for example, marketing strategy or program
for the target nation). They are also allowed to use the tools for generating academic content on
subject related topics for their reading (for example, notes on International Trade theories).

3. Course Overview:

The changes in the marketing world during the past three decades have been tremendous with fast-
paced Globalization. The difference for Indian companies began with liberalization allowing, more
or less freely, entry of multinationals into India and allowing Indian companies to globalize
unhindered. Such changes have necessitated learning about internationalization for Indian firms.
Even though the basics of marketing and business remain the same, the environmental changes alter
the development and implementation of business and marketing strategies entirely. Such a situation
makes it imperative for the students to study 'Global Marketing' (GM) as a separate subject so that
the Globalization of business enterprise can be done seamlessly and successfully.

GM is offered in the sixth trimester. The course will help students deal with the formulation and
implementation of International Marketing plans after analyzing the contemporary global marketing
environment, allowing them to address marketing strategy and program issues in international
markets. Emphasis will is placed on examining the relationship between the international marketing
activities of firms and the global, political, legal, and socio-cultural environments prevailing in
foreign markets.

4. Course Learning Outcomes:

1
CLO1. Contrast the marketing environment of an organization for two different markets (Analyze-
procedural)
CLO2. Assess the suitability of an international marketing plan for a given market. (Evaluate-
conceptual)
CLO3. Design an international marketing plan for a given product in a new market. (Create-
Procedural)
5. Mapping of CLOs with POs and GAs

List of POs
PO1: Communicate Effectively
PO2: Demonstrate the Ability to Work in Teams to Achieve Desired Goals
PO3: Reflect on business situations by applying relevant conceptual frameworks
PO4: Deconstruct ethical business practices
PO5: Determine sustainability issues
PO 6: Exhibit creative thinking

List of CGs
CG 1: Communicate Effectively
CG 2: Demonstrate the Ability to Work in Teams to Achieve Desired Goals
CG 3: Apply relevant conceptual frameworks to a given business situation
CG 4: Evaluate different ethical perspectives
CG 5: Aware of impact of business decisions on Issues of social concern

PO-1 PO-2 PO-3 PO-4 PO-5 PO 6

CG-1 CG-2 CG-3 CG-4 CG-5
CLO1 R
CLO2 M
CLO3 R
** M: Mastered; R: Reinforced; I: Introduced

List of GAs
GA 1: Self-initiative
GA 2: Deep discipline knowledge
GA 3: Critical thinking and Problem solving
GA 4: Humility, Team-Building, and Leadership Skills
GA 5: Open and Clear Communication
GA 6: Global outlook
GA 7: Ethical competency and sustainable mindset
GA 8: Entrepreneurial and innovative

GA 1 GA 2 GA 3 GA 4 GA 5 GA 6 GA 7 GA 8

CLO1 X

CLO2 X

CLO3 X X

2
* POs, CLOs & GAs stand for Programme Outcomes; Course Level Outcomes & Graduate Attributes, respectively.

6. Texts & References

 Czinkota M.R, Ronkainen A. (2013). International Marketing (10 th Ed.). New Delhi: Cengage
Learning (Text)
 Svend Hollensen. (2017). Global Marketing – with a special Indian focus (7 th edition/ later
versions). New Delhi: Pearson Education
 Keegan, W. J. (2017). Global marketing management (8th Ed.). Pearson Education India.
 Caterora, P.R., Graham, J.L., Salwan.P (2017). International Marketing (16 th Ed.). New
Delhi: Tata Mc Graw Hill

Internet Resources
 International Marketing Data and Statistics, London: Euromonitor Publications. Annual.
http://www.euromonitor.com
 World Development Report. An annual statistical publication of the World Bank that
discusses salient issues provides economic analysis and presents data for developing
countries. http://www.worldbank.org
 Culturagram strives to offer readers an accurate view of a culture rather than focusing on
statistical data. Several other fine resources present national statistics, but few inform the
reader about people on a personal level. www.culturegrams.com
 The Internet may also be a source of advertising rates for specific media in specific
countries.www.radiointernational.net
 UNESCO (United Nations Educational, Scientific and Cultural Organization). UNESCO
provides information students can use in projects, class assignments, and other research
efforts. Includes topics on: Publications; Statistics; UNESCO partners; Information services;
and, Current events. http://www.unesco.org
 https://www.coursera.org/learn/global-marketing-building-iconic-brands

7. Flipped Videos
The instructor would share 6-10 flipped videos/reading material related to contemporary topics*:

8. Assessment:
Assessment Component Description Weighta CLO
ge

1. Show and Tell The "Show and Tell"-assignments are team 20% 1
Assignment presentations. The Show & Tell assignment
(Group) brings a story to the classroom to be shared
with your fellow students and your instructor.
This story can be based on your experience.
The story must be related to the topics dealt
with during the course. However, the purpose is
not to repeat the facts of the Module and its'
chapters. The length of the story should not be

3
 more than 1 page (Times New Roman, 12 font,
single-spaced), and the PPT used for
presentation not be more than three slides. The
presentation should take no more than 10
minutes. If you are not presenting a Show and
Tell, please ask insightful questions from the
presenter.

2. Case Analysis There will be two case analyses conducted 20% 2

(Individual) unannounced (best of 2).

OR
3. Viva Voce Viva-voce would be taken based on the 20% 2
(Individual) application of the IM concepts.

OR
4. Quiz 20% 2

Group Project:
5. Group Project
The learning objectives of this course will be
achieved when the students develop a realistic
international marketing plan for a product or a
company. Students should try to identify a
company seeking to expand abroad either
through export, establishing a marketing unit, or
a joint venture relationship abroad. Alternately,
the student can choose a product hitherto not
marketed in international markets (like products
from ODOP of the Uttar Pradesh government)

The learning objectives for the international

marketing term project are fourfold. The first
objective is to familiarize the student with the
country's business environment as the subject of
the project and to facilitate cross-cultural
understanding. Secondly, to provide the
students with the opportunity to prepare a
marketing plan (marketing strategy & program)
for a product/ company, which is being 20% 3
considered for marketing in a selected country.
The project emphasizes the need to understand
the environment as an essential step preceding
the preparation of a marketing plan. The final
two objectives of the term project are to
effectively reinforce critical concepts covered in
this and other courses and stimulate students to
expand their learning horizons by identifying
materials required to complete the project.

4
 Report: The report shall be of a maximum of
ten pages, neatly typed. Relevant appendices
may be attached.

Sl. Description Important

No of activity dates
.
1. Submit the 9th session
name of the
company/
product
selected
2. 1st Progress17th
Report session
3. 2nd Progress19th
Report session
4. Report 20th
session
6. End-term The end-term examination will be application- 40% 3 (40%)
examination based. The student shall be provided a case/
(Individual) business situation and will be required to
suggest appropriate solutions based on the case/
business situation. The entire syllabus is
covered in the end-term examination.

7. Mapping CLOs with Assessment Components

Assessment Component CLO 1 CLO 2 CLO 3
Assessment 1 X
Assessment 2/ 3/ 4 X
Assessment 5 X
Assessment 6 X

Assessment Plan
CLO1. Contrast the CLO2. Assess the CLO3. Design
marketing environment of suitability of an international marketing
an organization for two international marketing plan for given product in a
plan for a given market.
different markets new market

Show and Tell Embedded

Assignment
Case Analysis Embedded
Viva-voce Embedded
Group Project report Embedded
End Term Embedded

8. Session Plan
CL

5
Sessi Topic/ Reading Reference Pedago Session O
on Sub gy Learning
topic Outcomes

Module I: Introduction to International Marketing

1. Basic Discussion Class Setting 1

Introducti Discuss expectations
on to the ion about the
course course.
Define and
describe
terms like
domestic/
international
and global
marketing.
2. Scope of Discussion Class Understand 1
Internatio Text, Ch 1 Pp. 3-15 discussi the basic
nal Video 1 on trade theories
Marketin Business and globalization like
g and Reading mercantilism,
internatio International Trade Law Theories comparative
nal trade & absolute
theories. advantage
supporting
international
business
3. Internatio Video 2 Class Understand 1
nal Challenges and Approaches, EPRG discussi the various
Marketin Framework on International
g Reading marketing
Philosop Article: what do we know from EPRG philosophy
hy. model? adapted by
The Organizations
EPRG
framewor
k
4. Dynamic Discussion Class Describe the 1
Environ Text, Ch. 1 Pp. 3-15 discussi interrelations
ment of Caterora, P.R., Graham, J.L., Salwan.P Ch. 1 on hips in
Internatio Pp. 1-24 today's world
nal economy.
Marketin Case 1: H&M heads East
g&
emergenc
e of
global
consumer
s

6
 5 Internatio Reading: Class Describe how 1
nal Trade Trading blocs – Pros and cons discussi trade blocs
Blocs and on affect
tax Reading: Tax haven that is saving Google international
treaties billions marketing
and impact of
tax treties on
GM
Module II: International Marketing Environment
Cultural Text, Chapter 3 Pp. 58-89 Define 1
6 Environ Movie: culture and
ment: Reading: Outsour its impact on
elements Cultures and organizations: software of the ced international
of mind - Hofstede, Geert H. (2005) marketing
culture, Video3: Describe how
making Funny, But True: Cultural Differences cultural
culture Activity: differences
work for Hands-on activity of comparing two country's affect the
Marketin culture using followed by a short informal marketing
g success quiz mix
7 Cultural Reading: Reading Understandin 1
Environ Hall's cultural context g cultural
ment: http://changingminds.org/explanations/ contexts and
elements culture/hall_culture.htm how to
of measure
culture, Reading: culture
making Measuring Culture - Etic vs Emic perspective
culture
work for
Marketin
g success
Describe how 1
8 The Text, Ch. 4 Pp. 91-128 Case the nature
Political Text, Ch. 5 Pp 131-161 Discuss and policies
& Legal ion of individual
Environ Case 2: Marketing Cigarettes and Tobacco Govt's affect
ment the
environment
for doing
business and
Discuss how
social
pressures and
political risk
affect the
business
environment
9 Business Outline the 1
ethics Discussion Case generally
and Text, Ch. 5 Pp. 156-161 Discuss accepted

7
 socially Case3: Cultural Norms , fair & Lovely , and ion ethics and
responsib Advertising social
ility responsibility
behavior of
organizations
in
international
market

Module III : International Marketing Strategy Decisions

Outline the 2
10 Globaliza Discussion on Starbucks Strategic Planning factors
tion Text, Ch. 7 Pp. 206-230 Class affecting
drivers & Video4: internationali
discussi
Factors Internationalization Motives zation and
on
affecting Discuss the
choice of Reading: factors
internatio country market selection affecting
nal In international expansion using multi-criteria choice of a
markets Decision aiding methods market for
international
expansion
Discuss the 2
11 Internatio Discussion Class major
nal Text, Ch 9 Pp. 279-300 discussi decision
Market Case4: McDonald’s market entry strategies on criteria for
entry choosing a
strategies mode of
market entry.
Explain the 2
12 Internatio Video 5 (case): Class market
nal Why did Starbucks fail in Australia? Discuss research
Business ion process in
Research Text, Ch8 Pp. 235-245 international
marketing
Outline Reading Class Outline the 2
13 of an The International Marketing Plan Discuss International
Internatio ion Marketing
nal Template Plan
Marketin International Marketing - Plan Guide
g Plan
14 STP for Reading: Class Comprehend 2
internatio Global Marketing Strategy discussi how to
nal on develop an
markets international
marketing
strategy

Module III : Managing International Marketing Mix

8
 Comprehend 3
1 Global Product Management Discussion Class the
5 Text, Ch11 Pp. 366-380, Discussion importance of
Cross Country Innovation 386 designing,
modifying, or
Video 6: developing a
Why GM failed in India? product to
meet the
Video 7: needs of
Developing GE-MAC regional and
global brand,
phases of PLC
in
International
markets.
Pricing in International Discussion Class Comprehend 3
1 markets Text, Ch14 Pp. 458-472 discussion the factors
6 that affect
pricing in
international
markets.
Understand 3
1 International Marketing Discussion Guest Talk the
7 Communications (Internation communicatio
Text, Ch. 15 Pp. 547-570 al Faculty/ n options in
Alumni) an
international
market.
1 Global Branding Decisions in Text, Ch. 11 Pp. 381-385 Class Know the 3
8 International Markets exercise on impact of
Building global brands; Video 8: Product – country of
Dealing with "Made in Country of Origin Effect Country origin impact
(country of origin) challenges Movie matching and how to
& MiWi (made in the world (quiz) overcome the
initiatives) Reading: issues related
Made in the World the origin
Initiative (MiWi) effect on the
brand.

1 International Marketing Text, Ch. 15 496--509 Analyze 3

9 Channels: Distribution Reading: Reassessing the Class various forms
patterns , Locating , selecting Japanese Distribution Discussion of distribution
and Motivating Channel System – MIT Sloan channels and
members the challenges
faced in
international
market

9
2 Logistics: Supply chain Text, Ch. 10 Pp. 308-329 Understand 3
0 management, International Class Various
transportation issues, Discussion International
Inventory issues & packaging logistic issues
issues. in
International
International Marketing arena.
Organization Describe
alternative
organizational
structures for
International
Marketing

9. Rubrics for assessment component

A. Rubrics for Show & Tell assignment

CRITERIA Below Expectation Met Expectations Exceeds Expectations
POINTS 0-3 POINTS 4-7 POINTS 8-10
Clarity (20%) Not able to explain Explains points clearly; Explains points explicitly with
points clearly. Lacks points relate to overall specific explanatory detail
focus and points put argument. backed up with relevant
forth do not relate to the research/information/examples;
overall/main argument points relate and support the
or idea. overall argument.

Organization (20%) Presents information in Presents information Presents information in a clear

a cluttered manner with In a logical sequence. and logical order supported by
no logical sequencing or relevant illustrations and
progression of ideas. The final point is quite examples.
clearly brought out.
The main point is The final point/conclusion is
obscured and not visible well supported through a well-
from the report. structured set of arguments.

Content (60%) Poor command over Good command over Excellent command over subject
subject matter. subject matter. matter.

Provides irrelevant and Is able substantiate the
inadequate information arguments with relevant
to support arguments. and adequate information
reasonably
well.
Covers every dimension of the
subject matter and uses relevant
and comprehensive information
to back up the arguments.

B. Rubrics for Case Analysis

CRITERIA Below Expectation Met Expectations Exceeds Expectations
POINTS 0-3 POINTS 4-7 POINTS 8-10

10
Content Does not Demonstrate Indicates thinking and Demonstrates synthesis of
thinking and reasoning reasoning with original ideas, and in-depth analysis
and ideas are largely thought on generating and suggest viable
underdeveloped. alternative ideas. alternatives

C. Rubrics for written project report

Criteria Below Expectations Meets Expectations Exceeds Expectations
POINTS 0-3 POINTS 4-7 POINTS 8-10
Gathers Relevant Struggles to pinpoint the Clearly identifies the Demonstrates a sophisticated
Information information needed. Gathers information required. understanding of what
information from one source. Gathers information from information is needed.
Minimal evidence of multiple valid and reliable Gathers extensive information
search/selection criteria. sources. from a variety of valid and
Evidence of search/selection reliable sources including
criteria. journals, texts, etc., specific to
the subject. Clear evidence of
Search/selection criteria.
Usage of relevant Has limited knowledge on Selects and uses relevant Selects and uses relevant
concepts and using relevant concepts and concepts and frameworks. concepts and frameworks.
comprehensive frameworks. Requires minimal assistance Needs no assistance in
written presentation Does not support factors in choosing relevant selecting relevant concepts
with compelling evidences/ concepts and frameworks. and frameworks.
sources. No effort is made to Does support factors with Does support each factor with
compare with other industry compelling evidences/ compelling evidences/
players. sources but in a limited sources which are
Fails to present the entire manner. Effort is made to contemporary. Comparisons
information compare with other industry with key industry players are
comprehensively players. quite comprehensive
Is able to present the Information is presented
information in a logical comprehensively in a logical
manner. manner.

D. Rubrics for Viva-voce

CRITERIA Below Expectations Meets Expectations Exceeds Expectations
(Max 20) POINTS 0-3 POINTS 4-7 POINTS 8-10
Analysis of Unable to analyze given Able to analyze some Able to analyze most of the
International international marketing international marketing given international marketing
Marketing situation related situations and related situations and related situations and
Max. 10 information information information really well
Application through Fails to explain concepts Demonstrates ability to Displays excellent application
real life examples with examples, unable to explain most concepts with orientation
Max. 10 relate concepts with practical examples and
practical applications and apply these in real-life
scenarios scenarios

11
Rubrics for End term exam
Criteria Below Expectation Met Expectations Exceeds Expectations
POINTS 0-3 POINTS 4-7 POINTS 8-10
Clarity of Most of the concepts are not clear Many of the concepts are Most of the concepts are clear
concepts and student is unable to understand clear and understood by and understood by the student
the same. student and able to solve the and the answers are provided
problems given in business language.
Ability to The student is unable to apply the The student is able to apply The student is able to apply
apply the concepts to the given business the concepts to the given the concepts to the given
concepts situation business situation but not business situation and able to
suggest alternate business suggest alternate business
solutions solutions

Institute's Policy Statements

The student is required to have a clear comprehension of the specific details included in this
document. This course requires a significant commitment in and outside classroom. The learning
tasks in this course include class discussions, pre reads, beyond classroom activities and self-study.
In addition, students are required to complete the various assignments.
Late Submission
Late submission of assignments will attract penalty (in the form of marks deduction).

Plagiarism:
Plagiarism is looked at as the presentation of the expressed thought or work of another person as
though it is one's own without properly acknowledging that person.
Cases of plagiarism will be dealt with according to Plagiarism Policy of the institute. It is advisable
that students should read Student Handbook for detailed guidelines. It is also advisable that students
must not allow other students to copy their work and must take care to safeguard against this
happening. In cases of copying, normally all students involved will be penalized equally; an
exception can be made if a student can demonstrate the work as their own and reasonable care was
exercised to safeguard against copying.

12