LAL BAHADUR SHASTRI INSTITUTE OF MANAGEMENT, DELHI

Two Year Full Time Post Graduate Diploma in Management

TrimesterCourse Code: 126212

Course Title: International Marketing

Academic Session: 2015-16

Instructor(s): Prof Praveen Gupta

COURSE OBJECTIVE: This course offers an in-depth study of the international marketing issues. The
basic purpose is to acquaint the students with concepts and major dimensions related to international
marketing, its behaviour and environment, and practices along with emerging issues in the field of global
marketing operations.
COURSE CONTENTS:
Module Session
Topic & Reading/s
No.
No./s
I
1-2
Introduction to International Marketing, Nature and Concept, Growing importance of
international marketing and export management, Domestic v/s International Marketing,
Self-Reference Criteria, Ethnocentrism, Introduction to emerging markets.
Readings:
1)Keegen, W.J, Sanders (2009) Global Marketing Management
2) Hollenson and Bannerjee,(2010)-Global Marketing, Pearson
3) Albaum G, Duerr E (2013) International Marketing and Export Management ( 7th
Edition ) Pearson
Cases :
1) Disneyland in ParisCateora etc
2) IKEA- In the book : Marketing across Cultures by Usuneir & Lee
II

3-4

III

5-6

Imperatives of going global, Porters Diamond Model for competitive advantage ,

International Marketing Environment : Govt, Political & Legal Forces Economic,
Social, Cultural, Political & Legal , Trade Barriers, Balance of Payment, Regional
Trade Blocs, India in Free Trade Agreement
Readings :
1)Keegen, W.J, Sanders (2009) Global Marketing Management
2) Hollenson and Bannerjee,(2010)-Global Marketing, Pearson
3)Albaum G, Duerr E (2013) International Marketing and Export Management ( 7th
Edition ) Pearson
Cases :
1) McDonalds-A global cultural icon- from Usunier & Lee
2) Kraft of Selling Chocolates: Businessworld
Distribution of Group Assignment by the end of Session 3
Dynamics of global population trends, Various Kinds of risks in International
Marketing :political risk analysis and mitigation, the cultural environment, language,
aesthetics , management style and business systems, politico-legal environment, legal
systems prevailing in the world, international law and marketing, IPR, TRIPS ,ECGC
1

IV

7-8

9-10

of India
Readings :
1)Keegen, W.J, Sanders (2009) Global Marketing Management
2)Hollenson and Bannerjee,(2010)-Global Marketing, Pearson
3)Albaum G, Duerr E (2013) International Marketing and Export Management ( 5th
Edition ) Pearson
4)Cavusgil, Knight and Reisenberger (2009) - International Business: Strategies and
the New Realities (2/E) -Pearson
Cases: Supreme Canning : Source :Albaum, Duerr(2013)
1) Readings: Article on challenges in marketing in Growth Markets: Russia, China.
2) Reading-Licensing In Brazil
Group Presentations: Group 1, 2, 3
Marketing in growth markets, Developing global vision through marketing research,
the research process, problems of availability of primary and secondary data,
reliability of data, and research on internet.
Readings :
1)Keegen, W.J, Sanders (2009) Global Marketing Management
2)Hollenson and Bannerjee,(2010)-Global Marketing, Pearson
3) Albaum G and Duerr E (2013)- International Marketing and Export Management
( 7th Edition ) Pearson
Case : Tea Board Case
Article Reading :
1) International marketing research: A global project management perspective
2) How India is changing Pepsico : Business Today (2010)
Test : 1 : MCQ type test
Article Review : Submission 1
Global Marketing Strategies, Choice of country while entering in IM, Market Entry and
Expansion Strategies, Export and Non-Export entry methods
Readings:
1)Keegen, W.J, Sanders (2009) Global Marketing Management
2) Hollenson and Bannerjee,(2010)-Global Marketing, Pearson
3)Albaum G, Duerr E and Strandskov J-(2008) International Marketing and Export
Management ( 5th Edition ) Pearson
Cases :
1) Airtel in Africa. Source: ACRC
2) Mahindra & Mahindra: Acquisition of Jianling Tractor Company
1) Group Presentation : Gr 4 , 5
2)Article Review : Submission 2

VI

11

12-13

International Product Management and Strategies, Standardization versus Adaptation,

Geographical indications, Country of origin effect, New product development,
Distribution, global channel and logistics, SEZ, Export & Import
2

documentation

,International Commercial Terms (INCOTERMS)

Readings:
1)Joshi, Rakesh Mohan, (2005)- International Marketing, Oxford University Press
14
VII

VIII

Field Visit : Compulsory field visit to SEZ ,Noida

Group Presentations : Gr 6, 7

15-16

Global Promotion, Communication Management, How to leverage Indias Image in

IM, Ride on international events to promote products & services. Government
regulations in communication and advertisements. Global e marketing

17-18

Pricing in international marketing, price and competitive strategies, price bundling,

export price quotations, coping with currency risk, transfer pricing , gray markets ,
countertrade
Readings :
1)Keegen, W.J, Sanders (2009) Global Marketing Management
2) Joshi, Rakesh Mohan, (2005)- International Marketing, Oxford University Press
Article Reading : Distance Still Matters-Ghemawat P, HBR Sep 2001
Case: The Global Brand Face Off Espoir Cosmetics-HBR Cases

19-20

Gr Presentations : Gr 8 , 9
Negotiations in international marketing, negotiations with international partners ,
customers and regulators, Marketing of Services Globally, Portfolio of products India
is selling.
Ethics in International Marketing
Readings
1)Keegen, W.J, Sanders (2009) Global Marketing Management
2) Hollenson and Bannerjee,(2010)-Global Marketing, Pearson, P.R. ,Graham J. L,
Salwan (2009) International Marketing 13th Edition Tata Mcgraw Hill
3)Albaum G, Duerr E -(2013) International Marketing and Export Management ( 7thh
Edition ) Pearson
Articles : How Local Companies Keep Multinational At Bay : HBR March 2008
Test 2 : MCQ

PEDAGOGY:
The teaching methodology used in this course will be a judicious mix of lectures, case analysis &
discussions, as well as presentations by the students.
Field visit is planned to acquaint the students about SEZ, Export procedures.
However, more emphasis will be laid on case analysis, assignments and project study. Cases are expected to
be prepared within groups prior to the class.
EVALUATION PARAMETERS:
END TERM EXAMINATION
Internal Assessment

- 50%
- 50%
3

Live Project / Group Presentation

Unannounced Test/quiz
Article reviews
Case Discussion
Test 2

10
10
10
10
10

GROUP PROJECT GUIDELENES

Group projects will be allocated to the students by 2nd or 3rd lecture. Each group will comprise of 4-5
students.
1) Each student will be evaluated on the basis of individual contribution and team work.
2) Team performance will be judged on the basis of presentations, content, new ideas, time
management, impact of the subject presentation, queries handled.
TEXT & READINGS:
Readings:
Keegen, W.J, Sanders (2009) Global Marketing Management.
Hollenson and Bannerjee,(2010)-Global Marketing, Pearson
Joshi, Rakesh Mohan, (2005)- International Marketing, Oxford University Press
Albaum G, Duerr Eand Strandskov J-(2013) International Marketing and Export Management ( 7th
edition ) Pearson
5) Cavusgil, Knight and Reisenberger (2009) - International Business: Strategies and the New Realities
(2/E) -Pearson
6) Newspaper articles especially The Times of India, Economic Times, Mint, The Hindu, Business line.
7) Readings on WTO, GATT, Regional Trade Blocs
1)
2)
3)
4)