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Indian Institute of Technology Roorkee

Global Marketing Management

Indian Institute of Technology Roorkee and NPTEL via Swayam

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Overview

Global business comprises of a large and growing portion of the world’s total business. Today, global events and competition affect almost all companies- large and small-because most sell output to and secure supplies from foreign countries. Many companies also compete against products and services that come from abroad. Thus most managers, regardless of industry or company size, need to approach their operating strategies, from a global perspective. In view of the above, this course provides a fresh, up-to-date analysis of the global business environment and successfully blends a comprehensive review of global business with exhaustive discussion of what happens in the many parts of the global market. Moreover, the course not only describes the ideas of global marketing but also presents many contemporary examples, scenarios and cases. This course will therefore provide first-hand knowledge of Global Marketing operations and help practitioners and budding scholars of international business.INTENDED AUDIENCE :MBA, MIB, MBA-IB, M.ComPREREQUISITES : NoneINDUSTRY SUPPORT : All companies working in exports and international business would value this course

Syllabus

Week 1 : Globalization,Global Economic Environment
Week 2 : Financial Environment,Cultural Issues Buying Behavior,Political/Legal Environment
Week 3 : Global Marketing Research, Global Segmentation and Positioning
Week 4 : Global Marketing Strategies, Global Market Entry Modes, Global Product Development
Week 5 : Marketing Products and Services, Global Pricing
Week 6 : Communicating with the World Consumer, Sales Management, Global Logistics and Distribution
Week 7 : Export/Import Management, Planning, Organization, and Control of Global Marketing Operations
Week 8 : Marketing in Emerging Markets, Global Marketing and the Internet

Taught by

Prof. Z. Rahman

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