Cross Cultural Marketing
Essay by Marry • December 15, 2011 • Essay • 652 Words (3 Pages) • 2,278 Views
EMBA
Faculty : Hufrish Majra
Tel no : 4235 5555 Ext no : 5856
Background:
As global economic growth occurs, understanding marketing in all cultures is increasingly important. The course will address global issues and describe concepts relevant to all international marketers, regardless of the extent of their international involvement. For some firms foreign marketing is limited to one country, others market in number of countries, treating each as a separate market; and still others, the global enterprises, look for market segments with common needs and wants across political and economic boundaries.
The global market is quickly changing from a seller's market to a buyer's market. This is a period of profound social, economic and political change. To remain competitive globally, companies must be aware of all aspects of the emerging global economic order.
Objective
* The course provides an approach and framework for identifying and analyzing the important cultural and environmental uniqueness of any nation or global region.
* To acclimatize the student to marketing in a foreign milieu keeping crucial cultural issues in mind
Evaluation Criteria
Synopsis of Country analysis- Individual assignment - 10 points
Class participation - 10 points
Group assignment -Devising a Marketing Plan for an International Launch - 30 points
Term End Exam- 50 points
Recommended Text Book
International Marketing, 13th edition, by Philip R. Cateora , John L. Graham and Prashant Salwan (McGraw Hill), 2008
Other pertinent articles may be handed out during the trimester or links to additional readings will be provided.
Session wise Plan
Sessions Session Title Date
Day 1 The Scope and Challenge of International Marketing
Student allotment of country specific assignment 13 Dec 2011
The Dynamic Environment of International Trade
Day 2 History and Geography: The Foundations of Culture
14 Dec 2011
Cultural Dynamics in Assessing Global Markets
Tata Tea in Russia
Day 3 Culture, Management Style and Business Systems
Guest Session
Case
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