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Course outline gm Course outline gm Document Transcript

  • Lahore Business School MKT 4457 & 6656 – Global Marketing Strategy Course Handbook Spring 2014
  • Lahore Business School Course Handbook _______________________________________________________ Course Outline – Global Marketing Strategy BBA /MBA 2 Course Title: Global Marketing Strategy Course Code: MKT 4457 & 6656 Level: BBA/ MBA Course Credits: 6 & 5, respectively (BBA /MBA) Course Status: Mandatory Pre-requisites: Entrepreneurship and Business Planning Course Description The Marketing function can no longer be demarcated across national boundaries; instead marketing is an international and global phenomenon that needs to be seen in the context of the global economy. Marketers need to understand global marketing and the various global forces that impact the marketing of goods and services. This course stresses the importance of understanding cultural differences as well as ethical issues in global marketing. Rational This course is designed for you to gain factual knowledge to understand what Global Marketing is all about (terminology, trends, and characteristics). This course will enhance your learning by understanding fundamental principles or theories and then applying them to the real marketing context. Intended Learning Outcome On successful completion of this unit students will be able to:  To inculcate an appreciation of global marketing practices, including ethical and socio-cultural considerations  To understand how technological changes are impacting the way we market globally  To apply global marketing principles to products and services of firms of different sizes  To develop an understanding of Pakistan’s place in the global marketing arena, and how to leverage local strengths to overcome global challenges  To become the best possible global marketer that one can potentially be! Case Study Analysis This part of the course is specially included with a wide ranging collection of cases. Specifically designed to help students prepare written and oral case analysis by offering specific guidelines & methodologies. These Global Marketing case studies analysis are having a good blend of cases on goods producers, producers of services, SMEs, non profit organizations, CSR, and business ethics.
  • Lahore Business School Course Handbook _______________________________________________________ Course Outline – Global Marketing Strategy BBA /MBA 3 Concluding this section are several suggestions for enhancing student performance in the HBR cases and for working within a group. Mode of Delivery This course will be delivered through the equivalent of 4 contact hours plus 1 non-contact hour (research) with approximately 160 hours of individual study. Course Schedule Week Contents Tasks/Activities 1,2 Introduction to International Marketing, Global Environments Cases Studies 3,4 Factors and conditions for global marketing, Product and Brand Decisions Cases Studies/ Quiz 5,6 Theories and Institutions, Segmentation, Targeting & Positioning Cases Studies/ Quiz 7 Research proposal presentation 8, 9,10 Comparative Environmental Framework, Leading Organizing and controlling, 4Ps of IM Cases Studies/ Quiz 11, 12 Strategic elements of comparative advantage, Cases Studies/ Quiz 13 Final Project presentations 14 End Term Examination **Quizzes will always be surprise, and will be given at any time once the topic is discussed. Learning and Teaching Activities Typical sessions will contain a mixture of presentation of concepts and techniques with group exercises, video cases and case study analysis. Teaching will draw heavily upon the experiences and work context of the students, sharing the diversity of the class to broaden and deepen perspectives. Students will be encouraged to consider and discuss real corporate world situations. Preparatory reading, field research and review of relevant learning material, and journals/newspapers will further support the learning on this course. Attendance Requirement Attendance is mandatory for all sessions. Assessment Details
  • Lahore Business School Course Handbook _______________________________________________________ Course Outline – Global Marketing Strategy BBA /MBA 4  Class Participation, Assignments, Quizzes, CS 25%  Final project along presentation (Group) 25%  Mid Term Project 20%  End term paper 30% Key Text Global Marketing Management, 7th Edition, by Warren J. Keegan Additional Resources  World Times Magazine  Harvard Business Review  Pakistan Management Review by PIM (available at library)  Academy of International Business Home page at:  Course Facilitator’s Message Your all relevant inquiries are always encouraged and it is highly advisable to ask them during lecture or consultation time. However, if any query is missed during those times would also be asked via email to instructor. Your course instructor would be glad to respond all emails at earliest but you must keep in mind that the course instructor might be doing multi tasking on other projects. So, when you make an inquiry it may take delay in getting back to you. In particular, email correspondence will be dealt with periodically – once every couple of days, not 24/7. Additionally, office consultation hours are also displayed at office door & you are advised to follow them accordingly in befitted manner. Course Facilitator: Izza Rehman Email: Special Note - Academic Integrity The principles of truth & honesty in the academic endeavor must be our priority. As faculty and students in this activity, we must present our academic work as an honest reflection of our abilities. Academic dishonesty will be handled with serious consequences.