Course : Global Marketing

Course Code : BMKT 41232

Credit Value : 2

Status : Compulsory

Level : Level 4

Semester : Semester I

Overall Learning Outcomes : At the end of the session students should be able to;

  1. assess a wide range of global marketing concepts applicable in diverse business practices
  2. analyze various management issues and develop strategies to overcome such issues in global business
  3. assess the effectiveness in the process of internationalization of a local business
  4. display an awareness of the changes that are occurring in global business environment
  5. evaluate the strategies and structures of global corporations

Course Content :


Topic No.

Topic

Learning Outcomes

Teaching and Learning method

Method of Assessment

1

Global Marketing; An Overview

At the end of the session students should be able to;

  1. appraise basic concepts of global marketing
  2. demonstrate the ability to categorize domestic and global market
  3. analyze the characteristics of different types of markets in global business environment
  4. compare domestic market characteristics with global markets


Lectures  Case Study

End Semester Examination  Quiz

2

The Global Marketing Environment

At the end of the session students should be able to;

  1. develop an understanding on different types of global marketing environments
  2. assess the meaning and application of convergence and divergence methods in a global markets
  3. assess the effect of trends in global marketing environment


Lectures Group discussions

Case Study

End Semester Examination

3

Opportunity Analysis and Selection of Markets

At the end of the session students should be able to;

  1. assess global marketing opportunities for a given organization
  2. evaluate appropriate strategies for market selection
  3. illustrate the applicability of marketing information systems and marketing research in global marketing context
  4. develop a segmentation profile for an organization operating in a global business environment


Lectures

Case Study

Buzz Groups

End Semester Examination  Class Room Presentations

4

Market Entry Strategies

At the end of the session students should be able to;

  1. appraise the process of internationalization of domestic businesses
  2. investigate different market entry modes applicable for international markets
  3. evaluate global market entry strategies and exit strategies for a domestic organization


Lectures

Case Study

Group Discussions

End Semester Examination  Quiz

5

Global Product Development and Brand Management

At the end of the session students should be able to;

  1. examine the components of product designing in international markets
  2. analyze different product strategies applicable in global markets
  3. appraise new product development in global marketing context
  4. design international branding strategies for a given scenario


Lectures

Case Study

Buzz Groups

End Semester Examination  Quiz

6

Managing Supply Chain and Distribution

At the end of the session students should be able to;

  1. assess the structure of a global product distribution system
  2. develop global distribution system strategy for a given scenario
  3. illustrate factors affecting global supply chain management
  4. examine the ways of managing a distribution system in a global business environment


Lectures

Case Study

Group assignment

End Semester Examination  Group Assignment and Presentations

7

Pricing for International and Global Markets

At the end of the session students should be able to;

  1. ascertain the factors affecting pricing decisions in a global business environment
  2. evaluate pricing strategies applicable in global product pricing
  3. practice price implementation strategies by considering the challenges in global business environment

Lectures

Buzz Groups

Case Study

End Semester Examination  Quiz

8

Managing Global Marketing Relationships


At the end of the session students should be able to;

  1. develop an understanding of global marketing relationships
  2. develop the ability to manage marketing relationships and networking in international business
  3. develop the ability to coordinate with customers and suppliers to achieve business efficiencies


Lectures

Case Study

End Semester Examination  Assignments

9

Management of Global Communications

At the end of the session students should be able to;

  1. assess the changes and issues in global marketing communications
  2. develop an understanding on the communication process when dealing with global businesses
  3. design a promotional mix and an advertising campaign for a given scenario


Lectures

Group Discussions

Case Study

End Semester Examination  Quiz

10

Organizing and Controlling Global Marketing Operations

At the end of the session students should be able to;

  1. assess the features of global marketing organizations
  2. analyze the types of international organizations based on its characteristics
  3. outline the lifecycle of global business organizations


Lectures

Buzz Groups

Case Study

End Semester Examination  Assignments


Recommended Reading        :

  1. Cateora, P. Gill, M. Graham, J., (2010). International Marketing. 15th Edition. McGraw-Hill/Irwin
  2. Warren, J. K. Green. M., (2012). Global Marketing. 7th Edition. Prentice Hall
  3. Michael R. C., Ronkainen, I. A., (2012). International Marketing. 10thedition. Cengage Learning
  4. Kumar, N., Jan-Benedict E.M.S., (2013). Brand Breakout: How Emerging Market Brands Will Go Global. Palgrave Macmillan
  5. Kenneth D.W., (2007). Building an Import / Export Business. 4 edition. Wiley
  6. Pierre A.D., Stewart, R.D., (2010). International Logistics: Management of International Trade Operations. 3rdedition. Atomic Dog
  7. Kiefer, L. Carter, C., (2011). Global Marketing Management: Changes, New Challenges and Strategies. Fourth Edition. Oxford University Press


Journals

  1. International Journal of Marketing, American Marketing Association

 

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