Business

SP Jain Centre of Management Professor Ashley Konson

SPJain Global MBA Program XXXXXXXX

Course Outline

Marketing In Global Context 1 & 11

Instructor Administrative Assistant

Ashley Konson XXXXXXX

Phone: Phone: XXXXXXX

Email:

Course Objectives

The purpose of this course is to help you understand that “Marketing” is both an organizational function and a managerial philosophy that recognizes the crucial importance of a set of pan-company organizational processes for creating, capturing delivering and communicating compelling value to customers and for managing customer relationships in ways that benefit the organization and its stakeholders. This course examines the importance of this orientation from a global context. The objectives of this course are:

1. To help you understand why “Marketing” is such a powerful managerial philosophy for helping organizations succeed in providing compelling value to customers and other stakeholders.

2. To familiarize you with how marketing concepts apply to different industry sectors (profit; service and not for profit organizations) and contexts (domestic and international)

3. To develop your problem recognition and decision making skills in a marketing context.

4. To broaden your sensitivity to different cultural, socio-economic and legal environments encountered in the international marketplace.

Course Materials

All participants should have a copy of:

1. Marketing, Second Edition, by Grewal & Levy (2009), McGraw-Hill

2. Course Kit

The course will be a mix of lectures, discussions, and case analyses. Active participation is essential if you are to get the most out of this course.

Course Grading and Assignments

The course assignments/grading in this course reflect its objectives. There is minimal memorization but maximum application of concepts required as well as analysis. Expectations regarding course grading and assignment expectations will be discussed in...