Master of Management Studies (M.M.S) Global Marketing Syllabus - Mumbai University 2026

Course objectives

• 1 To introduce foundational concepts, strategies, and challenges in global marketing.
• 2 To equip students with practical skills for market entry, segmentation, and positioning in international markets.
• 3 To develop analytical capabilities for evaluating cross-cultural consumer behaviour and global market dynamics.
• 4 To foster understanding of international marketing regulations, trade practices, and competitive strategies.
• 5 To cultivate strategic insights into managing global brands, marketing campaigns, and distribution networks.

Course outcomes

• CO1: Understand the application of marketing principles in the global Context
• CO2: Apply glocal strategy concepts to international contexts
• CO3: Analyse international marketing strategies considering cultural, political, geographic and other differences, as well as standardization v/s localization etc.
• CO4: Evaluate Global marketing strategies using frameworks taught in the course
• CO5: Create a global marketing plan for a product/category to be launched in selected countries

Unit 1 CO1, CO2 · 4 hours

Global marketing environment – WTO, country competitiveness, Balance of payments, international trade in goods and services

Unit 2 CO1, CO2 · 3 hours

Competing in Global Markets – company influences – economies of scale, demand in other countries, differences in consumer behaviour

Unit 3 CO2, CO3 · 6 hours

Understanding consumer behaviour in global context – Hofstede’s dimensions; Meyer’s cultural map; country of origin effect on consumer behaviour; High and Low context cultures; World Values Survey (WVS); impact of culture on marketing mix

Unit 4 CO2, CO3 · 4 hours

Country influences on global strategies – political systems, importance of Free Trade Agreements and Preferential Trade Agreements, regulatory issues such as protection of intellectual property rights

Unit 5 CO2, CO3 · 3 hours

Global Market Research – primary and secondary data sources, estimate market size – chain ratio method

Unit 6 CO2, CO3, CO4 · 6 hours

Global Segmentation- bases for segmentation; approaches to segmentation in international markets, positioning - Global Consumer Culture Positioning (GCCP), Global branding

Unit 7 CO3, CO4, CO5 · 6 hours

Marketing strategy – cross-subsidization of markets, lead market concept, strategies in Emerging Markets

Unit 8 CO3, CO4, CO5 · 8 hours

Country Entry strategies – indirect exports, direct exports, licensing, franchising, contract manufacturing, Joint Ventures, FDI mode, wholly owned foreign entities (WOFE); impact of International Product life cycle on entry modes

Unit 9 CO2, CO3, CO4 · 5 hours

Product Policy – adaptation v/s standardization; diffusion of innovation, Global Product Platforms, packaging and labelling norms; managing multinational product lines; counterfeit and piracy; global services

Unit 10 CO2, CO3, CO4 · 6 hours

Pricing Policy – impact of currency movements on price, transfer pricing, role of gray channels, pricing corridor, consideration of anti- dumping duties, counter-vailing duties; price harmonization, counter trade; ethnocentric, polycentric, geo-centric pricing

Unit 11 CO3, CO4 · 2 hours

Logistics – 3 rd party logistics, theatre warehousing, free trade zones, distribution agreements,

Unit 12 CO3, CO4 · 3 hours

Promotion – advertising, personal selling, trade fairs and exhibitions,

Unit 13 CO3, CO4 · 4 hours

Internet and marketing – structural barriers to e-commerce, integrated v/s locally responsive web marketing strategies, mass customization

Text Books

• 1 Masaaki Kotabe, Kristiaan Helsen. Global Marketing Management. John Wiley.
• 2 Warren Keegan, Gautam Dutta. Global Marketing Management. Pearson
• 3 Vern Terpstra, Ravi Sarathy. International Marketing. Thomson South-Western