|Course Title : GLOBAL MARKETING
Course Number : BA (BS-MKT) – 642
Credit Hours: 03
To understand the changing trends in global marketing due to fierce competition from all corners of the world
- To understand that marketing is now a world encompassing discipline.
To study that how do global marketing integrates the important societal dimensions of diversity, environmental concern, ethics and economic transformation.
To understand the emphasis global marketing has on the cultural and geographic dimensions in conjunction in with their effect on marketing management.
To understand how it covers the entire range of international marketing including start– up operations and new entry considerations.
Note: The course study be related to Pakistan’s role, advantages, and drawbacks in context with Global Marketing
Keegan, W. J. & Green, M. C. (2010). Global Marketing. Prentice Hall. (6th Edition).
Johansson, J. (2008). Global Marketing. McGraw–Hill / Irwin.
Czinkota, M. R. & Ronkainen, I. A. (1995). Global Marketing. Dryden Press.
- Relevant Journals, Magazines and News Papers for Current Developments.