Global Marketing Management

By Prof. Zillur Rahman   |   IIT Roorkee
Learners enrolled: 4018
About the course:
Global business comprises of a large and growing portion of the world’s total business. Today, global events and competition affect almost all companies- large and small-because most sell output to and secure supplies from foreign countries. Many companies also compete against products and services that come from abroad. Thus most managers, regardless of industry or company size, need to approach their operating strategies, from a global perspective. In view of the above, this course provides a fresh, up-to-date analysis of the global business environment and successfully blends a comprehensive review of global business with exhaustive discussion of what happens in the many parts of the global market. Moreover, the course not only describes the ideas of global marketing but also presents many contemporary examples, scenarios and cases. This course will therefore provide first-hand knowledge of Global Marketing operations and help practitioners and budding scholars of international business. 


INDUSTRY SUPPORT : All companies working in exports and international business would value this course
Course Status : Completed
Course Type : Elective
Duration : 12 weeks
Category :
  • Management Studies
  • Marketing
Credit Points : 3
Level : Undergraduate/Postgraduate
Start Date : 23 Jan 2023
End Date : 14 Apr 2023
Enrollment Ends : 06 Feb 2023
Exam Registration Ends : 17 Mar 2023
Exam Date : 30 Apr 2023 IST

Note: This exam date is subjected to change based on seat availability. You can check final exam date on your hall ticket.

Page Visits

Course layout

Week 1: Globalization, Global Economic Environment.
Week 2: Financial Environment, Cultural Issues and Buying Behaviour, Political/Legal Environment-Part-1.
Week 3: Political/Legal Environment- Part-2, Global Marketing Research, Global Segmentation and Positioning.
Week 4: Global Marketing Strategies, Global Market Entry Modes, Global Product Development.
Week 5: Global Product Development, Marketing Products and Services, Global Pricing.
Week 6: Communicating with the World Consumer, Sales Management, Global Logistics and Distribution-Part-1.
Week 7: Global Logistics and Distribution- Part-2, Export/Import Management, Planning, Organization, and Control of Global Marketing Operations-Part-1.
Week 8: Planning, Organization, and Control of Global Marketing Operations-Part-2, Marketing in Emerging Markets, Global Marketing and the Internet.
Week 9: Introduction to business-to-business marketing, How business organizations buy, Strategic planning for global business markets, Ethical considerations for business marketers.
Week 10: Market research, Segmentation, targeting, and positioning, Services for business markets.
Week 11: Pricing, Supply chain management and Managing distribution channels, Business to business marketing communications.
Week 12: Customer relationships and key-account management, Sales promotion, exhibitions, and trade fairs, Corporate reputation management, Marketing planning, implementation, and control.

Books and references

1. Global Marketing Management by Kotabe and Helsen, Wiley Publication.
2. Global Business by Czinkota, Ronkainen,Moffett and Moynihan, Dryden Publication.
3. International Marketing by Onkvisit and Shaw, PHI Publications.
4. International Business by Daniels, Radebaugh, Sullivan and Salwan, Pearson Publication.
5. Global Marketing Management by Warren Keegan, Pearson Education
6. Business to Business Marketing Management A Global Perspective by Alan Zimmerman, and Jim Blythe , Routledge.

Instructor bio

Prof. Zillur Rahman

IIT Roorkee
Dr. Zillur Rahman is Professor at the Department of Management Studies, Indian Institute of Technology, Roorkee. He received his B.Sc. (Hon.) Mathematics, MBA and Ph.D. from Aligarh Muslim University, India. Dr. Rahman has more than 20 years of experience in academia. He has delivered research talk in many countries including USA, Switzerland, Germany, France, Italy and Turkey.

He has published research papers in reputed international papers including the European Journal of Marketing, Journal of Business Research, Psychology and Marketing, Journal of Service Marketing, International Journal of Contemporary Hospitality Management, Journal of Cleaner Production, Telematics and Informatics, among others.

Prof. Rahman has been a recipient of Highly Commended Paper in Emerald Literati Network Awards for Excellence for three consecutive years (2016-18). He has also received the Commendable Faculty Award in the domain of Business, Management and Accounting.

Course certificate

The course is free to enroll and learn from. But if you want a certificate, you have to register and write the proctored exam conducted by us in person at any of the designated exam centres.
The exam is optional for a fee of Rs 1000/- (Rupees one thousand only).
Date and Time of Exams: 
30 April 2023 Morning session 9am to 12 noon; Afternoon Session 2pm to 5pm.
Registration url: Announcements will be made when the registration form is open for registrations.
The online registration form has to be filled and the certification exam fee needs to be paid. More details will be made available when the exam registration form is published. If there are any changes, it will be mentioned then.
Please check the form for more details on the cities where the exams will be held, the conditions you agree to when you fill the form etc.


Average assignment score = 25% of average of best 8 assignments out of the total 12 assignments given in the course.
Exam score = 75% of the proctored certification exam score out of 100

Final score = Average assignment score + Exam score

YOU WILL BE ELIGIBLE FOR A CERTIFICATE ONLY IF AVERAGE ASSIGNMENT SCORE >=10/25 AND EXAM SCORE >= 30/75. If one of the 2 criteria is not met, you will not get the certificate even if the Final score >= 40/100.

Certificate will have your name, photograph and the score in the final exam with the breakup.It will have the logos of NPTEL and IIT Roorkee.It will be e-verifiable at nptel.ac.in/noc.

Only the e-certificate will be made available. Hard copies will not be dispatched.

Once again, thanks for your interest in our online courses and certification. Happy learning.

- NPTEL team

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