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January Term: UVA in India: Consumers and Markets in India
Delhi, India; Mumbai, India (Outgoing Program)
Program Terms: January
This program is currently not accepting applications.
Homepage: Click to visit
Budget Sheets January
Dates / Deadlines:
There are currently no active application cycles for this program.
Fact Sheet:
Class Status:
1st year, 2nd year, 3rd year, 4th year, Graduate student Minimum GPA Requirement: 3.0
Language Requirement:
Open to Non-UVa Students:
Housing: Hotel, With program group Language Courses Offered: No
Language of Instruction: English
Credit Type:
Direct Credit
Program Type:
Faculty led
Tuition Payments Made To:
Education Abroad Advisor:
Ryan Hathaway
Application Fee:
Study Abroad Administrative Fee:
Subject Area:
Program Description:
J_Term_UVA_COMM India_masthead

Consumers and Markets in India is a research-oriented Global Commerce Immersion course in the Marketing concentration curriculum that blends relevant group discussions, executive presentations, company visits, and market research. This course explores aspects of consumer behavior and marketing strategies as they apply to the Indian market. We will focus on (a) how foreign multinational firms approach the Indian marketplace, (b) specific characteristics of Indian consumer segments, and (c) strategies adopted by "home-grown" Indian firms to effectively compete in India and across the world. These topics and other marketing-related issues will be studied as a part of "commerce in context" as the students experience different aspects of Indian culture and society.


Taj Mahal, Agra

Course Objectives

  • Develop a better understanding of the business environment in India.
  • Explore how culture and socio-economic factors influence marketing strategy.
  • Enhance skills in analyzing economic and non-economic factors that affect markets.
  • Learn the process to develop insightful and relevant marketing strategies.
  • Appreciate tradeoffs between standardizing vs. customizing products and messages.

Housing during the program will be in the Taj Ambassador Hotel in Delhi and the Vivanta by Taj President Hotel in Mumbai.

J_Term_India_COMM_Gateway_of _India

Gateway of India, Mumbai


Consumers and Markets in India
(COMM 4393; 3 credits)

Course Information
This Global Commerce Immersion course is a research-oriented course in the Marketing concentration curriculum. The course can count as elective credit for other concentrations. Students should consult with the instructor for advice about these options. This course is not limited to McIntire students, but students outside of Commerce should consult with the program director before applying.

Syllabus & Itinerary
2015 January: COMM 4393 India Syllabus


Professor Cheema with Students in Delhi

Study Abroad Policies
Education Abroad Workshop
Students must view and complete the online Education Abroad Workshop prior to starting the UVA Study Abroad application. Please refer to the Education Abroad Workshop homepage for more information.

Refund policy
Withdrawal and Refund Policy

The program cost and payment schedule are listed under the "Budget Sheets" link at the top of this page. This includes tuition, all accommodations, and the expenses of travel around India. In addition to these, students are responsible for the following expenses:

  • International Airfare
  • Most meals
  • Some local transportation costs
  • Personal expenses
  • Health insurance

Program Director Amar Cheema,, is a Professor of Commerce at the McIntire School.  He received his PhD in Business from the University of Colorado and MBA at the Indian Institute of Management in Calcutta.  Professor Cheema has taught undergraduate students for over nine years and previously led a group of graduate students to India on how US and European multinationals market their products in India. He has conducted this course for UVA students in the summer of 2012 and January term 2013.

McIntire School of Commerce
Information about all McIntire School of Commerce Global Programs can be found here.


This program is currently not accepting applications.