1.1.
3.1 INTERNATIONAL BUSINESS
UNIT - I Introduction and Overview Introduction and Overview : Introduction - The Globalization of the World Economy - The Changing Nature of International Business - Differences in International Business. UNIT - II Country Factors National Differences in Political Economy : Introduction - Political Systems - Economic Systems - Legal Systems - The Determinants of Economic Development - States in Transition. Differences in Culture : Introduction - Social Structure - Religion - Language - Education Culture and the Workplace - Cultural Change - Cross-Cultural Literacy - Culture and competitive Advantage. UNIT - III The Global Trade and Investment Environment International trade Theory : Introduction - An Overview of Trade Theory - Mercantilism Absolute Advantage - Comparative Advantage - Heckscher-Ohlin Theory - The New Trade Theory - National Competitive Advantage - Porter's Diamond. The Revised Case for Free Trade - Development of the World - Trading System - WTO & development of World trade - Regional grouping of countries and its impact. UNIT - IV Foreign Direct Investment : Introduction - Foreign Direct Investment in the World Economy Horizontal Foreign Direct Investment - Vertical Foreign Direct Investment. Benefits and advantages to host and home countries. The Global Monetary System The Foreign Exchange Market : Introduction - The Functions of the Foreign Exchange Market.
UNIT - V The Strategy and Structure of International Business The Strategy of International Business : Introduction - Strategy and the Firm - Profiting from Global Expansion - Pressures for Cost Reductions and Local Responsiveness - Strategic Choice. Mode of Entry and Strategic Alliances : Introduction - Entry Modes - Selecting and Entry Mode - Strategic Alliances - Making Alliances Work. Exporting, Importing and Counter trade : Introduction - The Promise and Pitfalls of Exporting Improving Export Performance - Export and Import Financing - Export Assistance - Counter trade. References : 1. Hill.C.W., International Business : Competing in the Global market place, Irwin-McGraw Hill, 1999. 2. Philip [Link], International Marketing, Irwin McGraw Hill, 9th edn. 3. Shivaramu, International Business, Macmillan India. 4. Francis Cherunilam, International Business, Wheeler Publications. 5. Charles W.L., Hill, International Business, Irwin-McGraw Hill, 1998.
1.2.
3.1 INTERNATIONAL BUSINESS
UNIT - I Introduction and Overview Introduction and Overview : Introduction - The Globalization of the World Economy - The Changing Nature of International Business - Differences in International Business. UNIT - II Country Factors National Differences in Political Economy : Introduction - Political Systems - Economic Systems - Legal Systems - The Determinants of Economic Development - States in Transition. Differences in Culture : Introduction - Social Structure - Religion - Language - Education Culture and the Workplace - Cultural Change - Cross-Cultural Literacy - Culture and competitive Advantage. UNIT - III The Global Trade and Investment Environment International trade Theory : Introduction - An Overview of Trade Theory - Mercantilism Absolute Advantage - Comparative Advantage - Heckscher-Ohlin Theory - The New Trade Theory - National Competitive Advantage - Porter's Diamond. The Revised Case for Free Trade - Development of the World - Trading System - WTO & development of World trade - Regional grouping of countries and its impact. UNIT - IV Foreign Direct Investment : Introduction - Foreign Direct Investment in the World Economy Horizontal Foreign Direct Investment - Vertical Foreign Direct Investment. Benefits and advantages to host and home countries. The Global Monetary System The Foreign Exchange Market : Introduction - The Functions of the Foreign Exchange Market.
UNIT - V The Strategy and Structure of International Business The Strategy of International Business : Introduction - Strategy and the Firm - Profiting from Global Expansion - Pressures for Cost Reductions and Local Responsiveness - Strategic Choice. Mode of Entry and Strategic Alliances : Introduction - Entry Modes - Selecting and Entry Mode - Strategic Alliances - Making Alliances Work. Exporting, Importing and Counter trade : Introduction - The Promise and Pitfalls of Exporting Improving Export Performance - Export and Import Financing - Export Assistance - Counter trade. References : 6. Hill.C.W., International Business : Competing in the Global market place, Irwin-McGraw Hill, 1999. 7. Philip [Link], International Marketing, Irwin McGraw Hill, 9th edn. 8. Shivaramu, International Business, Macmillan India. 9. Francis Cherunilam, International Business, Wheeler Publications. 10. Charles W.L., Hill, International Business, Irwin-McGraw Hill, 1998.
3.4. PROMOTION MANAGEMENT
UNIT I : PROMOTION MIX & PERSONAL SELLING: Promotion Mix Tools, Steps in Communication process, Factors in deciding promotion mix. Personal selling - Sales force Design - objectives, strategy six, structure and compension. Principles of Personal Selling - Salesmanship, steps in selling process, Negotiation - Models, Strategy & Tactics, Customer Relationship Management. Evaluation of personal selling. UNIT II : ADVERTISTING MANAGEMENT: Meaning, Objectives, Importance, Classification of advertisement, Economic and Social Effects of Advertising, Organisation of Advertising Department, Advertising Agency Management, Campaign Planning, Advertising Budget. UNIT III : ADVERTISING MEDIA MANAGEMENT: Types - Print, Radio, TV, Cinema Outdoor and other forms - Advantages, Limitations, Availability, Media Rates, Media Planning and Scheduling. UNIT IV : ADVERTISING CREATIVITY: Advertising Copywriting for Print and Broadcast Media - Principles, Styles, Advertising Visualization and Design, Production of Print, Broadcast and other Advertisements, Evaluation of Advertising. UNIT V : SALES PROMOTION AND PUBLIC RELATIONS SALES PROMOTION : Objectives, Tools, Planning, Implementation and Control, Evaluation of Sales Promotion. PUBLIC RELATIONS : Objectives, Tools, Media and Message, Evaluation of Public Relations. UNIT VI Case Analysis References :
1. 2. 3. 4.
Promotion Management - [Link] - AITBS. Advertising - Theory & Practice - Vernon Fryburger - AITBS. Advertising Excellence - Bovee & Thill - Mc Graw Hill International. Advertising and Promotion: An Integrated Marketing Communications Perspective George E Belch and Michael E Belch, 6th Edition, TMH, 2006 5. Sales Promotion - Tony Dakin. 6. Sales Promotion - Julian Cummins. 7. Successful Sales Promotion - Pran Chowdhry .[Link]. - MacMillan 8. Sales Management - Cundiff, Stil & Govani PHI/Pearson. 9. Practical Public Relations - Sam Black - Universal Book. 10. Managing Public Relations - Gruning and Hunt - CBS College Publising.
3.5. EXPORT MANAGEMENT
AIM : To help students acquire familiarity of the knowledge and process of export and import trade. UNIT I : Export - meaning - scope - functions - Role of export in economic development Planning for export - market analysis:- market intelligence and market Research - market selection and entry strategies for export. UNIT II : Legal aspects of export trade:- International law: Private Law - Transport contracts Payment and credit - settlement of disputes - Indian Laws: EXIM policy - Law relating to packaging - pricing - Advertising - distribution. UNIT III : Export financing: methods and sources of export finance - Terms of payment for export - Letter of credit - Institutional aid for export financing: RBI, EXIM Bank, ECGC commercial banks. Export pricing: Factors influencing export price - Forms of pricing - pricing approaches - Transfer pricing - Dumping - International price quotation - Inco terms. UNIT IV: India's export performance - Problems in export trade- Export promotion - Need Export promotion in India:- Institutional support for export promotion - Export promotion incentives -EPZ & FTZ, 100% EOU, Export houses, Trading houses - Star Trading houses Project and consultancy export. UNIT V: Export Procedure and documentation: Export order execution - Product preparation quality control and Pre-shipment inspection - Packaging - freight forwarders - Cargo insurance customs clearances - Documentation Procedure and clearing Export bills. Import Procedure:Import licensing - Replenishment license - Advance import license - Pass book scheme - Import of capital goods. References : 1. TAS Balagopal - Export management - Himalaya 2. Varshney & Battacharya - International Marketing Sultanchand & sons
3. Francis chernmilam - International Trade and Export management - Himalaya 4. B.S Rathor - Export Management - Himalaya. 5. S. Shivaramu - Export Marketing - Himalaya
3.6. CONSUMER BEHAVIOUR
UNIT I Consumer Behaviour and Marketing Strategy, nature and scope of Behaviour. Market segmentation and Consumer Behaviour. Learning - nature, conditions relevant to high and low involvement characteristics and types of learning, Brand loyalty, Brand equity & leverage. Perception - Process, interpretation, Perception and marketing strategy. process and buying behaviour. Perception - Elements, Just notice able difference - its application to Behaviour, Perceptual organization and defense, consumer imagery. Consumer strategies, Perceptual Consumer
UNIT - II Motivation - Nature, motivational strategies, theories and their relevance, marketing strategies based on motivational conflict. Personality - Psycho-analytical neo-Freudian and social approaches to personality understanding consumer diversity, Brand personality, Self and self image. UNIT - III Attitude formation & change - Tricomponent and structural models of attitudes, sources of attitude formation, strategies of attitude change, cognitive dissonance, attribution, self perception theories, Foot in the door phenomenon. Groups - types, Celebrities, Family, Socialization of family members, Function of family, Family decision-making and consumption - related roles, Family life cycle. UNIT - IV Culture- Nature - Characteristics - Measurement, Sub-cultures Nationality, age, geographic, Regional and Sex, Subcultural interaction. Cross culture : International perspective cross cultural consumer analysis, Multinational strategies, Cross cultural psychographic segmentation marketing mistakes undertaking differences. UNIT - V Opinion leadership & process, Dynamics, motivation and opinion leadership, Measurement and corporate strategy of opinion leadership. Innovation, Characteristics, Types, Profile of consumer innovator, Diffusion of innovation, Adoption process. References : 1. Kurder, Consumer Behaviour, PHI/Pearson. 2. Schiffman.L.G. & Kanak.L.L., Consumer Behaviour, PHI/Pearson.
3. Loudon.D, Consumer Behaviour, Concepts & Applications, Albert Biutta, McGraw Hill. 4. Ingel, Roger & Blackwell, Consumer Behaviour.
