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 R.Cateora, 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 R.Cateora, 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 - John.J.Burnett - 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 .et.al. - 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.
