Term II (1st Year)

1. Marketing Management [JSB508]

Objectives y y To understand and appreciate the concept of marketing in theory and practice To evaluate the environment of marketing and develop a feasible marketing plan (process) y y y Topics I. Marketing Concepts and Challenges - Nature & scope of Marketing Management, Marketing Process, Marketing environment, Marketing organizations, Marketing challenges, Marketing in 21st Century (Concepts of Green Marketing, Social Marketing), Marketing Mix. II. Market Planning and Control - Marketing planning and marketing competitiveness, Customer value, Marketing planning process, Identifying and analyzing the competitors, Defining the competitive strategy and marketing control process. III. Understanding Customer and Marketing Information System - Types of consumers, Factors influencing consumer behaviour, Consumer decision making process, MIS subsystems, Market Research and demand forecasting IV. Marketing Strategy - Market segmentation, Targeting and positioning, Brand equity and crafting brand positioning. V. Product - Concepts of product, Product planning and policy, New product development, Test marketing, Produce life-cycle, Product mix decisions, Branding, Packaging and Labeling decisions. VI. Price - Objectives of pricing, Pricing policies, Pricing methods, Managing price changes VII. Promotion - Advertising, Sales promotion, Personal selling, Public relations, Publicity and propaganda To understand and apply the STP of marketing (segmentation, targeting, positioning) To have an elementary knowledge of consumer behaviour and marketing research To understand and appreciate the concept of marketing strategy formulation and implementation

VIII. Distribution - Designing and managing marketing channels selection, cooperation, vertical and horizontal integration, channel conflict management, value analysis, competitive advantage, physical distribution system and logistic management IX. Marketing Programmes - Designing and managing value networks and marketing channels, Retailing, Wholesaling and Market logistics, Integrated marketing communications, Total marketing effort X. International Marketing - 1 XI. Green Marketing -1 XII. XII. Zero pricing. 1.

Suggested Readings: 1. Kotler, P.: Marketing Management, PHI 2. Kotler, P. & Armstrong, G.: Principles of Marketing, PHI 3. Ramaswami, V.S. & Namakumari, S.: Marketing Management: Planning, Control, MacMillan 4. Saxena, R.: Marketing Management, TMH

Term V (2nd Year)

International Marketing Management [JSBMM619]
Objectives y The course participants will become more familiar with the nature and practices of international marketing. They should feel equally confident to be able to distinguish international marketing mechanics from the domestic marketing models and approaches They would be far more equipped to design and participate in designing an international marketing strategy
The spin-off benefits to the participants should be to develop in them a right attitude, inject enthusiasm and hone their interactive ability as they address the issues and challenges of operating in the international markets.

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Topics I. Understanding Global Perspectives. II. Issues and Challenges III. Beyond Borders IV. Environmental Dynamics V. Evolution of Man and Management VI. Cultural Dynamics VII. Distinctive styles of Management VIII. Political Dynamics IX. Legal Environment X. Long Term vision XI. Existing Markets & Emerging markets XII. Regions and Groups XIII. Deciding on Marketing Model and entry strategy XIV. Strategy for B to C category XV. Strategy for B to B category

XVI. Establishing and nurturing Business channels XVII. Logistical concerns Export Import Dynamics XVIII. Advertising and Communications- Global perspective XIX. Creating and managing International Sales Force XX. Pricing XXI. Negotiations and Regulations

I. The Concept of Global Marketing Globalization, Concept of International Marketing, Evolutionary process of Global Marketing, Critical Success factors in International Markets, Theories of International Trade, International socio- cultural orientations, Japanese vs. American Business styles and its influence on global business, Hoffstedes Cultural dimensions, High context and Low Context cultures. II. The International Marketing Environment International Economic Institutions, Conceptual framework of International Economic Integration, Growth of Regional Trading Agreements (RTAs), Free Trade and Protection, Tariff and Non Tariff Barriers, The European Union, Contemporary International Trade- directions, dimensions and growth, GATT to WTO, Functions and structure of WTO, Principles of Multilateral Trading System under WTO, WTO Agreements an overview, Settlement of International Trade Disputes, Implications of WTO on International Marketing III. Decision-making process for International Markets - International Market Research, Identification, Segmentation and selection of International Markets, Tools for International Market Analysis, Concepts and Modes for International Market Entry, Factors affecting the I selection of entry mode, Choosing the right international market entry mix. IV. Product & Services Strategy for International Markets Standardization vs. Adaptation in International Markets, Factors influencing product adaptation, Tradeoff strategy between product standardization and adaptation, Product & Service Quality decisions, Make or buy decisions, Packaging and Labelling for International Markets, Product Launch for International Markets, International Product Life Cycle, Strategy for building global brands, Life cycle concept and brand V. Pricing strategies for International Markets Pricing strategies and approaches for international markets, Factors influencing international pricing decisions, Dumping, Counter Trade, Transfer Pricing, Grey Marketing

VI. International outbound Logistics and Distribution International Logistics, supply chain and value chain concept, Channels of international distribution, Types and Selecting International Distribution channels VII. Communication Decisions for International Markets Process of International Market communication, Marketing communication strategies, Factors influencing International Communication Decisions, Framework for International ProductPromotion strategies VIII. EXIM policy and Export Documentation Indias EXIM Policy, Import & Export Prohibitions and Restrictions, Role of Export promotion Organizations, Incoterms, Export Documentation, Commercial Documents, Regulatory Documents, Procedure for Export-Import, Electronic Processing of Export Documents. IX. Contemporary issues in Global marketing Emerging trade blocks, Political Dimensions and Contemporary Issues, Contemporary socio-cultural issues, The global financing power blocks, Changes in currency exchange rates and its global impact Suggested Readings: 1. 2. 3. 4. 5. Joshi, Rakesh Mohan: International Marketing, Oxford Cateora, Philip & Graham, John: International Marketing, TMH Keegan, Warren F.: Global Marketing Management, PHI Terpstra & Sarathy: International Marketing, South-Western Thomson Learning Doole, I. & Lowe, R.: International Marketing Strategy, Thomson Business Press