INTERNATIONAL STRATEGIC MANAGEMENT

Course Code: Course Objective:

International Strategy is a term used to describe strategic activities of firm operating across borders. It is a distinct area of management. Global is a new replacement for the term International. Hence International Strategy and Global Strategy are sometime used interchangeably. International Strategic Management is relatively new and dynamic discipline and requires strong relationship with other areas of management. A new strategic initiative can not be successfully implemented unless it is supported by all the other functional areas of the organization like production, finance, HR. marketing, material management and quality etc. International Strategic Management is thus deeply interwoven with other aspects of business management. The aim of this course is to give learner an understanding of theory and principles of strategic management with a wider perspective towards Global Strategic Thinking. The course presents a process of developing and implementing a strategic plan within an organization for international business

MIB 301

Credit Units: 04

Learning Objective:
At the end of the course, the student will be able to: Understand the concepts of strategy and strategic management Learn its role in International Business Management Conduct strategic analysis for making right strategic choices Develop strategic alternatives Make right choices of strategies and effectively implement them. Understand contemporary thoughts and practices in strategy implementation as well as other advance issues in Strategic Management.

Course Contents:
Module I: Introduction & Basic Concepts Introduction and Course Overview, Concept of Strategy and Strategic management, Nature of International Strategic Management, Evolution of Strategic Management Strategic Management Process- strategic choices, strategy into action, Levels of Strategy Module II: Role of environment on strategy Value chain analysis External environment - Macro & Micro environment - Opportunities & threats - Global business environment Internal Environment - Strengths & weaknesses strategic gaps - Present strategies, Capabilities & Core Competencies. Module III: Vision, Mission, Business Definition, Goals and Objectives of Global Companies Module IV: Evolution of Global Corporation Why do firms Internationalize /Globalize, Phases of Global strategy, Global Strategic Planning/ Management, Problems in IS Planning, Corporate Social Responsibility as strategy Module V: Global Strategic Analysis- Building strategic alternatives & choices Porters 5 Force Model, ETOP & SAP Profile, SWOT/TOWS Matrix, BCG, GE Nine Cell Matrix Module VI: Formulation, Implementation, Evaluation and Control of International Strategies Generic strategies, Grand strategies, Corporate/Business/Functional strategies, International strategic alliances.

Operationalising and Institutionalizing strategy, Strategic leadership, Managing culture in a global organization, Strategic evaluation and control, Goal flow down processes, Balanced Score Card Module VII: Current trends and Contemporary ConceptsBlue ocean, White space, disruptive strategy etc., Concept of strategic intent-view of Hamel & Prahlad. Why restructuring? Numerator and Denominator Management as expressed by Hamel & Prahlad, Turn around strategy

Learning Methods:
Various teaching and learning styles will be used in this module. Lecturing will be used in a number of classes to clarify background information. Interactive discussions will be used to help students learn from each other. Case studies will be used as a basis for reinforcing ideas, improving oral presentation skills, improving written communication skills, and develop an appreciation for team participation.

Examination Scheme:
Components Weightage (%) C1 10 V 5 A 5 CT 10 EE 70

Text & References:

Strategic Management: A Methodical Approach, by A.J. Rowe, E. Dickel, R.O. Mason and N.H. Snyder, Addison Wesley, New York, 2003 T L Wheelen and J D Hunger. (2000), Strategic Management, Addison-Wesley Publishing Pearce John A & Robinson Richard B, Strategic Management: Formulation, Implementation and Control, McGraw Hill, 11th Edition Johnson & Scholes, 2008, Exploring Strategic Change, Pearson Higher Education, 3 rd Edition B. De Wit and R. Meyer 2004, Strategy-Process, Content, Context, West Publishing. Strategic Management Journal. Academy of Management Journal. F. Tau 1995, The responsiveness of information technology to business strategy formulation An empirical study, Journal of Information Technology David Fred R (2009), Strategic Management: Concepts and Cases, Prentice Hall India, 12th Edition Kamel Mellahi, J George Frynas & Paul N. Finlay (2005), Global Strategic Management, Oxford University Press

RISK AND INSURANCE IN INTERNATIONAL TRADE

Course Code: Course Objective:
The course aims at making the students conversant with risk of cross border business (Trade, Investments and Long Term Projects) and the techniques available for mitigating those risks. The role of Insurers and the products and services offered by them would help equip the students with decisions making tools.

MIB 302

Credit Units: 04

Learning Outcomes:
At the end of the course, the student will be able to: Understand the concept of risk in business management Learn various techniques available to assess and mitigate those risks Develop strategic alternatives Evaluate different kinds of risks and their impact on different areas

Course Contents:
Module I: Risk Management Overview Concept of Business Risk Meaning of Business Risk Nature of Business Risk Causes of Business Risk Types of Business Risk including International Risk Module II: Identification of Risk Sources of Risk Measurement of Risk Kinds of exposures Module III: Types of Risk Political Risk Credit Risk Interest Rate Risk Transport Risk Foreign Exchange Risk Module IV: Evaluation of Risk Evaluation of exposures Basic strategies for evaluation of Risk Exercise on evaluation of Risk Module V: Mitigating Risk Management Payment Risk UCP 600 Cases URC 522 Cases Module VI: Marine Insurance Concept of Marine Insurance Content of Marine Policy Laws governing Marine Insurance Kinds of Losses Need for cargo Insurance Principles Governing the Contract of Insurance Types of Insurance Documents Risks Coverage Claim Procedures Liability Insurance Module VII: Modern Techniques of Risk Management Concept of Risk Management Techniques Identifying Risk Management Techniques Types of Techniques

Module VIII: Developing Strategies for Alternatives Risk Management Alternatives Strategy Development and Implementation

Learning Methods:
Tutorials, Interactive sessions, Case studies, Field visits, Management games, Extensive research projects, Seminars, Weekend experience in companies - the course is covered by adopting a combination of lecture methods, class presentation by groups of students, self study sessions. Each student is required to do the back ground reading from the specified chapters of the prescribed book before coming to class. Cases are also to be analyzed, discussed in groups (teams) outside the class as preparatory work.

Examination Scheme:
Components Weightage (%) C1 10 V 5 A 5 CT 10 EE 70

Text & References:

Text: Singh MP & Chopra VS, 2005, Risk Management in International Trade, Universal Publishers, 1 st Edition References: Shapiro A C, 2004, Multinational Financial Management, Prentice Hall of India Jain P K, Peurard J and Yadav S, 2003, International Financial Management, Prentice Hall of India E C G C Brochures and Marine Risk Policy

WTO AND INTERNATIONAL REGULATORY ENVIRONMENT

Course Code: Course Objective:
The primary objective of this course is to provide the students with a thorough understanding of the global, economic, political and legal environment prevalent in international trade. The major focus of this course is to highlight the international norms and regulatory bodies for enhancing global trade. Finally the students will be able to analyze the various nuances associated with international trade.

MIB 303

Credit Units: 04

Learning Outcomes:
On the successful completion of this module the student will be able to: Understand the concept of global and national regulatory environment in business management Appreciate the role of various bodies in the international regulatory environment Evaluate the various measures taken by different nations to regulate their business environments Impact of WTO agreements in regulating trade in developed and developing countries

Course Contents:
Module I: Business and its Environment Relevance and scope of regulating International Business Measures to regulate Trade in the advent of Globalization Internal and External Environment P.E.S.T.E.L Analysis Module II: Global and National Business Environment Relevance of Classical Theory in regulating International Trade - Theory of Absolute Advantage and - Theory of Comparative Cost Advantage Theory of Competitive Advantage Export Marketing, Pricing and Distribution Dynamics of Extractive Economies, Developed Economies and Developing Economies Import Substitution vis--vis Export Substitution Module III: Protectionism and International Trade Determination of Tariff Types of Tariff & Role Effective Rate of Protection Welfare effect: Small nation vis a vis large nation FTA , NAFTA, LAFTA, SAFTA, EEC, ASEAN SEZs, EOUs, STPs , EXIM Policy to FTP Module IV: International Trading Environment and Rules Governing International Trade under WTO Multilateral and Plurilateral Trading System and the legal framework - MFN and NTC clauses Unfair Trade Practices and Barriers to Trade (Non technical) Agreements on Antidumping Subsidies and countervailing measures Pre-shipment Inspections Module V: Measures to Regulate Trade Environment Sanitary and Phyto Sanitary Measures Technical Barriers to Trade, Safeguards and Rules of Origin Agreement on Agriculture Trade Related Intellectual Property Rights (TRIPS) Trade Related Investment Measures (TRIMS) General Agreements on Trade and Services Dispute Settlement Mechanism

Learning Methods:
Tutorials, Interactive sessions, Case studies, Field visits, Management games, Extensive research projects, Seminars, Weekend experience in companies - the course is covered by adopting a combination of lecture

methods, class presentation by groups of students, self study sessions. Each student is required to do the back ground reading from the specified chapters of the prescribed book before coming to class. Cases are also to be analyzed, discussed in groups (teams) outside the class as preparatory work.

Examination Scheme:
Components Weightage (%) C1 10 V 5 A 5 CT 10 EE 70

Text & References:

Exports of Indias Major Products: Problems and Products, Oxford University Press, 2001, Pawan Kr Graga Chauhan Sandeep-GATT to WTO Deep & Deep Publication Pvt. Ltd., 2001 Edition Verma M.L -Foreign Trade Management in India, Vikas Publishing House, 2002 Prasad, H Ashok, ed., Exim dynamic of service and WTO, Common Wealth Publishers, New Delhi,1996 Mathur, Vibha, WTO and India, New Century, New Delhi, 2005 Garg, Hema, W T O and regionalism in world trade, New Century, New Delhi, 2004 Mattoo, Aditya, Ed., India and the WTO, Rawat Publications, Jaipur, 2004 Das, Bhagirath Lal, WTO and the multinational trading system, Book Well, New Delhi, 2003 Hoekman, Bernard, Development trade & the WTO: a handbook, The World press, Washington, 2002 Bhandari Surendra WTO and Developing Countries-Deep and Deep Publication Bhagirath Lal Das-An Introduction to the WTO Agreements-Third World Network and Zed Books, Anne O Krueger WTO as an International Organisation Oxford University Press. Shenkar, Oded & Yadang Lou, (2004) International Business, John Wiley & Sons Cherunilum, Francis (2002) Business Environment Text & Cases, 12 th Ed. Himalya Publishing House. Lori Wallach, Michelle Sforza, (1999),The WTO: five years of reasons to resist corporate globalization Elimma Ezeani, (2010),The WTO and its development obligation: prospects for global trade Bhagirath Lal Das, (2003)WTO: the Doha Agenda : the new negotiations on world trade T. K. Bhaumik, (2006),The WTO: a discordant orchestra Aaditya Mattoo, Robert Mitchell Stern, (2000),India and the WTO Asif Hasan Qureshi, (2008), Interpreting WTO agreements: problems and perspectives Debroy Bibek, 2005, Economic and Social Environment, Oscar Publications

BUSINESS COMMUNICATION - III

Course Code: Course Objective:
Actions speak louder than words. Every business communicator needs to understand the nuances of body language and voice. This course is designed to enable the young Amitian to decipher the relevance of Kinesics, Proxemics and Para Language that cater to the fundamental requirements of effective business presentations and speeches.

MIB 342

Credit Units: 01

Course Contents:
Module I: Non-Verbal Communication Principles of non- verbal communication Kinesics Proxemics Paralanguage and visible code Module II: Speaking Skills Pronunciation drills (Neutralizing regional pulls) Conversational English Guidelines to an effective presentation Module III: Interviews and GDs

Examination Scheme:
Components Weightage (%) CT1 20 CT2 20 CAF 25 V 10 GD 10 GP 10 A 5

CAF Communication Assessment File GD Group Discussion GP Group Presentation

Text & References:

Business Communication, Raman Prakash, Oxford Business Communication for Managers: An Advanced Approach, Penrose, Thomson Business Communication, Krizan, Thomson Understanding Human Communication, 9/e, Adler R Oxford

BEHAVIOURAL SCIENCE - III (LEADING THROUGH TEAMS)

Course Code: Course Objective:
This course aims to enable students to: Understand the concept and building of teams Manage conflict and stress within team Facilitate better team management and organizational effectiveness through universal human values.

MIB 343

Credit Units: 01

Course Contents:
Module I: Teams: An Overview Team Design Features: team vs. group Effective Team Mission and Vision Life Cycle of a Project Team Rationale of a Team, Goal Analysis and Team Roles Module II: Team & Sociometry Patterns of Interaction in a Team Sociometry: Method of studying attractions and repulsions in groups Construction of sociogram for studying interpersonal relations in a Team Module III: Team Building Types and Development of Team Building Stages of team growth Team performance curve Profiling your Team: Internal & External Dynamics Team Strategies for organizational vision Team communication Module IV: Team Leadership & Conflict Management Leadership styles in organizations Self Authorized team leadership Causes of team conflict Conflict management strategies Stress and Coping in teams Module V: Global Teams and Universal Values Management by values Pragmatic spirituality in life and organization Building global teams through universal human values Learning based on project work on Scriptures like Ramayana, Mahabharata, Gita etc. Module VI: End-of-Semester Appraisal Viva based on personal journal Assessment of Behavioural change as a result of training Exit Level Rating by Self and Observer

Examination Scheme:
Components SAP A Mid Term VIVA Journal for

Weightage (%)

20

05

Test (CT) 20

30

Success (JOS) 25

Text & References:

Organizational Behaviour, Davis, K. Hoover, Judhith D. Effective Small Group and Team Communication, 2002,Harcourt College Publishers LaFasto and Larson: When Teams Work Best, 2001, Response Books (Sage), New Delhi Dick, Mc Cann & Margerison, Charles: Team Management, 1992 Edition, viva books J William Pfeiffer (ed.) Theories and Models in Applied Behavioural Science, Vol 2, Group (1996); Pfeiffer & Company Smither Robert D.; The Psychology of Work and Human Performance, 1994, Harper Collins College Publishers

GERMAN - III
Course Code: Course Objective:
To enable the students to converse, read and write in the language with the help of the basic rules of grammar, which will later help them to strengthen their language. To give the students an insight into the culture, geography, political situation and economic opportunities available in Germany

MIB 345

Credit Units: 02

Course Contents:
Module I: Modal verbs Modal verbs with conjugations and usage Imparting the finer nuances of the language Module II: Information about Germany (ongoing) Information about Germany in the form of presentations or Referat neighbors, states and capitals, important cities and towns and characteristic features of the same, and also a few other topics related to Germany. Module III: Dative case Dative case, comparison with accusative case Dative case with the relevant articles Introduction to 3 different kinds of sentences nominative, accusative and dative Module IV: Dative personal pronouns Nominative, accusative and dative pronouns in comparison Module V: Dative prepositions Dative preposition with their usage both theoretical and figurative use Module VI: Dialogues In the Restaurant, At the Tourist Information Office, A telephone conversation Module VII: Directions Names of the directions Asking and telling the directions with the help of a roadmap Module VIII: Conjunctions To assimilate the knowledge of the conjunctions learnt indirectly so far

Examination Scheme:
Components Weightage (%) CT1 20 CT2 20 CAF 25 V 10 GD 10 GP 10 A 5

CAF Communication Assessment File GD Group Discussion GP Group Presentation

Text & References:

Wolfgang Hieber, Lernziel Deutsch Hans-Heinrich Wangler, Sprachkurs Deutsch Schulz Griesbach, Deutsche Sprachlehre fr Auslnder P.L Aneja, Deutsch Interessant - 1, 2 & 3 Rosa-Maria Dallapiazza et al, Tangram Aktuell A1/1,2 Braun, Nieder, Schme, Deutsch als Fremdsprache 1A, Grundkurs

STRATEGIC BRAND MANAGEMENT

Course Code: Course Objective:
The main objective of the course is to provide a fundamental understanding of the underlying dimensions of creating, measuring, analyzing and managing a brand. The course will also provide practical tools to develop and implement winning product and brand strategies in an array of customer and competitive contexts.

MIB 304

Credit Units: 04

Learning objectives:
Provide an appreciation of the role of branding in consumers daily experiences, in addition to creating shareholder value Augment students ability to think creatively and critically about the strategies and tactics involved in building, leveraging, defending, and sustaining brands Encourage the application of branding principles, strategies and decisions

Course Contents:
Module: I Concept of Brand Defining Brand Creating a strong brand Identification of opportunity for branding and Brand Management Process The role of branding and branding strategies needed at different stages in the evolution of the market, Brand awareness Perceived Quality Brand Loyalty Special branding categories: Service brands, Private labels, Industrial brands, Luxury brands, Heritage brands, Internet brands, TOM (Top of mind recall) brands. Module II: Market Research and Brand Valuation Defining Brand Equity Building Brand Equity Choosing brand elements to build brand equity Customer based brand equity Understanding and Measuring brand equity using Aaker, Keller, Kapferer, Young and Rubicum, Interbrand methodologies (methods of brand valuation); Monitoring brands The Brand Report Card Module III: Brand Extension Reasons for extending the brand Economic consequences of Brand Extension The Brand Kernel Advantages and disadvantages of Brand Extension Choosing the right brand extension Brand Revitalization Brand Deletion Module IV: Brand Architecture Brand product matrix Brand Hierarchy Branding Strategies Choosing the appropriate branding strategy

Module V: Brand Identity and Positioning Brand Identity Identity and Image The six facets of Brand Identity Sources of Identity The Positioning concept Perceptual Mapping Positioning Strategies Module VI: Managing brands across geographical boundaries Rationale for going international Advantages and disadvantages of Global Marketing Programs Standardization Vs Customization Global Brand Strategy

Examination Scheme:
Components Weightage (%) C1 10 V 5 CT 10 A 5 EE 70

Test & References:

Keller, Kevin Lane (2007), Strategic Brand Management. Wheeler, Alina (2009), Designing Brand Identity: An Essential Guide for the Whole Branding Team. Kapferer, Jean-Nol (2008),The New Strategic Brand Management: Creating and Sustaining Brand Equity Long Term. Temporal, Paul(2010), Advanced Brand Management: Managing Brands in a Changing World. Heding, Tilde, Knudtzen (2009), F.Charlotte & Bjerre Mogens, Brand Management: Research, Theory and Practice. Keller, Kevin Lane (2007), Best Practice Cases in Branding for Strategic Brand Management. Elliott, Rosenbaum Richard, Percy, Larry and Pervan, Simon (2011), Strategic Brand Management. Loken, Barbara, Ahluwalia, Rohini & Houston, Michael (2009), Brands and Brand Management: Contemporary Research Perspectives (Marketing and Consumer Psychology Series.

DIGITAL MARKETING
Course Code: Course Objective:
The aim of the Digital Marketing is to provide practitioners with knowledge about digital marketing technologies and their applications. The 16 modules are structured in a logical order and their content addresses everything that's happening in the fast-moving world of digital marketing. Because of this, the final content may change to reflect developments. Students will gain an applied understanding of: How digital marketing supports achievement of marketing objectives How, in practice, to apply the key technologies, tools and techniques of digital marketing to improve their marketing effectiveness The potential application of online marketing tools within the marketing communications mix.

MIB 307

Credit Units: 04

Learning Outcomes:
Upon completion of the course, students will be able to: Plan and implement the introduction of digital technologies and techniques for marketing Continuously improve the contribution of digital technologies to their organisation.

Course Contents:
Module I: The digital marketing landscape Learning outcome To assess the relevance of digital marketing to an organization and its markets. Competencies developed Distinguish between different applications of digital marketing from the many digital channels that are available Evaluate the impact and opportunities of online communications including new developments such as Web 2.0 and social media Assess the risks of implementing digital marketing programmes Module II: Understanding the digital customer Learning outcome To understand research approaches to determine the characteristics and buyer behaviour of consumers using digital media. Competencies developed Learn about the various sources of data and information on the digital customer Assess the different ways and approaches to carrying out customer research including quantitative and qualitative surveys Review the data available from third-party information suppliers Describe the principles of web analytics and other methods of evaluating online customers Module III: Data and database applications Learning outcome Data drives digital marketing. The outcome is to appreciate the major issues in collecting, managing, storing and using customer data within digital marketing. Competencies developed Understand the complexities of customer contact and behavioural data Understand how that data should be stored and the implications when it is not integrated Understand how that data can drive more customised communications through segmentation and profiling Module IV: Planning an integrated digital marketing campaign Learning outcome To define a structured approach to planning for digital marketing and to understand the key planning differences between acquisition and retention marketing.

Competencies developed Define the benefits of an annual digital marketing plan Assess the relevance of different forms of digital marketing planning Create an annual digital marketing plan Create a plan for the digital elements of a specific marketing campaign Module V: Principles of website design: customer experience and usability Learning outcome Understand the different facets of web design needed to create an effective customer experience and business returns for different types of organisation. Competencies developed To apply the principles of effective website design for marketing To develop a brief for website creation and enhancement Review agency creative for a company site or campaign microsites Module VI: Planning and managing website development Learning outcome Understand the technologies and user-centred design processes needed for successful websites. Competencies developed To review the relevance of new web design innovations and standards To review contracts for website creation and enhancement Select and effectively manage a web design agency Module VII: Search engine marketing Learning outcome To explain best practice for the search engine marketing (SEM) channel including techniques for implementing natural and paid SEM. Competencies developed Ability to plan, execute, measure and budget for SEM Evaluate the advantages and disadvantages of the different forms of SEM Module VIII: Email marketing Learning outcome An understanding of the relevant technologies, marketing applications and regulatory controls needed to deliver results from email marketing. Competencies developed Ability to plan, execute, measure and budget for effective email marketing campaigns Awareness of the commercial and marketing applications of email Evaluate the advantages and disadvantages of the different forms of email marketing for customer acquisition and retention Module IX: Display advertising Learning outcome An understanding of the online advertising, formats, technologies, ad-servers and media buying models together with controls needed to effectively deliver results from the display ad channel. Competencies developed Ability to plan, execute, measure and budget for effective online advertising activity Module X: Mobile marketing Learning outcome An understanding of the relevant technologies, marketing applications and regulatory controls needed for effective mobile marketing. Competencies developed Ability to plan, execute, measure and budget for effective mobile marketing campaigns Module XI: Online PR and social media

Learning outcome Develop an understanding of how the digital environment changes the nature of traditional PR practices and why Online PR should become part of your digital communications strategy. Competencies developed How to plan, integrate and execute online PR activities within your digital marketing and traditional PR plans Module XII: Affiliate marketing Learning outcome Develop an understanding of the affiliate channel, technologies, remuneration models and controls needed to effectively deliver results from an affiliate marketing programme. Competencies developed Ability to plan, execute, measure and budget for effective affiliate marketing activity Evaluate the advantages and disadvantages of affiliate marketing Module XIII: Producing great digital creative: copy and design Learning outcome To understand approaches to creativity and design needed to produce effective creative. Competencies developed Understanding what makes effective online creative Understanding the processes by which creative concepts are produced, amended, approved and produced Understanding the principles of creative evaluation Module XIV: Regulation, permission and codes of practice Learning outcome To understand all aspects of law and codes governing digital marketers and digital marketing campaigns. Competencies developed Assess the relevance of the range of legislation and codes affecting today's digital marketer Apply the law to achieve the best results from compliant digital marketing plans / campaigns Module XV: Controlling and optimizing digital marketing campaigns Learning outcome Develop approaches for measuring and improving web marketing performance onsite acquisition, conversion and retention. Competencies developed Formulate a strategy for website performance measurement Develop key performance indicators for your own digital marketing Manage and optimise e-acquisition, conversion and retention Module XVI: Future gazing Learning outcome Develop an understanding of the opportunities for deploying emerging digital marketing media and techniques including digital and interactive TV, IPTV, digital radio, viral marketing and virtual worlds. Competencies developed Ability to assess the opportunities, plan, execute, measure and budget for tomorrow's digital world Evaluate the advantages and disadvantages of emerging digital media

Examination Scheme:
Components Weightage (%) Presentation 5 Project 15 Viva 5 Attendance 5 Externals 70

Text & References:

Jerry Wind, Vijay Mahajan, Wind Publishing, 2001, Digital Marketing: Global Strategies from the World's Leading Experts

David Meerman Scott, 2nd Edition, The New Rules of Marketing and PR Avinash Kaushik, 1st Edition, 2010, Wiley Publications Inc. Web Analytics 2.0: The Art of Online Accountability and Science of Customer Centricity Chaffey, 4th Edition, Prentice Hall, Internet-Marketing Ward Hanson, South Western Collage Publication, Principles of Internet Marketing Godfrey Parkin, 2009, New Holland Publications, Digital Marketing: Strategies for Online Success

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