UNIVERSITY OF KOTA

NEP-2020
Based Curriculum and Examination Scheme

Department of Commerce and Management

Faculty of Commerce & Management

MBA (International Business)

Course Code – MIB 10000P

First Year(July 2024 - June 2025)

Second Year (July 2025 - June 2026)

UNIVERSITY OF KOTA
MBS Marg, Near Kabir Circle, KOTA (Rajasthan)-324 005

INDIA

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 1
 Edition: 2024

Innovation and Employability- Management is the essence of Business. Management of

International Business has become more complex and difficult in the fast-changing scenario of global
economy. Many new and complex issues have emerged over the years which require focused
attention of the policy planners and practitioners. The Growing demand of Management Professionals
on the global world has given significance to this course. The course has been designed keeping in
mind skills required by the Industry so that the Management students graduating are place able in the
Industry according to the need.
What jobs can I do with an international business degree?
 Business adviser.
 Business analyst.
 Corporate investment banker.
 Human resources officer.
 Management consultant.
 Marketing executive.
 Product manager.
 Purchasing manager.
Objectives:
 To generate managerial skills for dealing w International Business.
 To locate, ensure, recognize and develop the enabling capabilities of students for management
of International Business.
 To develop skills in Students so that they are place able in the Industry
Duration of the Course:
The Course MBA. (IB) shall consist of two academic years divided into four semesters.
Eligibility for Admission:
As per (Prospectus : 2019-2020, University of Kota, Kota )
Structure of the Programme:
The MBA (IB) programme consists of:
(i) Core and Skill based courses of theory as well as practical papers which are compulsory for all
students.

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(ii) Summer training/Field work which can be done in an organization (Government, Industry, Firm,
Public Enterprise, etc.) approved by the Department.
Attendance:
Every teaching faculty handling a course shall be responsible for the maintenance of attendance
Register for candidates who have registered for the course. The teacher of the course must intimate
the Head of the Department at least seven calendar days before the last instruction day in the semester
about the attendance particulars of all students. Each student should earn 75% attendance in the
courses of a particular semester failing which he or she will not be permitted to appear in the
End-Semester Examinations. However, it shall be open to the authorities to grant exemption to a
candidate who has failed to obtain the prescribed 75% attendance for valid reasons and such
exemptions should not under any circumstance be granted for attendance below 65%.
Teaching Methodologies:
The classroom teaching would be through conventional lectures or power point presentations (PPT).
The lecture would be such that the student should participate actively in the discussion. Student
seminars would be conducted and scientific discussions would be arranged to improve their
communicative skills. In the laboratory, instructions would be given for the experiments followed by
demonstration and finally the students have to do the experiments individually.
Maximum Marks:
Maximum marks of a theory and practical paper shall be decided on the basis of their contact
hours/credit per week. One teaching hour per week shall equal to one credit and carry 25 maximum
marks and therefore, four teaching hours/credit per week shall carry 100 maximum marks for each
theory paper/course. Each four contact hours per week for laboratory or practical work shall be equal
to two credits per week and carry 25 maximum marks and therefore, sixteen teaching hours per week
shall carry 100 maximum marks for laboratory or practical work.
Scheme of Examinations:
The examination shall be divided into two parts in which first part is continuous assessment or
internal assessment and second part is semester assessment or external assessment. The schemes for
the internal and external examinations shall be as under:
a) The assessment of the student for theory paper shall be divided into two parts in which first part is
continuous assessment or internal assessment (30% of maximum marks) and second part is
semester assessment or external assessment (70% of maximum marks). For practical papers there

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 3
 will be only one external assessment (100% of maximum marks).
b) The internal assessment for each theory paper shall be taken by the teacher concerned in the
Department during each semester. Internal assessment test shall be of one hour duration for each
paper and shall be taken according to academic calendar notified by the University. One internal
assessment test shall be written based examination (20 marks) whereas second internal
assessment, will be on the basis of his/her participation in departmental activities (i.e., Group
discussion, seminars, workshops, fun - learning activities, PPT presentation or assignment etc.)
on any topic of each paper given by teacher concerned. There will be no internal examination
in the practical paper.
c) A student who remains absent (defaulter) or fails or wants to improve the marks in the internal
assessment may be permitted to appear in the desired paper(s) (only one time) in the same
semester with the permission of the concerned Head of the Department. A defaulter /
improvement fee of Rupees 250/- per paper shall be charged from such candidates. Duly
forwarded application of such candidates by the teacher concerned shall be submitted to HOD
who may permit the candidate to appear in the internal assessment after depositing the defaulter/
improvement fee. A record of such candidates shall be kept in the Department.
d) The external assessment shall be of three hours duration for each theory paper and six hours
duration for practical paper. The practical examination shall be taken by the panel of at least one
external and one internal examiner at the end of each semester.
e) ‘Student should qualify both internal & external assessment separately to pass the paper i.e., if candidate
passes in external & fail in internal; the candidate has to reappear in internal & external exam of that paper
again. But if candidate passes in the internal & fails in the external, the candidate has to reappear in
external exam of that paper and in internal examination he has option either to forward the obtained
internal marks of that paper in the previous attempt (on the basis of the application submitted by the
candidate and approval of Head of Department for the same) or can reappear in the internal examination if
he want to improve his marks in that paper.’
The syllabus for each theory paper is divided into five independent units and each theory question
paper will be divided into two sections as mentioned below:
Section – A There will be one question with 10 parts having two parts from each unit with no internal
choice. The weightage of each part is 2 marks hence the total weightage of this section is 20 marks
(10x2).This section will be compulsory in the paper.

MBA (IB) -2 YEAR DEGREE COURSE

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Section - B There will be five questions with one question from each unit with internal choice (may
have subdivisions). The weight of each question of 10 marks hence the total weightage of the section
is 50 marks (10x5).
As suggested in Annex.-I (Ord.###50), it is proposed to calculate SGPA (Semester Grade Point
Average) and CGPA (Cumulative Grade Point Average) as per following grade point calculation as:
Letter Grade Grade Points Description Range of Marks (%)
O 10 Outstanding 90-100
A+ 9 Excellent 80-89.99
A 8 Very Good 70-79.99
B+ 7 Good 60-69.99
B 6 Above Average 50-59.99
C 5 Average 45-49.99
P 4 Below Average / Pass 40-44.99
F 0 Fail 0-39.99
U 0 Unfair means ---------
W 0 Withdrawn ---------
Ab 0 Absent Absent

Further, the calculation of SGPA will be the ratio of secured credit points (credit x Grade point) and
total course credits in each semester. Whereas, the CGPA will be calculated in same way but it will
be for all four semesters. To calculate the CGPA into percentage, the multiplication factor will be 9.5.
(xix) As suggested in Annex.-I (Ord.###53), the calculation SGPA and CGPA will be calculated on
the credit weighted average of the grade points obtained with letter grades countable in CGPA based
on EoSE only.

Where
Ci : Number of credits earned in the its course of semester for which SGPA is to be
calculated.
Pi: Grade point earned in ith course.

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DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 5
 i=1,2,3,4……...n : Represents the different program/papers in which a student has
appeared in EoSE.
The CGPA is also calculated as:
With the details as:
Ci : Number of credits earned in the ith course of course till date for which CGPA is to
Page 11 of 12
be calculated.
Pi: Grade point earned in ith course.
i=1,2,3,4……...n : Represents the different program/papers in which a student has
appeared in EoSE so far.
The pattern of question paper of internal and external shall be as follows:

(A) Continuous or Internal Assessment:

30% weight age of Maximum Marks (30 Marks out of 100 Maximum Marks)

DEPARTMENT OF COMMERCE AND MANAGEMENT

UNIVERSITY OF KOTA, KOTA
First Internal Test 20…

Duration of Exam: 1.00 Hr Max. Marks: 20

Class: M.B.A (International Business) Semester:
Subject: Paper:
No. of Students: Teacher:
Note: The question paper contains three sections as under:
Section-A : One compulsory question with 04 parts. Please give short answers in 20 words for each
part.
Section-B : 03 questions to be attempted having answers approximately in 250 words.
SECTION A (All are compulsory)
Q.1(a) 1
(b) 1

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DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 6
 (c) 1
(d) 1
(e) 1
SECTION B (Any three)
Q.2 5
Q.3 5
Q.4 5
Q.5 5
Q.6 5

(B) Semester or External Assessment:

70% weight age of Max. Marks (70 Marks out of 100 Max. Marks)
University of Kota Main Examination (Year)
Duration of Examination: 3 Hours Max. Marks: 70
SECTION-A: 10x2 Mark each (Total 20 marks)
(Answer all questions)
(Two question from each unit with no internal choice)
Q. No. 1
(i) ………................................…………………………………………… 2 Mark
(ii) ………................................…………………………………………… 2 Mark
(iii) ………................................…………………………………………… 2Mark
(iv)………................................…………………………………………… 2 Mark
(v)………................................…………………………………………… 2 Mark
(vi)………................................…………………………………………… 2 Mark
(vii)………................................…………………………………………… 2 Mark
(viii)……................................…………………………………………… 2 Mark
(ix)………................................…………………………………………… 2 Mark
(x)………................................…………………………………………… 2 Mark
Section B: 5x10 Mark each (Total 50 marks)
(One question from each unit with internal choice) (Maximum two sub-divisions only)

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Q. No. 2 …………………………………………………………………………
OR
…………………………………………………………………………
Q. No. 3 …………………………………………………………………………
OR
…………………………………………………………………………
Q. No. 4 …………………………………………………………………………
OR
…………………………………………………………………………
Q. No. 5 …………………………………………………………………………
OR
…………………………………………………………………………
Q. No. 6 …………………………………………………………………………
OR
…………………………………………………………………………
Distribution of Marks for Practical Examinations (Paper code 105, 205, 305, 405):
Duration of Exam: 06 Hours Maximum Marks: 200
S. No. Name of Exercise Marks
2. Viva-voce 100
3. Practical Record 100
Total Marks 200

Rules regarding determination of results:

Each semester shall be regarded as a unit for working out the result of the candidates. The result of
each semester examination shall be worked out separately (even if he/she has appeared at the paper of
the lower semester along with the papers of higher semester) in accordance with the following
conditions:
a) The candidate shall be declared as pass in a semester examination, if he/she secures at least
40% marks in each theory paper separately in external & internal examination and 50% marks in
each practical paper and at least 50% marks in project/dissertation with 50% aggregate marks in
that semester.

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 8
b) A candidate declared as fail/absent in one or more papers at any odd semester examination
shall be permitted to take admission in the next higher semester (even semester) of the same
academic session.
c) A candidate may be promoted in the next academic session (odd semester) if he/she has
cleared collectively at least 50% of the papers of both semesters of previous academic session
with 50% of the aggregate marks. The candidate who does not fulfil the above condition will
remain as an ex-student and will reappear in the due papers along with next odd/even semester
exams.
d) If any student who is provisionally admitted in higher odd semester but could not secure
prescribed minimum marks in previous semesters will be treated as ex-student and his/her
admission fee will be carry forwarded to the next odd semester of forthcoming academic session.
e) If a candidate, who is declared as pass, wishes to improve his/her performance in the theory
papers of previous semester, he/she may re-appear only one time in these papers in next odd/even
semester examinations.
f) Candidate shall not be permitted to re-appear or improve the marks obtained in the external
examination of practical / dissertation in any condition.
g) If the number of papers prescribed in a semester examination is an odd number, it shall be
increased by one for the purpose of reckoning 50% of the papers for considering the student
pass/fail.
h) A candidate may be given only two additional chances for passing the semester thus
maximum tenure for completing the two years’ postgraduate course will be limited to four years,
for three years postgraduate program me up to five years and so on.
i) The grace marks scheme shall be applicable as per University norms.

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DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 9
 Course Structure with Distribution of Marks and Credits for MBA (International Business)
Subject with Practical Component
First Year (First Semester)
Course Code – MIB 10000P

S.N Code Nomenclature Durati Teaching Distribution of Marks Min.

o. on of Hrs/Week & Pass
Exam Credit Marks
L P C Cont. Sem. Total
Assess Assess Marks
. .
1.1 IB International Business 3 Hrs 4 4 30 70 100 12 28
101
1.2 IB India’s Foreign Trade and 3 Hrs 4 4 30 70 100 12 28
102 Policy
1.3 IB International Human 3 Hrs 4 4 30 70 100 12 28
103 Resource Management
1.4 IB Fundamentals of 3 Hrs 4 4 30 70 100 12 28
104 Management and
Organizational Behavior
1.5 IB English Lab and 3 Hrs 16 8 200 200 80
105 Computer Application
First Year (Second Semester)
S.N Code Nomenclature Durati Teaching Distribution of Marks Min.
o. on of Hrs/Week & Pass
Exam Credit Marks
L P C Cont. Sem. Total
Assess Assess Marks
. .
1.1 IB International Marketing 3 Hrs 4 4 30 70 100 12 28
201
1.2 IB International Business 3 Hrs 4 4 30 70 100 12 28
202 Policy and Strategic
Management
1.3 IB Export-Import Procedures 3 Hrs 4 4 30 70 100 12 28
203 , Documentation and
Management
1.4 IB Quantitative Techniques 3 Hrs 4 4 30 70 100 12 28
204 for Business Decisions
1.5 IB Communication Skills and 3 Hrs 16 8 200 200 80
205 Personal Growth Lab
Note:
For IB 105 - External Examination will be conducted through Viva Voce and Computer
Practical. English Lab and Computer Application comprising of 100 Marks each
For IB 205 – External Examination will be conducted by External and Internal Examiners.

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 10
 Course Structure with Distribution of Marks and Credits for MBA (International Business)
Subject with Practical Component
Second Year (Third Semester)
S.No. Code Nomenclature Duration Teaching Distribution of Marks Min.
of Hrs/Week & Pass
Exam Credit Marks
L P C Cont. Sem. Total
Assess Assess Marks
. .
1.1 IB 301 Customer Relationship and 3 Hrs 4 4 30 70 100 12 28
Service Management
1.2 IB 302 International Supply Chain 3 Hrs 4 4 30 70 100 12 28
Management and Logistics
1.3 IB303 Entrepreneurship 3 Hrs 4 4 30 70 100 12 28
Development
1.4 IB 304 E- Commerce 3 Hrs 4 4 30 70 100 12 28
1.5 IB 305 Summer Internship and 3 Hrs 16 8 200 200 80
Project Report
Second Year (Fourth Semester)
S.No. Code Nomenclature Duration Teaching Distribution of Marks Min.
of Hrs/Week & Pass
Exam Credit Marks
L P C Cont. Sem. Total
Assess Assess Marks
. .
1.1 IB 401 International Advertising 3 Hrs 4 4 30 70 100 12 28
and Brand Management
1.2 IB 402 Digital and Social Media 3 Hrs 4 4 30 70 100 12 28
Marketing
1.3 IB403 International Financial 3 Hrs 4 4 30 70 100 12 28
Management
1.4 IB 404 Cross Cultural Consumer 3 Hrs 4 4 30 70 100 12 28
and Industrial buyer
Behavior
1.5 IB 405 Dissertation 3 Hrs 16 8 200 200 80
For IB 305 Viva Voce will be conducted on Summer Internship Report submitted by students. After
second semester examination all students will have to undergo summer training of four weeks with an
industrial, Business or Service Organization by taking up a project study. The conditions of successfully
completing the programme shall not be deemed to have been satisfied unless student undergoes summer
training under the supervision of the department in organizations as approved by the department/ faculty from
time to time. Each student will be required to submit a project report to the Department / Faculty for the work
undertaken during this period within three weeks of the commencement of the third semester for the purpose
of evaluation in the third semester. The Viva voce will be conducted in Semester III.
For IB 405 Viva Voce will be conducted on Dissertation submitted by students. Dissertation is a research
project completed as part of MBA (International Business) degree.

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DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 11
 SEMESTER – I
MBA-IB – FIRST YEAR
IB-101
International Business

Course/Paper : 101 Max. Marks : 70

MBA (IB) Semester-I Time : 3 Hrs.
Objective
The main objective of this course is to make the students familiar with the fundamental basics of
International Business, Economic Relations and latest trends in the developed countries. The course
will equip the students to analyze the impact of changes in the international business and it’s
environment on India’s Foreign Trade and to assess the prospects of promoting our exports to the
other countries.
Unit – 1
CONCEPTS AND DIMENSIONS, Concept of International Business, Difference between domestic
and International Business ,Nature and Importance of International business Introduction to
International Business Environment. –Nature ,Modes of entry in International Business, Theories of
International Trade., Balance of Payments.
Unit – 2
GLOBALIZATION PROCESS AND FORCES
Globalization : An Overview – Introduction to Global Marketing ,nature and importance Process of
international marketing and transition from domestic to transnational marketing International
Investment, Technology Transfer.
Unit – 3
WORLD TRADING SYSTEM & INSTITUTIONS , World Trade Organization –Basic principles
and frame work, IMF, World Bank , International Commodity Agreements
Multilateral Financial institutions
Unit – 4
LEGAL ENVIRONMENT , EXIM policy :Legal Framework, objective of EXIM, FEMA –Origin
and objective, framework of FEMA, Consumer Law , Settlement of International Trade
Disputes.
Unit – 5
CONTEMPORARY DEVELOPMENTS AND ISSUES International Trade and Environment,
International Business Ethics Electronic Commerce , Instruments of Trade Policy
REFERENCES:
 International Business Environments and Operations :
 Daniels, John D. and Radebaugh, Lee H.
 International Marketing : Cateora, Philip and Hess.
 International Marketing : Kirpalani V.H.
 International Business Environment : Blake and Sundo
WEBSITE (For e-books):
 https://ebooks.lpude.in/commerce/mcom/term_3/DCOM501_INTERNATIONAL_BUSI
NESS.pdf
 https://www.ascdegreecollege.ac.in/wp-content/uploads/2020/12/International-Business-
Management-For-VTU-by-Vyuptakesh-Sharan.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 12
 IB-102
India’s Foreign Trade and Policy

Course/Paper : 102 Max. Marks : 70

MBA (IB) Semester-I Time : 3 Hrs.
Objective
This course aims at providing information on India’s foreign trade – composition and direction, trade
policy and balance of payment.

UNIT – 1
Foreign Trade : An overview India’s Foreign Trade India’s Balance of Payments, India and World
Trade

Unit – 2
Institutional Framework and Policies Export Promotion in India, Trade Policy Industrial and
Investment Policy ,Expert Processing Zones, Export Oriented Units and Export-Houses

Unit – 3
Trade Prospects with Select products -1 ,Agricultural Products (Including Marine Products), Textiles
and Garments ,Gems and Jewellery & Handicrafts, Leather Products

Unit – 4
Trade Prospects with Select Products -Electronics Commodities, Engineering Goods, Chemical
Goods Services.

Unit – 5
Trade Prospects of Select Markets United States of America ,European union and CIS countries,
ASEAN and SAARC

REFERENCES:
 India’s export : Martin Wolf
 India’s export and export policies in the 1960s
 Deepak Nayyar
 Foreign trade management in India : M.L. Verma
 Export promotion in India, The institutional infrastructure : S. Bhashyain
 Finance of foreign trade and foreign exchange : B.K Chaudhuri

WEBSITE (For e-books):

 https://backup.pondiuni.edu.in/storage/dde/downloads/ibiv_ftp.pdf
 https://dde.pondiuni.edu.in/files/StudyMaterials/MBA/MBA4Semester/IB/2ForeignTradePoli
cy.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 13
 IB-103
INTERMATIONAL HUMAR RESOURCE MANAGEMENT

Course/Paper : 103 Max. Marks : 70

MBA (IB) Semester-I Time : 3 Hrs.
Objective
Liberalization and globalization have led to new challenges in the area of human resource management.
Today international human resource management has developed as a distinct field of specialization.
International HRM is an important lever to achieve integration of different units operating in multiple
national locations. This paper intends to acquaint the students with the concepts and strategies of
international human resource management and to enhance their skill to effectively manage human resource
in international perspective.
UNIT 1
Introduction: Concept and objectives of human resource management; Traditional and modem
perspectives in HRM; Themes in HRM; Contemporary global trends in HRM.
UNIT 2
International Context of HRM: Cross national differences in personnel and organizations: Cultural Factor
in human resource policies; Complexities and issues in managing human resource across countries;
International HRM department and functions; Models of international HRM.
UNIT 3
International Staffing: Recruitment – sources of international human resource power; selection strategies
for overseas assignments; International transfers; Problems of repatriation of overseas expatriates and
strategies to tackle these problems.
UNIT 4
Compensation In International Perspective: Factors, package, methods and trends ;Motivation in cross-
cultural context. Training and Development: Training and development for expatriates; training and
development for international staff.
UNIT 5
Direction, Supervision and Control: Issues and strategies for directing and supervising in international
context; Enhancing interpersonal communication; Performance appraisal Criteria and process.
International HRM and industrial Relations: A framework for international industrial relations; Employees
participation – Practices in various countries .Challenges to international human resource managers.

References
 Alkhafaji, Abbass F., Competitive Global Management, St. Luice Press, Vanity Books
International, 1996.
 Beardwell I. And L. Holden, Human Resource Management, 2 nd ed., Pitman, London,1998.
 Beumont, P. B., Human Resource Management, : Key Concepts and Skills, Sage,London,1993.
 Black, J.S. and M. Mendaenhall, Readings and Cases in International Human Resource
Management PWS-Kent, Boston, 1991.
WEBSITE (For e-books):
 https://ddceutkal.ac.in/Syllabus/IHRM_BOOK.pdf
 http://www.eiilmuniversity.co.in/downloads/IHRM.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 14
 IB 104
Fundamentals of Management and Organizational Behavior

Course/Paper : 104 Max. Marks : 70

MBA (IB) Semester-I Time : 3 Hrs.
Objective
This paper places the foundation of management thought and principles besides role of Human
component in the organization and their psychology and group dynamics towards achieving
organizational goals and enhancing productivity.
Unit I
Management an Overview, Management Defined, Functions of Management, Managerial Roles and
responsibilities, Fundamentals of Planning - Objectives, Strategies, Policies, Decision making.
Fundamentals of Organizing- Nature and purpose, Direction-concept
Unit II
Leadership- Meaning and Importance, transitions in leadership theories, trait theories, behavioral
theories, contingency theories, leadership styles and skills, managerial culture and leadership.
Coordination. Control- concept, nature and purpose, control technique, control of overall
performance, span of control.
Unit III
Organizational Behaviour - Definition - assumptions- - significance, - Historical Background -
Fundamental concepts of OB, research foundation, trends, impact of globalization, learning
organisations and Knowledge management. Personality Development: meaning, theories of
Personality development, managerial consideration for further developing of personality development
of employee.
Unit IV
Motivation: nature and importance, basic process, need theories of motivation- the concept of needs,
Maslow's hierarchy of needs theory, Alderfer's ERG theory, Mc Cleland's Achievement Motivation
Theory, Cognitive and behavioral theories- expectancy. Equity, goal-setting theories.
Unit V
Communication: Meaning, importance, process, types, effective and efficient communication,
barriers in communication. Case Study.

REFERENCES:
 Management : Koontz and O’donell
 Organizational Behaviour : Luthans
 Organizational Behaviour : Robins
 Organizational Behaviour : Coleman
 Human relation at work : Keith Devis.
 Principals of managements : Tripathi & Reddy

WEBSITE (For e-books):

 https://ccsuniversity.ac.in/bridge-library/pdf/Main-
Principles%20of%20Management%20and %20Organisational%20Behaviour.pdf
 https://old.mu.ac.in/wp-content/uploads/2014/04/Management-PAPER-II-
Organizational-Behavior-final-book.pdf

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DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 15
 IB 105
English Lab and Basic Computer Application

Course/Paper : 105 Max. Marks : 70

MBA (IB) Semester-I Time : 3 Hrs.
Objective
To build learning of English language spoken, listen and written to make the management students
placeable in the Industry. Computer Application will enable students work on computers in business
organizations.

English Lab
LSRW Skills and Methodologies, Introducing Oneself, Paying compliments, Agreeing and
Disagreeing, , Meeting, Parting, Thanking, Apologizing, Phonetics, Dictionary Skill, Pronunciation
Word Game- Spelling Antakshari, Asking and Telling Time, Exercises on Things Around you.
Motivational Videos, Getting Information and giving instruction, Requesting, Offering, Inviting,
Exercises on Event Narration, getting help in Mall, spot the difference, Story Telling, Relay (Passing
a story), Once upon a time, Commonly confused words, Idioms , Image representation, Making
tongue twister, Tele Manners, Point out the difference, word stress, sentence stress, Press conference,
Role Play, What would happen if.., World after 50 years, Time Management, Story in Maze, Know
your friend well, You can do this, Apply your Imagination (Extempore), Role Plays, Become
Invisible

Computer Applications
Typing Tutorial, Computer Basics, MS Word, MS Excel, MS Power point, Basic of Computer
Networks, Web browser, World Wide Web, Internet, Intranet, HTML, E-mail, Video Conferencing

References:
 William C Hansturt and Wayen N Batty, Business Communications: Principles and
Methods
 C. C. Parkhurst, English for Business
 Robert D Hay and P V Lesakar, Business Report Writing
 Pal, Rajendra and Korlahalli, J.S., Essentials of business communication, Sultan
Chand & Sons, New Delhi, 2009, 11th ed
 Norton, Peter, Introduction to Computers, Tata McGraw-Hill Publishing Company
Ltd., New Delhi, 2006, 6th ed.
 William C Hansturt and Wayen N Batty, Business Communications: Principles and
Methods

WEBSITE (For e-books):

 https://www.bbau.ac.in/Docs/FoundationCourse/TM/MPDC205/ApplicationsofCompute
r.pdf
 https://app1.unipune.ac.in/external/syllabus/Computer-Concept-RanjeetPatil-Wani-Sir-
27-4-15.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 16
 MBA IB - SEMESTER II
IB-201
International Marketing
Course/Paper : 201 Max. Marks : 70
MBA (IB) Semester-II Time : 3 Hrs.
Objective
The purpose of this course is to develop an understanding of underlying concepts, strategies and
issues involved in the marketing of products and service.
Unit I
Introduction: Nature, importance and scope of international marketing International market orientation
and involvement, International marketing management process – an overview. International Marketing
Environment : Influence of physical, economic socio cultural, political and legal environments on
international marketing operations; Scanning and monitoring global marketing environment;
International marketing information system.
Unit II
International Market Segmentation and Positioning; Screening and selection of markets; International
market entry strategies -Exporting licensing contract manufacturing, joint venture, setting -up of wholly
owned subsidiaries aboard. International Product Planning : Major Product decisions -Product features and
quality, Product design, labeling, packaging, branding and product support services; Product
standardization vs. adaptation; Managing product line; International trade product life cycle; New product
development.
Unit III
Pricing for International Markets : Factors affecting international price determination; International pricing
process and policies; Delivery terms and currency for export price quotations; Transfer pricing.
International Distribution Decisions : Distribution channel strategy-International distribution channels,
their roles and functions; Selection and management of overseas agents; International distribution logistics
inventory management transportation, warehousing and insurance.
Unit IV
International Promotion Strategies : Communications across countries-complexities and issues;
International promotion tools and planning – Advertising, personal selling, publicity and sales promotion;
Developing international promotion campaign; Standardization vs. adaptation issue; Planning for direct
mail, sales literature, trade fairs and exhibitions.
Unit V
International Marketing Planning, Organising and Control: Emerging trends in international marketing;
International Marketing through Internet; Ecological concerns and international marketing ethics.
References:
 Bhattacharya, B., Export Marketing Strategies for Success, Global Business Press, New Delhi,
1991.
 Cateora, Phillip R. and John L. Grahm, International Marketing, 10 th ed., Irwin McGraw Hill,
Boston, 1999.
 Jain, Subash C., International Marketing Management, 6th ed., South Western College
Publishing – International Thompson Publishing Company. Cincinnati, 2004.
WEBSITE (For e-books):
 https://artnet.unescap.org/tid/artnet/mtg/competitivenesss_s7.pdf
 https://ebooks.lpude.in/management/mba/term_4/DMGT547_INTERNATIONAL_MARKETING.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 17
 IB-202
International Business Policy and Strategic Management

Course/Paper : 202 Max. Marks : 70

MBA (IB) Semester-II Time : 3 Hrs.
Objective
The objective of this course is to provide the students with practical legal knowledge of general
business and topics to help become more informed, sensitive and effective business leaders.

Unit 1
Introduction to Business Policy and Strategy . Concept of Strategic Management The role of
Strategic Management, The strategic Management Process vision, mission, goals and objectives. The
External Environment: Identifying opportunities and Threats. Assessing the Internal Environment:
Determining Strengths and Weaknesses.
Unit – 2
Different levels of strategy Formulation. Strategic Management at the Functional level- marketing
,HRM, Finance ,R&D, Operations Strategic Management at the International Level
Unit – 3
Strategy Implementation--Strategy Implementation & Resource Allocation. Strategy, Implementation
: The role of Organization Structure. Industry Analysis .BCG Matrix ,GE Nine cell ,seven S
structure(McKinsey).
Unit – 4
Strategic Evaluation and Control The process of Evaluation and Control. The criteria for Evaluation
and Control.
Unit - 5
Role of the CEO and Board of Directors in Strategic Management ,Joint Ventures , Mergers &
Acquisition. Strategic Management at International Firm .

REFERENCES:
• Strategic Management : Certo
• Strategic Management : Dess and Miller
• Strategic Management : Rue and Holland
• Business Policy : Kazmi
• Business Policy and Strategic Management : Gllueck & Jauct

WEBSITE (For e-books):

 https://gurukpo.com/Content/MBA/BPSM.pdf
 http://www.fimt-ggsipu.org/study/bba302.pdf
 https://sist.sathyabama.ac.in/sist_coursematerial/uploads/SBA1402.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 18
 IB-203
Export-Import Procedures, Documentation and Management

Course/Paper : 203 Max. Marks : 70

MBA (IB) Semester-II Time : 3 Hrs.
Objective
The course aim at providing insights into the import-export procedures, problems, scope and its
management. The endeavor is to equip the learner with documentation procedures and how to tackle
import-export procedures with special reference to the Indian condition.

Unit-1
Export-Import Documentation & Policies, Export Import Trade: Regulatory Framework. Export Sales
contract ,Export Import Documentation – An overview
Unit – 2
Terms of Payment and Financing practices: Electronic Data Interchange system. Processing of an
Export Order ,Terms of payment
Unit – 3
Export Import Trade Operations ,Exchange control Regulation & Facilities concerning Export.
Export Finance
Unit – 4
Export Assistance and Support measures, Import Finance Preparing for Shipment, Cargo Insurance
,Shipment of Export Cargo ,Custom Clearance of Import Cargo
Unit – 5
Institutional Set-up for Export Promotion in India, Export Assistance in India, Procedures for
claiming Export Assistance.

REFERENCES:
• Export management : Rajagopal
• Export management : Varshney & Bhattacharya
• Exporter’s Manual and Documentation : Nabhi`s
• How to export : Nabhi`s
• How to import : Nabhi`s

WEBSITE (For e-books):

 https://www.mlsu.ac.in/econtents/1198_e-book%20on%20export% 20import%20 procedure.
pdf
 https://egyankosh.ac.in/bitstream/123456789/10292/1/Unit-8.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 19
 IB 204
Quantitative Techniques for Business Decisions

Course/Paper : 204 Max. Marks : 70

MBA (IB) Semester-II Time : 3 Hrs.
Objective
The statistics tools and techniques to required to analyses problems and their solution for effective
decision making in business situations.

Unit – 1
Quantitative Decision making an overview. Matrix Algebra its applications to solve business, Related
problems.
Unit – 2
Measures of Central Tendency, (Mathematical and Positional average), Correlation and Regression
Analysis
Unit – 3
Basic concept of probability (Addition and Multiplication Probability, Conditional Probability Bayes
Theorem. Discrete and continuous probability distributions.
Unit – 4
Index Number, Time series analysis,
Unit – 5
Statistical Quality Control (Control chart for attributes and variables, O-C curve, L, B, risk, Design of
experiment.

References:
 Business Mathematics : Sancheti and Kapoor
 Quantitative Techniques : Levin
 Statistics : Elhans
 Quantitative Techniques For decision making : Sharma, Shenoy and Srivastava
 Statistics of Management : Levin
 Introduction to Statistics Methods : Gupta
 Fundamentals of Statistics : S. P. Gupta
 Fundamentals of Statistics : S. G. Gupta

WEBSITE (For e-books):

 https://kanchiuniv.ac.in/coursematerials/qtbusinessdecision.pdf
 https://mrcet.com/downloads/MBA/digitalnotes/Quantitative%20Analysis%20for%20B
usiness%20Decisions.pdf
 https://sde.uoc.ac.in/sites/default/files/sde_videos/MCM1C03_0.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 20
 IB-205
Communication Skills and Personal Growth Lab

Course/Paper : 205 Max. Marks : 70

MBA (IB) Semester-II Time : 3 Hrs.
Objective
This course aims to develop oral and written business communication skills of students, so that they
can understand others and also able to express their ideas in effective and logical way.
Unit 1
Meaning, Definition, Nature and Scope of Communication, Importance of Communication, Process
of Communication, Barriers to Effective Communication, Overcoming the Barriers. Non-Verbal
Communication, Body Language.
Unit 2
Employment Communication: Resume Styles, Resume Writing, Elements of an Effective Resume,
Writing Application Letters; Other Employment Messages Job Interview – Purpose, Types, Interview
Skills – Before, During and After the Interview, Interview Dressing.
Unit 3
Business Reports: Types and Characteristics; Components of a formal Report; Business Proposals
Types, Contents, English for Specific Purposes – vocabulary related to fields of international
business.
Unit 4
Introduction to Personality Development: Elements of a Good Personality; Importance of Soft Skills;
Self-awareness, Role Stress, Interpersonal and personal growth, Ego states, Time structuring
Unit 5
Presentation skills and techniques: Personal grooming and business etiquettes, corporate etiquette,
social etiquette and telephone etiquette, role play and body language, impression management, Group
Discussions, Mock Interviews
Practical Sessions on:
1. Group Discussions: selected topical issues to be discussed in groups.
2. Mock interviews, Role plays
3. Communication skills for seminars/conferences/workshops with emphasis on non-verbal skills.
4. Presentation skills for technical papers/project reports/professional reports.
5. Theme presentation/ key note presentation based on correct argumentation
methodologies.

References
 Matila Treece: Successful communication: Allyun and Bacon Pubharkat.
 Jon Lisa Interatid skills in Tourist Travel Industry Longman Group Ltd.
 Robert T. Reilly – Effective communication in tourist travel Industry Dilnas Publication.
 Dark Studying International Communication Sage Publication.
 Murphy Hidderandt Thomas Effective Business Communication McGraw Hill.

WEBSITE (For e-books):

 https://www.ddegjust.ac.in/2021/bca/Communication%20Skills%20and%20Personality
%20Development-121.pdf
 https://nios.ac.in/media/documents/tourism_337_courseE/337_Tourism_Eng/337_Touris
m_Eng_L18.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 21
 MBA-IB – SECOND YEAR

SEMESTER – III
IB 301
Customer Relationship and Service Management

Course/Paper : 301 Max. Marks : 70

MBA (IB) Semester-III Time : 3 Hrs.
Objective
To receive a proper and better understanding of customer service management of in a local and global
context. To be able to manage a market-oriented service organization. To take up the challenge of
good customer relationship management.
Unit- I
Conceptual and theoretical foundations of relationship marketing- Relationship-Marketing-
Alternative perspective- Role of Relationship marketing in tourism business.
Unit- II
Relationship Marketing in consumer markets; antecedents and consequences. Model of buyer- seller
relationship. New Product development in relationship management perspective.
Unit- III
Role of communication in building relationship. Developing a marketing communication programme.
Customer profitability analysis and design issues. Tapping the power of marketing through
relationship marketing. Introduction to eCRM, Internet strategies facilitating CRM, Changing
Patterns of e-CRM Solutions in the Future
Unit- IV
Marketing of Services – Tourism as a Service - Characteristics of Services – Classification of
Services – Building Service aspirations Consumer Behavior in Service encounters
Unit – V
Service Delivery – Types and Causes of Service Quality gaps – Measuring and Improving service
Quality - Strategies to resolve the gaps.

References
 Handbook of relationship marketing, Jagdish Seth and Atul Pyarvatiyar.
 Marketing Management – A Relationship Marketing Perspective: Cranfield School of
Management.
 Marketing Tourism Destinations – Ernie Health & Geoffrey Wall, John Wiley & Sons. Inc.
 Marketing for Hospitality and Tourism – Philip Kotler, Jon Bower.
 Tourism Marketing, Manjula Chowdery, Oxford University Press.

WEBSITE (For e-books):

 https://ebooks.lpude.in/management/bba/term_6/DMGT308_CUSTOMER_RELATIONSHIP
_MANAGEMENT.pdf

 https://backup.pondiuni.edu.in/sites/default/files/CRM-260214.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 22
 IB 302
INTERNATIONAL SUPPLY CHAIN MANAGEMENT AND LOGISTICS

Course/Paper : 302 Max. Marks : 70

MBA (IB) Semester-III Time : 3 Hrs.
Objective
The objective of this paper is to acquaint the students with the concept sand tools of supply chain
management and logistics as relevant for an international firm.
UNIT 1
Basic Framework: Concept of supply chain management (SCM); SCM and trade logistics; Value
chain analysis and SCM; Internationalization of SCM. Integrated SCM: Concept, span and process of
integrated SCM: Supply Chain performance measurement; Supply chain modeling; Forecasting and
financial implications: Supply chain and after –sales service; Creating life-cycle ownership value;
Customer service management; Product development Process and SCM.
UNIT 2
Managing Relationship: Role of Relationship marketing in SCM; Managing relationships with
suppliers and customers; Captive buyers and suppliers. Purchasing Process: Types of purchases;
Purchasing cycle; Supplier selection and evaluation; Purchase agreement; Purchasing cost
management.
UNIT-3
Supply Chain and Information Management Systems - Importance of information management IT
and business management systems MR, DRP, ERP, PDM, EIP and CPFR: Globalization, technology
and business chain management; Re-engineering the supply chain: Future directions.
UNIT-4
Logistic System: Concept, objectives and scope of logistics; System elements; Transportation,
warehousing, inventory management, packing and unitization ;Control and communication. Transport
Fundamentals: Importance of effective transportation system; Service choices and their
characteristics; inter-modal services; Transport cost characteristics and rate fixation; In- company
management vs. out-sourcing.
UNIT-5
Logistics in the organization, inventory management, warehousing, inbound logistics and
procurement, global transportation systems, logistics environment, strategic organizing for logistics
effectiveness, customer service, managing logistics information. General characteristics of shipping
industry and its structure, liner and tramp operations, fright structure, shipment procedure, World sea
borne trade.
References:
 Ballau, R.H., Business Logistics Management, Pren tice Hall, Englewood Cliffs, 1992.
 J., Chartering Practices
 J., Dictionary of Shipping and chartering Practices.
 Christopher., M., Logistics and Supply Chain Management: Strategies for Reading Cost and
improving Services, Pitsman, London, 1992.
 ICAO Journal, New York., various issues.
 Indian Shipping and Transport, Bombay, Various issues.
WEBSITE (For e-books):
 https://ebooks.lpude.in/management/mba/term_4/DMGT523_LOGISTICS_AND_SUPP
LY_CHAIN_MANAGEMENT.pdf
 https://backup.pondiuni.edu.in/sites/default/files/Logistics%20Supply%20Chain%20Mg
t200813.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 23
 IB 303
Entrepreneurship Development

Course/Paper : 303 Max. Marks : 70

MBA (IB) Semester-III Time : 3 Hrs.
Objective
To provide an introduction to entrepreneurship and its development process. Also, to learn about
business idea generation and preparation of Business Plan and for understanding of various activities
of funding agencies.
Unit I
Concept of Entrepreneurship – Meaning, Types, Qualities of an Entrepreneur, Classification of
Entrepreneurs, Factors influencing Entrepreneurship, Entrepreneurial Development Programmes
(EDP)
Unit II
Business Idea & Plan Business Idea: Sources, Evaluation. Business Plan: Uses, Writing, Data
collection. Business Plan Presentation.
Unit III
Entrepreneurial Development – Agencies Commercial Banks – District Industries Centre – National
Small Industries Corporation – Small Industries Development Organization – Small Industries
Service Institute. Business Incubation, Business Clusters.
Unit IV
Mobilizing Resources for Entrepreneurial finance, Venture Capital, Buying a Business: challenges,
The Search, Process, Scrutiny, Valuation, Negotiation, and Franchising.
Unit V
Family Business Family business in India, The Founder, The Next Generation, Entry of Family
Members, Non‐ family Managers, Succession, Corporate Social Responsibilities, Corporate
Governance, Best Practices.

References:
 Vasanta Desai: Dynamics of entrepreneurial development and management;
 Vasanta Desai: Entrepreneurial
 Peter F. Drucker: Innovation and development;
 M.V. Deshpande: Entrepreneurship of small-scale industries;
 Rajeev Roy : Entrepreneurship.

WEBSITE (For e-books):

 https://www.pasc.edu.in/wp-content/uploads/2021/04/ENTREPRENEURSHIP-
DEVELOPMENT-III-BBA.pdf
 https://ddceutkal.ac.in/Syllabus/MCOM/Entrepreneurship_Development.pdf
 https://www.hit.ac.in/download/LectureNote/MBA/2ndSem/MBA%202nd%20Sem%20Entre
preneurship%20Developement.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 24
 IB 304
E-Commerce
Course/Paper : 304 Max. Marks : 70
MBA (IB) Semester-III Time : 3 Hrs.
Objective
The objective of the paper is to introduce students to the concept of e -commerce and equip them to
assess e-commerce requirements of a business and develop e -business plans and to interact with
various IT professionals who may be developing e -commerce applications.
Unit I
Introduction to Electronic Commerce: Meaning, nature and scope; Channels of e -commerce;
Business applications of e -commerce; Global trading environment and adoption of e- commerce.,
Architectural Framework of E-Commerce: World Wide Web as the architecture; Global Publishing
concept; Universal reader concept and client server concept; hypertext publishing and hypertext
information network; Internet protocols.
Unit II
Business Models of E-commerce and Infrastructure; B2B, B2C, B2G and other models of e-
commerce; Applications of e-commerce to supply chain management; product and service
digitization; Remote servicing procurement, and online marketing and advertising E-commerce
resources and infrastructure planning.
Unit III
Business to Consumer E-commerce Applications: Cataloging; Order planning and order generation;
Cost estimation and pricing; Order receipt and accounting; Order selection and prioritization: Order
scheduling, fulfilling and delivery, Order billing and payment management.
Unit IV
Web-site Design: Web sites as market place; Role of web site in B2C e -commerce; Website
strategies; Web site design principles; Push and pull approaches; E-mail etiquette and e-mail security.
Business to Business E-Commerce: Need and alternative models of B2B e -commerce; EDI and
paperless trading; characteristic features of Edi service arrangement; E-marketing- Traditional web
promotion: Web counters; Web advertisements.
Unit V
Multimedia and E-Commerce: Concept and role of multimedia; Multimedia technologies; digital
video and digitization of product and customer communication, Electronic Payment Systems and
Order Fulfillment: Types of payment systems - e-cash. Regulatory Environment of E-Commerce:
Borders and jurisdiction contracting and contract enforcement; International cyber laws-aims and
salient provisions
References
 Agarwala, Kamlesh N., Amit Lal and Deeksha Agarwala, Business on the Net: An Introduction to
the Whats and Hows of E -Commerce, Macmillan India Ltd., 2000.
 Bajaj, Deobyani Nag, E-Commerce, Tata McGraw Hill Company, New Delhi, 2000.
 Greenstein, M. and T.M. Feinman, Electronic Commerce: Security, Risk Management and
Control, Tata McGraw hill, 2000.
 Schneider, Gary P. and James T. Perry, Electronic Commerce, Thompson Learning, Cambridge,
2001.
WEBSITE (For e-books):
 https://www.lkouniv.ac.in/site/writereaddata/siteContent/202003271615143561vineet_kumar
_e_commerce_note_unit_MBA_5YR_ECOMMERCE.pdf
 https://backup.pondiuni.edu.in/storage/dde/dde_ug_pg_books/E-%20Commerce.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 25
 IB -305
Summer Internship and Project report

Course/Paper : 305 Max. Marks : 200

MBA (IB) Semester-III
Objective
After second semester examination all students will have to undergo summer training of four weeks
with an industrial, Business or Service Organization by taking up a project study. The conditions of
successfully completing the programme shall not be deemed to have been satisfied unless student
undergoes summer training under the supervision of the department in organizations as approved by
the department/ faculty from time to time.
Each student will be required to submit a project report to the Department / Faculty for the work
undertaken during this period within three weeks of the commencement of the third semester for the
purpose of evaluation in the third semester. Viva Voce will be conducted on Summer Internship
Report submitted by students.
The report will be of 100 marks and there will be a report-based Viva of 100 marks. Viva and report
evaluation will be done by an External examiner and Internal Examiner.

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 26
 MBA IB - Semester IV
IB 401
INTERNATIONAL ADVERTISING AND BRAND MANAGEMENT
Course/Paper : 401 Max. Marks : 70
MBA (IB) Semester-IV Time : 3 Hrs.
Objective
To facilitate an understanding of the importance of branding in consumer choice and how the value of
brands may be developed, protected or lost. Participants are expected to develop an ability to measure
brand equity in the context of International Markets and identify main challenges facing international
brands.
UNIT I
Branding concepts: introduction to brand, importance and characteristics of the brand, international
terminology of brand: brand symbols; brand character, brand logo, brand extension, shared and co-
operative branding, corporate name as a brand name, brand association, brand image, brand loyalty;
standardization vs. adaptation; characteristics of successful international brand, strategic brand
management process, importance of brand planning, issues influencing brand potential, developing
brand identity across the globe.
UNIT II
Brand selection criteria of consumers: brands and the consumer’s buying process, brand personality,
meaning of brand share and brand communication; service brands and retailer issues in branding:
retail branding
UNIT III
Brand positioning, components of positioning: brand positioning strategies, consumer segmentation,
brand architecture and portfolio, perceptual mapping, repositioning, differential advantage; brand
equity: measuring and interpreting brand performance: brand value chain, qualitative, quantitative
and comparative methods of measuring brand strengths, managing brands over time through
reinforcements, revitalization and adjustment in portfolio.
UNIT IV
Challenges in international branding: protecting brands through trademark registration, brand
falsification and protection;’ online branding categories, e-branding. global brand strategy managing
international brands.
Unit V
Advertising: Its importance and nature; Communication model; Persuasion Process –perception,
learning and attitude change; Major advertising decisions and influencingfactors; Determining
advertising Objectives and budget. Developing Advertising Campaign: Determining advertising
message and copy -Media planning – media selection and scheduling Advertising through Internet.

References
 Aaker, D.A., Brand Portfolio Strategy Free Press, New York. 39
 Drawbaugh, K., Brands in the balance: meeting the challenges to commercial identity,
Pearson Education, New Delhi
 Ellenwood, I., The Essential Brand Book, Kogan Page Limited, London.
 Keller, K.L., Strategic Brand Management, Pearson Education, New Delhi
WEBSITE (For e-books):
 https://josephscollege.ac.in/lms/Uploads/pdf/material/Advertising_&_Brand_Managem
ent_Notes.pdf
 https://ddceutkal.ac.in/Syllabus/MCOM/Advertising_Brand_Management.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 27
 IB—402
Digital and Social Media Marketing

Course/Paper : 402 Max. Marks : 70

MBA (IB) Semester-IV Time : 3 Hrs.
Objective
This fast paced discusses how digital media technology has changed marketing and gives detailed
strategies on how to embrace such evolving platforms as Facebook, You Tube, Twitter, mobile apps,
websites, search engine, newsletters and many more. It explores SEO (Search Engine Optimization),
SEM (Search Engine Marketing), website development and design and many more internet marketing
methods and concepts.

UNIT 1
Introduction to Digital Marketing: Digital Vs Real Marketing, Digital Marketing channels strategies
in marketing, Aligning internet with Business objectives, User Behaviour and Navigation, User
experience developing a digital plan
UNIT 2
Search Engine Optimization: How Google works, Search Engine factors on Page and Off page
optimization Meta Tags, Images, Content, Video Links and How to get them
UNIT-3
Digital Display Advertising: Benefits of digital display, Challenges of digital display, Business
Value, Running effective Ads, Ads formats, Ad display frequency, Campaign Planning, Campaign
steps, Target Audience, Campaign Budget, Creative formats, Targeting, Tracking your campaign,
Optimizing the campaign, Laws and guidelines
UNIT-4
Introduction to Social Media: History, Key terms and concepts, How it works, Tools of the trade
Pros and Con, Social Media Optimization (SMO) like Facebook, Twitter, LinkedIn and many more.
Introduction to social media Marketing, Advanced Facebook Marketing, Blogs Creation, Social
media Analytical tools, Search Engine Marketing, Managing the campaign
UNIT-5
Introduction to Affiliate Marketing: Key terms and concepts, The building blocks of Affiliate
marketing, setting up a campaign, tools of the advantages and challenges.

References:
 Ahuja, V. (2015). Digital marketing. New Delhi: Oxford University Press
 Dave Chaffey, D. & Smith, PR (2016). E-marketing Excellence Planning and optimizing your
digital marketing
 Stokes, R. (2016). E-marketing: The essential guide to digital marketing
 Evans, D. & Bratton, S. (2008). Social Media Marketing: An hour a day (2nded.). Wiley

WEBSITE (For e-books):

 https://josephscollege.ac.in/lms/Uploads/pdf/material/DigitalMarketing_Notes.pdf
 https://www.digitalmarketer.com/digital-marketing/assets/pdf/ultimate-guide-to-digital-
marketing.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 28
 IB-403
INTERNATIONAL F INANCIAL MANAGEMENT

Course/Paper : 403 Max. Marks : 70

MBA (IB) Semester-IV Time : 3 Hrs.
Objective
The objective of this paper is to acquaint the students with the financial management problems of the
multinational corporations and prepare them to tackle these problems.
Unit-1
Introduction: An overview, Importance, nature and scope of International Financial Management,
Domestic FM Vs. IFM, International Business Methods, Recent changes and challenges in
International Financial Management.
Unit-2
International Flow of Funds: Balance of Payments (BOP), Fundamentals of BOP, Accounting
components of BOP, Factors affecting International Trade flows, Agencies that facilitate
International flows. Indian BOP Trends.
Unit-3
International Monetary System: Evolution, Gold Standard, Bretton Woods’s system, the flexible
exchange rate regime, evaluation of floating rates, the current exchange rate arrangements, the
Economic and Monetary Union (EMU).
Foreign Exchange Market: Function and Structure of the Forex markets, major participants, types of
transactions and settlements dates, Foreign exchange quotations.
Unit-4
Exchange Rates: Factors influencing exchange rates. Government influence on exchange rates –
exchange rate systems. Managing Foreign exchange Risk. International arbitrage and interest rate
parity. (b) Relationship between inflation, interest rates and exchange rates – Purchasing Power
Parity – International Fisher Effect – Fisher Effect- Interest Rate parity, Expectations theory
Unit-5
Asset–Liability Management: Foreign Direct Investment, International Financing: Equity, Bond
financing, parallel loans, Export – Import bank of India, recent amendments in EXIM policy,
regulations and guidelines.

References
 Apte P.G., Multinational Financial Management, Tata -McGraw Hill, New Delhi, 1998.
 Baker J.C., International Finance: Management, Markets and Institutions, Prentice Hall,
 Englewood Cliffs, 1998.
 Company, New Delhi, 2000.
 Eiteman, David K., Arthur Stonehill and Micheal H. Moffett, Multinational Business
 Madura, Jeff, International Financial Management South Western Publishing Company,
 Cincinnati, 2000. Rathore, Shirin, International Accounting, Prentice Hall of India Pvt. Ltd.,
New Delhi
WEBSITE (For e-books):
 https://ebooks.lpude.in/management/mba/term_4/DMGT549_INTERNATIONAL_FIN
ANCIAL_MANAGEMENT.pdf
 https://dde.pondiuni.edu.in/files/StudyMaterials/MBA/MBA4Semester/Finance/2Global
FinancialManagement.pdf

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 29
 MIB-404
CROSS-CULTURAL CONSUMER AND INDUSTRIAL BUYER BEHAVIOUR

Course/Paper : 404 Max. Marks : 70

MBA (IB) Semester-IV Time : 3 Hrs.
Objective
The main objective of this paper is to help students develop basic understanding of the concepts and
theories of consumer and industrial buyer behavior and their applications in marketing decision
making. Students Will also be exposed to globalization of consumer markets and international
dimensions of consumer and industrial buying behaviour and their marketing implications.
UNIT 1
Consumer Behaviour - Theory and its Application to Marketing Strategy; Consumer Buying Process:
Extensive, Limited and Routine Problem-Solving Behaviors.
UNIT 2
Internal Determinants of Buying Behaviour : Individual differences among customers and markets
segmentation; Needs, motivation and involvement; information processing and consumer perception;
Learning; Attitudes and attitude change; Personality and psychographics (values and life style
analysis).
UNIT 3
External Determinants of Buying Behaviour: Family and household influence; Reference groups and
social class; Culture and subcultures. Models of Consumer Behaviour; Organizational Buying
Behaviour: Process, Influence and model.
UNIT 4
Cross-Cultural: Consumer and Industrial Buying Behaviour; Economic demographic and socio-
cultural trends and consumer behaviour; Globalization of consumer markets and international
marketing implications.
UNIT 5
Innovation Diffusion and Consumer Adoption Process; Diffusion of Innovation Across
Nations/Cultures; Consumer Satisfaction and Other Feedbacks; Cross-Cultural Consumer Research –
Complexities and issues.

References:
 Assael, H., Consumer Behaviour and Marketing Action, 6th ed., South Western Publishing
Company, Ohio, 1998.
 Block and Roering, Essentials of Consumer Behaviors Dryden Press, Chicago. Dryden Press.
Chicago 1990.
 Engel, James F., Roser D. Blackwell, and Paul W. Miniard, Consumer Behaviour Dryden
Press, Chicago, 1990.
 Hawkins, Dal l., Roger J. Best and Kenneth A. Coney, Consumer Behaviour Implication for
Marketing Strategy, Richard D. Irwin, Chicago, 1995.
 Hoyer, Wayne D. and Debovar J. Macinnis, Consumer Behaviour, Hongnton Mifflin
Company, Boston, New York, 1997.
WEBSITE (For e-books):
 https://dde.pondiuni.edu.in/files/StudyMaterials/MBA/MBA3Semester/General/1ConsumerB
ehaviour.pdf
 https://ebooks.lpude.in/management/mba/term_3/DMGT506_CONSUMER_BEHAVIOUR.p
df

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 30
 IB-405
Dissertation

Course/Paper : 405 Max. Marks : 200

MBA (IB) Semester-IV Time : 3 Hrs.
Objective
The aim of this course is to guide the students in conducting/reviewing an academic study. The
students are expected to propose research topics after reviewing the literature on a topic of their
interest. The advisor will guide the student through each stage of the research through practical
sessions. Students will prepare a dissertation and submit in the department as per the schedule
instructed by department. Viva Voce will be conducted by External and Internal Examiners.

MBA (IB) -2 YEAR DEGREE COURSE

DEPARTMENT OF COMMERCE AND MANAGEMENT UNIVERSITY OF KOTA, KOTA (Rajasthan) Page | 31