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Global Marketing of Services-Course Introduction
Prof. Tarun Das, IILMFormerly, Economic Adviser, Ministry of Finance
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Contents
1. Course Coordinators2. Importance of Services Trade
3. Learning Outcome
4. Course outline
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1. Course Coordinator- Prof. Tarun Das Professor & Area Head (Economics)
Research Interest: Economic Reforms, PublicPolicy, Indias economic relations withmultilateral organizations.
Work Experience:
35 yrs as Development economist: Lastassignments; Economic Advisor, planningCommission and Ministry of Finance.
Consultant/ Govt. Delegate to World Bank,ADB, ESCAP, ILO, UNDP, UNCTAD, WTO.
Qualifications: MA in Econ. (Gold Medallist),Calcutta University, 1969. Ph. D. in Econ, as Commonwealth Scholar,
East Anglia Univ., England, 1977.
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2.1 Importance of Services Trade
Services are the most dynamic and fastestgrowing sectors in both developing anddeveloped countries and have predominantshares in their gross domestic product.
They provide crucial inputs for production ofother goods and services, and today accountfor 65 per cent of global output, 40 per centof global FDI stock, 60 per cent of global FDI
flows, 30 per cent of global employment and25 per cent of global trade.
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2.2 Importance of Services Trade
Services also play an important role in Indiaseconomic development and account for 60per cent of GDP, 31 per cent of employment,50 per cent of gross domestic investment and
45 per cent of FDI inflows. India has emerged as the 18th largest service
exporter and trebled its share in world serviceexports from 0.6 per cent in 1995 to 1.8
percent in 2004. Exports were led by rapidrise of professional, business, travel andsoftware services.
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3.1 Learning Outcome
Purpose of the course is to:
1. Develop an understanding of the importanceof services in global economy and trade.
2. Develop a comprehensive understanding ofthe global services markets and know the
techniques and strategies for global servicesmarketing.
3. Study the issues, problems and constraintsinvolved in global services trade.
4. Study strengths, weaknesses, opportunitiesand threats (SWOT) for Indian economy toparticipate in global trade of services.
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3.2 Learning Outcome
5. Study detailed sector-wise developments formarketing Indian services abroad.
6. Develop skills and capabilities for analytical
presentation, networking and teamworkthrough project assignments.
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4.1 Course Modules
Module 1: Scope and objectives Basics of services and global marketing Important issues in global trade in services Course outline and objectives
Module 2: Importance of services trade Growth rates of services production, trade
and investment Share of services in global production, trade
and direct foreign investment Trends of global services trade and regional
distribution
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4.2 Course Modules
Module 3: Marketing of Indian Services Abroad inthe framework of SWOT Analysis
(i) Business and professional services
(ii) Communications services
(iii) Construction and engineering services(iv) Educational services
(v) Financial services
(vi) Health Services
(vii) Tourism and travel services(viii) Recreational, cultural an sporting services
(ix) Transport services
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4.2 Course Modules
Module 4: WTO and services trade
General Agreement on Trade inServices(GATS)
Classification of services Modes of services trade
Indias commitment under GATS
Assessment of Indias commitment underGATS
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4.3 Course ModulesModule-5: Issues in Global Services Marketing
Modes of services trade
Role of FDI in services
Role of TNCs
International competition and global players
Techniques and strategies Role of offshoring and BPO in services
Module-6: Indias services trade
Major service exports sectors
Prospects, constraints of Indias service exports Impact of globalization on Indias service exports Imports of services
Market access of imports
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4.4 Course ModulesModule-7: Domestic policies and regulation forservices production and trade
Strategy for infrastructure services
Information & commun. technology (ICT) services
Banking and financial sector policies and reforms
Air transport and international shipping services Software services and BPOs
Health and related social services
Legal and accounting services
Tourism and hospitality services Education services
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4.5 Course Modules
Module-8: Presentation of group project papers
(i) Business and professional services(ii) Communications services
(iii) Construction and engineering services
(iv) Educational services
(v) Financial services
(vi) Health Services
(vii) Tourism and travel services
(viii) Recreational, cultural an sporting services
(ix) Transport services
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5.1 Pedagogy Selected case studies would be given so as
to facilitate participants to relate to theoreticalconcepts with real life situations in globaltrade in services.
The students would present and discuss thesecase studies in the class. To make classroompresentations more meaningful and effective,students are required to come prepared andcollect related information and data from
journals, newspapers and websites.
To develop comprehensive understanding,teamwork and networking with industries,students are required to prepare groupproject reports on a selected subject.
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6.1 Recommended Text Books:
Christopher Lovelock and Jochen Wirtz-Services Marketing-People, Technology,Strategy; Pearson Education, Low Price
Edition in India..Philip Kotler and Gary Armstrong-Principles of Marketing, Prentice Hall ofIndia Private Limited, New Delhi.
Rupa Chandra- Globalisation of Services-Indias opportunities and Constraints,Oxford University Press, New Delhi.
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6.2Recommended Text Books:
World Investment Report 2004- The ShiftTowards Services, UN, New York, 2004.
World Investment Report 2005- TheTransnational Corporations and theInter-nationalization of R&D, UN, New
York 2005
World develop-ment report 2004: Making
Services Work for Poor People, WorldBank.
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4.6 Concluding RemarksAs first generation reforms take root and second
generation reforms unfold, India is emerging as afavourite destination for investment and a land ofimmense opportunity for all.
India should maintain its open door policy in
goods & services production, investment, trade.Carried to their logical ends, economic reforms
would make India as one of the most dynamiceconomies ofAsia by 2010.
India is an economic miracle
waiting to happen.All of us have to play a distinct role in that
exciting process of development.
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Global Marketing of Services-Course Introduction
Prof. Tarun Das, IILM
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Contents
1. Course Coordinators2. Importance of Services Trade
3. Learning Outcome
4. Course outline
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1. Course Coordinator- Prof. Tarun Das Professor & Area Head (Economics)
Research Interest: Economic Reforms, PublicPolicy, Indias economic relations withmultilateral organizations.
Work Experience: 35 yrs as Development economist: Last
assignments; Economic Advisor, planningCommission and Ministry of Finance.
Consultant/ Govt. Delegate to World Bank,ADB, ESCAP, ILO, UNDP, UNCTAD, WTO.
Qualifications: MA in Econ. (Gold Medallist),Calcutta University, 1969. Ph. D. in Econ, as Commonwealth Scholar,
East Anglia Univ., England, 1977.
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2.1 Importance of Services Trade
Services are the most dynamic and fastestgrowing sectors in both developing anddeveloped countries and have predominantshares in their gross domestic product.
They provide crucial inputs for production ofother goods and services, and today accountfor 65 per cent of global output, 40 per centof global FDI stock, 60 per cent of global FDI
flows, 30 per cent of global employment and25 per cent of global trade.
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2.2 Importance of Services Trade
Services also play an important role in Indiaseconomic development and account for 60per cent of GDP, 31 per cent of employment,50 per cent of gross domestic investment and
45 per cent of FDI inflows. India has emerged as the 18th largest service
exporter and trebled its share in world serviceexports from 0.6 per cent in 1995 to 1.8
percent in 2004. Exports were led by rapidrise of professional, business, travel andsoftware services.
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3.1 Learning Outcome
Purpose of the course is to:
1. Develop an understanding of the importanceof services in global economy and trade.
2. Develop a comprehensive understanding ofthe global services markets and know the
techniques and strategies for global servicesmarketing.
3. Study the issues, problems and constraintsinvolved in global services trade.
4. Study strengths, weaknesses, opportunitiesand threats (SWOT) for Indian economy toparticipate in global trade of services.
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3.2 Learning Outcome
5. Study detailed sector-wise developments formarketing Indian services abroad.
6. Develop skills and capabilities for analytical
presentation, networking and teamworkthrough project assignments.
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4.1 Course Modules
Module 1: Scope and objectives Basics of services and global marketing Important issues in global trade in services Course outline and objectives
Module 2: Importance of services trade Growth rates of services production, trade
and investment Share of services in global production, trade
and direct foreign investment Trends of global services trade and regional
distribution
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4.2 Course Modules
Module 3: Marketing of Indian Services Abroad inthe framework of SWOT Analysis
(i) Business and professional services
(ii) Communications services
(iii) Construction and engineering services(iv) Educational services
(v) Financial services
(vi) Health Services
(vii) Tourism and travel services(viii) Recreational, cultural an sporting services
(ix) Transport services
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4.2 Course Modules
Module 4: WTO and services trade General Agreement on Trade in Services
(GATS) under WTO
Classification of services Modes of services trade
Indias commitment under GATS
Assessment of Indias commitment underGATS
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4.3 Course ModulesModule-5: Issues in Global Services Marketing
Modes of services trade
Role of FDI in services
Role of TNCs
International competition and global players
Techniques and strategies
Role of offshoring and BPO in services
Module-6: Indias services trade
Major service exports sectors
Prospects, constraints of Indias service exports Impact of globalization on Indias service exports Imports of services
Market access of imports
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4.4 Course ModulesModule-7: Domestic policies and regulation for
services production and trade
Strategy for infrastructure services
Information & commun. technology (ICT) services
Banking and financial sector policies and reforms
Air transport and international shipping services
Software services and BPOs
Health and related social services
Legal and accounting services
Tourism and hospitality services
Education services
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4.5 Course Modules
Module-8: Presentation of group project papers
(i) Business and professional services(ii) Communications services
(iii) Construction and engineering services
(iv) Educational services
(v) Financial services(vi) Health Services
(vii) Tourism and travel services
(viii) Recreational, cultural an sporting services
(ix) Transport services
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5.1 Pedagogy:
Selected case studies would be given so as
to facilitate participants to relate to theoreticalconcepts with real life situations in globaltrade in services.
The students would present and discuss thesecase studies in the class. To make classroompresentations more meaningful and effective,students are required to come prepared andcollect related information and data from
journals, newspapers and websites.
To develop comprehensive understanding,teamwork and networking with industries,students are required to prepare groupproject reports on a selected subject.
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6.1 Recommended Text Books:
Christopher Lovelock and Jochen Wirtz -Services Marketing, People, technology,Strategy, Pearson Education, Low Priceedition.
Philip Kotler and Gray Armstrong-Principles of Marketing, prentice Hall ofIndia, New Delhi.
Rupa Chandra- Globalisation of Services-Indias opportunities and Constraints,Oxford University Press, New Delhi.
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6.2Recommended Text Books:
World Investment Report 2004- The ShiftTowards Services, UN, New York, 2004.
World Investment Report 2005- The
Transnational Corporations and theInter-nationalization of R&D, UN, New
York 2005
World develop-ment report 2004: MakingServices Work for Poor People, WorldBank.
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6.3 Other Books and References:
Tarun Das (1997) - Foreign InvestmentTechnology Transfer- and Growth Nexus in
Asian economies, pp.1-158, ESCAP, UN,Bangkok, Oct 1997
Tarun Das (2003a)- Preparation of an Index of
Services Production, pp. 1-268, with RohitParmar, A. Saha and R. Dasgupta, NationalInstitute for Banking and Management,Pune,2003.
Tarun Das (2003b) - An assessment of theservices trade liberalization in India in thecontext of its commitment to the WTO,pp.1-50, ICRIER, New Delhi, April 2003.
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6.4 Other References
Tarun Das (2003c) - General Agreement on
Trade in Services Implications for the Indianfinancial sector, pp.6-14, July 2003, Bima
Vidya, Management Dev.Centre, LIC, Mumbai.
Tarun Das (2005a) - Role of servicesproduction and trade in Asia and Pacific-Problems and prospects, pp.842-849,Proceedings of the Indian Eco. Asso. 2004Conference, Jan 2005.
Tarun Das (2005b) Role of services productionand trade in Asian economies, pp.19-27, Jan-March 2005, Bima Vidya, MDC,LIC, Mumbai.
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6.5 Other References
Tarun Das (2005c) Off shoring anddemographic transition- Indian prospects,pp.1-20, Annual Conference, Centre for SocialMarkets, Kolkata, December 2005.
Tarun Das (2006) Foreign Direct
Investment in services in India- Policies,Problems and Prospects, pp.1-25,International Conference on Globalisation,organized jointly by the Academy ofInternational Business, USA and IILM, New
Delhi, 17-19 February 2006. Economic Survey 2006,Min. of Finance. RBIAnnual Report 2006
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6.6 Journals/ Magazines:
Business Week (Weekly)
Fortune (Weekly)
Harvard Business Review (Quarterly)
International Business Week (Weekly) International Marketing Review
(Quarterly)
Journal of International BusinessStudies (Quarterly)
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6.7 Websites
www.unctad.org
www.wto.org
www.imf.org
www.worldbank.org
www.fieo.org
http://indiaimage.nic.in
http://goidirectory.nic.in http://finmin.nic.in
http://www.google.co.in
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7.1 Project Topics
Business and professional services Communications services
Construction and engineering services
Educational services
Financial services
Health Services
Tourism and travel services
Recreational, cultural an sporting services Transport services
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7.2 Scope of the Project
The scope of the project would be toindicate trends of Indias servicesproduction, investment and trade and
make a SWOT analysis (strengths,weaknesses, opportunities and threats)of services exports for the selectedsector.
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8.1 Examinations and Evaluation
1 Preparation of Group Project
Report
10%
2 Project Report Presentation/ Viva/
Continuous Class Participation
10%
3 Mid-Term Test 20%
4 End-Term Test 60%
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8.2 Evaluation Parameters:
1. Evaluation Parameters include regularattendance to classes, submission andpresentation of Project Reports, and
completing Mid-Term and End-TermTests.
2. It is necessary to follow the exact timeschedules for preparation andsubmission of project reports to beindicated by the course coordinators.
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8.3Attendance
Students are required to have a minimumof 75% attendance in each course duringthe term. Those who fall short of
attendance are not permitted to take theend-term examinations.
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Thank you
Have a Good Day