Global Services-25 Prof. Tarun Das

8/9/2019 Global Services-25 Prof. Tarun Das

1/44

8/27/2010 Tarun Das- Services 1

Global Marketing of Services-Course Introduction

Prof. Tarun Das, IILMFormerly, Economic Adviser, Ministry of Finance


2/44


Contents

1. Course Coordinators2. Importance of Services Trade

3. Learning Outcome

4. Course outline


3/44


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.


4/44


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.


5/44



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.


6/44


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.


7/44



5. Study detailed sector-wise developments formarketing Indian services abroad.

6. Develop skills and capabilities for analytical

presentation, networking and teamworkthrough project assignments.


8/44


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


9/44


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


10/44


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


11/44


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


12/44


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


13/44


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



(vii) Tourism and travel services

(viii) Recreational, cultural an sporting services



14/44


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.


15/44


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.


16/44


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.


17/44


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.


18/44


Global Marketing of Services-Course Introduction

Prof. Tarun Das, IILM


19/44


Contents

1. Course Coordinators2. Importance of Services Trade

3. Learning Outcome

4. Course outline


20/44


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.


21/44



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.


22/44



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.


23/44



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.


24/44



5. Study detailed sector-wise developments formarketing Indian services abroad.

6. Develop skills and capabilities for analytical

presentation, networking and teamworkthrough project assignments.


25/44


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


26/44


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



(vii) Tourism and travel services(viii) Recreational, cultural an sporting services



27/44


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


28/44


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


29/44


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


30/44


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



31/44


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.


32/44


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.


33/44


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.


34/44


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.


35/44


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.


36/44


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


37/44


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)


38/44


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


39/44


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


40/44


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.


41/44


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%


42/44


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.


43/44


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.


44/44


Thank you

Have a Good Day

Global Services-25 Prof. Tarun Das

Documents

Transcript of Global Services-25 Prof. Tarun Das