IB 479/PLSC 379: Role of Business, Politics and Culture in Market and
Socio-Economic Development of India
Summer 2014
Instructors:
Duration:
E-mail:
Nitya Singh & Shiri Vivek
July 01-14, 2014 (2 Weeks)
nitya.singh@emich.edu , svivek@emich.edu
Course Objectives:
The primary objective of this course is to create an understanding of the role of business,
politics and culture in the development of a market, the dynamics of country specific
marketing best practices and characteristics of Indian customers, consumers, and marketing
partenerships in India. Business, culture, and politics of a country are crucial elements that
shape the markets and consumption patterns in any economy and vice versa influence these
elements. This course will help you understand the complexities and challenges in successful
management of foreign markets, businesses and economies through the understanding of
decisive characteristics in the target market. In this course, emphasis will be placed on field
experiments, field visits and observation and analysis.
Upon completion of the course requirements, students are expected to have the following
competencies.

Learning to appreciate and adapt with emerging foreign cultures.

Bridging cross-cultural business and economic alienness.

Comprehending the fundamental elements of an emerging market and economy.

Embracing the importance of awareness of emerging markets and cultures in the
context of globalization.

Understanding and practicing key issues in operating beyond one’s own country.

Capably evaluating the role cultural, political and geographical understanding plays
in marketing in a global environment.

Appreciating the complexity and interdependence of cultures, economies, politics and
markets in a globalized world.
Recommended Course Materials:
Each student will select one movie from the communicated list of movies. Besides,
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students can read any of the following books for more understanding of the country.
1. Deb, Siddharth: The Beautiful and the Damned: A Portrait of the New India, Faber
and Faber, 978-0-86547-862-6.
2. Mehta, Gita: Karma Cola: Marketing the Mystic East
3. Yuvnesh Modi, Rahul Kumar, Alok Kothari: The Game Changers: 20 Extraordinary
Success Stories Of Entrepreneurs From IIT Kharagpur; Random House India;
8184002734
4. Guha, Ramchandar, India After Gandhi: The History of the World's Largest
Democracy
5. Jalan, Bimal; Emerging India: Economics, Politics and Reforms; Viking,
0670085871.
6. Tully, Mark: Non-Stop India, Penguin, 0670083895
7. Peter Cappelli, Harbir Singh, Jitendra Singh, Michael Useem: The India Way,
Harvard Business Review, 1422143880.
Teaching Approach:
The course is based on student faculty discussions, collaborative projects with students from
an Indian Business School, class-centered activities, field activities, aadditional case
discussions, videos, speakers, and other approaches will be used to enhance the basic
material.
There are several components used for grading in the course. These include, but might not be
limited to level of class participation, class projects, assignments and class discussions.
Grading Criteria:
Grading Scale: A (93-100) A- (90-92.9) B+ (87.5-89.9) B (82.5-87.4) B- (80-82.4) C+ (77.579.9) C (72.5-77.4) C- (70-72.4) D: 60-69.9 F: Below 60
The grade you earn will be a reflection of your overall effort and knowledge in regards to the
material. Grades will be based on level of involvement in the program, successful completion
of project presentation, successful completion of various assignments given to the students
during the course of the program (interaction with Indian people, Mall Visit etc), as well as
the submission of the review paper talking about your reflections on the trip. Feel free to
discuss your grades (or grade situation) with us as the course progresses. Please note,
however, that no changes will be made in grades at the end of the course unless a
typographical error has occurred. Thus, please don’t ask that a grade be changed unless
you think that there has been an error of that type.
Program Policies:
This is a field based classroom. You are expected to behave in a manner that is conducive to
a teaching-learning environment. Engaging in behavior that is disruptive or obstructive to the
teaching- learning environment will be subject to disciplinary sanctions outlined by the Code
of Student Conduct. Disruptive/ obstructive behavior is not limited to but may include the
following: physical abuse, verbal abuse, threats, stalking, intimidation, harassment, hazing,
possession of controlled substances, and possession of alcoholic beverages.
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University Policies
Academic Dishonesty
Academic dishonesty, including all forms of cheating, falsification, and/or plagiarism, will
not be tolerated in this course. Penalties for an act of academic dishonesty may range from
receiving a failing grade for a particular assignment to receiving a failing grade for the entire
course. In addition, you may be referred to the Office of Student Judicial Services for
discipline that can result in either a suspension or permanent dismissal. The Student
Conduct Code contains detailed definitions of what constitutes academic dishonesty but if
you are not sure about whether something you are doing would be considered academic
dishonesty, consult with the course instructor. You may access the Code online at
www.emich.edu/sjs.”
ADA Accommodations
If you wish to be accommodated for your special academic needs, EMU Board of Regents
Policy #8.3 requires that you first register with the Access Services Office (ASO) in 203
King Hall. You may contact ASO by telephone at 734.487.2470. Student with needs for
special accommodations are encouraged to register with ASO promptly as you will only be
accommodated from the date you register with them forward.
Religious Holidays
University policy recognizes the rights of students to observe religious holidays without
penalty to the student. However, since this is a study abroad course in another country it
might not be possible to observe any religious holidays. Please talk to us in advance if this is
a concern for you or would require assistance from us for any religious event.
Field Class Management
Students are expected to abide by the Student Conduct Code and assist in creating an
environment that is conducive to learning and protects the rights of all members of the
University Community. Incivility and disruptive behavior will not be tolerated and may
result in actions deemed appropriate by the faculty in a given situation. You may access the
Code online at: www.emich.edu/sjs.”
Tentative Program Schedule:
July 01-03
Arrival; Orientation
Lucknow
Lucknow?
Indian infrastructure-Growth amid Chaos
Project:
1. FDI Inflow (Charles, Sayem)
2. US India Relations and Business
(Cassandra, Ryan)
3. Possible China-India Free trade
Relations (Shairon)
4. Feedback Session.
July 04-06
India: Evolving Religion and Culture. Is it?
Banaras/Varanasi The Social Structure of India
Feedback session in the train.
Project
Field Assignments
Video Assignments
Group Discussions
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July 07
Agra
July 08-12
Rajasthan
Region
July 13-14
New Delhi
The Grand Taj: Politics, Public
Security and Economics of the Taj
Influence of politics, religion and economics
on life, work and consumption
Life and Consumption in a desert
The entrepreneur-run market structure
Consumption classes of India-Rich, poor and
the “in-between”
Retail Explosion and the New Seasonal
Sales
The Business Hubs of India
Understanding the Indian Metro Life
Marketplace and Marketplace Composition
The Social Structure of India (Contd.)
To airport on 14th evening for flight back to
U.S.A.
End of Program
Guest speakers
Field Assignments
Group Discussions
Guest speakers
Field Assignments
Video Assignments
Group Discussions
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