International Marketing and The Career Ahead !

There is no geographical boundary of a business idea; the world has become a village. Globalization has made the globe a smoother place to carry out business operations irrespective of diverse political, legal and socio-cultural setup in hundreds of countries. However, there is a greater need of an intelligent understanding of this diverse nature and customizing the business process in order to sustain.  As far as Indian business environment is concerned, post-liberalization scenario has drastically raised the need of better understanding of the way of doing business internationally.  And management education does play a pivotal role here.

With a sole purpose to enlighten the students with how marketing effort works in international context, a guest lecture was organized at MARC School of Business on 25th March, 2013. Ms. Kaya Choudhury, Consultant with Forum International, Germany addressed the students on the essence of International Marketing. In the interactive session, she presented a vivid picture of international marketing. Understanding, devising and executing a global strategy to accomplish a successful international marketing program needs a holistic effort that integrates multiple functional understanding by encompassing political, legal, cultural, Economic, Social and technological condition that prevails in any market or country. With reference to a number of examples in this context, Ms. Keya also emphasized the need of well-coordinated effort in executing the 4P’s of Marketing in international context.

It was a very engaging session with Ms. Keya Choudhury. Moreover, the students of MARC were jubilated to learn some important lessons of International Marketing. And, this can be inferred from the three articles written by the students of MARC School of Business wherein they share their experience and learning from the guest lecture. Read below the students’ verse of their experience.

Article By Varsha  S.

Yes, Marketing can be International too!

Another busy day at campus, I notice there is a one-hour scheduled session on “International Marketing”. I wondered what would be ‘international’ about marketing. Being unaware of the existence of such a discipline within management studies, I gained valuable knowledge in a brief session delivered by Ms Keya Choudhary, a consultant with Forum International, Germany.

In her presentation on how to be successful in international business, Ms Keya Choudhary mentioned that the common behavior in all successful businesses is that they apply strategies differently. Giving the example of the Australian tourism strategy, she explained that to implement a global strategy, it is important to make all the stakeholders know about the strategy.

Ms. Keya went on to narrate the international operations of DHL and how it serviced two European teenage girls (one including Keya’s own daughter) who had to manage their ways and means after losing their credit cards in Latin America. While a large logistics company like DHL has to deal with a variety of complex operations, its marketing efforts too need an international approach. According to Ms. Keya, the 4 P’s of marketing – product, price, promotion and place requires careful coordination as they vary between regions and countries. Another aspect touched upon was the cultural communication, which differs from country to country.

Apart from this, marketing in a foreign country requires a good understanding of government policies, economic environment and local laws. This information session by Keya Choudhury gave me and my classmates a good insight on the basics of international marketing strategies, overview of the marketing mix in a global context and an international perspective on cross-cultural communication.

To conclude, the session helped in understanding that it is necessary to go beyond the known boundaries to grab the unlimited global opportunities. The joint program on International Marketing offered by MARC School of Business and Forum International, though a little expensive, is worth every penny.

Article by Dharunuya Keshavan:

When you look at her, clad simply in semi Indian wear, you would assume that she is yet another tourist who has come to explore the Hidden India. But when she starts talking, you realize that there is a powerful mind behind that sweet and simple exterior that explores International Marketing to new levels in India.

Ms. Keya Choudhury who is a representative of FORUM International had come to give an introductory lecture about one of its programs- International Marketing, a specialization course. We were pleasantly surprised when she enthusiastically announced that this was not a “regular lecture”, but a “nice way to introduce you to activities” and also invited us to “jump in”, we were convinced enough to make an attempt to listen to her. And it was a nice way to be introduced to Marketing activities.

Two young girls, barely 20 years old set out to an adventurous trip to explore Latin America all the way from Germany, end up in trouble because they lose their “visa” card. Which service would you trust?? Is it the reliable and good old “postal service” or “DHL”?? Most of us would not have mailed anything overseas. She said that they opted for DHL, because they have better security for the products, speedy delivery and reliability. And also because of their brand value all over the world which has gained them such trust among people. DHL is a global player with different and effective strategies. They understand the differences across various countries and adjust their cost accordingly.

It’s all about having International perspective. It’s about understanding the difference between various countries and understanding the mentality of different people like, how Germans are conservative, Indians are skeptical, Americans are exploring. A proper strategy can make or break a company at the global level.

4 P’s: Price, Products, Place/Distribution, Promotion/ Communication

The example of VW Beetle which was one of the cars at good quality but at an affordable price was very helpful to understand.

Its marketing where communicating with the customers is the main aim of the company. So which way of communications is the most effective in conveying the message? Also how does it vary from region to region? Does it really vary? Aren’t people same all over the world?

UK- Skeptical but reacts well to humor

French- Social and sharing sites to blogging

Brazilians- Highest number of online friends with average of 481/person

Japanese- least with 29/person

It really was surprising to know that variation of such great extent existed among people in various parts of the world.

When she finished stating all these facts, we were once again reminded that there is a large world out there. Then she shared the course details with us, showing books related to the course which had some very interesting topics and also elaborating about the time period of the course and the other essential details of the course. By the end i guess that many of us, who are interested in marketing were hooked up enough to start thinking about how this course might help us in our career, and also made us realise that we need an edge like this in today’s world where globalization is a part of the business and Global marketing knowledge is very essential!

Article by Debajyoti Banerjee:

I would like to share my experiences of International marketing session that was conducted at MARC on 25 March 2013. Keya Choudhury, Consultant from Forum International Training center presented a vivid picture of how international Marketing is being conducted nowadays through modern strategies. A video clipping of how DHL conducts business throughout the world which I think is very pertinent to this lecture – how DHL has diversified its business across the globe, how they strategize to provide services, how they deliver the product and lastly how they ensure customer satisfaction.

It was emphasized that smart strategies are the pillars of successful marketing in an international environment. Marketing can be effective when the FOUR Ps (Product, Place, Promotional Communication, and Price) are well-coordinated and collaborated with other dimension of business.

This Session will immensely help post-graduate students like us who are interested to take up marketing as their core competency in the international business arena, working professionals who want to grow their careers in International marketing, Strategy Planning etc.

I would like to thank MARC School of Business for arranging such an informative session on International marketing. If you feel interested after reading this blog do check in to for more details.


MARC Business School is India’s First & only Business School to offer Company Linked MBA program which works on company/industry recommended skills. Recently, MARC has been ranked 2nd In India (New Generation B-Schools Category)To know more about MARC B School, visit our website or follow us on Facebook


Placement Updates @MARC School of Business

Placement Process is an integral part of Business education in India. Conventionally, it is regarded as one important aspect of business education and it plays a pivotal role in corporate arena contributing to a well-sustained future growth in terms of human capital and intellectual impact. It is also one of the major factors which motivates pool of Indian youths to take up business education as a part of their higher studies.

MARC School of Business also emphasizes on placement process as a part of their business education. Although, MARC School of Business believes in Entrepreneurship as a better output of business education, nevertheless, placement factor at MARC School of Business gains equally high significance. “Company linked MBA”, the flagship program of MARC School of Business establishes the industrial and corporate connection from a very initial stage of the curriculum. A student gets direct exposure to a company in the first year of the MBA programs, the student gets an opportunity to work with the company as an intern and on a later stage and he/she can join the companies in the final placement process. Additionally, they can get real-time exposure to the corporate environment. Students are put to internship in 3rd semester and are placed by the beginning of fourth semester of their MBA.

Circumnavigating the point of placement process, MARC started its first batch in 2009 and since then, it has consistently delivered 100% placement for the students of batch 2009 and 2010. The 2011 batch placement process has already begun and it is expected to get over by March, 2013, before the start of their 4th semester. Some major companies which participated in the placement process and recruited students from the previous batches include: Toyota Motors, HSBC Bank, Prime Focus Technologies, NJ group, Centre for Information Technology and Communications, ICFAI group, IIHT, Xplore 360, Mahindra Holidays, Allay Healthcare Private Limited, BG Softech Ltd., Decathlon and many more.

For 2013 batch, Job Offers are already being made from the following companies and the students moving to 4th semester have already joined these companies:

ÿ       Jubilant Retails

ÿ       ICICI Securites

ÿ       Zerodha

ÿ       BG Softech Limited

ÿ       Wipro

ÿ       Indiamart

ÿ       Aayuza

ÿ       XL Dynamics

The average salary offered so far is around 3.5 LPA and it is expected to increase by the end of placement drive for the current batch. The students who have already joined the companies usually attends the classes on Sunday in continuation of the 4th semester curriculum. The essence of business education imparted by MARC School of Business, thus, lies on the solid foundation of theoretical classroom knowledge impeccably blended with a firsthand corporate experience gained from industry exposure. And hence, MARC justifiably prides itself as one of the first (and only) business institution providing such educational benefits in India.


MARC Business School is India’s First & only Business School to offer Company Linked MBA program which works on company/industry recommended skills. Recently, MARC has been ranked 2nd In India (New Generation B-Schools Category)To know more about MARC B School, visit our website or follow us on Facebook  .

Why the Road to growth stops short of its objective in India?

We thank Mr. Sorabh Bajaj for his contribution towards the official blog of MARC School of BUSINESS. We present to our readers an interesting Article written by Mr. Bajaj.

Mr. Bajaj has been working as Program Management-Customer Advocacy  Unisys. He is also a Visiting Faculty for MBA Program at MARC School of BUSINESS. To know more about Mr. Bajaj, please click here. Happy Reading !

It was the summer of 2010 and I had recently laid my hands on a 2 liter power mill. I have been waiting to hit the road and unleash its potential. And the day finally arrived as I decided to travel from Bangalore to Goa via road. Most part of this route (when travelling via Hubli) is ‘The National Highway’ which has been developed as part of Golden Quadrilateral project. Having covered distance of 300 km in less than 4 hours, I was in the awe of the growth that Indian road infrastructure has undergone in last decade. I wanted to share my happiness with my brother, who has been settled abroad for last 8 years, and I told him that “you need to experience this- India is rubbing shoulders against developed nations”.

I was right in claiming India’s victory but partly.

Mr Sourabh Bajaj

Mr. Sorabh Bajaj has been working as Program Management-Customer Advocasy at Unisys

Good road infrastructure expedites the rate at which cargo reaches different parts of country. For example, it would take a truck 8-10 days to transport goods from Bangalore to New Delhi during 1990s and now with improved infrastructure the same distance can be covered in 5-6 days. Now the trucks not only save time but they also consume lesser diesel with the lower wear and tear of tyres because of the good roads. In nutshell, improved road infrastructure helped Indian businesses to be more efficient and the net result was an increase in 9% per annum growth in GDP until recently. The latest statistics (that of 2013) points that India will continue to grow but at rate of 5% to 7%. Let’s see why.

Truck divers as we know are hard working. They made the most of improved road infrastructure and reduced travel time by 40-50%. Their trucks have also undergone technological advancements. But then why it still takes them around 5-6 days of time to cover the distance between Bangalore and New Delhi. The answer lies with our policy makers.

India improved its road infrastructure but she failed to implement much needed reforms such as GST (Goods and Services Tax). A truck carrying goods now drive faster only to be stopped by RTO and interstate revenue officers. GST is meant to replace all indirect taxes levied on goods and services by Indian Central and State governments. GST will not only make transportation of goods more efficient, it will also reduce opportunities of corruption by reducing state-public interactions.

In last decade, India have achieved the growth due to the improvement in  infrastructure and the adoption of new technology but there is a limit an economy can grow purely based on the above factors. The next and long term wave of growth is largely depends upon the policy reforms. Until then the road to prosperity will stop short of its objective.


MARC Business School is India’s First & only Business School to offer Company Linked MBA program which works on company/industry recommended skills. Recently, MARC has been ranked 2nd In India (New Generation B-Schools Category)To know more about MARC B School, visit our website or follow us on Facebook 

An Interaction with Ms. Satyadarshini Sharma, Director – MARC SCHOOL of BUSINESS, Bangalore

MARC SCHOOL of BUSINESS has been ranked 2nd in the New Generation B School Category

It was a day filled with energy at MARC School of Business. “There has to be an event going on here” is what most of the visitors would have thought. We concluded the same but later we realized that “It’s just another day at MARC”. You can feel the energy around yourself as you enter the campus. “It’s not just another B School!”

One can sense the motivation among the students, the faculty members and the staff. “Self motivation is the word here”. Everyone here is young, dynamic, proactive and they know that they have been creating history every day.

The History, which will motivate the generations to come at MARC. Of course, all the hard work that has been put by every member of the Institute, throughout the years since its foundation, has now been yielding results. Be it learning, development, or placement, there’s no one to stop the momentum. After all, MARC School of Business has been ranked  2nd in the new generation B – School category. The stage has now been set for the big leap, and everyone here is contributing towards one big goal in their very own way – To achieve the status of one of the best B Schools in India.

Ms Satyadarshini Sharma, Director – MARC, having a discussion with Faculty Members at the campus.

Soon we got the opportunity to meet Ms Satyadarshini Sharma. Ms Sharma is the Director at MARC SCHOOL of BUSINESS, where her role is many folds in the areas of Marketing, Admissions, Operations, Academics and Placements. Born in Allahabad but been in Bangalore since childhood, Ms Sharma has been a complete Bangalorean. In her words, “Belonging to a place like Bangalore has helped me with good education, confidence and opportunities in professional and personal front.”

This was the first time we were ever interacting with the head of an Institute as young and dynamic as that of her age. We were thrilled to listen to her response when we asked her about how difficult or how easy it may be for her to juggle between her work life and her personal life. As told to us by Ms Sharma, “A woman needs a good support system like parents, helpers and family to take care of some of her responsibilities in her absence. I am not sure how to define work life balance though as I feel each has its own priority. If work life balance is about taking care of one’s guilt then I think it’s not healthy thinking I do spend more than 12 hours at work and that’s been all my professional life and I feel one needs to fully focus in one activity to achieve its results.”

And now it was the time for us to formally commence our interaction with the set of pre-defined questionnaire.

Find the excerpts of the interview below. Happy Reading!

Is MBA an investment of time and/or money? Comment.

“MARC School of Business has constantly been working on the latest and the best methods to deliver Management Education to its Students” – Ms Satyadarshini Sharma, Director – MARC

Ms Sharma: Like any career preparation, an MBA is all about making the right choices that align to one’s goal. This does imply that an investment of time and money has to be made based on the career goals. It is very important that the student is clear about the “statement of purpose” to be able to make best use of the MBA education planned. MARC ensures that a student can be guided to the best career with the lowest investment possible.

What do you feel about the essence of MBA education at present? From an Indian perspective how much relevant it is?

Ms. Sharma: MBA education, as seen by students and institutes is about careers and 100% placements. Jobs are the current need and driving factor for MBA education but we look at this in a more intense and genuine approach. We empower the students with the right skills, confidence and attitude so they are placed by their performance and promising personalities rather than by college connections with companies.

The Number of B-Schools in India has been increasing every year. How do you think MARC School of Business can contribute significantly amongst this increasing number of business schools in India?

Ms. Sharma: MARC School of Business is constantly working on the latest and best methods to deliver management education to students. We want to contribute to the students to appreciate and inculcate ethical and social responsibility along with knowledge and skills. Students get a great exposure from the corporate world in the form of guest lectures, workshops, industry visits, internships and placements.

Please tell us more about the pedagogy followed at MARC School of Business.

Ms. Sharma: MARC School of Business offers Company Linked MBA to the students. This involves collecting student profiles, career counseling and profile mapping in the 1st Semester. The 2nd Semester focuses on the company required training to prepare students for their internships. The 3rd Semester students are in internships and are given a pre-placement offer based on their performance. All students are placed before the start of 4th Semester and take off from their only during exam times. Horizontally across all semesters, MARC School of Business works on the students English Grammar, Business English, Presentation skills, Public Speaking skills, Corporate and Industry exposure culminating into great human beings who carry an understanding of themselves and the world around them.

“As students have their offer letters and they are in jobs before the Fourth Semester, students are not running from pillar to post for jobs ” – Ms. Sharma

Ms. Sharma: As we provide Company Linked MBA, students are introduced to the companies from 1st Semester while their profile mapping is done. In this manner we remove the Unknown from either side, i.e the Companies or students. With training based on discussions with companies followed by their internships we remove this gap at a very early stage of their MBA training. As students have their offer letters and they are in jobs before the Fourth Semester, students are not running from pillar to post for jobs but they are well in it before they even complete their education at MARC.

How does MARC School of Business educates/motivates the student so that they offer spectacular contribution to the corporate world after their placements?

Ms. Sharma: MARC School of Business believes in each student enrolled for the MBA course, with individual attention given to their growth, progress and transformation. We instill confidence, commitment, dedication and conviction each student to succeed in their academics and careers. We also believe that without humility and a good emotional quotient, great achievements don’t matter. We want to have a long lasting influence to their careers to stand out as great performers in their jobs.

What is your view on entrepreneurship? How MARC School of Business promotes entrepreneurship among the students?

Ms. Satyadarshini Sharma addressing the student managers at MARC SCHOOL OF BUSINESS

Ms. Sharma: Entrepreneurs heave the economy of a country and create a new breed of people who can think beyond jobs. It is very important that people take up leadership in making and implementing new ideas and taking on larger goals in life. A business school is the best place to incubate entrepreneurs. MARC School of Business has an E-cell to support and help the budding entrepreneurs.

Tell us something about student extracurricular activities at MARC. Why do you consider it so necessary in the overall development of the personality?

Ms. Sharma: Club Activities that involve paper writing, presentations, research, quiz competitions and current affairs. Annual Day that has dance, drama, singing and other competitions. Sports Events in badminton, cricket, caroms, chess etc The extracurricular activities help the students learn event management, exploring talent in many areas of their personality, building confidence, understanding the value of team work etc.  The purpose is to have an holistic grooming and exposure so that they become the great leaders we envisage.

How does MARC differentiates itself from other MBA institutes?

Ms. Sharma: MARC works on high ethical and quality standards to set an example for the students. We provide low cost education delivered at high quality with constant research and understanding of the current industry vibes.

A Quick advice for Today’s professionals.

Ms. Sharma: Today’s professionals are after a quick buck. Dont chase money, gather talent and good will instead, rest will follow.

Connect to Ms. Satyadarshini Sharma on Linkedin here


MARC Business School is India’s First & only Business School to offer Company Linked MBA program which works on company/industry recommended skills. Recently, MARC has been ranked 2nd In India (New Generation B-Schools Category)To know more about MARC B School, visit our website or follow us on Facebook