IILM GSM and CMSGREATER NOIDA

Module Manual: CustomerPGDM 2012 – 2014

1.Introduction to the Module and Module Objective

Marketing concept evolved in the mid 1950's when business organizations were focusing on their products with a make and sell philosophy. But in 1990's, the businesses shifted their emphasis to customer adopting a sense and respond philosophy. The marketers also changed their approach to market and looked for right product for customers rather than right customer for their product. This customer driven approach led to realigning organization with the customer needs to deliver and communicate superior value. This module is geared towards providing an understanding of the rationale for marketing strategies from a customer perspective and to create a customer centric organization that delivers superior value proposition to its target customers. To meet these goals, this module will require concepts that span marketing, operations, accounting, finance, and human resource management. Faculty from the relevant areas will co-teach the classes along with marketing faculty to reflect and reinforce the integration required to develop an organization whose functions are aligned with the creation and extraction of customer value.

By the end of the course, you will understand how customer environment influences marketing decisions of a company. In the module, you will be learning and practicing concepts on customer driven market analysis, creation of a superior value proposition, customer relationships management and customer aligned organizations. Through lecture based teaching and case seminars, this module will also help you to relate marketing concepts to real life business situations.. At the end of the module you will be putting together all concepts through a project work. This is to study and present the customer environment of a particular company and how it aligned itself to customer needs.

Genesis : This course content of this module integrates learnings from modules on Understanding Indian Markets and Consumer ( UIMC), Consumer Behavior ( CB) , Market Planning and Strategy (MPS) and Market research ( MR) .

2. Introduction to the Tutors

2.1 Name : Prof Kriti SwarupEmail ID: kriti.swarup@iilmcms.ac.in

ii)Sachin SinhaEmail ID: sanchita.ghosh@iilmcms.ac.in

3. Module Pre-Requisites: You have to be well versed with basics of marketing.

4. Module Overview

Customer Analysis and Marketing Strategy/Tactics

1. Lecture on Customer Driven Marketing Framework followed by a video session on

2. Lecture on consumer decision making process

3. Seminar on How does a customer consumes

4.Seminar on Case discussion on Segmentation and Targeting of Bajaj Auto

5. Guest Lecture on The Emerging Indian Customer

6. Lecture on Potential of Customer Markets

7. Seminar on Case discussion on positioning of Bajaj Auto

8 Lecture on Measuring Consumer preferences for alternative product concepts – Conjoint analysis”

9. Lecture on Price decisions 10. Seminar on Case 2: Atlantic Computer: A Bundle of Pricing Options

11. Lecture on Putting it all together : The Marketing Mix – 4 Ps

12. Seminar on Case discussion on marketing mix of Bajaj Auto

13. Lecture on Customer Relationship Management

14. Guest Lecture on Winning and retaining customers

Developing a Customer Aligned Organization

15. Lecture on Customer Based Accounting

16. Seminar on Case Discussion on customer based accounting of Dakota Office Products .

17. Lecture on Customer feedback measurement : Quality, Satisfaction and Loyalty

18. Lecture through Video on Terror at the Taj Bombay: Customer-Centric Leadership, Multimedia Case by Rohit Deshpande

19. Lecture on Elements of Organization Design

20 / 21. Video Case Discussion on 5 : HCL technologies

22/23. Presentation of project work on customer aligned organization

24. Presentation continued & Feedback

Final Examination

5. Module Readings

5.1 Essential Readings (9)- 1. Roland T Rust , Christine Moorman & Gaurav Bhalla , “Rethinking Marketing,” Harvard Business Review , Jan- Feb 2010 , Pages – 82.Ashok Gopal and Rajesh Srinivasan, The New Indian Consumer, Harvard Business Review, October 2006, Pages - 33. Jill Avery and Thomas Sleenburgh, “Market Size and Market Share Analysis”, Market Analysis Toolkit, February 2010, Pages – 74.Yankelovich Daniel & Meer David, “Rediscovering Market Segmentation,” Harvard Business Review, 2008- 13 pages5.Robert J Dolan, “Pricing: A Value-Based Approach” Harvard School Business Publishing, 1999, Pages – 106.Robert C Blattberg & Gary Getz , “ The Marketing Mix,” Excerpted from Customer Equity: building and Managing relations as valuable assets, Harvard Business School Publishing, 2006, Pages-18.7. Werner Reinartz, V Kumar, “Mismanagement of Customer Loyalty,” Harvard Business Review , July 2002, pages-12 8. Ranjay Gulati, “Silo Busting: How to execute on the promise of customer focus”, Harvard Business Review, 2007, Pages – 99.Robert Kaplan & Anderson, “ Transforming Unprofitable customers.” , Harvard Business press , Pages 5

5.2 Desired Readings (10)

1. Kaplan Robert & Norton David, “Customer perspective,”: Excerpted from the book , The Balance Score Card Translating strategy into action , Harvard Business School Publishing Corporation 2006, Chapter 4 . Pages 312. Punicinelli Nancy & Mast Fred, “Implicit Predictors of consumer behavior,” Harvard Business School , 2001, Pages 93. “Market Customization: Segmentation, Targeting and Positioning”, excerpted from Marketer’s Toolkit: The 10 strategies you need to succeed, Harvard Business School Publishing, 2006, Pages – 174. Dolan Robert ,” Analysing consumer preferences,” Harvard Business School, 2001 , Pages 145. Rao Akshay, Bergen Mark & Davis Scott, “How to fight a price war,” Harvard Business Review, 2002 , Pages – 12 6. Rigby Darell, Reichfield Fredrick & Schefter Phil, “ Avoid 4 perils of CRM,” Harvard business Review , 2002 , Pages - 17 7. Marketing Toolkit, “Marketing across Borders: It’s a big big world,” The 10 strategies you need to succeed , Harvard Business School Press , 2006 , Pages 108. Kaplan Robert, “Using ABC to manage customer mix and relationships,” Harvard Business School Press ,1997 , Pages 89. Lofrumento Tony & Field Anne, “Using Customer profitability analytics to execute a client centric strategy,” Harvard Business Publishing Newsletters, Pages 3

5.2 Cases 1 + Video case 2 – 43 pages 1. John A Quelch & Nathalie Laidler , “Bajaj Auto Ltd ”, Harvard Business School, Pages – 252.Video Case- Linda A. Hill Tarun Khanna , Emily A stecker, “HCL Technologies A ”, Harvard Business School, 2008, 3. Video Case - Linda A. Hill Tarun Khanna , Emily A stecker, “HCL Technologies A ”, Harvard Business School, 2008,

5.3 Brief Cases ( 2) 1. Bharadwaj , John B Gordon “ Atlantic Computer: A Bundle of Pricing Options,” Harvard Business review , May 2007 , 10 pages 2. Robert S Kaplan , “ Dakota Office products,”Harvard Business School,2005, 5 pages

5.4 Videos ( 2) 1. Video Discussion on Creating Customer Centric Cultures – Lessons from High Performance Organisations (48 mins)2. Video Discussion on Organizational Terror at the Taj Bombay: Customer-Centric Leadership, Multimedia Case by Rohit Deshpande ( 40 mins ) 3. Video case - Linda A. Hill Tarun Khanna , Emily A stecker, “HCL Technologies A”, Harvard Business School, 2008, 4. Video case - Linda A. Hill Tarun Khanna , Emily A stecker, “HCL Technologies B”, Harvard Business School, 2008,

5. 5 Recommended TextsKotler, Keller, Koshy & Jha, 13th Edition : Marketing Management, a South Asian Perspective

6.Session Plans

6.1-Session 1 Title : Customer Driven Market analysis The marketing orientation believes that all planning and operations in an organization should be customer oriented. As a result every department and every employee should be focused on contributing to the satisfaction of customer needs. With this in mind, we will discuss the customer’s perspective to marketing activities.

Learning OutcomeAt the end of the session, you will be able to appreciate the difference between product oriented and a customer oriented approach to marketing. The discussion on market analysis framework will help you to understand the overall structure of the module.

Essential ReadingsRoland T Rust , Christine Moorman & Gaurav Bhalla , “Rethinking Marketing,” Harvard Business Review , Jan- Feb 2010 , Pages - 8

Video on Creating Customer Centric Cultures – Lessons from High Performance Organisations (48 mins)Source: http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=1731&R=107XC-MMC-ENG&conversationId=208180

Desired Reading 1. Kaplan Robert & Norton David, “Customer perspective,” : Excerpted from the book , The Balance Score Card Translating strategy into action , Harvard Business School Publishing Corporation 2006, Chapter 4, Pages 31

6.2-Session 2 Title: How does a customer consumeA customer decision to buy or not to buy is influenced by certain forces which are either external or internal factors. These factors will be examined in this session . Further, the customer's attitudes are liable to change over a period of time which will be illustrated with the help of two models – Model of buyer behavior and Model of persuasion.

Learning OutcomeThis session will help you to examine what influences a customer’s decision and how is the customer’s attitudes formed towards a particular product. This will be followed by an illustration through a role play in the next session.

Desired Readings Punicinelli Nancy & Mast Fred, “Implicit Predictors of consumer behavior,” Harvard Business School , 2001 – 9 pages

6.3- Session 3

Title: Consumer Behaviour Exercise A role play will be staged inviting two students to play the role of customer and an interviewer. The story line is that customer has recently purchased a mobile phone and the same day he/ she purchased anti dandruff shampoo. The inter-viewer will conduct a 15 minute interview to understand the decision making process that governed the purchase of both the product. The questions that will be later answered and discussed in the class will be as follows:

Who was the customer and who was the consumer ? What motivated the purchase? Categorize the decision – is it high involvement or low involvement ? Outline the process and draw difference between a high involvement and

low involvement product?

Learning Outcome The purpose is to broaden understanding of consumer behavior by staging a real life purchase situation . 6.4-Session 4

Title: Case Discussion on Segmentation and Targeting of Bajaj Auto Ltd. Here we will recapitulate the concept of dividing market into homogenous groups and target the right segment which you have learnt in Basics of Marketing. Bajaj Auto Ltd., the world's second-largest manufacturer of two and three wheeler vehicles, is facing increasing competition in its domestic Indian market. The case evaluates appropriate marketing strategies used by the company to sustain in the Indian market and strengthen the export markets.

Learning OutcomeThe case will help you recapitulate the concept of segmenting and targeting a market through a case study on segmenting and targeting auto markets. At the end of the session you will know how to divide a market into small homogenous groups based on various variables and select the most viable target segment.

Required Readings Yankelovich Daniel & Meer David, “Rediscovering Market Segmentation,” Harvard Business Review, 2008- 13 pages

Desired Readings1. “Market Customization: Segmentation, Targeting and Positioning”,

excerpted from Marketer’s Toolkit: The 10 strategies you need to succeed, Harvard Business School Publishing, 2006, Pages – 17

CaseJohn A Quelch & Nathalie Laidler , “Bajaj Auto Ltd ”, Harvard Business School, 2010, Pages – 25

6.5-Session 5

Title: Guest Lecture on The Emerging Indian CustomerThe vastness of the Indian sub-continent and its diverse population poses a great opportunity as well as challenge for a marketer. The key to selling such a variable customer segments lies in innovation in the product, packaging and the way we communicate to them. It is therefore, imperative to have an idea of profile of Indian customer and this session will be taken up by a guest speaker

Learning OutcomeThe lecture and the reading together will give you an insight into the demographic and psycho-graphic structure of customer segments in India.

Required ReadingsAshok Gopal and Rajesh Srinivasan, The New Indian Consumer, Harvard Business Review, October 2006, Pages - 3

6.6-Session 6

Title: Market Potential Assessment After marketer has segmented the market , the marketer has to ensure profitability in the market selected and for this the company needs to estimate market potential of its target segment. We will discuss the chain ratio method of estimation to understand the same.

Learning OutcomeThis will help you to assess market potential using forecasting tools especially the most widely used chain ratio method.

Required ReadingsJill Avery and Thomas Sleenburgh, “Market Size and Market Share Analysis”, Market Analysis Toolkit, February 2010, Pages – 7

6.7-Session 7

Title: Case discussion positioning of Bajaj Auto LtdPositioning is the process of creating a unique space for a product or service in the mind of the chosen customer segment. Good positioning involves two things: (1) clarifying the core value proposition, and (2) deciding how this differs from competition. Here we will discuss how companies create a place in the mind of consumer and differentiate itself in the market place using the same case on Bajaj Auto Ltd , analysed in session 3

Learning OutcomeThe case discussion will bring out various value propositions for customers having different set of needs and thus creating a unique positioning for of its product. At the end of the session, you will know how companies place themselves in the competitive market for sustainable advantage as well create unique selling proposition for its target customer.

Required Readings“Market Customization: Segmentation, Targeting and Positioning”, excerpted

from Marketer’s Toolkit: The 10 strategies you need to succeed, Harvard Business School Publishing, 2006, Pages - 17

CaseJohn A Quelch & Nathalie Laidler , “Bajaj Auto Ltd”, Harvard Business School, Pages – 25

6.8-Session 8

Title: Measurement of Customer preferences for alternative product concepts – Conjoint analysisConjoint analysis has received a great deal of attention from marketers as key tools for concept development of product to address the needs of various customer segments. We measure consumer preferences for alternative products concepts and thus maximizing value to its customers. With the help of the essential reading mentioned below we will understand this analysis tool.

Learning OutcomeThis tool will help you determine the trade offs in product attribute based on consumer preferences leading to varied product offerings.

Desired Reading Dolan Robert ,” Analysing consumer preferences,” Harvard Business School, 2001 – 14 pages

6.9-Session 9

Title: Price strategies for different customer segment Price is one of the vital differentiating factors which are influenced by perception of customers. A marketer needs to set a price which gives best value to its target customer as well as profits to the company. Here, the Finance faculty will co-teach with marketing faculty to integrate concepts on customer value with principles of costing.

Learning OutcomeThis will help you to know the various pricing methods which are available with the marketer, what marketing and financial factors are to be borne in mind while setting the price and finally how is price adjusted to market conditions. This concept can be further understood by the given desired reading.

Required ReadingsRobert J Dolan, “Pricing: A Value-Based Approach” Harvard School Business Publishing, 1999, Pages - 10

Desired reading Rao Akshay, Bergen Mark & Davis Scott, “How to fight a price war,” Harvard Business Review, 2002- 12 pages

6.10-Session 10

Title: Case Discussion on pricing of ‘Atlantic Computer: A Bundle of Pricing Options.’Atlantic Computer a leading player in the high-end server market has detected a marketplace opportunity in the basic server segment. They have developed a new server, the Tronn, to meet the needs of this segment. In addition, they have created a performance accelerator software tool called the PESA that quadruples the speed of the server. This case study will be carried out in a seminar format where the above questions will be discussed and each group will be required to determine.

Learning OutcomeThe case will provide you an insight into how to estimate the right price for the different customer segments providing a rationale based on concepts taught in the previous session.

Brief CaseBharadwaj, John B. Gordon, “ Atlantic Computer: A Bundle of Pricing Options,” Harvard Business review , May 2007 , 10 pages

6.11-Session 11

Title: Putting it all together: Customer driven Marketing MixEvery marketer aims to “put the right product in the right place at the right time”. This in marketing terminology is called marketing mix or the 4P's and it involves decisions relating to product, place, price and promotion. We will discuss the various 4P's decisions which a marketer takes across a customer life cycle.

Learning OutcomeAt the end of the session you will get an overview of the important decisions that marketer must take to enter a market.

Required ReadingsRobert C Blattberg & Gary Getz , “ The Marketing Mix,” Excerpted from Customer Equity: building and Managing relations as valuable assets, Harvard Business School Publishing, 2006, Pages-18.

Desired Readings Marketing Toolkit, “Marketing across Borders: It’s a big big world,” The 10 strategies you need to succeed , Harvard Business School Press , 2006 – 17 pages

6.12-Session 12

Title: Case Discussion continued on marketing mix of Bajaj Auto Referring to the case discussed in Session -3 and Session – 6, we now discuss the various elements of marketing mix. It will enable you to appreciate that tactical decisions such as pricing are not made in isolation of bigger picture marketing strategy. Instead, it is a combination of various other elements like

product, place and promotion, which together provide the desired positioning in the mind of the target customer.

Learning OutcomeThe case will provide you with a business situation to evaluate marketing mix elements that in short and long term market planning.

CasesJohn A Quelch & Nathalie Laidler , “Bajaj Auto”, Harvard Business School, Pages – 25

6.13-Session 13

Title: Customer Relationship Management Creating and maintaining potential customers requires organizations to see beyond transactions and invest in long term relationship with its target customer. In this session, we will focus on understanding concepts around customer relationship management (CRM) such as customer life time value, the tradeoffs between customer acquisition, the value of cross-selling etc. and the implications of this on market potential. We will also discuss managing of customer databases to ensure sustainable and profitable sales in future.

Learning OutcomeAt the end of the session, you will be able to review the importance of developing relationships with customers. Further, it will provide an insight into the various approaches for customer database management. The given case reading will be an interesting account of how company can gain customers and increase profits.

Required ReadingsGary W. Loveman, “Diamonds in the Data Mine,” Harvard Business Review May 2003, 8 pages

Desired Readings Rigby Darell, Reichfield Fredrick & Schefter Phil, “ Avoid 4 perils of CRM,” Harvard business Review , 2002, Pages -10

Session 14: Guest lecture on Building long term relationships with customers To reinforce learning on how to build long term relationship with customer, guest lecture from an esteemed organization will be invited to the campus . Guest could be from Banking or Hospitality sector. The focus of the lecture will be entirely on how do they build long term relationship with customers.

Learning This lecture will enhance the learning on how much time and effort organizations invest to build customer relationship and retain its loyal customers .

6.15-Session 15

Title: Customer Based Accounting The discussion will highlight two sides of customer value – the value a firm provides to a customer and the value a customer to a firm. The first is investments and the second part is return on investment. This is necessary to understand in order estimate customer acquisition and retention costs for a firm. In earlier classes, we discussed the importance of computing customer life time value for marketing decisions. A crucial input to calculating customer lifetime value and profitability is customer cost. The lecture will be taken by Finance Faculty along with Marketing faculty to recapitulate traditional costing methods and then discuss the customer based costing methods.

Learning OutcomeThis will bring out the effects of marketing efforts on customer profitability. This will give an account on how this focus leads to different conclusions than those obtained from traditional approaches of accounting.

Required ReadingsRobert Kaplan & Anderson, “ Transforming Unprofitable customers.” , Harvard Business press , Pages 5

Desired reading 8. Kaplan Robert, “Using ABC to manage customer mix and relationships,” Harvard Business School Press ,1997 Pages – 8

6.16-Session 16

Title: Case discussion on ‘Dakota Office Products’ The senior management team of Dakota, an office products distributor, is concerned about the company's first loss in history. The managers explore the role for activity based costing and customer profitability measurement in a distribution company. The case offers information to perform activity based costing of customers. Activity based costing reveals a considerably different picture of different customer profitability, which has significant implications for firm’s customer retention strategies and price negotiations with customers.

Learning OutcomeThe case practice will help you to design an activity-based system for allocating customer service costs and to use it to estimate customer profitability for several customers.

CasesRobert S Kaplan , “ Dakota Office products,”Harvard Business School,2005, 5 pages

6.17-Session 17

Title: Customer Feedback Measurement: Quality, Satisfaction and LoyaltyWe are aware of the act that acquiring new customers is ten times more expensive than servicing existing customers. Putting it simply, loyal and

satisfied customer decrease acquisition cost and increase profitability. We will therefore, discuss measurement techniques to get feedback from both satisfied and dissatisfied customers.

Learning OutcomeAt the end of the session ,the techniques will help you to know that company can get both qualitative and quantitative feedback. Based on this, a company can arrive at a conclusion about loyal customers and not so loyal ones. The two reading will help you to recognize that loyal customers are not always profitable, and to tailor loyalty strategies to customers based on their profitability and loyalty profiles.

Required ReadingsWerner Reinartz, V Kumar, “Mismanagement of Customer Loyalty,” Harvard Business Review , July 2002, pages-12

6.18-Session 18

Title: Achieving Customer Centric OrganisationsOn November 26, 2008, heavily armed terrorists launched a series of attacks throughout the western-Indian city of Mumbai (formerly Bombay). One of the locations attacked was the Taj Mahal Palace and Tower, which was occupied by the terrorists for over three days, resulting in the deaths of 34 people and 28 people injured. However, the Taj received praise in the aftermath of the attacks for the selfless actions of the staff in placing the safety of the hotel's guests before their own and working to save the lives of its guests.

Learning OutcomeThis will help you to understand that high performing organizations aligned their strategies around customer and the case may be of interest to faculty interested in branding and marketing strategy and the challenges of developing a customer-centric business

Required ReadingsVideo on Organizational Design for Performance and Growth Source:http://cb.hbsp.harvard.edu/cb/web/search_results.seam?Ntt=taj%2B&conversationId=732964

6.19-Session 19

Title: Elements of Organization Design Shifting from selling products to selling solutions--packages of products and services--is a priority in today's increasingly commoditized markets. Companies, however, aren't always structured to make that shift. Knowledge and expertise often reside in silos, and many companies have trouble harnessing their resources across those boundaries in a way that customers value and are willing to pay for.

Learning OutcomeYou will be able to appreciate that customers are the real employer. Because the customer's power is undeniable, the dynamics of business drive everything

toward commoditization. Customer focus is the most promising in the long run because it puts the customer on your side, helping you to design organizations and create value together.

Required ReadingRanjay Gulati, “Silo Busting: How to execute on the promise of customer focus”, Harvard Business Review, 2007, Pages - 9

Desired ReadingLofrumento Tony & Field Anne, “Using Customer profitability analytics to execute a client centric strategy,” Harvard Business Publishing Newsletters- 3 pages

6.20-6.21 Session 20 /21

Title: Video Case Discussion on ‘HCL Technologies’HCL Technologies, a major Indian IT services company, rolled out a radical new strategy, "Employee First, Customer Second" (EFCS) in 2005. The strategic goals for EFCS were to create a unique employee organization, drive an inverted organizational structure, create transparency and accountability within the organization, and encourage a value-driven culture. The case will be taught through a video and will be discussed in two sessions. In first session- 6.20, we will discuss how organization design are build keeping in mind customer experience and in second session 6.21 we will understand how employees are engaged to create a customer centric culture

Learning OutcomeThrough the video case, you will understand the impact of employee engagement and customer experience on performance, growth and organizational design.

Video Case- ALinda A. Hill Tarun Khanna , Emily A stecker, “HCL Technologies A”, Harvard Business School, 2008, Pages 19 http://cb.hbsp.harvard.edu/cb/web/video.seam?id=6553-AVO-ENG

Video Case-B Linda A. Hill Tarun Khanna , Emily A stecker, “HCL Technologies B”, Harvard Business School, http://cb.hbsp.harvard.edu/cb/web/product_detail.seam?E=25052&R=408006-PDF-ENG&conversationId=650842

6.22 to 6.24 Session 22/23/24

Title: Presentation of project work on customer aligned organization Presentation of coursework will be conducted in three sessions wherein you will present your learning through a project work. The objective is to study a chosen company's customer challenges, its market strategies and organizational design. This survey will be translated into a presentation which will address the following:

What is the nature of the organization and who is the customer?

What are customer needs and expectations? Has the organization segmented its customers and designed varied

services for different segments? What are the work ethics in the organization which make it customer

centric organization? Based on the information collected from employees and customers make

recommendations to make it a more customer focused organization

Learning OutcomeThis group project requires you to carry out study on an ongoing basis applying concepts as and when they are taught in the class. You are required to exhibit high degree of team spirit which will be given due weight-age during evaluation. Feedback on the presentation will be given immediately after the presentations to know the shortcomings .

7.Assessment PlanAssessment method Weight age

1. Case Analysis 10

2. Project work 5

3. Written exam 15

Details of Assessment

7.1 Component 1: Case analysis (5 Marks)

Among the 4 cases discussed during the term, two (Bajaj Auto and HCL Technologies) require a

write-up – of 2000 words (excluding tables and exhibits). Every member of the group should

contribute to the write up. The student who fails to contribute shall be penalized after a peer

review . The assessment shall be based on the following parameters:

ASSESSED COURSEWORK FOR CASE ANALYSIS0 1 2 3 4 5

CRITERIA Fail Unsatisfactory Satisfactory Good Very Good OutstandingF E D C B A

Analysis & identification of issues

No analysis Little analysis. Fails to identify key issues/theory.

Overly descriptive – identifies obvious issues. Misses more subtle issues/theory.

Some evidence of understanding. Coverage of obvious issues/theory only.

Accurate & detailed coverage of obvious issues/theory. More subtle issues recognised & presented in logically reasoned,.

Provides concise analysis of all relevant issues/theory.

Concept application

No attempt to apply theory

Poor application of knowledge.

Weak but satisfactory application of issues/theory

Reasonable application of knowledge to main issues/theory.

. Good application of knowledge to all issues/theory

All concepts applied well.

Conclusion – problem solving

No conclusion given

No proper concluding section.

Conclusion repetitive, thin in content. .

Conclusion attempted but some points missing. .

Cogent and intelligent conclusion.

Excellent concluding section drawing together the various points made and adding an original perspective.

Written communication – spelling & grammar

Poor presentation with incorrect spellings

Purpose & meaning unclear. Language, grammar & spelling poor.

Language mainly fluent, but frequent errors of grammar or spelling.

Language mainly fluent. Grammar/spelling mainly accurate.

Thoughts & ideas clearly expressed. Grammar/spelling accurate and language fluent.

Articulate & persuasive use of language. Consistently accurate user of grammar/spelling.

7.2 Component 2: Project work (10 marks)● As explained above the project work will be based on information collected through study of

a particular customer aligned organization and a report shall be submitted addressing

questions as given above. The document is to be not more than 3000 words and must be

submitted during the last 3 sessions of the module. The project should be developed as an

ongoing process applying the concepts taught in the classes held over the entire course. The

faculty must be informed of the progress of each stages of the project which are as follows:

● Preparation for market survey : Proposal outlining the organization to be examined shall be

submitted by groups consisting of 4 students. Each group shall decide on a organization

which according to them is a customer friendly organization . The decision can be taken in

consultation with the faculty . No two groups shall study the same organization

● Field work : This is based on Primary research conducted on the organization, its

employees and its customers . To facilitate this personal interviews can be designed and

approved by the faculty before the group implements them. Subsequent to this, primary data

collected is compiled.

● Analysis of the data : The data collected is put through concepts taught in the class.

● Report writing : A written report should be submitted by 18th session . In case student wants

the report to be reviewed prior to final submission, he / she is advised to seek appointment

from concerned faculty for a review. Plagiarism of any kind shall be dealt severely and can

lead to dismissal of coursework.

● Class Presentation : The group shall present their finding through a power presentation in

the last three sessions of the course.

Modalities of the Presentation: The time given for presentation is 10 minutes and 5 minutes

for question hour which means you cannot put everything what you analyzed on slides. For a

detailed analysis you have to submit a report. Few observations which are required to be made

note of :

● All group members should be seated except the one who is presenting and the one at the

laptop

● You should be formally dressed for presentation

● Your slide should have just the main points , do not cut and paste material from the report

● Pick up portions from your report which are the highlights of your analysis

● Model application should not force-fitted instead the application should contribute towards

the final strategies derived. Therefore after each model give your interpretation as to what

you inferred from the model

● During question hour session, please do not get offensive or defensive while answering. This

should be treated as an opportunity to show your knowledge about the facts . It should be

handled with a positive mind.

● Avoid spelling errors on slides

● Do not read from the slide, have eye contact with the audience

● Project Assessment: Shall be done according to the following assessment sheet:

ASSESSED COURSEWORK FOR PROJECT WORK 0 1 2 3 4 5

CRITERIA Fail Unsatisfactory Satisfactory Good Very Good OutstandingF E D C B A

Knowledge & understanding

No understanding of the topic under research

Fails to demonstrate understanding of topic/area.

Shows a bare understanding of basic issues/theory

Shows grasp of basic issues/theory

Well informed. Demonstrates sound understanding

Demonstrates well co-ordinated, grounded and reasoned understanding

Data Collection Incorrect and irrelevant data

Irrelevant source of data

Some irrelevant or repetitive source of data .

Some secondary data repeated/overused.

Relevant source of secondary data . Has used primary data at many places .

Used both primary and secondary source of data effectively

Application & Recommendations

No recommendations at all

No proper recommendation section. Poor or no attempt at application of knowledge.

Recommendations thin in content. Weak but satisfactory application of issues/theory.

Recommendation attempted but some points missing. Reasonable application of knowledge to main issues/theory.

Cogent and intelligent recommendation. Good application of knowledge to all issues/theory.

Excellent recommendations drawing together the various points made and adding an original perspective.

Structure & presentation

Shabby presentation with faulty structure

Structure unclear. Poorly presented.Language, grammar & spelling Poor

Problems with structure and presentation .with frequent errors of grammar or spelling.

Structure coherent. Presentation satisfactory.

Structure supports argument clearly. Presentation clear & appropriate.

Structure guides reader through argument. Presentation excellent.

Group Dynamics Could not work together

The group had lot of difference and lacked cooperation. Work was done by only 1-2 members . Presentation done by 1-2 members only

Work was done by majority of group members . Reasonable amount of cohesiveness . Presentation done by few members only

Reasonable amount of cohesiveness . Lacked time management and coordination . Not all group members present though particpated

Every member was participative during presentation but had difference of opinion during presentation

Every member contributed to their best and exhibited high degree of cohesiveness during presentation

7.3 Component 3: Final Examination (15 marks) The final examination will be a closed book examination comprising of applied questions which will also cover case discussions conducted in the class over a period of 2 hours. Feedback on students performance in the exam will be provided when answer scripts are shown to students after a month of the exam .

8. Assessment8.1 Assessment MapThis table shows main assessment methods which are used across module and its stages:Methods of Assessment

Module A1 A2 A3 A4 A5

Customer * * * *

Notes:A1: Individual test/ AssignmentA2: Group Assignment/ ProjectA3: Open Book ExaminationA4: Close Book ExaminationA5: Group Presentation

8.2 Teaching MapThis table shows main delivery methods which are used across module and its stages:Methods of Delivery

Module T1 T2 T3 T4 T5 T6

Customer * * * * *

Notes T1 : Lectures T2 : Seminars / TutorialsT3 : Live projects/ PresentationsT4 : Case DiscussionT5 : Guest Lectures / Industrial Visit T6 : Lab session

8.3 Curriculum MapThis table shows the main learning outcomes which are developed and/or assessed in this module:Methods of Delivery

Module L1 L2 L3 L4 L5 L6 L7 L8 L9

Customer * * * * * * *

Notes:L1: An understanding of organizations, their external context and their management.L2: An awareness of current issues in business & management which is informed by research & practice in the field.L3: An understanding of appropriate techniques sufficient to allow investigation into relevant business & management issues.L4: The ability to acquire & analyze data and information.L5: The ability to apply relevant knowledge to practical situation.L6: The ability to work & lead effectively in a team based environment.L7: An improvement in both oral & written communication skills.L8: Be cognizant of the impact of their individual & corporate actions on society and recognize ethical business practices.L9: Be sensitive to the social economic and environmental responsibilities of business.