Page | 1 Distinctive Pedagogical Practice No. 1: Harvard Business Review article discussion Session Conducted by- Prof. Prashant Chaudhary Date- 24-8-2019 Rationale and Objective- This activity involves the discussion (presentation) of a Harvard Business Review article by the faculty for the students. The Harvard Business Review (HBR) is a general management magazine published by Harvard Business Publishing, a wholly owned subsidiary of Harvard University. It is essentially a reach source of contemporary management related research, knowledge and content. This session is focused on educating the students on various concepts through practical knowledge and equipping them with the know-how about latest developments and practices in the world of management and business. Execution of the activity In this session, Prof. Prashant Chaudhary explained the how the innovative marketing strategies and the digital technologies are being leveraged in the stages of the buying cycle, connecting the right employees with the right customers at the right time. Consumers’ needs change when they are in the pre-purchase, purchase, and post- purchase steps of buying, so different employees are more useful to customers at different stages. At the end of the session, an examination was conducted, which was based on the contents of the article explained. Outcome- It helps the students to understand and internalise the core management concept in the practical way. The executer/instructor of the activity encourages the students to take active participation in the discussion. It helps the students to think critically and analyse the practical business scenario in the context of theoretical concepts.
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Page | 1
Distinctive Pedagogical Practice No. 1: Harvard Business Review article
discussion
Session Conducted by- Prof. Prashant Chaudhary
Date- 24-8-2019
Rationale and Objective-
This activity involves the discussion (presentation) of a Harvard Business Review
article by the faculty for the students. The Harvard Business Review (HBR) is a general
management magazine published by Harvard Business Publishing, a wholly owned
subsidiary of Harvard University. It is essentially a reach source of contemporary
management related research, knowledge and content.
This session is focused on educating the students on various concepts through practical
knowledge and equipping them with the know-how about latest developments and
practices in the world of management and business.
Execution of the activity
In this session, Prof. Prashant Chaudhary explained the how the innovative marketing
strategies and the digital technologies are being leveraged in the stages of the buying
cycle, connecting the right employees with the right customers at the right time.
Consumers’ needs change when they are in the pre-purchase, purchase, and post-
purchase steps of buying, so different employees are more useful to customers at
different stages. At the end of the session, an examination was conducted, which was
based on the contents of the article explained.
Outcome- It helps the students to understand and internalise the core management
concept in the practical way. The executer/instructor of the activity encourages the
students to take active participation in the discussion. It helps the students to think
critically and analyse the practical business scenario in the context of theoretical
concepts.
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Title of the article- Social Media Is Too Important to Be Left to the Marketing
Department
Author- Keith A. Quesenberry
Published in the issue of APRIL 19, 2016
About the Author- Keith A. Quesenberry is working as Assistant Professor at Messiah
College in Mechanicsburg, PA. An expert in social media and digital marketing, he is
author of Social Media Strategy: Marketing and Advertising in the Consumer Revolution.
Rationale- When customers need help, they expect companies to offer it quickly and
through multiple social media channels — but most companies aren’t set up to do that.
Some companies increase their social media staff to offer live responses during
branding or promotional events only. Today’s consumers expect more from companies.
They increasingly look for brands that engage with them online and organizations that
do reap real benefits. David Packard, of Hewlett-Packard fame, once said that marketing
is too important to be left to the marketing people. For social media, that statement is as
true as ever.
So looking at these increased expectations of the customers and to be more effective at
building relationships with them online; companies need a cross-functional social media
team, one where marketing works together with other departments. Distributing social
responsibilities to relevant people across the organization can be efficient, be effective,
and help make one-on-one customer engagement scalable.
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Some Glimpse of Harvard Business Review Session-
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Title of the article- Boosting Demand in the “Experience Economy”
Published in THE JANUARY–FEBRUARY 2015 ISSUE of Harvard business Review
About the article-
When Georgia Aquarium opened, in 2005, it was the biggest aquarium in the world.
During its first year more than 3.5 million visitors came to see its exhibits, which feature
some 120,000 animals spread across 60 habitats in more than 8 million gallons of
water. “We didn’t have to do any marketing at all,” says Carey Rountree, the senior vice
president of sales and marketing.
Problem faced by the company- the business scenario changed within a few years.
Attendance dropped precipitously, levelling off in 2008 at about 2 million visitors
annually. Revenue fell accordingly.
How Georgia aquarium solved the problem- Georgia Aquarium conducted a study of
other aquariums around the country, which confirmed that this was an industry-wide
problem. The new marketing approach would have to increase revenue without raising
ticket prices, because the entrance fee was already one of the highest among aquariums
in the country. It would have to boost attendance without compromising visitor
satisfaction—no small trick, because typically there’s an inverse correlation, with
increases in crowd size decreasing the satisfaction of individual guests. And it could not
require much new spending, because of the flattened revenue.
Learning objectives-
Importance of marketing research
How the right segmentation and targeting strategies can turn around a business
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Some Glimpse of Harvard Business Review Session-
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Activity Report
Management Movie
Date- 3rd of August 2018
Activity conducted by- Prof. Prashant Chaudhary
Movie showcased/screened- Corporate (2006)
Director- Madhur Bhandarkar
Cast- Raj Babbar, Rajat Kapoor, Kay Kay Menon, Sameer Dattani, Bipasha
Basu and others
Music- Shamir Tandon
About the movie-
Corporate (2006) is the story of simmering battle between two corporate giants, both
belonging to FMCG sector. The crux of the plot revolves around this corporate rivalry
between Vinay Sehgal (Rajat Kapoor), MD of the Sehgal Group, and Dharmesh Marwah
(Raj Babbar), MD of Marwah International. There is stark contrast between old school
Marwah, with his religious and superstitious leanings, and the obviously new blood
Sehgal, with his shareholder capitalist values and secret liaisons. It is when the film
starts to throw light upon the shady deals, the impact of global businesses on the moral
and ethical fabric of their employees and the possible impact on society, that the plot
picks up pace.
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Rationale behind the activity-
The objective of this activity is to make the students aware about the importance and
implications of various business decisions, business ethics dilemmas and their
repercussions on the organisation and its employees’ professional and personal lives.
Execution of the activity
This activity was organised and executed by Prof. Prashant Chaudhary. During the
screening of the film Prof. Chaudhary explained various scenes and sequences, in the
context of business, management and negotiation. He explained how corporate business
organisations operate and execute various decisions and the major factors that
essentially affect those. He also explained the importance of ethical business practices
and how it is crucial for the success of any organisation, in the long term.
At the end of this session, students shared their views and their take-away- leanings