End-Term notes & Case write-up for Session 10

Hi all,

1. One page Case write-up for session 10

Pls submit a one-page case write-up [one side of the page only, Font: Times New Roman, size 11, spacing 1.5 lines] on the fashion channel case based on the following:

• What is the management problem? Describe also the major symptoms.
• What are some of the likely decision problems (DPs) that emerge based on the management problem?
• List a few research objectives (R.O.s) that emerge based on the DPs.

Pls remember to type your name, PGID and section when submitting it in session 10. The case write-up may get some small portion of the HW grade.

2. End-term exam pattern Notes

Just finished making the Q paper. Based on some Qs received by students, my notes for the end-term exam:

• There are a total of 50 Qs, 2 marks each.
• The Qs are broken down into 6 Question-sets, each having tables or figures and Qs based on them
• The Qs are all short-answer - True/False, fill-in-the-blanks, write expression for ...., name these factors, type of stuff.
• If any Q comes from any pre-read, the concerned pre-read will be specified in the Q itself. Properly speaking the pre-reads are a part of the course.
• Nothing that was not covered in class (common to both sections) will show up anywhere in the exam.
• Time will not be a problem - you'll have 150 minutes for a 120 minute paper.
• Please bring a calculator with you (no mobiles or laptops allowed). Borrow or otherwise arrange for this.

Pls use the comments section to this post for any Q&A so that it is visible to the class at large.

3. Post-mortem of session 9

For once, the session went far more smoothly and peacefully in Section B than in Section A. I totally lost track of time in Sec A, something I'm usually sensitive to. IMO, its partly because an all-reading session is new to me and I didn't quite know how to time it very well. Anyway, section B benefited from my wisening up from my section A travails.

I've received some very informative emails as a follow-up to my in-class discussions during session 9. I'm putting their emails up here for wider dissemination:

Update: Got this email from Shashaank Singhal:

Prof

An article that might interest you about crowdsourcing

http://econsultancy.com/in/blog/11098-how-coca-cola-uses-co-creation-to-crowdsource-new-marketing-ideas?utm_medium=feeds&utm_source=blog

Also I had mentioned the site www.crowdspring.com that crowdsources a lot of branding work (including LG’s design a phone project)

Thanks, Shashaank.

The samsung controversy and the murky world of tech blogging

Thanks to Hari for this link. Deals with the paid promotions and referrals issue that we talked about in Reading 4.

Varun Parwal from Section B sent some great articles on the fMRI phenomemon:

Professor, here is the article
http://www.sciencedaily.com/releases/2011/06/110613014455.htm

MRI scans predict pop music success

The study in brief (PDF file)

Using analytics to predict the success of Hollywood blockbusters:

An insightful article on how Obama's team used a metric driven campaign in the recent US elections - and how a blogger used the publicly available data to predict Obama's victory:
Some useful lessons here for all companies utilizing digital media in one form or the other!

Would be great if you could share more of the related/dropped readings for the class today – I at least would like to know more and of course read more on the pros/cons of these advancements in marketing.

Thanks Varun. Will do so in a while. Right now am working away to get the slides ready for printing for tomorrow's session.

Sudhir