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Among the various Ps of Marketing, Product decision constitutes the most crucial one because it
determines company’s present top/bottom line and shapes its long term. Any conscious change in the
company’s product offering-be due to competition, market trends, change in consumer behavior or
new insight is generally known as product decision.
The success of any company lies in their ability to remain in the limelight of the market. In this sense,
their target customers should prefer to buy their offerings because of superior product portfolio and
perceived image. For instance, consumers all over the world are today familiar with the products
marketed by Toyota, Sony, Nokia, Honda, P& G, Cadbury, Mitsubishi, GE etc.
Likewise, visionary marketers in India have realised the importance of products’ core values, all
painstakingly built over the years and fine tuned them under dynamic market conditions.
Given the rapidly changing technological, competitive, social and overall market environment, the
product portfolio must be constantly monitored to reflect these changes, if the company is to remain in
a viable condition
The principal task of a product manager lies primarily on managing its existing product portfolio.
However, as a means to growth, they are also involved in rejuvenation or deletion of some existing
products and timely introduction of new products. In other words, Product Management function has
assumed a challenging task for any marketer.
Course Focus
The course will provide a forum to discuss emerging challenges faced to manage any product and
service in this turbulent Indian market condition.
It will explain key concepts like brand management, product positioning, creative advertising and
endorsement to influence product buying decision, innovative promotion decisions, Product Portfolio
Analysis & elimination rules.
During the course we shall take up a number of real life New Product Launch decisions in India. We
shall examine why some of these attempts are more successful than others. Professor shall present his
varied experience and research of evidences about how host of products are marketed in the Indian
Market. The class in the form of Group shall carry out live projects on various Product related issues
and analyse a number of products in Indian Market.
Contents
•The Macro Perspective:
The Indian Market –Emerging Panorama
• Product Management Concepts : A Review
• Diversity of Indian Market: A Segmentation Exercise
• Challenges of Rural Marketing in India
• Brand Value Maintenance and Product Modification
• Category Attractiveness and Competitor Analysis
• Evaluation of Product Portfolio and Elimination Strategies
• Developing Product Strategy
• Managing Retail and Modern Trade in India
• Pricing and Promotion Decisions
• New Media Scenario and Creative Advertising Decisions
• Analysis of New Product Launch
• Managing Products in India
• Marketing Investment Analysis for Product Management
• Marketing Challenges in the Foreseeable Future
Evaluation Criterion
i. Individual assignment: 30
ii. Group Assignment & presentation: 40
iii.End Term Examination: 30
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Course Description:
The topics covered will be:
-Marketing Decision Making and Modeling
-Consumer Behaviour & Market Segmentation
-Demand Analysis & Demand Forecasting
-New Product Design & Marketing
-Advertising and Promotion
-Pricing
-Sales Force Planning
-Distribution
-Models for E-Marketing
-Marketing Strategy and Competitive Response
The course will be taught through lectures, assigned readings and supervised projects.
Course Grading:
In-class tests 40%
Take-home midterm 15%
Term Project 35%
Class Participation 10%
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COURSE OBJECTIVES:
Supply Chain Management (SCM) is often described as one of the most powerful sources of
competitive advantage for firms in recent times. Unlike the compartmentalized manner of efficiency
and effectiveness (service) enhancement pursuit in traditional management, SCM attempts to
further enhance the same at the value chain level through higher focus on coordination and
integration among the various partners of the supply chain to provide greater value to the
customers. This course on Logistics and Supply Chain Management is designed as one that is
application-based and also attempts to integrate concepts covered in various courses. The pedagogy
is a mix of conceptual inputs, model-based analyses, and case studies.
COURSE OUTLINE:
Ssn Topic Reading Assignment/Case
1 Introduction to the course Chp. 1, 3
2 Inventory Management and Risk Pooling Chp. 2 Assignments 1, 2
3 The Supply Chain Game
4 The Value of Information Chp. 5
5 Capacity Planning under Uncertainty Sport Obermeyer
6 Managing Products with Short Lifecycles
7 Supply Contracts Chp. 4 Examples 4-3 to 4-15
8 Supply Contracts Chp. 4 Examples 4-3 to 4-15
9 Decision Models in SCM
10 Decision Models in SCM
11 Decision Models in SCM
12 Marketing Issues impacted by SCM
13 Supply Chain Integration Chp. 6 Dell Computers
14 Distribution Strategies Chp. 7 Examples 7-5 to 7-7
15 Strategic Alliances Chp. 8
16 Coordinated Product and Supply Chain Design Chp. 11 Benetton, HP
17 Procurement and Outsourcing Strategies Chp. 9
18 Global Logistics and Risk Management Chp. 10
19 Project Presentations
20 Project Presentations
EVALUATION:
COURSE TEXTBOOK:
Designing and Managing the Supply Chain (3rd Edition) by D. Simchi-Levi, P. Kaminsky, E. Simchi-
Levi and Shankar; Tata McGraw-Hill, 2008.
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Statistics - I [OM-101]
Instructors: Prof.Rahul Mukherjee, Prof.Sahadeb Sarkar, Prof.Kalyan Dutta
Coverage:
.Set Theory
.Probability Distributions
.Continuous Probability Distributions
.Correlation and Regression
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Statistics-II [OM-102]
Instructors: Prof.Sahadeb Sarkar, Prof.Rahul Mukherjee, Prof.Saibal Chattopadhyay
Coverage:
.Concept of random sampling
.Point Estimation
.Testing of Hypotheses
.Analysis of Variance
.Non parametric tests
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Course Instructors: Prof. Ashis K. Chatterjee (A205, X: 155), Prof. B. Avittathur (A309, X: 172) and
Prof. P.P. Data
COURSE OUTLINE:
Topic
1. Overview of Operations Management
2. Process Analysis
3. Efficient Planning of Production
Aggregate Production Planning
Line Balancing
Sequencing
4. Managing Inventory
5. Introduction to Supply Chain Management
Mid-Term Examination
6. Innovation, Design and Quality Management
7. Quality Control
8. Forecasting
9. Maintenance Management and TPM
10. Lean Production
JIT, Group Technology, FMS, CIM and CAM
Evaluation:
1. Mid-term Examination: 35 %
2. End-term Examination: 65 %
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Course Outline:
- Concepts in technology management; nature of the technology-based firm.
- Organizing for innovation; the technologically effective enterprise.
- Ideation and generation of new technologies.
- The role and planning of R&D.
- Developing new technology-based products.
- Management of high technology and technology-based products.
- Market analysis for new technologies and products.
- Managing multigenerational technology.
- Analyzing technology trends.
- Strategic issues in technology management.
The course will be taught through lectures, readings, and supervised projects.
Texts:
Betz. F. Strategic Technology Management, McGraw-Hill.
Readings for OM 233 - Management of Technology, PGP Office.
References:
Burgelman, R.A., M.A. Madique, and S.C. Wheelwright - Strategic Management of Technology &
Innovation. Irwin.
Souder, W.C. and C.M. Crawford - Managing New Technology Development. McGraw-Hill.
Assessment:
In-class quizzes 30%
Take-home midterm 20%
Final (Project) 40%
Class Participation 10%
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Objectives:
In recent years, international operations have emerged as a topic distinct from other
production/operations management issues. The objective of the course is to address issues unique
to the internationalization of operations. These include location of facilities, logistics, sourcing
production/operations planning, choice of technologies, processes and products as well as
technology transfer. Each of these significantly affects operations in the international context and
each in turn is affected by the internationalization of operations.
Session Plan:
Description No. of Sessions
Internationalization of Operations
- International Operations Management
- Variations in Operating Practices
- Benchmarking International Operations 6
International Operations-Critical Issues - International Operations Planning
- International Facilities Location
- International Sourcing & Logistics
8
Internationalization of Technology
- International Technology Transfer
- Management of Global Products 3
Interfaces with other Functions
- Interface with Marketing
- Interface with R & D
- Interface with Communications 3
Pedagogy: The course will be taught through lectures, class discussion of assigned readings,
bibliographic research, report writing, and supervised projects.
Evaluation method:
Quizzes (in-class): 40%
Mid-Term Assignment: Paper review 15%
End-term Assignment: Case study 30%
Class Participation: 15%
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COURSE OBJECTIVES:
Service Management has assumed higher significance today than any time in the past owing to its
increasing contribution to the economy. The proportion of people employed in the service sector is
also increasing over time. This course is designed to impart the following to the students:
Topics covered:
- Service Sector, Its Role in an Economy
Nature and Classification of Services
- Industry Analysis
- Service Strategy
- Managing Capacity and Demand
- Costing for Service Firms
- Managing Growth and Expansion
- Service Quality
- Achieving Service Excellence
- New Service Development and Process Design
- Service Encounter
- Service Facilty Location
- Service Facility Layout Planning
- Managing Waiting Lines
- Simulation
- Productivity and Benchmarking
- Service Organization and Culture
- Workforce Scheduling
- Managing Service Projects
- Project Presentation by Students
Course Textbook: Service Management by J.A. Fitzsimmons and M.J. Fitzsimmons, Tata McGraw-
Hill, Third Edition, 2001.
EVALUATION:
Topics Covered:
Linear Programming Models in Finance
- Asset/liability cash-flow matching
- Short term financing, dedication
- Arbitrage detection using linear programming
Reference Books/Articles:
1. Panos M. Pardalos and Mauricio G. C. Resende, Handbook of Applied Optimization, Oxford
University Press, 2002.
2. Gerard Cornuejols and Reha Tutuncu, Optimization Methods in Finance, Cambridge University
Press, 2006.
3. Derek W. Bunn and Erik R. Larsen, Systems Modelling for Energy Policy, John-Wiley, 1997.
4. W. W. Cooper, L.M. Seiford and K. Tone, Data Envelopment Analysis, Kluwer Academic Press,
2000.
5. R. K. K. Ahuja, T. L. Magnanti and J. B. Orlin, Network Flows: Theory, Algorithms and
Applications, pearson education.
6. Panos M. Pardalos and Mauricio G. C. Resende, Handbook of optimization in telecommunications,
Springer, 2006.
7. J. S. Aronofsky, The use of mathematical model in underground oil production, Management
Science 8: 394-407(1962).
8. R.E. Chatwin, Multiperiod airline overbooking with a single fare class, Operations Research 46(6):
pp. 805-819.
Evaluation:
Mid Term: 40%
End Term: 40%
Project: 20%
Note: Please note that above course contents and evaluation plan may change in a particular year.
For the actual course contents/session plan and evaluation plan for the current year kindly contact
PGP Office.
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