But within the classes, it was good ol' business. A guest lecture, two quizzes, enough and more case studies, had us running for cover. As usual.
E-Business Models and Strategies
The first session was all about mChek. You know, that cute little ad with Vidya Balan and Madhavan, where they're in a train, and they've to refill the balance? So our hero, in true filmy ishtyle, goes on to fish out his mobile, and refill his balance using mChek. As it turns out, one of the founders is from the PGSEM programme! So he came down to talk to us about what mChek is, how it began, what set him into think of this as a viable option etc. Our class, in its now-signature-cold-steel-style goes on to dissect the case, point out what we believe are inherent issues, and what is something we should consider focussing on, and asking some VERY targeted and fundamental questions. Which goes on to show two things:
1. Just because you have an MBA, doesn't mean that newbies can't find some things that are off in what you do. Therefore, you will continue to be human and make a few mistakes. The only difference is that when someone points out the mistake to you and mumble business jargon, you can say "aaah! that's why..."
2. If you listen to the newbies, and everyone else around you, you will never move away from the crowd. So, just say thank you for the model/strategy, and apply it if you want. If you don't, and you succeed, some professor will come to you, talk to you and publish a new model to the rest of the world.
The second session got us applying a nice new framework. Now, I like this one, because it has us comparing attributes of three different types of technology, all on the same map. And it's simple to understand! In a relative manner, we were plotting which of the three technologies was doing better in terms of ease of use, functionality, cost, etc. And then we're trying to figure out why one of them shot so far ahead of the others. It's so much easier, when you have it all drawn with sketchpens and are seeing it overlayed, one over the other! Note to self: Buy a lot of transparencies and sketchpens. The other model was similarly simple, we plotted the different stages of the product consumption process (Purchase, Delivery, Use, Supplements, Maintenance and Disposal) Vs. relatively measurable factors (Productivity, Simplicity, etc.) and again, we fill in the different cross-sections on the table, to see which product scores where. Surprising how some of the most powerful models can be filled in and described in a pictorial manner. So simple!
Research for Marketing Decisions
The first session was about how we take up a sample for a questionnaire, and how we prepare the questionnaire itself. This is pretty cool stuff, to understand how you ask questions in market research! And there's a whole bunch of ways in which you can get things wrong, that it's important to choose the right way to word your questionnaires.
The second session was a "case study", I call it that, because the prof had given us the case, and instead of us discussing and doing it together, he put the study on the board and explained it to us. Now, I'm not complaining, I love my fair share of spoonfeeding. But it's just so different from the regular ways in which the profs torture us, that I thought it worth a mention that you DO have a few sweet profs in IIMB after all. These are not up at night thinking up diabolical ways to keep US up at night. Whether you learn something from chilled-out profs is a different matter, and subject to immense discussion and debate. :)
Marketing Communications
The first session was all about choosing between reach and frequency. I think. It seemed a lot like a continuation from last class, and the main things I seem to remember, is that people will watch an advertisement the first time, and at the time they're aware that the ad is something new. The second time they see it, they understand a little more about the ad, but now here's the catch. If they're not actively looking for the product, irrespective for the number of times it's shown again as an ad, you're never going to pay any actual attention to it! It's only when you're interested to purchase such a product, that you pay complete attention to the ad the third time, and then convert. Well, atleast it explains why we hate ads so much. It's something like an annoying TV serial that you don't want to see. On the other hand, the next time I feel like buying a mobile phone, I might fanatically see all the mobile ads to figure out which might suit me best.
The second session was all about PR. Apparently, PR has a pretty important role, but this seems to be understood well only by big corporations. In small ones, it's relegated to a role of sending small news clipping and statements within and outside the organization. The funda is pretty simple. Ads is publicity that is being paid for BY the organization. PR, on the other hand, is publicity that the media does for you for FREE! However, the power equation should hold good. Content + Money involved = Value. Therefore, if you're not paying for the PR, your content better be good, else no one's going to come back and ask you for your "thoughts" on "this issue, that issue". And it's all planned too! Apparently, the reporters will call you and ask you to come up with a sound byte by 7 PM (that's an example time). If you don't come up with one before that, they won't come to you on the same topic later. And if you're being diplomatic in your response, they still won't come to you. News needs to be juicy, so if you're a born diplomat, stay out of the media.
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