Teaching Workshop By Dipak Jain

Abraham Koshy : Conceptual understanding of the teaching process

Innovations can be in the following areas

1. Theme ( Objective, Purpose, Title ) 
2. Content 
3. Pedagogy 
4. Learning Facilitators
5. Assessment of Learning

Participant characteristics : Prof TV Rao has done some good work in the area of sociological preferences and psychological orientation of the learners. It shows that the belief in hard work is going down. And that students do not like to be pushed in the class. Idealism vs pragmatism.

There can be 3 types of content

1. What is happening ( Bring reality and environment in the class)
2. what should be done ( rules and tools for action )
3. Why should they be doing it ? why is it happening ? ( conceptual )

How to involve the participant

1. Kindle interest
2. Excite them about the subject
3. Nurture exploration and discovery

Class exercises

1. Go to 3 customers .. arrive at principles in the class !
2. Write down how do you buy ... arrive at principles in the class !
3. Visit jewelry shop / vegetable vendor ... observe ... and report ( one principle ...)

Dr Y L R Moorty's session

Questions which create interest

1. How and when to charge a premium ?
2. How and when to crash prices ?
3. How to find out what is important to the customer ?
4. Who are really my competitors ?
5. How should Indian companies fight MNCs ?
6. How to identify Key Success factors ?

Dr Sharad Sarin's Session

Different groups are asked to present

1. Common sense approach
2. Out of box approach
3. Conceptual approach
4. Integration of all appoaches

THE BEST PLACE TO LEARN MARKETING IS "MARKET PLACE"

SMART BOOK COMPILATION
3RD PARTY LEARNING AND TEACHING
INTERPRETIVE IMMERSION

DO NOT TRY ASSESSMENT OF LEARNING BUT ASSESSMENT FOR LEARNING

Deepak Jain and SMIA Day

Important for a teacher (a) to be disarming and connect well with the students (b) must have a respect for the students and have a dialogue tone (c) you must conclude at the end of each lecture so the students can take home something. It is important that the students are engaged.

Important for a student to be present, prepare and participate. Some students do not like cold calling.

Insead does not take more than 10% students from any one country. Hence " Business School for the world".

EVOLUTION IN EDUCATION

Pedagogy ( till 60s : Case studies), ( 60-90 : Analytical), (Afterwards Experiential Learning)
Decisions ( till 60s : Judgement and Intition), ( 60-90 : Data Analysis), (Afterwards  Ethics and Governance)
Focus : ( till 60s : Relevance), ( 60-90 : Rigor), (Afterwards : Both)

EVOLUTION IN BUSINESS

1. Till 19th century the wealth and power were essentially state controlled and hence kings who were the prime movers in using their wealth and power towards the acquisition of  land and natural resources through colonization of countries who could not resist such colonization attempts.  This was essentially led by Europe.
2. In 20th century came the capitalistic (free market) regime where the power went to the customer whose free will to choose what he wants to buy became the dominant paradigm and the seat of action shifted from the country to the corporations because it is at the corporate level that the response came. The corporations used their wealth, organization and strategy to acquire and retain customers by offering to them what they wanted (customer focus) and being better than their competitors (competition). This model was lead by USA.
3. In 21st century will come the regime of human capital which is essentially at an individual level. Individuals will act and will receive. Service economy will take over.

MARKETING AND METRICS

Marketing is primarily a philosophy and hence everything cannot be measured. Also, the trick lies in identifying what is important and then seeing how it can be measured. For example, Gillette measures how good it razors are by measuring how many strokes are needed to complete a shave. Their razors have brought this down over time from 300 to 150.

HYPER COMPETITION 

Today there are too many choices for the customer - much more than what she wants and can sort - because most offers these days are essentially "me too" but made to appear different - and this creates a tax on the customer's time and as well as mind.  What to do?

1. Create offers that stand out, relevant, and understood /  communicated easily. 
2. Answers may not be only in the marketing mix. They may be in your business model. Top 3 brands on the decade - Google, Apple and Blackberry - are innovations not only in offer but in business model and in value chain
3. Core products are increasingly difficult to differentiate : go for a different experience  

DEMOGRAPHICS IS BECOMING BIPOLAR

Increasing non-working (65+) populations in developed countries (There are 20000 people in Japan now above 100). And in emerging countries the population is getting younger. Therefore industries of healthcare, wealth care, hospitality, media, entertainment, eating out ..etc will do well in developed countries.

NEW PARADIGMS IN MARKETING

VALUE CREATION : Being close enough to the customer  to understand him better than others and have better insights. Being ahead of the customer in offering him what he still has only an inkling of.
VALUE CAPTURE : Doing things the way the customer wants you to do so that he is willing to pay the right price.
SUSTAINING VALUE : Develop capacity to attract and retain your valuable customers.