Reflections on the Consumer Behavior Course

Introduction

It's hard to believe a week has already passed since the consumer behavior course wrapped up. With research deadlines approaching, I've not been able to dive into grading your projects and answer scripts. But, taking a pause, I felt the urge to document our journey. This isn't just for you; it's for the future iterations of this course (Note to self: revisit this article in May next year!).

The Beginning

Rewind to last year, Dr. Patra (the then PGP chair) offered me the opportunity to teach this course. This was on my second day at IIM Sirmaur. Always up for a challenge, I enthusiastically accepted. However, I did negotiate a shift from three sections to two, making the task more manageable. The experience was enriching. It was one of the first courses I had ever taught, and I will never forget it.

Feedback from last year's batch was instrumental. I also got plenty of ideas and feedback from my colleagues (who are also my friends). With all these inputs, we've been able to evolve the course this year.

And a heads up: I'll be tapping on some of your shoulders for feedback soon! Together, we'll refine this course, brick by brick.

The Changes

Here are some of the key changes that were incorporated this year:

• Chalk and Board Approach: Inspired by Dr. Urvashi Rathod, I opted for the traditional teaching method this time over- no PPTs. Not only did this foster better attention and retention, but our eco-footprint also saw a welcome reduction. No slide-deck printouts cluttering the mess tables the day after exam!  (I know your secret)
• Case Studies: We took a conscious choice to reduce the quantity of case studies we worked on. But then, we delved deeper into each case study. Some of you have expressed the desire for more cases, especially shorter ones with an Indian context. That feedback is on my radar. I'm even considering writing some to cater to our unique classroom dynamics. But remember, crafting concise yet informative cases aren't a cakewalk. The case writers who publish these cases often put in months of effort to bring out a variety of learning opportunities for students. I’ve been reading about how AI could be integrated with the case method of teaching. Let’s see, hopefully, this would become a gateway to many learning opportunities.
• Grading Evolution: Class participation grades were removed entirely. I feel this makes interactions in class genuine. The shift from group presentations to group video submissions, in my view, enhanced participation and creativity. It was a conscious choice to reduce your team sizes this year over, the idea was to control the free rider problem. You will have to tell me if that issue has been addressed. Plus, joint screenings ensured both sections learned collectively. It was also a supremely enjoyable experience in my opinion.
• The Philosophy of Testing: Grading: the less glamorous part of academia. Converting effort into a numerical value isn't fulfilling, yet it's essential. While setting up the course, fairness was my guiding principle. Our early quizzes, followed by case-based mid and end-term exams, were meticulously planned.I also gave you the freedom to employ AI and other tools, trusting you'd realize there's no substitute for genuine understanding. (I really hope we have achieved that objective!). And if ever AI supersedes human teaching prowess, well, let's just say the job market will be in for a surprise (and I'll be first in line for a new role, humor intended).

Some Thoughts

To be very honest, the course in its entirety was an attempt to critique and apply consumer behavior from time to time. I'm not sure how many of you noticed these things but let me just talk about a few interesting ideas. For example, the course was in fact an elaborate ploy to classical condition students to associate learning with fun. The classroom debates, the exam approach, the group projects, they were all simply iterative attempts at making learning fun. Similarly, if you had noticed, many students had attempted the optional 6th question (some of them I understand have answered it first). This either showcases that the students were extremely bold, or, more likely, they did not read the instructions that clearly stated that this was an extra challenge that once could be interesting. The idea was to rethink our “shoot first, ask questions later” approach. While speed is necessary in real life, it is true that haste does make waste.

Abraham Lincoln once said, “Give me six hours to chop down a tree and I will spend the first four sharpening the axe.” That is something for everyone to think about.

I look forward to reading your answers and would love to set up a meeting after that to discuss the case with you. Not sure if that would happen since other interests may pull you away from that, but I’m hopeful that we are slowly moving towards a culture where we prioritize learning over marks.  Interestingly, a student who had not taken the course actually requested me to allow him to take the end term exam (obviously, I allowed it). A few students decided to attend my classes even though they had not credited or audited the course. A similar incident happened last year as well. A student who had come late to a group quiz (and therefore had to miss the online quiz) sat outside the classroom and started answering it knowing fully well that he would get a 0. I don’t know why, but as a teacher, such acts fill my heart with hope. These are certainly signs of great things to come. They make me want to keep pushing myself further.

Closing remarks

As we bid adieu to Consumer Behavior, let's shift our gaze towards the next exciting adventure– Sales and Distribution. Or as I fondly call it, 'SADMAN'. Now, don't let the name fool you! The course might sound sorrowful, but I promise it's packed with lively lessons and dynamic discussions. In fact, in the first session of SADMAN, we will have a conversation with someone who has had both a micro and a macro perspective of the selling process. By the end of SADMAN, you'll be anything but sad! It's going to be another incredible journey of discovery, and I'm eagerly looking forward to exploring the world of sales and distribution with all of you. Let's dive in and turn that 'SADMAN' frown upside down together!