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The Third Cent

This is Dr. Karthikeyan Balakumar’s Newsletter, a digital newsletter in which I document what happened in class this week, the key learnings that we had, and the ideas that were worth pondering over.

SADMAN - Session 2 - Introduction to Selling

SADMAN - Session 2 - Introduction to Selling

Debunking assumptions, ridding the comforts of certainty, and embracing uncertainty. From the last class: In the first class of the sales and distribution management course (which I shall henceforth call the SADMAN Course for obvious reasons) we tried to understand how sales had a lot to do with listening to

MM2 - Session 2 - Ethics of Marketing Research

MM2 - Session 2 - Ethics of Marketing Research

In the second session of marketing research we delved right into the Amazon Shopper Panel: Paying Customers for Their Data case by: Eva Ascarza and Ayelet Israeli. The short case discusses how Amazon’s new consumer panel program seeks to understand the behaviour of its users outside of Amazon. At

SADMAN - Session 1 - Welcome to the Course

SADMAN - Session 1 - Welcome to the Course

Dear Students, I was caught up with some admin work for the last few days and could not find time to put pen to paper for the newsletter. I finally found some time and I thought I should quickly summarise the session and charter a course forward. First, let me

CB Session 17 – B2B Consumer behaviour

CB Session 17 – B2B Consumer behaviour

The decision-making unit: Over the course of the last sixteen session, we have almost entirely focused on studying the behaviour of individuals like you and me. Psychologists (and marketers by extension) today can grasp ‘human’ consumer behaviour to a great extent. However, the idea of B2B consumer behaviour is altogether

MM Feedback – 2022 Edition – Chapter 1

MM Feedback – 2022 Edition – Chapter 1

The PESTEL Framework As you are already aware, I have been busy correcting answer papers over the last few days. At the moment, I’m done with about 60 answer sheets. While I have been making note of the issues with the assumptions that you are making, I thought there

CB Session 16 - B2B Consumption and Reverse Logistics

CB Session 16 - B2B Consumption and Reverse Logistics

Hi Students, It seems like it’s raining apologies for delays from my end. I’ve really been behind on my reading and writing lately. Let’s get to the point and summarise the key ideas in the Flipkart product returns case. If there is one thing that you have

MM Sessions 19 and 20 - Presentations, Reports, and Closing Remarks

MM Sessions 19 and 20 - Presentations, Reports, and Closing Remarks

Hi Everyone, Congrats on completing the first end term examinations!! I’m sure this must have been a first of its kind experience for many of you. The idea behind ‘testing’ is no longer retention of facts and ability to recall, but application and the creation of knowledge. Let me