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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.

MM Session 18 - Marketing Ethics

MM Session 18 - Marketing Ethics

Introduction Do you recall the first session in the marketing management course? Remember when I asked you all what the first thing that came to your mind was when I said ‘marketing’? Many of you said things like ‘selling’, ‘manipulating’, and ‘convincing’. On that day, we discussed and agreed that

CB Session 15 - Prospect theory, biases, and misbehaving

CB Session 15 - Prospect theory, biases, and misbehaving

Challenging the Homo-economicus assumption Disclaimer Apologies for not being able to send in the newsletter yesterday. I have been swamped with work and have not been able to find time to put pen to paper. But then here I am, typing away right now. Introduction For most of the course,

MM Session 17 - Netflix in 2011

Introduction In today’s session, we discussed the “Netflix: Pricing Decision 2011” case by David Robinson and Max Oltersdorf. Let me take a moment to briefly summarise the case. On July 12, 2011, Netflix the online movie streaming service decided to split its DVD rental and Online streaming businesses. Until

MM Session 16 - Economic Foundations of Pricing

MM Session 16 - Economic Foundations of Pricing

Introduction The issue of pricing lies at the very heart of marketing. In fact, it also happens to be one of the four Ps of marketing (Fun fact, the 4Ps was a term coined by Jerome McCarthy). Much of our theoretical understanding of pricing comes find their roots in economics.

MM Session 15 - Castrol India Limited : An innovative distribution channel - case discussion

MM Session 15 - Castrol India Limited : An innovative distribution channel - case discussion

Introduction: In the fifteenth session of the marketing management course, we dived deep into the Castrol India Limited case written by Dr. Renuka Kamath. The case discusses in some detail the changes in consumer behaviour that occurred when 2 stroke engines were replaced by 4 stroke engines. In short, the

MM Session 14 - The Foundations of Distribution

MM Session 14 - The Foundations of Distribution

In the last class, we discussed the foundational concepts of distribution. Before we began devouring the flesh of the matter, we began by asking, why do organisations exist? Many of you pointed out that organisations exist to solve problems that exist in society. Some of you argued that organisations exist

CB - Notes and observations from Mid Term Presentations

Paving a way to better presentations - conceptually and visually Over the course of the last two sessions, students of both sections completed the mid-course presentations. Congratulations!! I felt every team put their best foot forward and worked on teasing out very interesting angles that added to the class learning.