Faculty Seminar

Upcoming Seminar

 

7th July, 2010: Measuring the Effectiveness of Marketing in Indian Organizations: An Exploratory Study- By Prof Sujata Khandai

Abstract: Marketing effectiveness has been discussed at length primarily because it is strongly associated with valuable organizational outcomes as stable long-term growth, enhanced customer satisfaction, competitive advantage and a strong market orientation. A critical aspect of management’s functioning involves matching organizational competencies with the opportunities and risks created by environmental change that will be both effective and efficient over the time any allocated resources  will be deployed. Marketing has an extremely important strategic role to play in the future of the organization. Consequently, it is important to be able to measure how well that organization is performing in achieving marketing effectiveness through the application of current accepted best practices in marketing.

Taking into consideration the importance of marketing in deciding the future of an organization, it becomes imperative to measure the effectiveness of marketing activities, strategies and plans.

Inspite of increasing marketing expenditures, there has been limited study conducted to assess the marketing effectiveness of medium and large organizations. This empirical study aims to study the variables which impact marketing effectiveness.

This study was recently presented by Prof Sujata Khandai at Harvard University.

Seminar Date: 7th July, 2010

Time: 2:20 pm

Venue: Room no 92, GGN Campus

Audience: Internal (Faculty), VC available

Coordinator: Ms Kirtika Malhotra kirtika.malhotra@iilm.edu

 

Past Seminars

 

10th March, 2010: S.A.I.L.- Distribution Strategy Dilemma For Non-Urban India- Prof Jones Mathew and Prof Rakhi Singh

Case Brief : After the deregulation of the steel industry in 1992, the major steel producers could not play any significant role in the rural market and the rural areas of India and the rural markets were largely being catered to by secondary steel producers (re-rollers). SAIL was a pioneer in exploring the rural market as far back as in 1993-94. SAIL undertook innovative methods of popularizing steel in the rural areas over the years. However, the rural market was never the primary concern of any of the major steel producers, including SAIL.

It was only when competition intensified in the domestic market and supply was far in excess of demand, that it was felt necessary to explore the rural market. To that extent, this initiative of SAIL was competition-driven.

The rural sector provided one such major opportunity. Increasing urbanization and increased usage of modern agricultural equipment did not lead to a significant increase in the demand for steel in rural India. SAIL saw this as an opportunity and a challenge. And it took up rural penetration of its distribution channels as a key determinant of success.

Hence, the proposed case study intends to explore the following:

(a) the options that the SAIL management considered for addressing the challenges of increasing its sales;
(b) articulate why it chose the option of opening retail outlets for addressing the challenges of increasing its sales

Seminar Date: 10th March, 2010

Time: 11:45 am

Venue: Classroom 92, GGN Campus

Audience: Internal (Faculty), Video Conferencing Available

Coordinator: Ms Kirtika Malhotra  kirtika.malhotra@iilm.edu