Post Graduate Program in Management (PGDM)

Faculty Name Dr. S. Bharadhwaj Year/Term 21-23/2

Course Name/Course code Marketing Research No. of Credits 3

No of Contact Hours 30 Session Duration 1.5 hrs

About the Instructor:

A very Warm Welcome to MR !! The instructor’s contact details are asfollows:
Oct-Dec 2021– Marketing Research (MR)
Dr. S. Bharadhwaj,
Dr Bala V and Mrs Vasantha Balachandran Chair Professor of Marketing,
Great Lakes Institute of Management, Chennai
Ph: 30809210, 96000 83102
E-Mail: bwaj@greatlakes.edu.in

Sessions Delivery

Due to the current situation forced by COVID 19, the classes will be delivered through online
mode for Term 2. Some of the provisions contained in this document are applicable for in-
class sessions as and when the classes change over to Offline mode, in Campus and need to be
read in conjunction as relevant.

 All online sessions will be conducted over Zoom and the sessions links are integrated
through the LMS Portal CAMU.
 Students are required to login using their GL credentials through My Camu app on web
portal for every session in advance. This would ensure that there are no unauthorized
students attending the session.
 Students will not forward his/her mail to their friends/relatives to attend a session.
 Students should attend the sessions only in their registered names or mail ids.
Currently, Zoom provides the device name as a participant. Up on login, students must
rename their display name with their DM No followed by First name. For eg.
DM21000.abcd
 Session attendance for all sessions will be through QR code scan which students needs
to capture and record their attendance in class using the MyCamu app on their mobile
devices.
 In order to be eligible for attendance for the session, the student needs to be available
throughout the online session and should show him/ herself by enabling the video on a
request from the faculty.
  The overall criteria for the attendance in the course remains at 80%, with a grade drop
penalty applicable as laid out in the section on ‘attendance and performance grade
penalty’

Course Objectives and Key Take Away:

The objectives of this course include the following:

 To obtain a knowledge of some basics (concepts, tools and techniques) in MR.
 To learn how to apply the above in real marketing situations.
 To make the student understand how to conduct different types of MR.
 To enable the student appreciate how data analysis improve decision making.
 To enable the student to convert a statistical result into actionable points of decision
making.
 To enable the student to gain sufficient knowledge so as to apply it in the empirical study.

Program Outcomes (Please don’t change this paragraph as this is related to program
learning goals.): In addition to the course objectives mentioned above, students should expect
to develop the following by end of the course:

1. Possess adequate functional (domain) knowledge & develop skills to assess business
environment.
2. Understand importance of ethical behavior in academic & professional lives. Develop
emotional quotient through working with local community and improve well-being
through social engagement.
3. Demonstrate decision making skills through critical thinking and problem solving skills
using appropriate analytical framework, processes & quantitative techniques.
4. Develop effective communication skills, interpersonal skills, organizing skills and ability
to work in group.
5. GL graduates will be effective leaders / develop leadership traits to lead people / teams
in organizations and institutions.
Suggested Readings / Course Materials (Please mention the details). Faculty may
come up with their own course pack, which may be put together using different
sources ratherthan limiting to one text or reference book.

Prescribed Textbook
None. However, you can read the following book (numerous copies are there in the RC):

Marketing Research, An Applied Orientation, 6th Ed, Naresh Malhotra and Satyabhushan Dash,
Pearson Education.

Considering the somewhat technical nature of the course, it is sufficient, however, if you read
the text after the instructor completes a topic, not before. For those with a heavy analytics bent of
mind, the instructor also urges you to read the following book for the multivariate techniques:

Multivariate Data Analysis, 5th Ed, Hair, Anderson, Tatham and Black, Pearson Education.

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 EVALUATION COMPONENTS& COURSE OUTCOME:

Evaluation Component Criterion.

PGDM program curriculum emphasizes the following two principles: (i) Faculty must
prepare their course outlines with components of evaluation based on the criteria
described in the table below and, (ii) individual components of evaluation should form
minimum 60% weightage in a course and group components could form a maximum of
40% weightage in a course.

Break-up of Grade

The weightage for your end-of-semester grade is allocated as follows:

Item Weightage (%)

Project (Group) 20
In Class Exercises on SPSS 10
(Group)
Mid Term Exam 30
Final Exam 40

Table 3. CO ASSESSMENT – Marketing Research

Assessment Assessment Assessment CO CO

Marks CO 3.2 CO 3.4
methods type tool 1.3 3.5

Questions,
Mid-Term exam Individual 30 Caselets & 15 15
Problems

In Class Exercises 5
Group 10 Datasets 5
(SPSS)

Questions,
End-Term exam Individual 40 Caselets & 20 20
Problems

Project Group 20 Field work 10 10

Total 100 35 35 15 15

Schedule of Course:

Given below is a detailed class-wise, topic-wise schedule of the course.

Class Topic/Agenda Corresponding Chapter in Book

No
1 Intro to MR, Basic Research Design Issues, Quali 1, 2, 3
Research, Survey Research
3
 2 Survey Research Contd. 3, 5
3 Survey Research Contd. 3, 5
4 Survey Research Contd. 6, 8, 9, 10, 11
5 Survey Research Contd., Experimental Research 6, 8, 9, 10, 11, 7
6 Experimental Research Contd. 7
7 Experimental Research 7
8 Experimental Research Contd. 7
9 Multiple Regression 17
10 Multiple Regression Contd., 17
11 Multiple Regression Contd. 17
12 Factor Analysis 19
13 Factor Analysis Contd., 19
14 Factor Analysis Contd. 19
15 Factor Analysis Contd., Discriminant Analysis 18
16 Discriminant Analysis Contd., 18
17 Discriminant Comtd., Cluster Analysis 20
18 Cluster Analysis Contd., Analysis* 20, 21
19 Conjoint Analysis Contd. , * 21, 20
20 Comprehensive MR ICE/*

* = Time Permitting

The above schedule is indicative and is not cast in stone, we shall try our best to cover all the
multivariate techniques and may speed up the front end, depending on class dynamics.

Students are expected to read the corresponding chapter as soon as class is over; they may focus on
aspects touched upon in class while skimming through the other sections, though they are welcome to
read them in detail. In addition to the above lecture schedule, there will be readings attached for some
lectures, along with some group activities for some classes. Here is a list of the readings, which must
be read before coming to class:

Here is a list of the readings (Course Pack), which must be read before coming to class:

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Class
Reading(s) Assignments/Activity
No
A Profitable Passage to India – Korean Companies Succeed,
BusinessWeek, 2003
Bingo, ITC Has Finally Got It
Has Twenty20 Changed Cricket
Fogg Exudes the Sweet Fragrance of Success
Listening, MR at P&G, Harvard Business Review
How Focus Groups are Helping Companies
Consumers in the Mist, BusinessWeek 2000
Mystery Shopping At Office Depot
Mystery Shoppers: The New Way to Check Service Standards and
Employee Integrity
Cameras in Homes
Cheap Razor Made After P&G Watches Indians Shave
Five Reasons Why Macron Won the Election, BBC
Kozinets, Robert (2002), “The Field Behind the Net: Using Netnography
for Marketing Research in Online Communities”, Journal of Marketing
Research
Using Laddering to Understand and Leverage a Brand’s equity,
Wansink and Chan

Submission of Project Topic

Drew Linzer, the Man who Predicted Obama Win
Measuring TV Audiences Keeps Getting Harder
2 Nielsen Panels
3
4 In Class Exercise (ICE): SE Alphas ICE: OSL 3-item
Davenport, Thomas, How to Design Smart Business Experiments,
Harvard Business Review, 2009
The Discipline of Business Experimentation, Thomke and Manzi 2014,
HBR
Hunkier Than Thou
Experimental Analytics Helps Bosses Look Beyond the Obvious,
Financial Times
ICE: Spartans Marks
ICE: Display Demo
ICE: Online Retailer
ICE: Store Sales
ICE: Comp Ad
ICE: Sales Promotion and Merchandising
ICE: Comparative Advertising and Promotions
5 ICE: Healthy Snacks
6
7
8

5
 ICE: Preference, Price, Quality
ICE: Sneaker Preference
ICE: Brand Equity
ICE: Sari Preference
ICE: IMC Interaction
9 ICE: Display Promo
10

Interim Project Report Due

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12
13
ICE: Toothpaste Data Analysis
ICE: Household and Shopping Behaviour
ICE: Sales data
14 ICE: IB
ICE: Resort Visit
15 ICE: Counterfeit Discriminant
16 ICE: Shopping Cluster
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18
19 ICE: Travel Cluster
20

“*” denotes time permitting

Please note that while the instructor will make every effort to adhere to the above schedule, it is not
cast in stone and there may be some fine-tuning as we go along.

Please make a note of the following points:

1. As you can see, the workload in this course will not be light. Slackers, pull up your socks.
2. Please install SPSS in your laptop before the start of the course.
3. Please be on time. Punctuality is a highly required virtue and it is best that you practise this
from now on at least. Latecomers will not be given attendance. The instructor will be really
strict in this regard.
4. Please make it a point to attend class regularly.
5. You must bring a simple calculator to every class. These may be used for quizzes.
6. In case you miss a class, advance notice for valid reasons must be given. Else, the student
concerned would get zero for the ICE, if there is one.

Note on Quizzes

There will be 2 quizzes. This means that student will have to be up-to-date with the readings, the
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lecture material (slides) and the text book. The quizzes will test your understanding of the topics
taught; they will not test your ability to learn by rote. Of course, you need to remember important
points. The quizzes will be closed book affairs. You may use your calculators for the quizzes. Needless
to say, laptops, books and cell phones must be kept aside. Cell phones must be switched off (no silent,
discreet modes, they must be totally switched off) during quizzes. If found on, the erring student will
be reported to the Disciplinary Action Committee for action. This would be seen as a serious violation
and student protestations of innocence will be discounted totally; it is upto the student to ensure
phones and laptops are off.

Note on In Class Exercises (ICEs)

As part of the course, students would be given In Class Exercises (ICEs) which they would be required
to do on SPSS typically. The class-wise ICE schedule is provided in the class-wise schedule of
readings/activities and students should download the
a) corresponding ICE
b) The data set pertaining to the ICE and come to class.

In the ICE word document and in the schedule, the data set details are given as well.

The ICEs will tremendously help in understanding the SPSS output and learning to do data analysis.

At the end of every ICE, groups will submit a short, hand-written report to the instructor, who will
then grade it. There will be one submission per ICE per group.

Note on Project

As part of the course, you are supposed to do a group project. In the project, you are supposed to
conduct both qualitative and quantitative research on the issue and come up with information to aid
decision-making. The instructor has identified the following topics that are amenable to research.
Groups may choose one of these; alternatively they may also come up with a topic on their own
subject to it being approved by the instructor. Groups will be assigned topics on the basis of first come,
first served. Project topics have to be submitted latest by the 2nd class. If someone in one section
reserves a topic, the topic will not be allotted to another group in the same section. It may however, be
taken up by a maximum of one more group in another section. Thus, a given topic will have not more
than 2 groups working on it.

The ideal way to approach the project is to imagine that your group is a MR agency and that a client
approaches you with a problem; you now need to do MR to provide information that would help
him/her with decision making.

Issue 1

Assume your client is a large departmental store like Niligiris/FoodWorld. Determine some factors
that are relevant for store patronage vis-à-vis kirana stores.

Issue 2

Take any relatively successful new product/brand. Analyse the reasons for its success.

Issue 3
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How can alumni engagement be increased for a B school?

Issue 4
What drives customer satisfaction at Amazon?

Issue 5

How can alumni engagement be enhanced for an engineering college?

Issue 6

What drives customer satisfaction at Netflix?

Issue 7

What are the drivers of wearing face masks? How can we get people to wear them more?

Issue 8

What drives customer satisfaction at Bigbasket?

Issue 9

How can a clothing manufacturer market formals for women better?

Issue 10

What predicts success of Great Lakes students once they graduate?

Issue 11

What factors predict success of organic food in India?

Issue 12

Analyse the Great Lakes website. How does it compare with its chief competitors?

Issue 13

What can Indian railways to make passenger experience better?

Issue 14

What drives satisfaction in women’s magazines?

Issue 15

Why drives satisfaction in news magazines?

Issue 16
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What are some drivers of satisfaction with telecom companies?

Issue 17

Why do some men buy scooters and some motorcycles?

Issue 18

What drives some people to go to unisex salons and others to go to same gender ones?

Issue 19

What drives satisfaction in cars?

Issue 20

What drives satisfaction in cell phones?

Issue 21

Are customers of the Hindu more satisfied than customers of TOI in Chennai?

Issue 22

What do recruiters think of Great Lakes graduates?

Issue 23

Take an ice cream manufacturer of your choice. How can it enhance market share?

Issue 24

What factors drive sales of confectionery?

Issue 25

What factors drive sales of biscuits?

Issue 26

Would customers prefer branded plumbers?

Issue 27

What factors drive success of a TV show?

Issue 28

What factors drives viewership of IPL matches?

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Issue 29

What factors drive sales of deodorants?

Issue 30

What factors drive brand loyalty in FMCG products? Take one FMCG category.

Issue 31

What factors drive brand loyalty in Consumer Durables? Take one durable.

Issue 32

Why are some TV Commercials popular and others not so popular?

Issue 33

How do men and women differ in terms of use a unisex product? How to market to them differently?

Issue 34

Does the use of sex in advertising for unrelated (products unrelated to sex e.g. coffee) work?

Issue 35

How can Great Lakes get better students?

Issue 36

What is the perception of undergraduate college students about Great Lakes?

Issue 37

What makes EPL popular amongst urban youth?

Issue 38

Take a recent movie that was a smash hit. What made it so?

Issue 39

What drives readership of business magazines?

Issue 40

What drives satisfaction in scooters for men?

Issue 41

What drives satisfaction in scooters for women?

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Issue 42

What drives satisfaction in motorbikes for men?

Issue 43

What can airlines to enhance flyer experience?

Issue 44

Are Chocolates eating into the share of traditional sweets?

Issue 45

How satisfied are mutual fund investors?

Issue 46

How can private life insurers fight LIC?

Issue 47

What drives satisfaction of women consumers for handbags?

Issue 48

What do CAT aspirants perceive about Great Lakes?

Issue 49

How can faculty get students to read text-books to a greater extent?

Issue 50

How can college students be persuaded to devote more time to social service?

Issue 51

How can the CBSE popularize non-science groups?

Issue 52

Why do some students study hard and some not so much?

Issue 53

What drives consumer perception of carbonated soft drinks?

Issue 54

What drives women’s tendency to exercise?

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Issue 55

What drives men’s tendency to exercise?

Issue 56

What drives parents’ satisfaction with schools?

Issue 57

What drives parents’ satisfaction with crèches?

Issue 58

How can parents wean off kids from electronic gadgets?

Issue 59

Take a B2C brand that needs differentiation. How will you differentiate it?

Issue 60

What drives consumers’ perception towards solar energy?

Issue 61

How can schools make parents’ attitudes towards school children’s online learning more positive?

Apart from the above, you are welcome to choose a topic of your own, if you have a passion for
something. However

Whether you choose from the above topics or not (i.e. choose your own topic), please note the
following

 You must do both types of research – qualitative and quantitative.

 The qualitative phase should typically be done first.
 The interim project report should consist of:
o a brief description of the project
o motivation and objectives of the study
o a lit review
o concrete testable hypotheses
o the qualitative phase description
o justification for methodology used (e.g. why focus group and why not observation)
o key findings
o the questionnaire with inputs from qualitative research
o and finally, the way forward. The plan for the quantitative phase.
 The quantitative part must involve the meaningful use of at least two multivariate
techniques from the following: multiple regression, factor analysis, cluster analysis, logistic
regression and discriminant analysis. Any other multivariate technique is also welcome, say,
conjoint analysis or multi-dimensional scaling, though we may not cover these in the class.
 Wherever possible, you must do a literature review.
 Your sample size must be at least 150. More the merrier, however.
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  You must approach this topic as a researcher trying to solve a real world problem. In case of
MBA students, imagine that you are approached by a client and you need to solve his/her
problem.
 The last date for submission of the final project report would be intimated in due course of
time.
 There would be peer evaluation. Freeloaders would be severely penalised.

Good luck and hope you learn something from the course.

PROJECT SCHEDULE (Please mention details of project delivery schedule

including timelines)

ATTENDANCE (Please don’t change this section as this is institute rule)

Student Attendance for Sessions

 Student attendance for every session will be recorded through QR Code based scanning
method in the LMS CAMU portal.
 QR Code scanning and record attendance option is enabled only on mobile devices
through MyCamu app for students.
 QR code will be displayed by the Faculty or the Junior Faculty at any random time
during the session to enable students record their attendance. Once QR code is
displayed, students are expected to record / submit attendance using their mobile
devices within the QR code display window.
 Display of QR code might be done more than once during the session as preferred by
the faculty. In case of QR code being shown more than once within the same session,
the last attempt will only be considered as final. Hence, students who have already
given in the first attempt also need to repeat the QR capture when it is shown second
or third time within the same session.
 It is mandatory for the students to remain logged in throughout the session to get
attendance.QR code scanning missed for any reason will be considered as absent and
any claims / excuses need to be taken up with the respective Faculty / Junior Faculty
only for considerations. 
 Students need to compulsorily rename their displayed names on the platform to their
respective Roll No followed by their first name for easy identification by the faculty /
JF.
 Students need to unmute their video / audio settings when demanded by the faculty /
JF to confirm their participation / presence. Failure to do so will be treated as absent
and attendance will not be marked for such sessions.
 Students need to move to the breakout rooms in the virtual platform when scheduled
by the faculty and participate in the discussions to enable them obtain class
participation marks.
 Any disruption in the online session due to issues at the student’s end will be
addressed by the faculty / JF based on the genuineness of the cases for attendance
exemptions, if any.
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  Students who faced issues in QR code scan for attendance capture in any session need
to take up their request for changes / considerations with the respective Faculty /
Junior Faculty within the same day. Attendance, once published will not be changed /
amended under normal circumstances.
 Condonation of absence during online session is purely at the discretion of the faculty
only.
Regularity in Attendance

Regular attendance is considered extremely important for effective and wholesome

learning in the PGDM. All students therefore, must comply on regular attendance in
class. The relative deduction of grade points due to shortage of attendance is
explained in the table below. Students having attendance of less than 60%
(irrespective of medical certificates) shall not be permitted to appear for the
examination in that term/academic year and will carry “F” grade in the course.

Student attendance will be a component while grading them for the course. Faculty /
JF have been advised to report about habitual absentees (habitual absentee is defined as
students absent in the class for more than three classes consecutively).

Unauthorized absence from class will be considered a breach of discipline and the Institute
will be free to take appropriate action in such cases. The same student will be asked to face
disciplinary committee. Students will not be given any attendance for any committee related
activities which warrants them to drop from the class. They are required to undertake all
committee related work beyond class hours. However, in exceptional cases, their absence
could be condoned by the Program Office on a case to case basis.

Under extra-ordinary circumstances, students may obtain leave of absence under the
following rules and procedures:

 In case of sickness, medical certificate issued and/or countersigned by the doctor

along with the prescribed application form must be submitted to the PGDMOffice
within 3 days of joining classes after illness. No student shall be allowed to join
the program unless he/she presents a medical fitness certificate duly endorsed by
a Medical Officer.

 For grounds other than sickness, leave will be allowed to students in exceptional
cases depending on the genuineness of the case by the PGDMDirector. However
no compensatory attendance and examination will be held for the period of leave.
Students will be awarded grades on the basis of their attendance level and
performance only in the classes from which they were present. Before applying for
leave to the Director PGDMa student should contact his/her course instructors to
ensure that he/she is not missing any quizzes or examinations during the leave
period.

 The PGDM Office or the faculty concerned will not be responsible for the student
losing any segment of evaluation on account of his/her leave. No compensatory
opportunity will be given for quizzes and other class room based components on
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 account of leave of any kind.

Attendance and Performance Grade Penalty

Each student is expected to attend a minimum of 80% of classes in each course. The grade
penalty will be imposed on all the students who do not meet the minimum 80% attendance
requirements in each course in the following manner:

Table 4. Grade Penalty – Attendance

Attendance of Student Performance Grade Penalty
More than or equal to 70% but less than One grade drop (e.g. from A to A-
80% )
More than or equal to 60% but less than Two grade drop (e.g. from A to
70% B+)
Less than 60% F grade will be awarded

If a student gets D grade in a particular course and also gets a grade drop due to attendance
shortage, 'D' will become an 'F' grade.

If a student fails to meet the specified attendance requirement, his/her grade in the respective
course(s) would be lowered by the Director PGDM in accordance with the grade penalty rules
laid down above.

Exiting and Entering

Students are expected to remain in the classroom (online sessions), be mentally alert,
and participate in the class proceedings for the duration. If a student must leave early
for unavoidable reasons, that student should obtain permission from the professor
before the class begins. Leaving and re-entering the class (online session) in the
middle is not permitted, except under extraordinary circumstances. Faculty members
may cross check the attendance record and if a student is found absent (merely logged
in over zoom but not present in the session) in the class, the student will be marked
absent besides the case will be sent to discipline committee and actions will be taken
by the committee.

Norms of Behavior

Students should demonstrate respect for Faculty and fellow students. Respectful
behavior contributes to the enhanced learning experience. Students should refrain
from disruptive behavior such as eating, and holding side-conversations. Using
laptops during is allowed only on the instruction of the professor. If necessary, the
students are expected to seek redress for grievances at a proper forum instead of
seeking an immediate solution.

All grievances may be addressed to the PGDM-Director or respective functional heads

and in his absence, to the Executive Director. In such cases, a copy should be marked
to the above.
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Respect the Facilities-Offline sessions

Students are expected to help maintain chairs, display screen, desktop computers,
LCDs, tables, window curtains and electrical fittings in good usable condition and not
damage them or render them useless. Students are expected not to destroy the
classroom ambience. The cost of damage, loss or theft on account of students will be
recovered from them. When this cannot be attributed to one student, the cost will be
recovered from an identifiable group of which the individual is a part or from the
entire batch. Students are expected to use cans to dispose of trash. They are also
encouraged to remove defacing or unclean material voluntarily.

Essentially, students should always use proper reporting and escalating mechanisms
for concerns and issues. Under no circumstances should students take matters into
their own hands. Students are expected to use only the students’ dining hall for
dining. Classrooms or any of the other administrative or academic areas shall not be
used for dining.

Great Lakes has adopted the principle of preserving the environment. Therefore, it
tries to inculcate in the minds of its students and staff, a sense of being one with
nature causing no harm anytime, anywhere, and under any circumstances which will
result in damage to the environment.

Smoking, chewing tobacco and drinking alcohol in and around the premises is strictly
prohibited. Severe penalties will accrue to those students caught violating this.

Use of Laptops during class-Offline Sessions

Use of laptops in the class is strictly prohibited during class hours, unless specifically
authorized by the Faculty or the Academic Administration.

Use of Mobile / other electronic devices

Use of Mobile devices during online or offline sessions are permitted purely for the
purpose of QR Code attendance capture and not for other purposes. Students are not
to use mobile devices for login to zoom sessions and it is preferable to attend online
session only through Web portal of CAMU. Use of any other electronic devices inside
the classroom / online session is not allowed under normal settings.

*******************
Table 5. LIST OF COURSE OUTCOMES (CO)
Please check the expected Program Outcomes for this course, choose the relevant CO-
PO matrix and then proceed to choose the right Course Outcome for assessment.

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CO Description
Understand business concepts and develop critical thinking in functional areas (e.g.,
1.1 Economics, Finance, Org. Behavior, HR, Operations, Analytics, Marketing, Strategy)
[1.1]
Apply concepts learnt to evaluate business issues or complete business environment
1.2 analysis by adopting various conceptual frameworks [1.2]
Demonstrate problem solving skills in functional areas by applying concepts, tools
1.3 and techniques covered in the course [1.3]
1.4 Develop business plans for products and services [1.4]
Know professional code of conduct in different disciplines / courses forming part of
2.1 curriculum [2.1]
Identify ethical dilemmas in a business case or assignment setting and apply ethics
2.2 framework to arrive at resolution of such dilemmas. [2.2]
Exhibit individual and group ethics in academic and non-academic activities during
2.3 the program [2.3]
Demonstrate understanding of ethical and societal impact of managerial decisions
2.4 made. [2.4]
Work individually and/or in groups and demonstrate social engagement through
2.5 specific projects, initiatives implemented to serve local community (ies). [2.5]
Develop effective decision making skills by analyzing complex business issues and
3.1 learn to take strategic decisions. [3.1]
Demonstrate problem identification and solving skills through courses and course
3.2 components [3.2]
3.3 Integrate functional skills and apply them in business contexts. [3.3]
Understand business problems, apply analytical skills and demonstrate critical
3.4 thinking, analytical problem-solving skills. [3.4]
Demonstrate understanding and application of analytics tools and techniques to
3.5 solve business problems. [3.5]
GL students will demonstrate effective oral and/or written communication skills
4.1 [4.1]
GL students will demonstrate written communication skills through exams, term
4.2 project reports, case analysis reports, progress reports or assignments. [4.2]
GL students will demonstrate interpersonal interaction and communication skills
4.3 through presentation of group assignments, project reports and case analysis
associated with courses. [4.3]
Develop and demonstrate skills related to strategic thinking, planning and execution.
5.1 [5.1]

Develop and demonstrate people leading skills, associated with selection,

communication, direction and mentoring subordinates and peers in organizations.
5.2
[5.2]

Demonstrate new business development skills through business environment

5.3 analysis, consumer need analysis, creating value proposition and creating a business
plan. [5.3]
Demonstrate ability to lead teams and complete assignments and projects in an
5.4 organizational setting. [5.4]

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***************

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