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1. Course Description

The course aims at presenting a synthesis of various perspectives developed in order to understand the BOP market popularly known as the Bottom of the pyramid or Base of the pyramid. This covers topics which are relevant with respect to marketing to poor consumers in all kinds of markets urban, semi-urban, and rural markets. Scholars have analyzed BOP as consumer markets and/or producer markets. Cross-sector practitioners focus on BOP markets to utilize their capacity to consume, offer them choice along with dignity, and reveal their capability to innovate. This course focuses on settings which are Indian or similar to Indian setting.

2. Student Learning Outcomes

· Be able to appreciate the challenges from the marketing perspectives at the BOP market.
· Be able to critically analyze the BOP market from the long-term market development perspective.
· Be able to develop suitable marketing strategies for the BOP market.
· Be able to understand social and marketing innovations to tap the BoP market
· Be able to appreciate BOP as producer market, as well

a. Bottom of the Pyramid Marketing: Making, Shaping and Developing BOP Markets edited by Ramdendra Singh
b. 86% Solution by Vijay Mahajan et al.
c. The Fortune at the Bottom of the Pyramid: Eradicating Poverty Through Profits by C.K. Prahalad
d. Fighting Poverty Together by Aneel Karnani
e. We are like that only by Rama Biajpurkar
f. Compiled Course Material from Secondary Sources

4. Tentative Session Plan

Session Number	Topics/Activities
	Module -I(Understanding BOP)
1	Introduction to the BOP
2	Purposive understanding of subsistence market places Understanding inequality and the process of upward mobility
3	Poor consumers in different countries- A cross-cultural Marketing perspective Understanding the limitations of the BOP in the communist bloc. Comparisons of poors: Developed, Developing, and under-developed markets
4	Implementing business plans through social good Innovations and advocacy for market access Technological development and market inclusion Innovations in organizations- towards inclusion
	Module -II(Understanding BOP)
5	Culture of Poverty
6	Thinking style of poor consumers
7	Intersectional poverty
8	Addressing customer needs and welfare
9-11	Module -III(Behavioral insights into BOP)
	Module -IV(Value creation at BOP)
12	Overview of informal economy
13	Transition from informal to formal economy: Cross sector partnership
14-15	Inclusive value chain
16	Grassroot innovations
17	Empowerment to BOP women
	Module -V(Applications)
18-20	Project analysis and integration

5. Evaluation

Component	Weightage
Class Participation	20
Quiz	10
Projects	30
End-Term Exam	40

6. Academic Integrity

Focus is on authenticity. Kindly refer to manual of policy for code of conduct.

Created By: Alora Kar on 11/23/2020 at 04:20 PM
Category: BM 19-21 T-VI Doctype: Document