Close

1. Course Description

This course is an overview of policy, managerial, and marketing aspects regarding the utilities and services covered under the aegis of public policy. The participants would appreciate that there is a complex interaction among individual rights, individual well-being, and societal well-being. The course would help the participants understand the influence of the market and marketing on the making, shaping, and developing public policy and vice-versa. In short, there is an intertwining between market and public policy. During the course, the participants would reflect on the changing nature of government, private partners, and non-governmental organizations and view marketing from a critical perspective.

· Be able to: appreciate the conflict between individual rights and individual/social well-being
· Be able to: recognize the influence of marketing on the welfare of the society and vice versa
· Be able to: explain and evaluate impact of marketing on public policies
· Be able to: develop critical thinking
· Be able to: understand the voice of the subaltern
· Be able to: appreciate the social and political milieu within which public policy works

3. Reading Material

There is no prescribed textbook for this course. Articles or cases will be given in hard copies or soft copies for reading and analysis. Reading list is tentative.

Suggested journals:

It is expected that participants read before attending the class and come prepared for the discussion.

Session Number	Topics/Activities	Readings
1.	Introduction and overview of public policy	· The study of public policy; Anderson · Introduction: Public policy making in India; Ayyar
2.	Role of marketing in public policy	· The nature and scope of marketing; Hunt, Shelby, Journal of Marketing · Exploring “4 Eras” of thought development, Wilkie and More, JPPM · A dangerous divergence: Marketing and society; Jagdish Sheth and Rajendra Sisodia, JPPM · Marketing education as bad medicine for society; Holbrook, Morris B, JPPM
3.	Consumption as freedom	· Freedom and consumption: Toward conceptualizing systemic constraints for subaltern consumers in a capitalist society, Vikas and Varman, CMC
4.	Food	· Stolen harvest; Vandana Siva · Same but different: Using anthropomorphism in the battle against food waste, Cooremans and Geuens, JPPM 2019
5.- 6.	Health, hygiene and sanitation	· Rising cost and decreasing health, Varman and Vikas, JMm · Public health policy in India: A critical note, Chakrabarty and Chand, Sage 2016, pp. 217-235 · Ayushman Bharat · Mohalla Clinics of Delhi · The COVID-19 pandemic at the intersection of marketing and public policy, Scott et al. JPPM 2020
7.	Education	· Disciplining the discipline: understanding postcolonial epistemic ideology in marketing: Varman, JMM · Market subjectivity and neoliberal governmentality in higher education: Varman, JMM · Education policy in India, Chakrabarty and Chand, Sage 2016, pp. 190-216 · NEP 2020
8.	Outsourcing and sweat shops	· Watch movie: Behind the swosh · Watch movie: Fashion victims · Both movies are available on the Youtube
9	Childhood and motherhood	· The century of the child; Bakan (2011) · Wombs in labour: Transnational surrogacy in India, Amrita Pande · Smart devices, smart decisions? Implications of parents’ sharenting for children’s online privacy: An investigation of mothers, Fox and Hoy, JPPM 2020
10	Wrap up

Participants must study the assigned readings before the class.

Students should form a group, not more than three (3) students, before the beginning of second session.

For the final project, the group can select any public policy (state level and/or central level). It is expected to critically analyse the policy, its implementation and impact on the society. Final project submission requires attachment of plagiarism check report (Turnitin software). This software is available with the Librarian. Final project (soft copy) is due within a week of the last session. Faculty would inform the exact date and modality of submission.

End-term examination would be a closed-book exam.

6. Academic Integrity

A participant or a group attains zero mark in a component if s/he is caught following unethical practices. The disciplinary action may not limit to zero marks in that activity.

As per XIMB norms and manual of policies.