Indian Institute of Management Ahmedabad

Senior Management Programme

2018 – ‘19

Session Timings
Session 1 15.00 - 16.15
Tea/Coffee Break 16.15 - 16.45
Session 2 16.45 - 18.00
Weekend Schedule
April 2019

Week 36 Saturday April 6 , 2019

Session 1 & 2 Topic Value Creation through Brands and Brand

Arvind Sahay Positioning
Case Scorpio: Brand Positioning (IIMA Case)
Reading Sahay and Sharma (2016), “Building and
Managing Brand Relationships,” Working Paper,
IIMA

Week 37 Saturday April 13 , 2019

Session 1 & 2 Topic Strategy Execution & Balanced Scorecard

Amit Karna Case Transworld Auto Parts (A)
Reading: Kaplan, S.K. & Norton,D.P.(2000) "Having
trouble with your strategy? Then map it", Harvard
Business Review.

Week 38 Saturday April 20 , 2019

Session 1 Topic Generating New Product Ideas: Lead Users

Arvind Sahay Case Innovation at 3M Corporation (A)
Reading 1. “Lead User: A Source of New Product
Concepts”, Eric Von Hippel; Management
Science, July 1986

Session 2 Topic Creating Value through New Product

Arvind Sahay Case Clark Material Handling HBS 9-590-081

Week 39 Saturday April 27 , 2019

Session 9 Topic Business Models and E-Marketing:

Arvind Sahay Case Hubspot: Inbound Marketing and Web 2.0
Reading Note on Marketing Strategy

Session 10 Topic Managing Value in the Channel

Arvind Sahay Case Racer Lube Company
Reading Note on Marketing Strategy