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DOCC Guidelines PGDM 2012

1. 2. 3. A. B. C. Introductory Note Evaluation DOCC 3 Credit 500 Points THE DOCC PROJECT REQUIREMENTS DOCC Project Report NGO Feedback DOCC Panel Presentation

Page No.
2 3 3- 4 5-7 8-9 10 - 11

Case Writing Annexure Instructions & Guidelines Timelines for preparing the case 12 - 14 17 15 19 - 20


Every year the PGDM participants, at the end of first year, undertake socially relevant projects for six weeks. These projects are in association with NGOs working in the rural areas. These projects have been valued for implementing new approaches so as to improve managerial processes, develop information systems, building brand equity of the organization and developing business plans to achieve overall organizational effectiveness. SPJIMR a learning organization with a guiding philosophy of Influencing Practice and Value Based Growth appreciates and looks forward to the social organizations and other stakeholders as our partner in the Development of Corporate Citizenship Program. The Center for DOCC facilitates this experiential learnings to our MBA participants and encourages all the stakeholders to utilize the experience and the managerial inputs provided by our enthusiastic management students. During the DOCC project placement period from March 5th to 18th April 2012, the students are expected to execute the projects in remote rural areas with a focus on the development issues provided by the institute. The objective of DOCC project is to explore, develop/modify and document, sustainable solutions. To achieve program goals more efficiently and deliver higher level of value to beneficiaries, the project will also address operational as well as strategic issues/problems. While exploring and working on the DOCC projects, information can be drawn from multiple stakeholders, various disciplines, different approaches and experiments of different organizations. Rural Development is concerned with economic growth and social justice, improvement in the living standard of the rural people by providing sustainable opportunities and access to quality services with minimum basic needs. The present strategy of Rural Development mainly focuses on poverty alleviation, better livelihood opportunities, provision of basic amenities and infrastructure facilities through sustainable programs of wage and self-employment. The above goals will be achieved by implementing various programs, and support systems, creating partnership with communities, non-governmental organizations, community-based organizations, and institutions, the level of learning and incorporating sustainable ways while working on the DOCC project will vary from project to project. In DOCC Projects, application of management principles in addressing issues, problems and situations is critical for enhancing efficiency in service delivery and effectiveness of the organization.


EVALUATION: DOCC 3 Credits - 500 Points

S.No. 1 Particulars DOCC PROJECT (6 WEEKS) 1.a Docc Project report 1.b NGO Feedback 1.c Presentation to the panel 1.d Case Writing along with a teaching note. Points 500 Points 50 Points 125 Points 75 Points 250 Points


Project Deliverables:
1. Project Report (details enclosed) 2. NGO Feedback (from the NGOs on the projects implemented by the students) 3. Project Presentation (To be presented to a panel comprising Faculty, NGOs & Corporate) 4. Case Study and Teaching Note (details enclosed)

Project Assignment:
1. Diagnosis: Understanding the problem/situation/issue as per the scope of the project for the student. Collecting necessary information from all possible sources. Identifying the problem/situation in a context based on literature review and information collected.


2. Comprehension: Preparing a SWOT analysis wherever relevant and identifying critical issues. Developing alternatives for addressing the problem/situation. Using LOG frame for planning

3. Implementation and Analysis: Preparing a plan of action in consultation with the organization and other stakeholders. Students intervention keeping in view the plan of action as planned.

4. Recommendations: Developing a set of recommendations and follow up action plan based on the intervention. 5. Training Need Assessment: To determine whether any training is required? The areas in which training is needed? To observe the gap to be bridged & the desired training outcomes To provide a basis of monitoring and evaluation

6. Future Prospects: To find problem statements that might require a consultant with greater experience, which can be given to experts To develop a relationship with the NGO and consider long term sustainability when it comes to problem statements


A. DOCC Project Report

The Final Project report will have to be submitted in prescribed format by 27 th April 2012 Project Report submission format: The final report (only body) will be of minimum of 20 pages (excluding the annexure) and maximum of 25 pages. Submission of soft copy of final DOCC Report and final presentation file has to be done by copying the files to a folder in the notified (to be communicated later) SPJIMR computer. The name of the file should be DOCC Project (Code) Part B. Please note that every project will be allocated a code once they come back from DOCC. Please note that a copy of this project report has to be submitted to the NGO and one copy for SPJIMR. Case Study has to be submitted only to SPJIMR.

The body of the Report should contain:

Introduction/Background (The focus of your project/problem in a context). [Not more than 2 pages] Methodology Used (in the project work) - Scope, methodology and strategy of your project. [Not more than 2 pages] About the Organization (NGO/Corporate, the origin & history of growth, mission, approach/strategy used, program, location & beneficiaries, and other stakeholders, staff competency, financial health, effectiveness). [Not more than 2 pages] Problems and Challenges (Students Assessment of the situation/problem/context under focus; SWOT analysis). Analysis of Findings.


Field implementation of recommendations (if any) Conclusions drawn from findings. Recommendations Training Need Assessment

Cover Page

DOCC Project Report

(Name of the NGO)

(Title of the DOCC Project) (Project Code)

By (Name of the Students Roll No.)


Center for Development of Corporate Citizenship S P Jain Institute of Management & Research, Mumbai


Note: Please remember that your analysis, conclusions and recommendations are the most critical part of the report, and will provide maximum value addition to the organization. The appended parts will include: Abbreviations References (to websites, e-Groups, Newsgroups, literature, reports, etc.). Tools for data collection, if used during DOCC project work Survey results, if any Contact details of people and organizations interacted with during DOCC project work Weekly Progress Reports Any other documents prepared by the student(s) during DOCC project work

Total Evaluation - 50 Points


B. NGO Feedback
NGO Feedback is based on individual students:
Criteria for assessment;

Grass root level work Field work contribution Problem analysis and approach Depth of study conducted by student Application of managerial techniques Aspects of Project Execution Facilitating education/skills training Imparting knowledge of market based economic system Creating/improving successful business models Use of ethical business practices Feedback from the representative about the conduct of student during the entire course of project


The evaluation will also be based on students recommendations given to NGO in relation to:

Qualitative feedback
Students approach towards work Project Details Relevance and Impact of students contribution to your organization Implementation and Sustainability of the work done

Behavioural traits of the student in the DOCC project : Regularity Discipline Sincerity

Relevance Long term Sustainability (Business and / or Environmental)

Total Evaluation - 125 points


C. DOCC Panel Presentation

The students will make a formal presentation of their DOCC Project work to their organization during the period of DOCC placement, which will allow both the students and the organization to analyze the work that was done during the project. Based on the feedback of the organization, the students can revise their presentation for use at the Institute before the panel of evaluators. The Centre for DOCC organizes presentations of all the DOCC projects by the Students to a panel of evaluators at SPJIMR consisting of Academicians, representatives from Corporate and NGOs. About 15 minutes is allotted per project for the student(s) power point presentation followed by a question-answer session. The Panelists evaluate the students performance based on the presentation.

Tentative framework as required by students for presentation slides:

Slide One: Title page (name of the organization, title of the project, Name of students, etc.) Slide Two: About the Organization ( Mission, Program of activities, areas of operation, Board & Staff strength, Annual Budget, Funding Sources, etc.) Slide Three: Details of the Project (project objectives, activities & beneficiaries, your DOCC objective for the project and methodology used) Slide Four: Your assessment Slide Five: Your Recommendations Slide Six: Your Intervention Plan and actual execution along with methodology/approach Slide Seven: Your Follow up proposal given to the organization 10 | P a g e

Slide Eight: Your overall experience and Takeaways

Total Duration per presentation: Fifteen Minutes (including Q&A for 5 minutes) The evaluation criteria is based on: Intellectual Insight
Focus/ Clarity about task Collection of data and analysis Depth of analysis done Application of managerial techniques

Field Study Resourcefulness and Initiatives taken Alignment of scope and efforts

Content, Structure and Clarity Ability to answer questions poise & confidence Vocal Quality voice modulation, volume & speed non-verbal cues eye contact, movement & gestures

Total Evaluation 75 Points

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D. Case Study
This note is based on the proceedings of the Course Development and Case Writing workshop conducted by Harvard Business School at the Harvard Shanghai Centre, Shanghai, from January 11th to January 14th 2010 by Prof. Paul Marshall and Prof. Noam Wasserman. A) Objective of Case Writing A case is written in order to discuss a certain theme outlined in the course plan in a more effective manner by telling the participants a story. To describe a process or decision so that the participants themselves identify the related issues by way of classroom discussion. B) Framework of a case CONTEXT


A Case would typically involve the following: 1. Context:


This relates to the environment within which the entity operates, that is, the economy, society, legal structure, demographic structure etc. 2. People:

A case would almost always involve people including the case protagonist and the story would normally revolve around these people.

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Against the context or environment are certain decisions, choices, policies or strategies that the people have to undertake. This is known as the Deal. These three crucial elements of the case ultimately team up to capture a certain opportunity that helps to pursue the objectives of the entity. C) Sources of data for a case A case can be based on primary data or secondary data. For a case based on secondary data, data is sourced from published material, the sources being mentioned in the case. It is therefore not important to get an approval from any concerned organization. Most cases are however based on primary data. In such cases, a case protagonist is identified. This individual (or individuals) usually belongs to the concerned organization and forms the most important source of data. The case writer would have to go through a series of interviews with the protagonist before the case is finally completed. In fact the role of the protagonist lasts through the entire process, right from skimming the surface to the final stage of case writing. D) Duration of case writing A case can be written in a months time covering 150 hours of work. E) Scope of the Case Whilst writing the case, it is important to keep in mind the audience for whom it is written, that is, is it for undergraduate, graduate, post graduate or MBA programs? The writer should also have in mind the course for which it has relevance. F) Steps involved in case writing: (refer to annexure 1, Noams Case Development Process: Single Protagonist) Step 1: Skim the surface interview At first, the case writer takes an interview of the case protagonist from the point of view of finding out the feasibility and value in writing the case. In other words, the writer considers whether it is worthwhile scratching deeper and going ahead writing the case. Step 2: 1- page case outline and teaching issues After the skim the surface interview, the writer makes a 1-page outline and alongside also pens down a few (6 to 8) teaching issues that could emerge from the case. This is important as the worthiness of the case would depend on whether it provides for adequate teaching outcomes.

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Step 3: Revised case outline and Takeaways Once the writer is convinced about the value of the case in terms of teaching issues, he revises the case outline and now develops 6 to 8 takeaways. These takeaways can be prepared based on questions asked during the first interview. The questions asked to surface a takeaway may be as follows:

What were the most critical lessons you learnt during this time period? What were the most surprising things you experienced? If you were talking to someone in the same position, what would be the three most important pieces of advice you would give him/her? The next time you start something similar what will you do differently? A takeaway can be explained with the help of the following matrix. Not Important Dont waste time Cocktail Chatter Important Non case teaching Takeaway

Obvious Not Obvious

A teaching issue can qualify to become a takeaway only if it is not obvious and important. If an issue is not important and obvious then it is merely a waste of time to discuss it. If it is not important and not obvious, it qualifies to be a good topic for discussion during a cocktail party. If it is important and obvious, it can be conveyed to the participants using a method other than case method, like lecture method or pre class reading. It is only when the issue is important and at the same time not obvious can it become a takeaway and can be included in a case. It is therefore important for the case writer to ensure that he finds at least 6 to 8 takeaways from the case before he proceeds any further with writing the case. Step 4: Detailed interviews with protagonist Once the revised draft is ready along with the takeaways, the writer starts with detailed interviews with the protagonist. These interviews may last for 5-6 hours over four sessions. For this it is important to ensure the following: Prepare well before the interview, that is, gather up adequate information about the organisation and the protagonist.

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Take down detailed notes during the interview so that nothing is missed out. The writer may use a tape recorder but it may interfere with the spontaneity of the interviewee and so may be avoided. It may sometimes be useful to give the protagonist a questionnaire or data request before the interview. The information thus received may then be used by the interviewer during the interview. Have a follow up interview within a week otherwise the protagonist may forget the objectives of the case. Collect enough data and material from the protagonist, those which would form part of the exhibit material in the case. Step 5: Prepare raw transcript and review with protagonist In this stage, the writer prepares a raw transcript of the interview conducted and reviews it with the protagonist highlighting holes, errors and also incorporates new thoughts. It is also important to ensure that sensitive issues that the protagonist would like to keep out may be removed during this stage. Step 6: Convert transcript into prose and prepare the first draft of the teaching plan In this stage, the writers imagination and creative abilities plays a very important role. The transcript of the interview has to be converted into prose in a manner that the reader has to pick up the relevant and important issues without them being specifically conveyed. In doing this the following factors have to be kept in mind: The sequence can either be chronological or topic wise

The introduction is important. It should grab the interest of the reader. It should identify the protagonist and provide the context. It could contain a catchy phrase which draws direct attention to the case. It should have an opening vignette which could be a suggestion by the protagonist. The case should have a description of people especially something exceptional about them, maybe regarding past experiences, family etc. What is included in a case about a person would also depend on the cultural context of the individual. The case can have quotes which could be golden words of the protagonist or any other person mentioned in the case. They need not be verbatim; if not then they should be vetted by the person concerned. It should have a catchy title.

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Ideally the case should be of about 10 to 12 pages.

Teaching Plan
When writing the case, the teaching plan has to be simultaneously prepared. It consists of Core Issues, Optional Issues and Back-pocket issues. Core Issues: These are the most important issues that must be covered in the case. For example, all the finance issues if the case is meant for a course in Finance. Optional Issues: These are issues which are important but may or may not be covered. It provides some flexibility to the case such that, the case may be used in different disciplines. For example, the people related issues in a Finance case. Back Pocket Issues: These are issues that should not be covered unless there is excess time available in class after the core issues and/ or optional issues are discussed. In fact, the purpose of these issues is to ensure that there are still more issues to be discussed even though the case discussion otherwise has been completed. Step 7: Back and Forth Case Writing Teaching Plan Development In this stage, the Teaching Plan draft is compared to the case draft. The unnecessary elements are removed, the missing elements are highlighted and changes are made in both the Case and the Teaching Plan. The draft of the case is sent to the case protagonist, it is reviewed with the protagonist and then again both the case and the teaching plan are revised.

Step 8: Final Review with protagonist and finalizing the Teaching Plan After the required revisions are made, the case is finally sent for review to the protagonist who then gives his final approval. In this stage the teaching plan is also finalized. It is important to consult the other faculty members from the department before finalizing the teaching plan.

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Annexure 1

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The submission should include the following:

Components of the case: Opening Paragraph (The opening paragraph should state dramatically the case issue or problem.) Background / Context for organization, for case actors. Case story Conclusion (focuses decision point; suggests options and considerations; etc.)

Exhibits (Optional) Teaching Note

The case needs to be written in MS Word/PDF file format with 12-pt Times New Roman font, single spacing for normal text and with a Header (Title of the case) &Footer (case author & Roll no., Page No.) The case needs to be written in a style, which is objective, concise, direct, unadorned and written in past tense. Use headings as signposts, avoid unnecessary transitional statements; Try to keep paragraphs and sections to a reasonable length. The Case study (only story) will range between 10 to 15 pages and roughly the same number of pages of exhibits. Submission of soft copy of the Case Study and teaching Note has to be done by copying the files to a folder in the notified (to be communicated later) SPJIMR computer. The name of the file should be DOCC Case (Code) Part A. Hard copies must be submitted as stapled printouts (one side) on executive bond A4 size paper, to the Center for DOCC with a cover page highlighting the title, name of the organisation, name of student, roll no, batch, Center for DOCC, SPJIMR

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Timelines for preparing the case :

Week 1: Identification & Observation Skim the surface; Interview with protagonist. Week 2: At the beginning, submit a 1-page write-up on the outline of the case incorporating the framework with the Context, People, Deal & Opportunity (refer to case writing note, attached separately). This outline has to be sent to the Faculty Guide & to the DOCC Centre. Week 2 & 3: Detailed interviews (refer to case writing note) with the protagonist and develop teaching issues in consultation with Faculty Guide. Week 4: Continue the detailed interviews with revised and fine-tuned 1 page outline with a separate document on the teaching issues. Week 5 & 6: Work on the final case and teaching note in consultation with the faculty mentor. The final submission can be made a week after your return to the institute so that you can interact and discuss the final version with the faculty mentor.

Evaluation Criteria of a Case Study: Overall View:

1. Is there an issue worth discussing? 2. Is the issue segregated into different questions? 3. Do the questions have some kind of logical flow? 4. Is there a properly defined overall objective for the case? Yes/No Yes/No Yes/No Yes/No

Teaching Note:
1. Clear statement of the intended use of the case 2. Clear statement of the learning objectives

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3. Flow 4. Sequencing 5. Theoretical Backup Note: Each of the above parameters are rated on a scale of 10 to arrive at the Teaching Note Component final score

Case Study Grading:

1. Grade A 2. Grade B 3. Grade C 4. Grade D Case for publication To be revised and fine tuned Major revision required Should not be taken forward

Submission Dates for the case study:

Draft submission of case study 75 points (28th April) Incorporating suggestions (faculty) 50 points (16th June) Final Case submission 125 points (15th July)

Total Evaluation 250 Points


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