Marketing Summer Camp and Internship at IIM

Lucknow
What?
A one-month summer camp and internship at IIM Lucknow, focussed on Marketing
Management.
When?
The internship will last five weeks, Monday, May 12, 2014 Saturday, June 14, 2014.
Students will be expected to reach the IIM campus on Sunday, May 11, 2014.
Where?
Interns will need to stay on the IIM Lucknow campus for the entire duration of the
internship. Please see http://www.iiml.ac.in/?page_id=82 for more campus-related
information.
Cost?
Free tuition! Students selected for this summer program will NOT be required to pay
any tuition fees or program fees.
Participants will however be required to pay for lodging at the IIM Lucknow student
hostel (nominal charges, likely ~Rs 1500/- per month) and pay for meals in the student
mess / canteen (nominal charges, likely ~Rs 2500/- per month).
Instructors?
The summer camp and internship will be held under the supervision of Prof. Sameer
Mathur and Prof. Prem Prakash Dewani, full-time faculty at IIM Lucknow.

Instructors Biography
Prof. Sameer Mathur is a Marketing professor at IIM Lucknow.
He received his Ph.D. and M.S. in Marketing from Carnegie
Mellon University, USA. He has previously taught Marketing
at McGill University in Montreal, Canada for four years. Prof.
Mathur currently teaches Brand Management at IIM Lucknow.
He has previously taught Global Strategy, Marketing
Management and International Marketing at McGill University
and Carnegie Mellon University.
Prior to academics, Prof. Mathur briefly worked in the US
Software industry. He has a Masters in Computer Science
from the University of Illinois at Urbana-Champaign (UIUC)
and a BTech from IIT Roorkee.
For more information about Prof. Mathur, please visit http://
www.BuddingMarkets.com

Prof. Prem Prakash Dewani is also a Marketing professor

at IIM Lucknow. He received his Ph.D. in Marketing from
IIM Ahmedabad. Prof. Dewani teaches Pricing Strategy and
Marketing Management at IIM Lucknow. He has over 20
publications related to Marketing and Food Technology. He
is an expert in the Case Method of teaching, popular at IIM
Ahmedabad.
Prior to academics, Prof. Dewani worked extensively in the
food technology and the dairy industry, including the Gujarat
Cooperative Milk Marketing Federation and Amul.
For more information about Prof. Dewani, please visit http://
www.iiml.ac.in/?page_id=2682&link=80

How to apply?
Please submit the following information electronically, as an email attachment to
iimlfaculty@gmail.com
Cover Letter
The cover letter should articulate your motivation behind pursuing this
internship. What are your short term education and career goals? How will this
internship assist you in this endeavour? The letter should not be longer than
one page in MS Word.
Resume
Your resume should clearly indicate the following information:
1) Name, 2) Date of Birth, 3) Email Address, 4) Mobile Phone Number, 5) Postal
Address, 6) CGPA in each semester, 7) Major, 8) Coursework completed, 9) IIT
JEE rank, 10) Class XII board and percentage
Test
In order to evaluate the ability and suitability of applicants, Prof. Mathur and
Prof. Dewani have devised an admission test. The objective behind the test is
to gauge your level of aptitude, interest and seriousness towards pursuing this
summer camp and internship. Please see Appendix A for details.
Please do not contact the professors at their regular IIM Lucknow email addresses.
Please direct all communication to iimlfaculty@gmail.com
Eligibility
Applicants should have completed a minimum of 4 semesters of coursework. BTech
students entering their 3rd year or 4th year are ideal candidates.
Prior knowledge of Marketing or Management is not essential.
Applicants should be willing to dedicate the entire time of five weeks towards this
internship and stay on campus at IIML fulltime. Applicants are advised that this
internship will be highly demanding, both intellectually and time wise. Multi-tasking
with other work activities or another internship is not advisable.

Each intern is required to bring and use their own laptop for the duration of the
internship. IIML will provide campus Wifi facilities, but may not be able to provide
computers.

Scope of the Summer Camp and Internship

The Marketing summer camp and internship will consist of Marketing lectures, group
discussions and mini projects, spread over 5 weeks.

WEEK 1
Students will be introduced to basic concepts of Marketing.
Discussion sessions will be led by Prof. Mathur and Prof. Dewani (No Teaching
Assistants).

Introduction to Marketing Management

Topics covered will include Segmentation, Targeting, Positioning.These sessions will
be jointly taught by Prof. Mathur and Prof. Dewani.
For additional information, including sample teaching materials, please review Prof.
Mathurs page at http://www.buddingmarkets.com/?page_id=439

Pricing Strategies
Topics covered will include Strategic Pricing, Value-Based Pricing, Behavioural
Pricing, Dynamic Pricing, Competition-based Pricing. These sessions will be
led by Prof. Dewani.
Reference Book: Strategy and Tactics of Pricing by Nagle et al http://
www.pearsonhighered.com/educator/product/Strategy-and-Tactics-of-Pricing-The/
9780136106814.page

Branding Strategies
Topics covered will include Customer-Based Brand Equity, Brand Positioning, Brand
Mantra, Cobranding, Brand Extensions.
For additional information on Branding, including sample teaching materials, please
review Prof. Mathurs page http://www.buddingmarkets.com/?page_id=713
Reference Book: Strategic Brand Management by Keller et al
http://www.pearsoned.co.in/web/books/9788131756898_Strategic-BrandManagement_Kevin-Lane-Keller.aspx
SAMPLE TEACHING VIDEO

Here is a sample video of Prof. Mathur discussing Brand Extensions. The video
shows teaching slides with Prof. Mathurs voice over.
http://www.youtube.com/watch?v=xBNrGK-9ksU

WEEKS 2 and 3
Students will study and apply more advanced concepts of Marketing during this time
frame.
Reference Book: Marketing Management by Kotler, Keller, Koshy, Jha http://
www.pearsoned.co.in/prc/book/philip-kotler-marketing-management-south-asianperspective-14e-14/9788131767160
Students will be divided into teams. Each team will be assigned specific topics of
Marketing. Teams will analyse and review their assigned topics in depth using the
above mentioned resources under the supervision of Prof. Mathur and Prof. Dewani.

WEEKS 4 and 5
This will be followed by projects during Weeks 4 and 5.
Students will work on a series of mini projects under the supervision of Prof. Mathur
and Prof. Dewani.
The projects will partially involve critically reading and analysing select articles
published in world renowned business journals and information available in select
websites shortlisted by the IIML faculty.
Reference: Harvard Business Review (See http://hbr.org/magazine ) and Sloan
Management Review (See http://sloanreview.mit.edu/ )
Select student teams will also work on a technical project, yet to be determined.

Evaluation
Evaluation for Weeks 1-3 will be objective. It will take place based on student
performance in quizzes. Two quizzes have been tentatively planned.
Evaluation for the projects during Week 4-5 will be subjective. It will take place based
on periodic student team presentation and/or group meetings with Prof. Mathur and/
or Prof. Dewani.

Certificate of Participation
All participants in the Marketing Summer Camp will receive a certificate of
participation co-signed by Prof. Mathur and Prof. Dewani on successful completion of
the program.
Letter of Recommendation

Some students may require letters of recommendations for higher studies abroad or
letters of reference for jobs in India / abroad.
Prof. Mathur and Prof. Dewani are willing to write letters of recommendation for
students who successfully complete this internship, at their discretion, based on the
quality of contribution and participation.

Appendix A
You may work either individually or in a team of 2 on this test.
You are asked to select any one of the following articles that most interests you:

Simonson, I. & Rosen, E. (2013). What Marketers Misunderstand About Online Reviews.
Harvard Business Review.

Nichols, W. (2013). Advertising Analytics 2.0. Harvard Business Review, 91(3), 60-68.
http://hbr.org/2013/03/advertising-analytics-20/ar/1

Hamilton, R., & Srivastava, J. (2010). Slicing and Dicing Your Pricing. Harvard Business
Review

Second, you need to carefully and thoughtfully read, understand and analyse the
article you have selected.
Third, you need to create a Powerpoint presentation. The presentation should have
two parts. In part 1, you will review and summarize the key concepts presented in the
article. In part 2, you will apply the concepts to the Indian market.
To clarify, part 1 is a review of the highlights of what is already in the article. Nothing
new is expected. You need to present the most salient and interesting management
insights expressed by the authors.
Part 2 tests your ability to understand, analyse and apply the concepts from part 1 to
the Indian market. This will help us partially judge your level of interest, and ability
in management. We will use your submissions as a primary selection criteria while
shortlisting interns for our summer program.
Some additional guidelines for preparing the PPT slides are as follows:
There is a limit of 15 slides for part 1 and 15 slides for part 2.
The font of the text should be Ariel, font size 28 or larger.
Your slides should include suitable images / jpeg to illustrate the concepts visually.
You may download and use images from Google Image Search and/or other such
sources.

Your slides could also optionally include videos (e.g. an advertisement) downloaded
from YouTube to further illustrate your point of view.
Important Note: You are required to cite and reference ALL your sources using APA
style, as shown on http://www.apastyle.org/ . Failure to cite, will be construed as
plagiarism and lead to your application being rejected.)

The deadline for applying is 30 March, 2014. There is no application fee.

Please do not contact the professors at their regular IIM Lucknow email addresses.
Please direct all communication to iimlfaculty@gmail.com
To apply, please send an email, with three attachments Your Resume (Word), Your
Cover Letter (Word), Your HBR Article Analysis (PPT)