Harish B - Assistant Professor

Email-ID : harishoffice@gmail.com;harish@rajagiri.edu

With more than 16 years of experience in the industry and academics, his interests include marketing, branding, marketing research and sales. A keen observer of brands and marketing practices, he authors the internationally renowned marketing blog – Marketing Practice. An MBA in Marketing and Executive PGDM in Marketing and Strategy from IIM Kozhikode, his career started with India’s leading media house – Malayala Manorama Co Ltd . After a stint of 6 years in industry, he switched over to academics and worked as Assistant Professor at SCMS Kochi and IBS Kochi before joining Rajagiri. Harish also conducts MDPs , training and consultancy programs in the areas of marketing.

Educational Qualification

BSc,MBA(Mktg),Executive PGDM(IIM-K), M.Phil

Work Experience (Teaching / Industry / Research)

  • Assistant Professor at Rajagiri College of Social Sciences, Cochin
  • Assistant Professor at IBS Kochi
  • Assistant Professor at SCMS Cochin
  • Executive- Marketing at Malayala Manorama Co Ltd

Area of Interest (Teaching / Research)

  • Marketing Management
  • Brand Management
  • Sales Management
  • Sales Training
  • Marketing Strategy for Small and Medium Enterprise
Executive Summary of UGC Minor Research Project
A study on the marketing challenges faced by Small and Micro Enterprises in Ernakulam District
(MRP(H)-1752/11-12/KLMG054/UGC-SWRO DTD 13-July-2012)
Small and Micro Enterprises ( SME) are very important part of our economy. SMEs form the foundation of development in any economy. They contribute to the economy interms of employment generation, entrepreneurship and self-reliance
The current project was undertaken to understand the specific challenges related to marketing that the SMEs face . There are many broad studies undertaken on the problems faced by MSMEs which points out marketing issues, there is a gap in the literature that cite the specific issues faced in the domain of marketing. This Minor Research project is intending to bridge the gap by identifying specific marketing issues faced by Small and Medium Enterprises.
The study was conducted with the following specific objectives:
  • To study the major challenges faced by small and micro-enterprises with respect to marketing function within the organization.
  • To find out the problems faced by small and micro-enterprises with regard to Product  (ii) Price (ii) Distribution (ii) Promotion
  • To understand the challenges faced by the Small and micro-enterprises in identifying market segments.
  • To study the perception of SME managers towards branding of their products.
The study identified the following major challenges as per the ratings given by the SME respondents in this study. The major challenges faced by the SMEs are  a)Meeting customer's changing needs b)Maintaining profit margin c)Maintaining product quality d)Reaching consumers e)Managing cost  f) Identify new consumers g) Price competition h)Convincing consumers i)Making product improvement j) Getting money from channel.
Although SMEs are performing marketing functions, it is not organized or focused as Medium and Large enterprises. Many functions in these firms are handled without long-term planning or systematic process based approach.

Training / Research Projects / Consultancy / MDP conducted

  • Resource person for Entrepreneurship Development Program for KITCO on Brand Building for Entrepreneurs ( 2014)
  • University Grants Commission -Minor Research Project
  • Marketing Research consultancy project for a leading FMCG Company in Kerala (2013)
  • Consultancy Project on market analysis and entry strategy for a small appliance company ( 2013)
  • Consultancy project for Coconut Development Board (2013)
  • Consultancy Project for Retirement Home Startup( 2013)
  • Session-Keynote address on Branding Kerala Ayurveda at Kerala Ayurveda Marketing Conclave organized by CII Kerala Chapter ( 2012)
  • Session on Marketing Research for Entrepreneurs conducted for KITCO (2012)
  • Resource Person for Sales Workshop conducted for Coir Board (2011)
  • Sales Conference Speaker for Nice Chemicals Cochin (2009)
  • Business Strategy Workshop for Sterling Printers Cochin (2009)
  • Training on Business Meetings for Cognizant Technology Solutions (2008)
  • Training program conducted for SBI Relationship Managers in Personal Selling techniques (2007)
  • Resource Person for Marketing in “ General Management Programme “ for Wipro Project Managers conducted at SCMS ( 2007)
  • Resource person for Marketing in “Training of Women Entrepreneurs Program” conducted by Kochi Refineries. (2006)
  • Sales Training conducted for sales personnel of Kerala State Bamboo Corporation. (2006)
  • Sales Training and sales management module prepared and executed for the PGDBA students of SCMS.
  • Experience gained in Sales Training by conducting the first ever sales-training for Newspaper agents in Malayala Manorama. Later the company in the corporate level adopted the training programme. (1999)
  • Sales training conducted for part-time correspondents on sales in Malayala Manorama. (1999)

Publication ( Book / Article / Case ) / Paper Presentations

  • Article titled  Story Telling By Brands , Dhanam Magazine , June, 2013
  • Chapter on E-Marketing published in Book – Marketing Management, APH Publishers, New Delhi June 2011.
  • Building Brand Tribes , Advertising Express, October 2009
  • The teasing of Teasers, Advertising Express, April 2009
  • The new definition of marketing, Advertising Express, January 2009
  • The logic of limited Editions, Marketing Mastermind, January 2009
  • What should MBA students do in recession, Dhanam, December 15,2008
  • Marketing in Recession , Dhanam Magazine ,November 30,2008
  • Anatomy of Rebranding , Marketing Mastermind September 2008, ICFAI Press
  • Consumer Generated Media : Can you Ignore it ? , The Effective Executive March 2008, ICFAI Press
  • “ Having a Indian Heart ” Published in Business Standard dtd 08/01/2008
  • Be Right the First Time ,The Effective Executive, December 2006 ,ICFAI Press.
  • Managing Moments of Truth ,The Effective Executive ,June 2006 (ICFAI Press)
  • The Permissible Bluffs , The Effective Executive March 2006 ,ICFAI press
  • Stranded Customer : The sinking of Relationship ,The Effective Executive December 2005 , ICFAI Press

Paper Presentations

Presented paper on Impact of Celebrity Endorsement in consumer’s attitude towards brands and purchase intention at National Conference on Traditional concepts of Marketing, RCSS, 2013

Training Attended / Seminar / Workshop / Refresher

  • Dale Carnegie’s Motivational Sales by MARCAssociates/ NLP for sales By CCMC Mumbai,
  • National Institute of Sales/ MILTS,
  • Personal Effectiveness Training by CCMC Chennai
  • FDP from IIM Kozhikode
  • ECCH case method training at MICA Ahmedabad

Presentation made in the Rajagiri Faculty Council

  • Presentation made on "Rethinking Marketing"