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Management Development Institute, Gurgaon Part Time PGP, July Sept, 2010 IS Consulting and Business Development

Prof. Dhruv Nath

Management Development Institute Gurgaon 122 001

1. Background :
The process of Business Development involves the following broad steps : a) b) c) d) Identifying a potential client, or prospect Finding out the clients needs, or even creating needs Creating a possible solution in response to these needs Resolving any issues that may come up, and ultimately obtaining the order

In the field of Information Systems, this is a complex process for several reasons. First of all, needs are often not known, or at least not known clearly. Often the identified need has no significant link with the Business Goals or Strategies of the company. Secondly, there is no standard off-the-shelf product that can satisfy the need. Even if an off-the-shelf product were to be used, it would have to be part of a customized solution. And finally, the need as perceived by the IT Department of a company is often limited in scope, since the IT Department is usually not involved in Strategic Decision making. Consequently, many software firms employ the Consulting approach in identifying and crystallizing needs. In this approach, the starting point is the Business Goals of the company, and Information Systems are a means to achieving these business goals. This approach necessarily involves the Top Management of the company. It gives the Consultant an opportunity to work closely with the Top Management, and build up the trust and faith that is so critical for large engagements. Finally, since Top Management is involved, it tends to broaden the canvas significantly, and can therefore lead to far larger business opportunities. The first half of this course therefore focuses on the Consulting Approach to developing IS Needs. The second part of the course covers Large Account Management, with specific reference to the IS environment. As part of Large Account Management, we would also cover Business Development with International clients, typically in On-Site Off-Shore mode. Finally, the course would touch upon various issues that usually come up in engagements of this kind, along with potential solutions.

2. Course Objectives :
To give Management students a broad understanding of : Approaches to IS Consulting, with specific reference Requirements Identification Business Development in the IS Arena Managing Major Accounts, including International Accounts to

3. Methodology :
Case Studies Exercises Discussions Group Project

4. Evaluation :
Presentations, Class Participation, Quizzes Mid Term Exam Group Project End term Exam 20% 20% 30% 30%

5. References :
1. Corporate Information Strategy and Management, by Applegate, Austin, McFarlan : Tata McGraw Hill, 2004 2. The World is Flat, by Thomas Friedman, Penguin Books, 2005 3. Cases and Notes to be provided

6. Course Outline (tentative) :


S. no. 1-3 Topic Overview of the Course The Sales Process Identifying and Creating Needs Channelising Needs The Consulting Approach to Business Development IS Planning Linking IS Needs with Strategy IT led Strategies Information Analysis CSFs Identifying potential IS Requirements MIS / DSS / Operational Systems Prioritising IS Applications The Request for Proposal References Case : Payroll Outsourcing Case : Web Site Development

Case : Singapore Sports Council

5-7

8-9

Case : Apollo Hospitals Case : Hindustan Unilever Case : Japanese Trading company Case Archies, others

10-11 12 13-14 15-16 17-18 19-20

Case : Glaxo Case : AIC Case Citibank Case Survey of India Guest Faculty Guest Faculty

Typical problems in IS engagements Large Account Management for IS Clients International Business Development for IS Project Presentations