Programme PGP Term VI Academic Year 2021-22

Course title Managing Creative & Lifestyle Businesses Area Centre for Innovation Incubation & Entrepreneurship Credits 1.00

Prof. Amit Karna,
Prof. Anchal Jain (VF),
Prof. Manoj Kumar (VF)

Course Description & Objectives
Creative and lifestyle consumer businesses are distinct from any other as they engage the
emotions and desire of the consumers well before they rationalise their choices. Businesses in sectors such as Fashion, Jewellery, Accessories, F&B, Hospitality, Travel, Luxury goods, Art, Entertainment etc mandate nuanced brand building as well as management of talent and value chain.

The course introduces the students to the unique value drivers of creative and lifestyle businesses and studies how these can be managed. It also aims to equip students with a mindset to venture into creative and lifestyle consumer businesses.

● The objective of this course is to sensitize the students to some of the stark differences that creative and lifestyle businesses manifest with regard to consumers, consumer behaviours and their value drivers.
● The course offers an opportunity to dive deeper into these to understand the frameworks and models that govern them.
● The course will help students appreciate how global lifestyle businesses can be built.

The couse will rely pre-dominantly on the case method of learning, with a mix of discussions and presentations. Students will also be provided with articles and book chapters to supplement learning