pgdm communications (imc)
TRANSCRIPT
PGDM Communications (IMC)24 Month Marketing Super- Specialization MBA Program
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SAQS accredited
Opportunities in the Marketing of Indian Media & Entertainment Industry – Size & Projections
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Factors propelling the impetus for a specialized programme in marketing communicationsAbundant employment opportunities in the marketing of media and entertainment industry
Continuous requirement of trained manpower by the media and entertainment industry
Digital India Campaign and spends on e-commerce are on the upswing
The DAS (digitally addressable systems) rollout in the television & film industry
Content explosion in film and related industries
Digital Media complementing the traditional models
Sports – The evolution from a one game viewing nation to multiple sporting events
Growth of digital literacy and penetration of smartphones cutting across geo-demographics in India
Rapid growth of mobile as the devices for marketing , communication and entertainment3
Factors propelling the impetus for a specialized programme in marketing communications
The Indian M&E industry is on the cusp of a strong phase of growth, backedby
• India as an important emerging economy
• Rising consumer demand from non metros and rural areas
• Rising literacy and digital literacy levels
• Improving advertising revenues
• Disruptive innovations changing the industry dynamicsrapidly
Expected Compound Annual Growth Rate (CAGR) of 13.9 per cent year-on-year for M&E Industry to reach Rs 196,400 crores (US$ 28.82 billion) by 2019.
4KPMG Media and Entertinment Industry
Report 2014
Integrated Marketing Communications –an approach philosophy that :-
Helps align with overall business objectives to communicate to
internal & external stakeholders
Helps build agile marketing communication strategies (across
both traditional & new media formats)
Spans multiple communications channels
, techniques, methods & disciplines
Proactively involves, communicate and engage today’s “omni-
channel consumer”
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Validating the need for the launch of PGDM Communications programme
One of the fastest growing sectors of
the Indian Economy-Media &
Entertainment.
India is an important part of the Global Village-All the Media and Communication conglomerates have an India
Focus-Viacom, IPG, WPP,
Publicis, Star Network
Strategic Marketing
Communications is a crucial
component of every industry.
Skilled talent is the need of this
industry.
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Establishing Academic Leadership through INDUSTRY SPECIFIC EMPLOYMENT ORIENTED
Teaching Learning Model
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Education as a conduit for career
& lifestyle aspirations
Media & Entertainment
Industry
Accelerated Growth
Opportunities
Industry Ready & Employable Executives
Establishing Academic Leadership through INDUSTRY SPECIFIC EMPLOYMENT
ORIENTED Teaching Learning Model
The institute’s geographical presence in Mumbai – the hub of the Media, Entertainment and Communication industry was a natural advantage to start an IMC specific MBA programme.
Launch of PGDM Communications in 2012.
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The Program Design
Environment Scan -Medill Business School, Northwestern University USA, and visit to Vancouver Film
School, British Columbia, Canada.
Benchmarking - Curriculum based on the International best communication
business schools.
Govt Approvals - acquired the requisite AICTE approvals to start this
programme in 2012.
Curriculum Inputs - institute’s Marketing Board of Studies
• Mr. Kinjal Medh, Vice President, Marketing, NSE
• Ms Deepali Naair-Advisor-Internet & Mobile Association of India (IAMAI)
• Mr. Hitsh Gossain – Founding Partner – Onspon
• Mr Satish Ramachandran-Sr Vice President- FCB Ulka Digital
• Mr. Ranjan Kapur- Country Head India-WPP
• Ms Arpita Menon – Vice President- Star Network
• John Mathew Mathan – Film Director
• Joe Thaliath-CEO Interface Advertising 9
Eminent Board of Studies
Subject Board - Marketing
• Prof (Dr) Monica Khanna-Acting Director• Mr Kinjal Medh – VP Marketing NSE• Ms Deepali Naair – Advisor IAMAI• Mr. Hitesh Gossain – Onspon• Mr Satish Ramachandran – Sr VP FCB Ulka Digital• Prof (Dr) SM Dhume – Associate Prof. NITIE• Prof Kuldeep Kawatra- Management Consultant • Prof(Dr) Vandana Khanna – Associate Prof KJ SIMSR• Prof(Dr) Kiran Sharma – Asst. Prof KJ SIMSR• Prof Isaac Jacob – ACP Marketing and International
Business
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The Program Specific Goals
• Managing Integrated Internal and External Communication
• Designing Integrated Marketing Communications
The stated program
specific goals other than the general
MBA program goals were as
follows:-
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The Program Execution
Teaching pedagogy based on classroom coaching with integrative learning process with Industry.
Regular upgrading of syllabus and introduction of new courses as per industry developments, requirements and student feedback.
Newly added courses in this academic year have been Introduction to Media and Media Analytics , Media Programming , Luxury Marketing, Account and Brand Planning and Social Media Insights and Analytics.
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The Program Execution
DUAL FACULTY format adopted for the specialized courses
The Anchor Faculty : In-house, full time faculty to deliver the theoretical background
The Industry Specialist & Practitioner - to deliver latest cutting edge practices in the area
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The Program Execution
The industry practitioner faculty for various courses were as follows :-
Agency Structure, Management and Campaign Logistics – Ruta Patel, Vice President -FCB Ulka
Celebrity and Sports Marketing – Hitesh Gossain, Founding Partner- Onspon
Event Management – Trevor Periera, Partner - Black
Campaign Research – Aniruddha Patel Ex Asst Vice President- The Economist
Digital Marketing – Hari Pillai, The Small Big Idea, Naveen Bachwani – Thinkshop
Media Planning - Jayraj Padmanabhan (Ex Lintas)
Media Analytics – Mubin Khan Vice President- BARC
Media Programming – Saurabh Kanwar- President- Flarepath
Communications Analytics and Campaign Research- Ruta and Anirrudh Patel
Experiential Marketing, CRM, Direct Marketing & Telemarketing- Raman Gopal- VP Tata Tele Services.
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Unique Courses Offered
Introduction to Media and Media Analytics – Trim III
Celebrity and Sports Marketing – Trim IVAgency Structure, Management and Campaign Logistics – Trim IVCross Cultural Aspects of Communication _ Trim IV
Media Programming – Trim V
Communication Analytics and Campaign Research - Trim V
Brand and Account Planning- Trim VI
Appreciation of Creatives – Trim V
Digital & Social Media Marketing – Trim V
Luxury Marketing – Trim VI15
The Program Execution - Additional Inputs
Hootsuite Social Media Marketing Certification
Google Analytics Certification
Students handle live assignments in each of these areas during the course.
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COMSTRAT – A flagship Annual Inter B School Marketing Communication Strategy Competition• Live case study
competition –in association with FCB ULKA ad agency
• Some of the cases –Coke Burn, SET WET Deo, Godrej Hair Color, Vodafone 4G etc
• Past cases available www.fcbulkacomstrat.com
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The Program Execution – Branded Platform BIGWIGSpeak
• ‘BIG WIGspeak’ – a monthly guest lecture series, entirely student - driven is an essential part of this program. Immersive Event Management learning
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The Program Execution
• For the reputation management campaign for Anu Malik, the musician himself picked up finalists for the execution.
• For the course Celebrity Marketing
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The Program Execution
• Irrfan Pathan –Motivational Talk for Sports Marketing Course
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The Program Execution
• Rajkumar Rao – Talk on Movie Marketing, during promotions of Aligarh
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The Program Execution• Collaboration with PRCI (Public Relations
Council of India) for Young Communicators Club - for teaching Public Relations
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The Program Execution• ‘Nemo XOXO’ – a Premium Chocolate Sandwich Brand
launched on campus by a present PG Comm student.
• For Branding and Communication of New Product Launch
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Leading Recruiters Since Inception2012-14 2013-15 2014-16
Landmark Group (19.2 LPA) Vedanta Resources (11.5 LPA)
Google (21.5 LPA)
Reliance Digital Zee Entertainment Videocon D2H
Zee Entertainment Tata Motors Volvo Eicher
Group M Fullerton India Randstad
LG Electronics Wildcraft Daimler Benz
HCL Technologies Nielsen ICICI Prudential
The Meltwater Group Zomato Godrej and Boyce
Michael Page Bloomberg Fractal Analytics
Draft FCB Airtel Accenture
TCS Axis Bank Kansai Nerolac
Wipro Virtusa Piramal Enterprises
HDFC Bank TCS Tata Motors
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Batchwise Final Placement – CTCs (INR Lakhs)
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5.79
6.84
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5
6.5
7.5
2012-14 2013-15 2014-16
PGDM Communications KJ Somaiya Institute of Management Studies and Research
Av CTC Median CTC
Outcomes - Summer Interships
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2012-14 2013-15 2014-16
Makemytrip.com Jet Airways Bisleri
DLF IDBI Volkswagen
Pantaloons Ogilvy and Mather Ingersol Rand
Tata Infinity Raymonds Donear
Reliance Communications Runwal Nielsen
Bank of Baroda Reliance Digital Coca Cola
Amul UTV Disney FoodPanda
Britannia Turner International
Wadhwa Group
Alumni Profiles – Batch 2012-14Alumni Organizations Role Responsibilities
Pooja Awasthi Ogilvy & Mather, JWT
Account Manager.
Responsible for
one of the biggest
BTL activity of
Unilever.
IMC, Campaign Logistics,
Campaign Research, Agency
Structure, Media Planning,
Rural Marketing
Krushal
Mehta
Ogilvy & Mather,
Dentsu, Isobar, PHD
Worldwide
Media Manager,
Account Manger
Digital Marketing, IMC,
Campaign Logistics,
Campaign Research, Agency
Structure, Media Planning,
Rural Marketing
Suniva RawatMullen Lowe &
Partners
Brand Service
Manager
Digital Marketing, IMC,
Campaign Logistics,
Campaign Research, Agency
Structure, Media Planning,
Rural Marketing
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Alumni Profiles – Batch 2013-15Alumni Organization Role Responsibilities
Mohit Gupta Fullerton IndiaAssistant
Manager
Digital Marketing, Advanced Marketing Strategies, Strategy
Management
Neha
Bhandari
Zee Entertainment
Enterprise
Brand
Manager
Digital Marketing, IMC, Campaign Logistics, Campaign Research,
Agency Structure, Media Planning, Advanced Marketing
Strategies, Strategic Brand Management
Rini Kochery TNSResearch
Executive
Market Research, Advanced Market Research, Statistics,
Strategy Management
Srimoyee
Joardar
Gain Theory, LiqVd
Asia
Brand Strategy
Manager,
Client Strategy
Digital Marketing, IMC, Campaign Logistics, Campaign Research,
Agency Structure, Media Planning, Advanced Marketing
Strategies, Strategic Brand Management
Shikha Mehta
AirBNB, Starcom
Mediavest, TAM
Media
Client
Servicing,
Media
Planning
Digital Marketing, IMC, Campaign Logistics, Campaign Research,
Agency Structure, Media Planning, Advanced Marketing
Strategies, Strategic Brand Management
Paarul VoraIMRB International,
Ogilvy and Mather
Associate
Research
Manager,
Account
Executive
IMC, Campaign Logistics, Campaign Research, Agency Structure,
Media Planning, Advanced Marketing Strategies, Strategic
Brand Management, Market Research, Advanced Market
Research, Statistics
Boski Tolani Ernst & Young
Consultant in
Media &
Entertainment
Market Research, Advanced Market Research, Statistics,
Strategy Management28
Alumni Profiles Batch 2014-16
Alumni Organization Role Responsibilities
Sweena Sareen L G Electronics PR and MediaPR and Corporate Communications,
Marketing Strategies, IMC
Namita Talreja Tata Communications Brand Strategy Manager
Advanced Marketing Strategies,
Strategic Brand Management,
Market Research, Advanced Market
Research, Statistics
Abhijit Sharma,
Adnaan Hirani,
Harsimranjit Narang
FCB Ulka Account Managers
Digital Marketing, IMC, Campaign
Logistics, Campaign Research,
Agency Structure, Media Planning,
Rural Marketing
Saloni Jain Google India Campaign Manager
Market Research, Advanced Market
Research, Statistics, Strategy
Management
Riya Patel
Sunakshi BansalIMRB International Research Associates
Market Research, Advanced Market
Research, Statistics, Strategy
Management
Afreen Shakeel Fractal Analytics Research Associate
Market Research, Advanced Market
Research, Statistics, Strategy
Management
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Summary of Outcomes
On an average 40% of the batch is placed in core media and communication profiles.
The PGDM Communications program doesn’t limit the management graduates to pursuing marketingcommunications careers in India alone.
The knowledge and skill set in marketing communications can be applied to global organizations across industry sectors, and from consulting to entrepreneurial management in the Media & Entertainment field.
For this academic year Batch 2016-18 -all 60 seats for this program filled within day 3 of the admission counseling.
A waitlist of 147 candidates on final day of counseling , more than double of our intake capacity.
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Future Plans
• Media Analytics Lab (BARC – Broadcast Audience Research Council - Media Analytics Software & Social Listening Tools)
• Academic Tie-ups with Leading International Management Institutes offering Communications Programs
• Industry and Media Channel specific cases under development with primary inputs from industry.
• Publication focus –– 10644 citations received for Strategic Brand Management
Text Book (Pearson)– Keller & Isaac Jacob– 2 research papers presented in GAMMA Hong Kong 2016
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