PGDM Communications (IMC)

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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