pgdm communications (imc) 24 month marketing super ...comm).pdf · growth of digital literacy and...

K J Somaiya Institute of Management Studies & Research,

Mumbai, India

PGDM COMMUNICATIONS (IMC)

24 MONTH MARKETING SUPER- SPECIALIZATION

MBA PROGRAM

Indian Media & Entertainment Industry

The Indian Media & Entertainment (M&E) sector has seen a 13% growth in the last year to reach Rs 1.5 trillion (FICCI-EY, 2018)

The sector is expected to cross Rs 2 trillion by 2020 at a CAGR of 11.6%.

Approximately 1.5 million consumers in India today are digital only, and would not normally use traditional media. This customer base is expected to grow to ~4 million by 2020 generating significant digital subscription revenues of Rs 20 billion.

The television industry grew from Rs 594 billion to Rs 660 billion in 2017, exhibiting a growth of 11.2%.

Out of the estimated 286 million households in India, TV penetration reached 64%, taking the total number of television viewing households to 183 million in 2017 – a 3.5 % growth over 2016. Rural television penetration crossed 50%.

3/19/2019 2

Source: ‘Indian media and entertainment industry at digital tipping point’: Report(Scroll.in) 2018

Size of the Indian Media and Entertainment Industry-Industry performance-Historical

3/19/2019 3

Industry Advertising Revenues

3/19/2019 4

Industry performance -Projected

3/19/2019 5

Factors propelling the impetus for a specialized programme in marketing communications

Abundant 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 entertainment

6

Factors propelling the impetus fora specialized programme in marketing communications

The Indian M&E industry is on the cusp of a strong phase of growth, backed by

• India as an important emerging economy

• Rising consumer demand from non metros and ruralareas

• 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.

7KPMG Media and Entertinment Industry Report 2014

Integrated Marketing Communications –

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”

8

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.

9

Establishing Academic Leadership through INDUSTRY SPECIFIC EMPLOYMENT ORIENTED Teaching Learning Model

10

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.

11

The Program Design& Board of Studies

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

12

Subject Board - Marketing

Prof. (Dr.) Monica Khanna – Director, SIMSR

Mr. Mubin Khan - Sr. VP, Head of Products, Research & Analytics, BARC

Mr. Aniruddha Patel - Former Assiatant Vice President, Sales, The Economist

Ms. Ruta Patel - VP & Head of Strategic Planning, FCB Interface Advertising

Mr. Rohit Onkar - Head of Digital, Loyalty Rewardz Management Pvt. Ltd.

Ms. Chavi Jhafa - Head of Business Solutions, India and South Asia, Visa International

Mr. Tarun Chauhan - Former President, LOWE LINTAS & Founder, TSC Consulting

Mr. Saurabh Kanwar - Founder, Flarepath

Mr. Hitesh Motwani – CEO, Skillopedia Digital Marketing

Prof Isaac Jacob - Professor and Area Chairperson - Marketing and International Business, Program Coordinator (PGDM - Communications,

PGDM - International Business)

Prof. Krupa Rai - Program Co -Coordinator - PGDM Communications, SIMSR

Prof. (Dr.) Dimple Kaul - Program Co -Coordinator - PGDM Communications

Student Representatives 13

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:-

14

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.

15


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

16


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.

17

Unique Courses Offered

Introduction to Media and Media Analytics – Trim III

Celebrity and Sports Marketing – Trim IV

Agency Structure, Management and Campaign Logistics – Trim IV

Cross 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 VI18

Course List - Trimester I

19

Sr. No Courses Marks

1 Business Communication 100

2Business Perspectives in the Global Context 100

3 Business Statistics 100

4 IT for Management 100

5Leadership & Organizational Behaviour 100

6 Management Accounting 100

7 Managerial Economics 100

8 Marketing Management –I 100

TOTAL 800

Course List - Trimester II

20


1 Business Research-I 100

2Design and Management of Information System 100

3 Financial Management 100

4Human Resources Management 100

5 International Business 100

6Legal & Ethical Aspects of Communication 100

7 Macro- Economics 100

8 Marketing Management-II 100

TOTAL 800

Course List - Trimester III

21


1 Business Research –II 100

2 Consumer Behaviour 100

3 Digital and Social Media Marketing 100

4Integrated Marketing Communications 100

5Introduction to Media and Media Analytics 100

6Logistics and Supply Chain Management 100

7 Market Research 100

8 Strategic Management 100

TOTAL 800

Course List - Trimester IV

22


1Agency Structure, Management and Campaign Logistics 100

2 Celebrity & Sports Marketing 100

3 Cross Cultural Aspects of Communications 100

4 Media Planning & Buying 100

5Public Relations and Corporate Communications 100

6Retail Marketing i/c Shoppers‟ Experience Management 100

7 Rural Marketing and Communications 100

8 Strategic Brand Management 100

TOTAL IV Trimester 800

Summer Internship Project 100

Course List - Trimester V

23


1 Advanced Marketing Strategy 100

2 B2B Marketing i/c Communications 100

3Communication Analytics & Campaign Research 100

4Creative Writing and Appreciation of Creative 50

5 Experiential Marketing and CRM * 100

6 Media Programming 50

7 Services Marketing 100

TOTAL V Trimester 600

Master‟s Thesis NIL

Course List - Trimester VI

24


1 Business Policy 100

2 Leadership Lab 50

3 Project Management 100

4 Account and Brand Planning 100

5 Event Management 50

6 Luxury Marketing 50

Total 450

Electives** 150

Grand Total 600

Master Thesis 100

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.

25

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

26

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

27

The Program Execution – Branded Platform BIGWIGSpeak - 2017

28


For the reputation management campaign for Anu Malik, the musician himself picked up finalists for the execution.

For the course Celebrity Marketing

29


Irrfan Pathan – Motivational Talk for Sports Marketing Course

30


Rajkumar Rao – Talk on Movie Marketing, during promotions of Aligarh

31


Collaboration with PRCI (Public Relations Council of India) for Young Communicators Club - for teaching Public Relations

32


‘Nemo XOXO’ – a Premium Chocolate Sandwich Brand launched on campus by a present PG Comm student.

For Branding and Communication of New Product Launch

33

Leading Recruiters

2012-14 2013-15 2014-16 2015-17

Landmark Group Vedanta Resources Google HUL

Reliance Digital Zee Entertainment Videocon D2H Mahindra & Mahindra

Zee Entertainment Tata Motors Volvo Eicher Lowe Lintas

Group M Fullerton India Randstad Carrier Aircon

LG Electronics Wildcraft Daimler Benz Maruti Udyog Limites

HCL Technologies Nielsen ICICI Prudential Radio Mirchi

The Meltwater Group Zomato Godrej and Boyce Tata Motors

Michael Page Bloomberg Fractal Analytics Convonix

Draft FCB Airtel Accenture Zee Network

TCS Axis Bank Kansai Nerolac RPG Raychem

Wipro Virtusa Piramal Enterprises Jio Studio

HDFC Bank TCS Tata Motors JLL 34

Batchwise Final Placement – CTCs (INR Lakhs)

35

5.79

6.84

8

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

36

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 2012-14

Alumni 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 MehtaOgilvy & Mather, Dentsu,

Isobar, PHD Worldwide

Media Manager,

Account Manger

Digital Marketing, IMC,

Campaign Logistics, Campaign

Research, Agency Structure,

Media Planning, Rural Marketing

Suniva Rawat Mullen Lowe & PartnersBrand Service

Manager

Digital Marketing, IMC,

Campaign Logistics, Campaign

Research, Agency Structure,

Media Planning, Rural Marketing

37

Alumni Profiles –Batch 2013-15

Alumni Organization Role Responsibilities

Mohit Gupta Fullerton IndiaAssistant

ManagerDigital Marketing, Advanced Marketing Strategies, Strategy Management

Neha BhandariZee Entertainment

EnterpriseBrand 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




Shikha MehtaAirBNB, Starcom

Mediavest, TAM Media

Client Servicing,

Media Planning




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

Management38

Alumni Profiles Batch 2014-16


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



Management

Afreen Shakeel Fractal Analytics Research Associate



Management39

Alumni Profiles Batch 2015-17


Apurva Chitnis Lowe Lintas Client Servicing Account Management

Aditya Mahajan RPG Raychem Business Development Key Account Management

Pranay Kaul Carrier AirconBusiness Development Key Account Management

Nikhil Maloo

Kiran GaiRadio Mirchi Business Development Ad Sales

Ankita Rajadhyaksha

Neha JadhavConvonix Campaign Manager Social Media Marketing

Shivam Dongle Zee Networks Program and Content Marketing Business Development and Ad Sales

Arpit Sharma Tata Motors Business Development Account Management

40

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 topursuing marketing communications 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.

41

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 –

12000+ citations received for Strategic Brand Management Text Book (Pearson)– Keller & Isaac Jacob

2 research papers presented in GAMMA Hong Kong 2016

42

Thank You

simsr.somaiya.edu

https://m.me/SIMSR.PostBox77

https://m.me/SIMSR.PostBox77

pgdm communications (imc) 24 month marketing super ...comm).pdf · growth of digital literacy and...

Documents