Special Report                                                                      Read on .................................
Special Report                                                                        Read on ...............................
Special Report                                                                      Read on .................................
Special Report                                                                   Read on ....................................
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  1. 1. Special Report Read on ................................... Specialised Management and have a very clear idea about the direction in which they want their career to move. Perhaps, that Programmes is a significant reason industries feel comfortable recruiting from specialised management programmes. This despite the fact A - Sunil Shejwalkar that batch profile for specialised management programmes with a focus on programmes is not vastly different qualification in India retailing management, family from that for a general MBA. has become almost managed business, media indispensable for management, forest management, Are they different from a regular those aspiring to chart rural management, services MBA? a career in the corporate world. management and more. There are quite a few similarities While the Indian economy While the generalised MBA and differences between the transforms itself, the way option still retains its charm, the general MBA and other specialised management education is trend of opting for specialised programmes. The MBA imparted is also undergoing a lot programmes is also catching up. curriculum has a range of ‘core’ of churning. Institutes offering The reason is not only because it is courses that all students must take. management programmes are easier to get admission, but also These are coupled along with continuously upgrading their because of their increasing value to electives that students can opt for syllabi and pedagogic employers. Unlike an MBA, which from a long list. They also are methodology to meet the needs of is by definition a qualification in required to undertake project work the corporate world of cut-throat general management, a specialised and submit a report at the end of competition. masters’ is highly focused, it. An area specific management In addition to the generalised stressing on particular industry programme can also be relatively MBA programmes, B-Schools are sectors and even specific career broad, however, it narrows down now offering newer and more areas. Like the MBA, schools that at the elective stage facilitating a specialised management offer specialised masters’ specialisation within a programmes with a sharper focus programmes provide extensive specialisation. on certain areas. There are also a career services to students, and The specialised programmes few management institutes that companies regularly recruit on focus upon certain sectors. They offer only specialised management campus. There is a perception that also touch upon other aspects of programmes. To cite instances, students who opt for specialised business, although not in as much there are B-Schools that now have programmes are more focussed detail as in an MBA programme. Yet, we would only be foolish to ignore the obvious advantage of specialisation. Management programmes that are area specific help in giving a career thrust in a particular direction. Employers also understand and value such niche professionals. The MBA, on the other hand, is a much more general degree and has to be customised through electives for it to lead to any particular career route. To sum it up, an area specific Indian Institute of Foreign Trade, Campus 74 Advanc'edge MBA August 2005
  2. 2. Special Report Read on ................................... programme is meant for those who Mudra Institute of Communication Ahmedabad are sure about the career path they want to tread or for those who wish to add value to the one that they are already pursuing. For those who are unsure about their careers, especially freshers, the general broad-based MBA programme is a good option. The Indian Institute of Foreign Trade (IIFT), New Delhi, offers a two-year MBA (International Business) programme. It is a general management course with special emphasis on International Business. The students at IIFT are functional areas are taught in the at providing students a first hand also exposed to the international third trimester. The second year is experience of international aspects perspectives of various subjects by when students get to choose their of trade like the port office, virtue if their doing courses like preferred area of specialisation viz. customs office and Export international marketing, marketing, finance, trading or Processing Zones. international finance and systems. Mudra Institute of international strategy. The three Specialised programmes also Communication and Advertising, trimesters, the first year at IIFT, contain certain special features in Ahmedabad, offers a specialised dwell upon all basic functional the curriculum. For instance in the post-graduate programme in areas of management. The IIFT programme, the students Communications Management. international aspects of these have to visit a port. The visit aims The two-year residential programme has been acclaimed as one of the best for marketing communication management in India. MICA extensively trains its students in strategic communications so that they are equipped with the professional skills that are necessary for communications management for brand building. The PGPCM designs professionals for managing media houses and who will be able to prepare strategies for brand building. S P Jain Institute of Management Research offers a programme in family-managed business. The programme trains young graduates from business families for various management functions. There is an inherent difference between the family managed business programme S. P. Jain Institute of Management and Research and the regular MBA programme 76 Advanc'edge MBA August 2005
  3. 3. Special Report Read on ................................... that SPJ offers. “In a family managed business, the family members only conduct various business functions like finance, marketing and human resources. The FMB programme provides a general management orientation to those who opt for the programme,” says Dr Ratan Sharma, Director, Family Managed Business. According to Dr Sharma, specialised management progra- Indian Institute of Management - Ahmedabad mmes with a sharper focus on agri-business management at IIM- Oil, has also picked up two certain areas are the need of the A and there is a need for increasing students from IIM-A this year. hour. “In a growing economy, the number of seats from the Not only agri-business newer niches are continuously existing 30. The programme has graduates from IIMs are making being created in various segments. recorded 100 per cent placement merry. There are specialised Earlier, we used to talk only about with average salaries offered institutions that churn out MNCs, FMCG sectors. There is a having increased by 35 percent. management professionals for huge sector of family managed The average salary offered in 2005 management of the rural sector. businesses that we wanted to cater was Rs 7 lakh as against an average The Indian Institute of Forest to. The creation of niches within an of Rs 5.20 lakhs offered last year. Management, Bhopal, offers a economy has set the stage for “Foreign companies are showing two-year management programme specialised programmes to be more interest in hiring ABM in Forestry Management. “Ours is launched and to be successful,” he students from the IIM- as the a sectoral programme that stresses adds. global markets for agricultural on natural resources, forest and The agri-business management inputs, agri-products and food environmental management. Most programme at IIM-A is another processing are opening up while of the recruiters on campus belong example of a specialised the Indian companies are also in to the development sector and programme. According to the race to hire the best brains,” corporates who seek professionals Director, IIM-A, Bakul Dholakia, Says Dholakia. Top business house for corporate social responsibility there is a significant rise in number in Singapore and Malaysia, KUOK functions,” says Dr Krishnakumar, of students who want to study chairperson, media, IIFM. According to Dr Krishnakumar, the IIFM programme is unique because the syllabus provides inputs on sociology, biodiversity and wildlife conservation also which may not be a part of the general MBA programme. Elaborating on the need for specialised programmes Dr Krishnakumar says “There is a general trend towards specialisation with economic growth. Earlier, industries were satisfied with general management Faculty of Management Studies professionals. However, as the 78 Advanc'edge MBA August 2005
  4. 4. Special Report Read on ................................... sectors become more competitive economy. Enterprises as airlines, practising gurus from the industry there is a demand for sectoral banking, insurance, and guest faculty. Information specialists.” telecommunications and other technology is changing the nature Dr Krishnakumar reveals that utilities, transportation and of service delivery. To even companies like Siemens and freight service, healthcare and acknowledge these advances, we Wipro now recruit from the IIFM hospitality, software, media have integrated these to many campus. “Many corporate houses comprise the services courses. Besides two core courses companies undertake projects sector. Opening up of the in two semesters of the first year ( pertaining to forests and other economy has led to greater Information Technology natural resources and need competition and need for Management, Management of professionals trained in forest professionals with specialised Information System), you also get management. Environmental skill-sets to manage the enterprise an opportunity to specialize in the impact assessment has become in a better way. The services exciting area of Information mandatory for all industries and management programme at FMS Technology Enabled Services by they find IIFM graduates can aims to prepare managers for this choosing from Eight Sector handle the job in a better way,” Dr new future. The curriculum is Seminar Courses. The programme Krishnakumar says. unique because students not only also includes a course that In an attempt to create specialise in functional areas like discusses ethical issues relating to managers for niche sectors, India’s marketing, finance, human different aspects of services premier management school resources and operations but also management. These discussions Faculty of Management Studies in selected sectors like Financial evolve around a specially (FMS), Delhi, has launched a two- Services, Healthcare, Hospitality designed compulsory course year programme in services and Transportation etc. All these (Business Ethics and Corporate management. The services make are Seminar Courses, led by Governance). up for the bulk of the Indian multiple faculty including August 2005 Advanc'edge MBA 79

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