 Situational Analysis
 The 5Cs
 Market Research

 Methodology
 Insights

 Marketing Strategy
 The 4Ps

 Other Sugg...
Current Business Situation

 IIMB established in 1973 by the
Government of India as an
autonomous institution
 Located a...
Current Business Situation
 Full-time post-graduate management programmes
 PGP (2 yrs)

 PGPSEM (2.5 yrs)
 PGPPPM (1.5...
Marketing Environment
 Emerging economies in Asia
and South America growing
politically and economically
 Developed worl...
What Recruiters Want?
 "Without question, I'm far
more likely to hire MBA
graduates who have had
management consulting
ex...
Market Analysis & Competition
 Business schools world over offer a
variety of programmes
 Two-year MBA
 Accelerated MBA...
Consumer Analysis
International Reputation

Faculty Reputation

Career Placement Record

Rankings

Areas of strength

Clas...
Collaborators in MBA Education Space
 Foreign Universities & Colleges
 Students Exchange Programmes
 Executive Programm...
Strengths
 India’s best business school
 Public Policy, Entrepreneurship
 Strong Collaboration eg:
Exchange & IMPM
 Lo...
Need for a New Product
Research Methodology

 Objective
 To understand the various
decision parameters which
influence a candidate’s choice
of ...
Research Results & Insights









I haven’t heard about IIM Bangalore
I will base my decision on International R...
Emerging Markets Post-Graduate
Programme in Management (EMPGP)

 Features:
 Offered by 3 top institutes in Asia-Pacific ...
High ROI compared to other MBA programs
MBA Programme

Cost Per Year (in $)

MIT Sloan MBA

$90,000

INSEAD Singapore

$75...
Points of Differences
- Mix of Functional and Specialized Courses
- Focus on Emerging Markets across 3 schools
- Practical...
Initial Stage - “Building Awareness”
 Advertisements: Financial newspaper & career magazines
 MBA Tours: Participating i...
Later Stages – “Emphasizing
positive alumni experiences”
 Publicity: Newspaper and media
stories on alumni success storie...
Suggestion 1
 Relax the GMAT cut-offs for admissions
Suggestion 2
 Focus on research and publications

Suggestion 3
 Fa...
 80% survey respondents interested
 Explore possible partner schools
 EMPGP will add value to current
programmes especi...
Marketing IIMB as a Global MBA Destination for International Students: Marketing Management
Marketing IIMB as a Global MBA Destination for International Students: Marketing Management
Marketing IIMB as a Global MBA Destination for International Students: Marketing Management
Marketing IIMB as a Global MBA Destination for International Students: Marketing Management
Marketing IIMB as a Global MBA Destination for International Students: Marketing Management
Upcoming SlideShare
Loading in …5
×

Marketing IIMB as a Global MBA Destination for International Students: Marketing Management

527 views

Published on

Term Project presentation as part of the Marketing Management course in IIM Bangalore

Published in: Education, Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
527
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Marketing IIMB as a Global MBA Destination for International Students: Marketing Management

  1. 1.  Situational Analysis  The 5Cs  Market Research  Methodology  Insights  Marketing Strategy  The 4Ps  Other Suggestions  Scenarios / Plan of Action
  2. 2. Current Business Situation  IIMB established in 1973 by the Government of India as an autonomous institution  Located at Bangalore, known for Electronics and knowledge industry and popularly known as Silicon Valley of India  Consistently ranked one of the top two slots by various agencies (Financial Times, BusinessToday)
  3. 3. Current Business Situation  Full-time post-graduate management programmes  PGP (2 yrs)  PGPSEM (2.5 yrs)  PGPPPM (1.5 yrs)  Fellow Program: FPM (4 yrs)  Executive Education - EPGP (1 yr)  International Masters Programme in Practising Management (IMPM)  World Class Research, Consulting & Entrepreneurship (NSRCEL)  “Mission Diversity” @ IIMB’s Flagship PGP Programme
  4. 4. Marketing Environment  Emerging economies in Asia and South America growing politically and economically  Developed world expected to be plagued from anaemic growth  MNCs to attribute 70% of future growth to emerging countries — 40% in China and India alone
  5. 5. What Recruiters Want?  "Without question, I'm far more likely to hire MBA graduates who have had management consulting experience in emerging markets over graduates who have not,“ - Amit Sinha, Head of Database and Technology Marketing at SAP
  6. 6. Market Analysis & Competition  Business schools world over offer a variety of programmes  Two-year MBA  Accelerated MBA  Part-time MBA  Distance Learning MBA  Executive MBA (EMBA)  Blended MBA Programmes  Dual MBA  Mini MBA
  7. 7. Consumer Analysis International Reputation Faculty Reputation Career Placement Record Rankings Areas of strength Class Profile Teaching Style Location Cost / ROI / Scholarships
  8. 8. Collaborators in MBA Education Space  Foreign Universities & Colleges  Students Exchange Programmes  Executive Programmes  Industry  Accreditation Bodies  Media
  9. 9. Strengths  India’s best business school  Public Policy, Entrepreneurship  Strong Collaboration eg: Exchange & IMPM  Low Cost Weaknesses     International reputation Diversity MBA Rankings PGP and not MBA Opportunities  Macroeconomic trends favoring “Emerging” Markets Threats  Many claimants to the “Emerging Market” business school tag
  10. 10. Need for a New Product
  11. 11. Research Methodology  Objective  To understand the various decision parameters which influence a candidate’s choice of business school  Perception about IIM Bangalore  In-depth interviews & laddering to arrive at core consumer insight  Interview with Prof. Chetan Subramanian, Head of IIMB’s OIA
  12. 12. Research Results & Insights        I haven’t heard about IIM Bangalore I will base my decision on International Rankings I want an entrepreneurship focused school Emerging markets looks more attractive day by day Cost is an important factor Need for an end-to-end solution The IIM Bangalore “Chicken-Egg” Problem
  13. 13. Emerging Markets Post-Graduate Programme in Management (EMPGP)  Features:  Offered by 3 top institutes in Asia-Pacific region  Targeting individuals with 1-7 years work experience  Exposure to diverse cultures  Doing business in emerging markets  Admissions through GMAT followed by interviews  Unique course offerings
  14. 14. High ROI compared to other MBA programs MBA Programme Cost Per Year (in $) MIT Sloan MBA $90,000 INSEAD Singapore $75,000 ISB Hyderabad $45,000 CEIBS $90,000 Nanyang, Singapore MBA $60,000 Melbourne Business School $40,000 IIM Bangalore (PGP) $20,000 EMPGP will cost around $30k-50k per year
  15. 15. Points of Differences - Mix of Functional and Specialized Courses - Focus on Emerging Markets across 3 schools - Practical Cross-Cultural Interactions Points of Parity - Functional Management Courses - Exposure in all domains of management - Teachings from world class faculty
  16. 16. Initial Stage - “Building Awareness”  Advertisements: Financial newspaper & career magazines  MBA Tours: Participating in world MBA tours  Personalized Marketing: Campus Visits, Webinar Session
  17. 17. Later Stages – “Emphasizing positive alumni experiences”  Publicity: Newspaper and media stories on alumni success stories and combined research output  Alumni Information Sessions: Career benefits Overall positive experiences of the programme
  18. 18. Suggestion 1  Relax the GMAT cut-offs for admissions Suggestion 2  Focus on research and publications Suggestion 3  Faculty exchange programmes Suggestion 4  Jointly market the IIM brand
  19. 19.  80% survey respondents interested  Explore possible partner schools  EMPGP will add value to current programmes especially to the PGP through student interaction  EMPGP starting batch size of 60, two classes of 30 each  Class size can be augmented with students from PGP programme  EMPGP will have multiplier effect on IIMB’s effort to attract international students

×