PGDM Communications (IMC)
24 Month Marketing Super- Specialization MBA Program
SAQS accredited
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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
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
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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, backed
by
• 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 dynamics
rapidly
Expected Compound Annual Growth Rate (CAGR) of 13.9 per cent year-onyear for M&E Industry to reach Rs 196,400 crores (US$ 28.82 billion) by 2019.
KPMG Media and Entertinment Industry
Report 2014
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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 “omnichannel 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 VillageAll 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
Education as a
conduit for career
& lifestyle
aspirations
Accelerated
Growth
Opportunities
Industry Ready &
Employable
Executives
Media &
Entertainment
Industry
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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
Eminent Board of
Studies
• Mr. Kinjal Medh, Vice President,
Marketing, NSE
• Ms Deepali Naair-AdvisorInternet & 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
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Subject Board - Marketing
•
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•
•
•
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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
The stated
program
specific goals
other than
the general
MBA program
goals were as
follows:-
• Managing Integrated
Internal and External
Communication
• Designing Integrated
Marketing
Communications
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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 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 VI
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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 Inception
2012-14
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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Outcomes - Summer Interships
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
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Alumni Profiles – Batch 2012-14
Alumni
Organizations
Pooja Awasthi Ogilvy & Mather, JWT
Krushal
Mehta
Suniva Rawat
Ogilvy & Mather,
Dentsu, Isobar, PHD
Worldwide
Mullen Lowe &
Partners
Role
Responsibilities
Account Manager.
Responsible for
one of the biggest
BTL activity of
Unilever.
IMC, Campaign Logistics,
Campaign Research, Agency
Structure, Media Planning,
Rural Marketing
Media Manager,
Account Manger
Digital Marketing, IMC,
Campaign Logistics,
Campaign Research, Agency
Structure, Media Planning,
Rural Marketing
Brand Service
Manager
Digital Marketing, IMC,
Campaign Logistics,
Campaign Research, Agency
Structure, Media Planning,
Rural Marketing
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Alumni Profiles – Batch 2013-15
Alumni
Organization
Role
Mohit Gupta
Fullerton India
Assistant
Manager
Neha
Bhandari
Zee Entertainment
Enterprise
Rini Kochery
TNS
Srimoyee
Joardar
Gain Theory, LiqVd
Asia
AirBNB, Starcom
Shikha Mehta Mediavest, TAM
Media
Paarul Vora
IMRB International,
Ogilvy and Mather
Boski Tolani
Ernst & Young
Responsibilities
Digital Marketing, Advanced Marketing Strategies, Strategy
Management
Digital Marketing, IMC, Campaign Logistics, Campaign Research,
Brand
Agency Structure, Media Planning, Advanced Marketing
Manager
Strategies, Strategic Brand Management
Research
Market Research, Advanced Market Research, Statistics,
Executive
Strategy Management
Brand Strategy Digital Marketing, IMC, Campaign Logistics, Campaign Research,
Manager,
Agency Structure, Media Planning, Advanced Marketing
Client Strategy Strategies, Strategic Brand Management
Client
Digital Marketing, IMC, Campaign Logistics, Campaign Research,
Servicing,
Agency Structure, Media Planning, Advanced Marketing
Media
Strategies, Strategic Brand Management
Planning
Associate
IMC, Campaign Logistics, Campaign Research, Agency Structure,
Research
Media Planning, Advanced Marketing Strategies, Strategic
Manager,
Brand Management, Market Research, Advanced Market
Account
Research, Statistics
Executive
Consultant in
Market Research, Advanced Market Research, Statistics,
Media &
Strategy Management
Entertainment
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Alumni Profiles Batch 2014-16
Alumni
Organization
Role
Responsibilities
Sweena Sareen
L G Electronics
PR and Media
PR and Corporate Communications,
Marketing Strategies, IMC
Namita Talreja
Tata Communications Brand Strategy Manager
Abhijit Sharma,
Adnaan Hirani,
Harsimranjit Narang
FCB Ulka
Account Managers
Saloni Jain
Google India
Campaign Manager
Riya Patel
Sunakshi Bansal
IMRB International
Research Associates
Afreen Shakeel
Fractal Analytics
Research Associate
Advanced Marketing Strategies,
Strategic Brand Management,
Market Research, Advanced Market
Research, Statistics
Digital Marketing, IMC, Campaign
Logistics, Campaign Research,
Agency Structure, Media Planning,
Rural Marketing
Market Research, Advanced Market
Research, Statistics, Strategy
Management
Market Research, Advanced Market
Research, Statistics, Strategy
Management
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 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.
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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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