B-Schools now offer a much wider range of courses, which facilitate career specialisation right from the first step

IIPM Mumbai Campus

Academic options and corporate futures

The path to a focused management career is a much easier one to tread these days. With B-Schools increasingly providing industry-specific courses at the degree and post-graduate diploma level, students can now look at such a specialisation right from day one of their management education.

This also enables them to make the transition from the halls of academia to the conference rooms in their preferred industry organisation that much sooner. Unlike the past, there is no need to first do a general course, start working and then do a specialised course side-by-side.

As each new career opportunity presents itself, B-Schools have come up with relevant courses that not only help in bridging the manpower gap, but also actually offer a curriculum that meets industry needs beyond just the basic recruitment criteria.

There are courses in spheres like Services Management, Pharmaceuticals Management, Capital Markets, Actuarial Science, Technology and Retail Management, Wealth Management, Global Mergers and Acquisitions, Foreign Trade Policy and Derivatives, which enable the management aspirants to take advantage of emerging opportunities. With such a vast range of options on offer from BSchools - and this is just the tip of the iceberg so to speak - the future of management students seems very bright indeed.

The most important thing is that industry and academia have not only managed to shrug off the past but are also working together to build a better future for students. The course curriculum and internships are being designed to mirror the real corporate world as much as possible and healthy ties with the corporate world to ensure students have exposure to current trends and challenges, in light of emerging career opportunities Initiatives such as live projects, summer internships, real life case studies, guest lectures by industry professionals, seminars, workshops and industrial visits enable management institute to provide essential practical exposure to the students. Establishing industry partnerships in conventional as well as sunrise sectors enables candidates to work on short-term and long-term projects.

B-Schools in India are increasingly benchmarking themselves and their courses against the best in the world. There is a rising emphasis on management education in the current scenario, with a minimum level of management courses has become essential for employment and/or career growth in most fields given the extremely competitive workplace environment. Interestingly, instead of being complacent, most B-Schools are upping the ante by benchmarking themselves against the best in India, followed by Asia and finally the world.

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IIPM: Leading consistently on multiple fronts

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The Indian Institute of Planning and Management (IIPM) has scored consistently high in this year survey. Not only has it retained its place in the overall top ten rankings with an eighth position (advancing one level higher as compared to last year's survey) but it is also topping the entire list when it comes to international exposure. IIPM also features in the top twelve list across the remaining parameters when it comes to curriculum (11th position), intellectual impact (9th position), image of the institute (6th position), placement (11th position), industry interaction (6th position), infrastructure (8th position) and the potential to network (12th position).

IIPM has so far claimed the superiority of its Entrepreneur-ship program neither by the size of its campus, nor by the entry level salary of its passouts, but by its qualitatively superior and intellectually stimulating academic program. The IIPM course is a 22 month, 1944 hour course which includes in depth studies of national economic processes and ways to regulate its parameters to achieve higher growth rate of GDP ensuring higher growth of market segments within the national economy as well as higher growth of income of all sections of the people, including those who are below the poverty line.

IIPM's Entrepreneurship program also develops certain entrepreneurial qualities in program participants. These helps to remove aversion to calculated risk taking, imbued with ambition beyond normal career growth. Personal ambition in tune with social vision makes an entrepreneur reach out beyond boundaries again and again. Work remains no work, but hobby. Failures are looked upon as inevitable intermediate stages to success.

The IIPM programme further includes a compulsory specialisation in Marketing- wherein all the 20 plus papers of Marketing are compulsory for all students. Additionally students chose another elective like Finance or H.R. etc. This stems from the firm conviction that IIPM holds that business is marketing.

What perhaps is the most difficult part of the IIPM progaramme to be explained in words is the tremendous change in personality and life on the whole the IIPM course brings about thanks to its special focus on Executive Communication which is a 4 credit per trimester course running throughout the course duration. As a part of this course students typically have to participate compulsorily in more than 40 competitive debates and extempores under the eagle eyes of IIPMs world-class communication faculty members. The end result is a supremely confident and extremely smart personality which can speak from any public platform fearlessly.

IIPM also offers a unique Global Opportunity and Threat Analysis (GOTA) program, through which students are taken abroad for a period of 10-20 days, wherein the students get to attend lecture sessions at leading academic institutions and organisations like World Trade Organisation, United Nations, World Bank, Credit Suisse, Nestle, etc. This allows them to widen their horizon in understanding various forces of globalisation through experiential learning.

Further, under the Global Outreach Program, IIPM invites distinguished faculties from leading global institutions like Harvard, Wharton, Columbia, Chicago, Yale, London School of Economics, Oxford, Cambridge, IMD Lausanne, INSEAD, etc., to come down to India to interact with IIPM students.

The IIPM programme is today regarded as the only course with a wider coverage than MBA courses taught anywhere else in the world because of its integration with National Economic Planning and a compulsory Marketing Specialization making it the most intellectually stimulating course in India. In the light of globalization, IIPM aims to create a new generation of entrepreneurial managers, who can face with confidence emerging challenges of international markets, while remaining committed to remove massive poverty masses within a generation.

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Arindam Chaudhuri said, Indian market has a distinct identity

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Domino's asked "Hungry Kya" and McDonald's appealed to the Indian palate by abandoning beef and introducing aloo tikki burgers - examples to prove that the Indian market has a distinct identity and even global brands must modify their selling strategy, says management educator and writer Arindam Chaudhuri.

Companies must understand the cultural sensitivities of a market and identity needs of a consumer in emerging economies like India, China and rest of the developing world to sell their products and stay ahead of competition, Prof. Chaudhuri said.

"Western markets models don't always work here. Organisations are more aggressive in the west; they can use comparative marketing (comparing one product with another). But to create an understanding about a product and market it in India, a multinational firm often has to modify its strategy, campaign and, if necessary, innovate the product to suit the Indian market and culture," Prof Arindam told IANS.

IIPM Prof. Arindam Chaudhuri and his wife Rajita Chaudhuri have explored competition in the Indian market with examples and ways to trounce rivals with an effective mix of advertising, campaigning and aggression in a new book, "Thorns to Competition". The book will arrive in bookstores by the end of this month.

The management honcho cited campaigns for brands like Surf, Domino's and McDonald's to explain "Indianisation of global marketing strategies".

"The global campaign of the detergent brand was very nicely modified to bring the family scene in India while the Italian pizza brand introduced Hinglish (with its slogan 'Hungry Kya') to appeal to Indians. McDonald's has introduced veg burgers for India and do not sell beef burgers here. In McDonald's case, it is not the campaign that the company runs, but the products they serve determine its success," Chaudhuri said.

Several global companies have been forced to come to India and look at the country differently," he said. "The Indian market has a distinct identity," Arindam said.

Arindam Chaudhuri, who manages the Planman Group and the IIPM, a popular management school with branches across the country and abroad, is the author of two books, "The Great Indian Dream" and "Count Your Chickens Before They Hatch".

"In India, family values are very strong - with closer leaning towards the family. It is an ethos. Showing happy families have always worked. We appreciate human emotions more than animated emotions- the western stereotype," Chaudhuri said.

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IIPM is a prominent B school, honoured different individuals from the the world of literature and journalism at its campus in Kolkata on Tuesday.

As part of the honouring, the Surama Chowdhury Memorial Award 2011 will be conferred to three Bagladeshi intellectuals – Akhtar Ur Jamal Ilyas , Emabdul haq Milan ,Selina Hossain besides one Indian Prafulla Roy at the 3rd Bangladesh Book Fair at Dhaka, Moloy Chadhuri , Director, IIPM said.

Along with this seven more awards were given away in varied fields like healthcare, film making and sports.

Most of the awards carried a gold medal and Rs 1 lakh as cash.

“These awards convey the philosophy of the institute. We want to reach out to the students and the masses across the nation by appreciating the effort of people who have contributed extensively in their respectiver fields,” he said.

At the award event on Tuesday, Bengali poet Sankha Ghosh was felicitated with IIPM – Gour Kishore GHosh Memorial Award.

Bengali poet Joy Goswami was honoured with Michael Madhusudan Dutta Memorial Award.

For journalism, Ratindev Sengupta of Bartaman Bengali newspaper was awarded with IIPM-Barun Sengupta Memorial Award while the editor of The Statesman, Ravindra Kumar, was felicitated with IIPM-Award for Excellence in Journalism for his contribution as columnist and journalist.

Phani Gopal Bhattacharya received Excellence in Healthcare award.

IIPM-Satyajit Ray award was given to Anjan Das.

Former Indian Football captain Baichung Bhutia was named for the IIPM Award for excellence in football, but he was absent.

He will receive the award on Sept.1 from the campus of IIPM here.