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Marketing IIMB as a Global MBA Destination for International Students: Marketing Management
 Situational Analysis
 The 5Cs
 Market Research

 Methodology
 Insights

 Marketing Strategy
 The 4Ps

 Other Suggestions
 Scenarios / Plan of Action
Marketing IIMB as a Global MBA Destination for International Students: Marketing Management
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)
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
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
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
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
Consumer Analysis
International Reputation

Faculty Reputation

Career Placement Record

Rankings

Areas of strength

Class Profile

Teaching Style

Location

Cost / ROI / Scholarships
Collaborators in MBA Education Space
 Foreign Universities & Colleges
 Students Exchange Programmes
 Executive Programmes
 Industry
 Accreditation Bodies
 Media
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
Need for a New Product
Marketing IIMB as a Global MBA Destination for International Students: Marketing Management
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
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
Marketing IIMB as a Global MBA Destination for International Students: Marketing Management
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
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
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
Initial Stage - “Building Awareness”
 Advertisements: Financial newspaper & career magazines
 MBA Tours: Participating in world MBA tours
 Personalized Marketing: Campus Visits, Webinar Session
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
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
 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
Marketing IIMB as a Global MBA Destination for International Students: Marketing Management

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

  • 2.  Situational Analysis  The 5Cs  Market Research  Methodology  Insights  Marketing Strategy  The 4Ps  Other Suggestions  Scenarios / Plan of Action
  • 4. 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)
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. 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
  • 9. Consumer Analysis International Reputation Faculty Reputation Career Placement Record Rankings Areas of strength Class Profile Teaching Style Location Cost / ROI / Scholarships
  • 10. Collaborators in MBA Education Space  Foreign Universities & Colleges  Students Exchange Programmes  Executive Programmes  Industry  Accreditation Bodies  Media
  • 11. 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
  • 12. Need for a New Product
  • 14. 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
  • 15. 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
  • 17. 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
  • 18. 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
  • 19. 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
  • 20. Initial Stage - “Building Awareness”  Advertisements: Financial newspaper & career magazines  MBA Tours: Participating in world MBA tours  Personalized Marketing: Campus Visits, Webinar Session
  • 21. 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
  • 22. 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
  • 23.  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