K J Somaiya Institute of Management Studies & Research,
Mumbai, India
PGDM COMMUNICATIONS (IMC)
24 MONTH MARKETING SUPER- SPECIALIZATION
MBA PROGRAM
Indian Media & Entertainment Industry
The Indian Media & Entertainment (M&E) sector has seen a 13% growth in the last year to reach Rs 1.5 trillion (FICCI-EY, 2018)
The sector is expected to cross Rs 2 trillion by 2020 at a CAGR of 11.6%.
Approximately 1.5 million consumers in India today are digital only, and would not normally use traditional media. This customer base is expected to grow to ~4 million by 2020 generating significant digital subscription revenues of Rs 20 billion.
The television industry grew from Rs 594 billion to Rs 660 billion in 2017, exhibiting a growth of 11.2%.
Out of the estimated 286 million households in India, TV penetration reached 64%, taking the total number of television viewing households to 183 million in 2017 – a 3.5 % growth over 2016. Rural television penetration crossed 50%.
3/19/2019 2
Source: ‘Indian media and entertainment industry at digital tipping point’: Report(Scroll.in) 2018
Size of the Indian Media and Entertainment Industry-Industry performance-Historical
3/19/2019 3
Industry Advertising Revenues
3/19/2019 4
Industry performance -Projected
3/19/2019 5
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 fora 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 ruralareas
• Rising literacy and digital literacy levels
• Improving advertising revenues
• Disruptive innovations changing the industry dynamicsrapidly
Expected Compound Annual Growth Rate (CAGR) of 13.9 per cent year-on-year for M&E Industry to reach Rs 196,400 crores (US$ 28.82 billion) by 2019.
7KPMG Media and Entertinment Industry Report 2014
Integrated Marketing Communications –
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 “omni-channel 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 Village- All 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
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Education as a conduit for career
& lifestyle aspirations
Media & Entertainment
Industry
Accelerated Growth
Opportunities
Industry Ready & Employable Executives
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& Board of Studies
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
Mr. Kinjal Medh, Vice President, Marketing, NSE
Ms Deepali Naair-Advisor-Internet & 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
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Subject Board - Marketing
Prof. (Dr.) Monica Khanna – Director, SIMSR
Mr. Mubin Khan - Sr. VP, Head of Products, Research & Analytics, BARC
Mr. Aniruddha Patel - Former Assiatant Vice President, Sales, The Economist
Ms. Ruta Patel - VP & Head of Strategic Planning, FCB Interface Advertising
Mr. Rohit Onkar - Head of Digital, Loyalty Rewardz Management Pvt. Ltd.
Ms. Chavi Jhafa - Head of Business Solutions, India and South Asia, Visa International
Mr. Tarun Chauhan - Former President, LOWE LINTAS & Founder, TSC Consulting
Mr. Saurabh Kanwar - Founder, Flarepath
Mr. Hitesh Motwani – CEO, Skillopedia Digital Marketing
Prof Isaac Jacob - Professor and Area Chairperson - Marketing and International Business, Program Coordinator (PGDM - Communications,
PGDM - International Business)
Prof. Krupa Rai - Program Co -Coordinator - PGDM Communications, SIMSR
Prof. (Dr.) Dimple Kaul - Program Co -Coordinator - PGDM Communications
Student Representatives 13
The Program Specific Goals
• Managing Integrated Internal and External Communication
• Designing Integrated Marketing Communications
The stated program
specific goals other than the general MBA
program goals were as
follows:-
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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 VI18
Course List - Trimester I
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Sr. No Courses Marks
1 Business Communication 100
2Business Perspectives in the Global Context 100
3 Business Statistics 100
4 IT for Management 100
5Leadership & Organizational Behaviour 100
6 Management Accounting 100
7 Managerial Economics 100
8 Marketing Management –I 100
TOTAL 800
Course List - Trimester II
20
Sr. No Courses Marks
1 Business Research-I 100
2Design and Management of Information System 100
3 Financial Management 100
4Human Resources Management 100
5 International Business 100
6Legal & Ethical Aspects of Communication 100
7 Macro- Economics 100
8 Marketing Management-II 100
TOTAL 800
Course List - Trimester III
21
Sr. No Courses Marks
1 Business Research –II 100
2 Consumer Behaviour 100
3 Digital and Social Media Marketing 100
4Integrated Marketing Communications 100
5Introduction to Media and Media Analytics 100
6Logistics and Supply Chain Management 100
7 Market Research 100
8 Strategic Management 100
TOTAL 800
Course List - Trimester IV
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Sr. No Courses Marks
1Agency Structure, Management and Campaign Logistics 100
2 Celebrity & Sports Marketing 100
3 Cross Cultural Aspects of Communications 100
4 Media Planning & Buying 100
5Public Relations and Corporate Communications 100
6Retail Marketing i/c Shoppers‟ Experience Management 100
7 Rural Marketing and Communications 100
8 Strategic Brand Management 100
TOTAL IV Trimester 800
Summer Internship Project 100
Course List - Trimester V
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Sr. No Courses Marks
1 Advanced Marketing Strategy 100
2 B2B Marketing i/c Communications 100
3Communication Analytics & Campaign Research 100
4Creative Writing and Appreciation of Creative 50
5 Experiential Marketing and CRM * 100
6 Media Programming 50
7 Services Marketing 100
TOTAL V Trimester 600
Master‟s Thesis NIL
Course List - Trimester VI
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Sr. No Courses Marks
1 Business Policy 100
2 Leadership Lab 50
3 Project Management 100
4 Account and Brand Planning 100
5 Event Management 50
6 Luxury Marketing 50
Total 450
Electives** 150
Grand Total 600
Master Thesis 100
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 – Branded Platform BIGWIGSpeak - 2017
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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
2012-14 2013-15 2014-16 2015-17
Landmark Group Vedanta Resources Google HUL
Reliance Digital Zee Entertainment Videocon D2H Mahindra & Mahindra
Zee Entertainment Tata Motors Volvo Eicher Lowe Lintas
Group M Fullerton India Randstad Carrier Aircon
LG Electronics Wildcraft Daimler Benz Maruti Udyog Limites
HCL Technologies Nielsen ICICI Prudential Radio Mirchi
The Meltwater Group Zomato Godrej and Boyce Tata Motors
Michael Page Bloomberg Fractal Analytics Convonix
Draft FCB Airtel Accenture Zee Network
TCS Axis Bank Kansai Nerolac RPG Raychem
Wipro Virtusa Piramal Enterprises Jio Studio
HDFC Bank TCS Tata Motors JLL 34
Batchwise Final Placement – CTCs (INR Lakhs)
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5.79
6.84
8
5
6.5
7.5
2012-14 2013-15 2014-16
PGDM Communications KJ Somaiya Institute of Management Studies and Research
Av CTC Median CTC
Outcomes –Summer Interships
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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
Alumni Profiles –Batch 2012-14
Alumni Organizations Role Responsibilities
Pooja Awasthi Ogilvy & Mather, JWT
Account Manager.
Responsible for one
of the biggest BTL
activity of Unilever.
IMC, Campaign Logistics,
Campaign Research, Agency
Structure, Media Planning, Rural
Marketing
Krushal MehtaOgilvy & Mather, Dentsu,
Isobar, PHD Worldwide
Media Manager,
Account Manger
Digital Marketing, IMC,
Campaign Logistics, Campaign
Research, Agency Structure,
Media Planning, Rural Marketing
Suniva Rawat Mullen Lowe & PartnersBrand 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 Responsibilities
Mohit Gupta Fullerton IndiaAssistant
ManagerDigital Marketing, Advanced Marketing Strategies, Strategy Management
Neha BhandariZee Entertainment
EnterpriseBrand Manager
Digital Marketing, IMC, Campaign Logistics, Campaign Research,
Agency Structure, Media Planning, Advanced Marketing Strategies,
Strategic Brand Management
Rini Kochery TNSResearch
Executive
Market Research, Advanced Market Research, Statistics, Strategy
Management
Srimoyee
Joardar
Gain Theory, LiqVd
Asia
Brand Strategy
Manager, Client
Strategy
Digital Marketing, IMC, Campaign Logistics, Campaign Research,
Agency Structure, Media Planning, Advanced Marketing Strategies,
Strategic Brand Management
Shikha MehtaAirBNB, Starcom
Mediavest, TAM Media
Client Servicing,
Media Planning
Digital Marketing, IMC, Campaign Logistics, Campaign Research,
Agency Structure, Media Planning, Advanced Marketing Strategies,
Strategic Brand Management
Paarul VoraIMRB International,
Ogilvy and Mather
Associate
Research
Manager,
Account
Executive
IMC, Campaign Logistics, Campaign Research, Agency Structure, Media
Planning, Advanced Marketing Strategies, Strategic Brand Management,
Market Research, Advanced Market Research, Statistics
Boski Tolani Ernst & Young
Consultant in
Media &
Entertainment
Market Research, Advanced Market Research, Statistics, Strategy
Management38
Alumni Profiles Batch 2014-16
Alumni Organization Role Responsibilities
Sweena Sareen L G Electronics PR and MediaPR and Corporate Communications,
Marketing Strategies, IMC
Namita Talreja Tata Communications Brand Strategy Manager
Advanced Marketing Strategies,
Strategic Brand Management, Market
Research, Advanced Market
Research, Statistics
Abhijit Sharma,
Adnaan Hirani,
Harsimranjit Narang
FCB Ulka Account Managers
Digital Marketing, IMC, Campaign
Logistics, Campaign Research,
Agency Structure, Media Planning,
Rural Marketing
Saloni Jain Google India Campaign Manager
Market Research, Advanced Market
Research, Statistics, Strategy
Management
Riya Patel
Sunakshi BansalIMRB International Research Associates
Market Research, Advanced Market
Research, Statistics, Strategy
Management
Afreen Shakeel Fractal Analytics Research Associate
Market Research, Advanced Market
Research, Statistics, Strategy
Management39
Alumni Profiles Batch 2015-17
Alumni Organization Role Responsibilities
Apurva Chitnis Lowe Lintas Client Servicing Account Management
Aditya Mahajan RPG Raychem Business Development Key Account Management
Pranay Kaul Carrier AirconBusiness Development Key Account Management
Nikhil Maloo
Kiran GaiRadio Mirchi Business Development Ad Sales
Ankita Rajadhyaksha
Neha JadhavConvonix Campaign Manager Social Media Marketing
Shivam Dongle Zee Networks Program and Content Marketing Business Development and Ad Sales
Arpit Sharma Tata Motors Business Development Account 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 topursuing 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 –
12000+ 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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