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Vol : 10
No : 10
January 2015
A Monthly Newsletter of SCMS Group of Educational Institutions, Cochin
Co-ordinating Editor - Mr. Sanal Potty
Editorial Advisory Council: Dr. D. Radhakrishnan Nair, Prof. R. Sahadevan
Edited and published by Prof. B. Unnikrishnan for and on behalf of SCMS Group of Educational Institutions, Prathap Nagar,
Muttom, Cochin - 683 106 and printed at Maptho Printings, Cochin - 683 104.
www.scmsgroup.org Email: [email protected]
SCMS School o f Archi tecture
Dr. G.P.C. Nayar
Founder & Chairman
SCMS Group of
Educational Institutions
Today, business is changing fast. So is the system of
management.
What can be the Greatest Transformation taking place
in the business world? Undoubtedly, it is the digital
revolution that is fundamentally changing the business
world. It has been estimated that the impact of
digitisation is going to be even greater than that of the
Internet.
Digitisation does not mean simply automating an
existing process. It means companies have to pursue
innovation strategies to develop a comprehensive digital strategy
and reinvent their entire business processes and operating models.
That includes IT-driven innovation, developing automated
decision making, developing cross-channel connectivity to enable
uninterrupted engagement with all stakeholders, reducing the
number of documents and the like.
The process of digitisation can create a host of business
opportunities. The consequences can be far-reaching, changing the
way products of all kinds can be produced, reproduced, marketed
and distributed to a large clientele across the world. Take for
example the way the entertainment industry and the media
industry have been transmuted beyond all our imagination. The
business world is heading towards a time where the digital
capabilities will increasingly determine which companies will
create or lose values.
The phenomenon of digitisation is spreading fast not only in the
business world but also in the life of the common man. As such,
business managers have to get equipped in terms of skills,
competencies, and courage to lead their organisations toward the
Great Transformation. They will have to innovate the practice of
management appropriate for a digital world. Leadership
capabilities are essential to pioneer the digital investment and to
How we will do business in future?
Contd. on page 2
Contd. from page 3
convert it into an advantage that can lead to greater
organisational, human, and economic prosperity.
Exponential technological advances, greater
consumer power, and increased competition are
posing a threat to every industry. Business has
already realised that they must use digital channels to
engage with their stakeholders in order to maintain
relevance and drive the conversation.
As a result of the proliferation of digital channels,
platforms and devices a new generation that is born
'plugged in' has come into existence. This Gen Y is already making
their mark in accelerating the emergence of a new digital world.
No one can ignore their influence. Their expectations are being
shaped by the technologies they surround themselves with. They
are capable of easily adapting their lifestyles to every new
technological invention. This Gen Y constitutes a new category of
consumers and employees who are networked digitally and
globally. They are also very social in nature.
Consequently, they are playing the role of catalysts of change in
the society. Each day their influence is growing in the consumer as
well as the corporate world. It means business must learn to engage
with them effectively, or will have to face the risk of being shut out
of the game. A new kind of public means new ways of doing
business.
By the end of this decade, an entire generation will have to grow up
in a primary digital world. Their familiarity with technology,
reliance on mobile communications, and desire to remain in touch
with large networks of contacts will determine how we will do
business and how we will manage business in future.
Wish you a happy 2015!
Dr. G.P.C. Nayar
Digital Advertising is the Future - PANORAMA 2014
Mr.K.S.Chakravarthy, National Creative Director, FCB Ulka and Mr.Varghese Chandy,
Chief General Manager-Marketing Ad Sales, Malayala Manorama, jointly lighting
the lamp to inaugurate the conference. Others in the picture are: Dr.V.Raman Nair,
Group Director and Dr. Filomina P.George, Director, SCMS Cochin School of Business.
SCMS Marketing Colloquium organised a full day conference
focusing on the theme 'Digital Advertising is the Future' in a series
of PANORAMA 2014, on December 12. Mr.K.S.Chakravarthy,
National Creative Director, FCB Ulka and Mr.Varghese Chandy,
Chief General Manager-Marketing Ad Sales, Malayala Manorama,
together inaugurated the conference.
Digital advertising could not be just repeating the traditional
advertising because it had to be interactive and inviting the
consumers to engage in a conversation, explained Mr.Chakravarthy.
It should be more inclusive and transparent, not simply shouting at
the customer. Social media is an important component of digital
advertising. To make use of it to our advantage we should use it
intelligently, he cautioned.
Placement news
Verizon conducted interview for 2015 batch BTech short-listed
students on November 4 and final result is awaited.
The off-campus recruitment drive for 2013 and 2014 batch was
conducted by Athena Healthcare on November 11, Speridian
Technologies on November 14, Saranga Geosoftware on
November 21, and Global Logic Tech on November22. The final
results are awaited.
Isam K. Kabbani Group, Saudi Arabia conducted on-campus
recruitment drive for 2015 batch Btech Civil Engineering students
on November 28 and selected three students.
UST Global conducted off-campus recruitment drive for 2015 batch
BTech and MCA students on December 9 and selected five students.
MRF conducted off-campus pooled recruitment drive for 2015
batch BTech Electrical, Mechanical students on December 11 and
short-listed students for next round of interview.
IBM India conducted off-campus pooled recruitment drive for 2015
batch BTech, MTech and MCA candidates during December 11-13
and selected five students.
SAP Labs Scholar Programme online test was conducted for 2015
batch BTech students on December 17 and result is awaited.
IBS Software Services conducted on-campus pooled recruitment
drive for 2015 batch BTech students on December 18 and selected
two students.
The Bridge programme for Infosys placed students of 2015 batch
will be conducted during December 29 to 31 by Ms. Begi Margaret
from Infosys Limited.
An artist's vision of the new building of SCMS School of Architecture under construction at the Vidya Nagar Campus, Karukutty.
Contd. from page 1
SCMSSpectrum
SSTMNews from
Contd. on page 4
The online advertising market in India is projected to reach Rs 3,575
crore by March 2015, a growth of 30 per cent over last year, said
Mr.Varghese Chandy. But, many don't know how to spend and where
to spend the money effectively, he pointed out. Speaking on the
changing habits of news consumption he said that most of the news
stories are, today, breaking on facebook. Currently everybody is
getting digital, as a result of which the conversation at home is
coming down and the whole communication breaks down when the
wi-fi is down, said he. However, the future of digital will be when the
digital becomes human, he pleaded.
The print media is not going to lose its edge as a result of the growth
of the digital media, argued Mr.Anil Fernandes, Advertising Head,
India Today Group, speaking in the second session. In my opinion
the future of digital advertising is now, because the technology is
moving faster changing things and the growth of India in another
three-four years down the line will be tremendous, said he.
Mr.Abraham Alapatt, Marketing Head, Thomas Cook, spoke on
how the coming generation would lose sight of books and libraries.
Internet is a moving library, where we can consume information, buy
things and look for jobs. According to him almost 70 per cent of the
travelers search the internet before talking to his staff on their
requirements. Earlier, the bigger you were, it was more likely that you
get more business. But, in contrast, thanks to the growth of the
digital medium, today, even if your business is small business will
come to you if you are smarter, he added.
In the afternoon session, Mr.Avinash Krishnan, MD, Qanda
Communications gave more emphasis to data analytics and the
Faculty Orientation Programme for
innovation and entrepreneurship
A workshop organised by KITCO on how to start an innovation and
entrepreneurship development centre boot camp in a college was
conducted at SCMS campus as a full day Faculty Orientation
Programme, on December 5. Mr.Ranjit Dominic, GM, KITCO
inaugurated the workshop which was presided over by Prof. P.C.
Pillai, Sr. Group Director, SCMS. Dr. V. Raman Nair, Group
Director, offered felicitations. Dr. Chandrasekharan Nair,
Consultant, KITCO and Mr. Sajith Kumar, Sr. Project Manager,
KITCO, also spoke. Faculty members from various colleges were the
participants in the workshop.
The participants were given guidelines on setting up technology
business incubators in their own institutions whereby they would be
in a position to identify young entrepreneurs and help them to start
their own enterprises.
Prof.P.C.Pillai, Senior Group Director, SCMS delivering the presidential address at the
Faculty Orientation Programme for innovation and entrepreneurship.
SSTM has volunteered for assessment and accreditation by the
National Assessment and Accreditation Council (NAAC), an
autonomous body under UGC, for the purpose of upholding the
quality of higher education in India. A peer team comprising eminent
academic experts under the chairmanship of Prof.R.K.Kale visited
the institution during the period from December 10 to 13 to acquaint
themselves with the strengths and weaknesses of the institution with
reference to quality assurance.
NAAC Accreditation team's visit
The NAAC peer team handing over the assessment report to Dr. Radha P. Thevannoor,
Group Director and Dr. Indu Nair, Group Director.
A green audit of our Prathap Nagar campus was conducted by a team
led by Dr.Sunny George, Director, Centre for Sustainable Water
importance of data in advertising. He stressed that the future is
digital and explained how data analytics is gaining significance in the
digital market. If you don't have the strategy to utilise the technology
and the right people to execute it, technology would turn out to be
useless, he concluded.
The last speaker of the day, Mr.Gilson Manuel, CEO, Strokes
Advertising, started by saying that marketing is all about the width
of your brain and not the size of your wallet. He emphasised on the
concept of shop smart and search engine optimisation. He also
focused on the impact of social media on deciding strategy for new
emerging markets and target audiences.
Dr.V.Raman Nair, Group Director welcomed the gathering and
Dr.Filomina P.George, Director, SCMS COCHIN School of
Business proposed the vote of thanks.
Prof.R.T.R.Varma, HoD-Marketing, Ms.Bindu K.Nambiar,
Assistant Professor-Marketing and Mr.Sudheer Sudhakaran,
Associate Professor-Marketing also spoke.
Green audit conducted at
SCMS Prathap Nagar campus
Technology and Management at our SSET. The study was aimed at
improving the efficiency in the use of scarce resources like water and
power and in the management of all waste materials.
The initiatives and the best practices followed in the areas of energy
conservation, rain water harvesting, e-waste management, tree
plantation, sewage treatment, recycling of paper waste, etc. were
examined and evaluated in the study. The students of MTech
Environmental Engineering at SSET participated in the audit.
Talks
Two books published
Paper presented in Toronto
Conference attended
Paper published
Mr. Oommen K. Sam, Senior
Consultant, M.A. Consul-
tants, Doha, Qatar, addressed
the students on the topic 'A few tips to succeed at the
beginning of your career,' on December 10.
Mr. Pradeep Kumar Nair, State Head (WBO) Kerala,
HDFC Bank, spoke to the students on 'Challenges in
the present day environment,' on December 19.
Two books in Malayalam authored by Dr. C.K. Rajan, Professor and
Chair for Climate & Environmental Changes & Risk Reduction,
titled (1) Mazha (Rain) and (2) Nammute Kaalaavastha (Our Climate)
were published by the State Institute of Languages, Government of
Kerala. The book Mazha was released by Dr. P.V. Joseph, former
Director, India Meteorological Department, at a function in Kochi
and the book Nammute Kaalaavastha was released by Dr. A.P.J. Abdul
Kalam, former President of India at a function held in
Thiruvananthapuram.
'Linking Civic Sentiment to Actuality' A Meta Aspect based
Sentiment Analysis of Indian Elections, a paper co-authored by
Dr. Indu Nair, Group Director, and Dr. Chandana Unnithan, Deakin
University, Australia was presented as a poster in the Social Media
and Society 2014 conference organized by the Social Media Lab at
Ryerson University in Toronto, Canada during September 27-28.
Dr.C.Sengottuvelu, Professor and Head-Consultancy attended the
International Conference on Innovative Researches in Commerce at
AVS College of Arts and Science, Salem, on September 19.
He also attended the National conference on Strategies, Innovations
and Paradigm Shifts in Logistics and Supply Chain Management at
SDM IMD, Mysore, on September 26.
Dr. C. Sengottuvelu, Professor and Head-Consultancy published a
paper titled 'Measuring Knowledge Management Index of Aircraft
Design Centre' in International Journal of Research & Business Innovation
(ISSN:2321-5615) Vol.2 No.2, September 2014.
He also published a paper titled 'A study on green manufacturing
strategies and practices' in the proceedings of the National
Conference on LSCM ISBN 978-93-83302-04-8 September 26,
2014.
An article written by Dr. Jayasri Indiran, Professor, titled 'A study Job
Motivation among working women with special reference to those
who stay away from home' has been published in PARIPEX Indian
Journal of Research Vol-3 (9) September 2014 issue.
Mr. Pradeep Kumar Nair
SSETDigest
National conference
Prof. P.C. Pillai, Sr.Group Director inaugurating the National Conference.
Paper publication
Paper presentations
A two-day National Conference on
'Communication and Microelectronics' was
held at the campus on December 18 and 19.
Prof. P.C. Pillai, Senior Group Director inaugurated the conference.
Dr. Suresh Nair, Chief Technical Officer, Nest Group, delivered the
keynote address. Mr. Sibi Raj Pillai, IIT Mumbai, Mr. B. Ramani,
Executive Director, CDAC, Thiruvananthapuram, Prof. M.
Madhavan, Director, SSET and Prof. R. Sahadevan, HoD-ECE
spoke.
Mr. Manoj Kumar B., Assistant Professor-Automobile Engineering,
published a paper titled 'The Influence of Reverse Logistics on
Reclaiming - A Case of Recycling Used Truck Tires' in the Elsevier
Scopus indexed International journal, International Review of
Mechanical Engineering Vol., 8, September 2014, brought out by Praise
Worthy Prize, London, U K.
Dr. Vinod P., Associate Professor-CSE presented a paper titled
Towards the Detection of Undetectable Metamorphic Malware in
the 7th ACM International Conference on Security of Information
and Networks hosted by School of Computing Science, Glasgow
University, UK, during September 8 to 12.
He also chaired a session in Network and defence track, in which the
delegates presented papers related to the domain of system and web
application security.
Dr. Vinod P. also presented a paper titled, Linux Malware Detection
using Non-Parametric Statistical Methods, in the International
Workshop on Cyber-Physical Systems and Social Computing held
during September 24- 27.
Dr. Vinod P. again presented a paper titled, Android Malware
Analysis using Ensemble Features in the 4th International
Conference on Security, Privacy and Applied Cryptography
Engineering, hosted by the Defence Institute of Advanced
Technology, Pune, held during October 18 to 22. The proceedings
were published by Springer as an LNCS 8804 volume.
He also presented another paper titled, Linux Malware Detection
using extended-Symmetric Uncertainty, in the above conference and
the proceedings got published by Springer as an LNCS 8804 volume.
Mr. Mahesh Rengaraj, Associate Professor-Mechanical, presented a
paper titled Analysis of work factors influencing High Frequency
Low Security Work injuries among welders for Safety Interventions
in the International Conference on Energy, Environment, Materials
and Safety (ICEEMS14) held at School of Engineering, CUSAT,
Kochi during December 10 - 12.
Mr. Oommen K. Sam
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