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SUMMER TRAINING PROJECT REPORT
Undertaken at
NIIM School of Business Administration
BRANDING & CORPORATE RELATIONS
Submitted in Partial Fulfillment of the Requirement for the
Award of the Degree of
Master in Business Administration
By
Abhay Avichal
Under the Supervision of
TAUFIQUE SIDDIQUI
GM Marketing & Corporate Relations
B-II/61, Sher Shah Suri Marg, M.C.I.E., Mathura Road, Badarpur,
New Delhi-110 044
Mobile: 9560831310 Ph: 011 - 29893859
e-mail: [email protected], Website: www.niim.in
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CERTIFICATE
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DECLARATION
I, Abhay Avichal, a bona fide student of Master of Business Administration
(Full Time) at R.V. Northland Institute of Management, Greater Noida herebydeclare that I have undergone the Summer Training at NIIM School of
Business Administration, New Delhi under the supervision of Mr. Taufique
Siddiqui on Branding & Corporate Relations for 45 days.
I also declare that the present project report is based on the above summer
training and is my original work. The content of this project report has not
been submitted to any other university or institute either in part or in full for
the award of any degree, diploma or fellowship.
Further, I assign the right to the University, subject to the permission from
the organization concerned, use the information and contents of this projectto develop cases, case lets, case leads, and papers for publication and/or for
use in teaching.
Abhay Avichal
Place: New Delhi
Date:
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ACKNOWLEDGEMENT
I take this opportunity to express my gratitude to NIIM School of Business
Administration for providing me with an opportunity to do my summertraining at their esteemed organization.
I am thankful to all the companies with which I communicated with reference
to this project. I am thankful to all the staff members of NIIM School of
Business Administration and all others who gave me their valuable guidance,
encouragement, and support in completing this project.
Abhay Avichal
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CONTENTS
CERTIFICATE ..................................................................................................... 2
DECLARATION .................................................................................................. 3
ACKNOWLEDGEMENT ....................................................................................... 4CONTENTS ........................................................................................................ 5
EXECUTIVE SUMMARY ...................................................................................... 7
BRIEF PROFILE .................................................................................................. 9
About NIIM-SBA ........................................................................................... 10
NIIM - SBA Motive ........................................................................................ 11
NIIM - SBA Mission ....................................................................................... 11
NIIM-School of Business Administration ...................................................... 11
NIIM-SBA Edu-vantage ................................................................................ 13Academic Advisory Board ............................................................................ 14
WHY NIIM SBA .............................................................................................. 16
MBA @ NIIM-SBA
.................................................................................................................... 19
FIVE FOLD Career Advantage ...................................................................... 20
PGPBM ......................................................................................................... 21
Programme Objectives: ............................................................................... 21
Dual Specialization Offered In: ................................................................. 22Course structure ......................................................................................... 22
International MBA (France) .......................................................................... 24
Faculty ........................................................................................................ 25
Introduction to Faculties: ............................................................................ 26
Teaching Methodology: ............................................................................... 30
International Exposure: ............................................................................... 31
Teaching methodology ................................................................................ 32
Infrastructure .............................................................................................. 32
World Class Campus .................................................................................... 32
Computer Facility ........................................................................................ 33
Library and Information Services ................................................................ 33
Resources .................................................................................................... 33
Books .......................................................................................................... 33
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Brand Extension:...................................................................................... 54
Multi-Brands: ............................................................................................ 54
Own Brands and Generics: ....................................................................... 55
History ......................................................................................................... 56
Corporate Relations ........................................................................................ 58
DESK WORK .................................................................................................... 60
Recommendations .......................................................................................... 61
Branding ...................................................................................................... 61
Corporate Relations .................................................................................... 62
APPENDIX I..................................................................................................... 68
Newspaper Advertising Rates ..................................................................... 68
APPENDIX II.................................................................................................... 68
Radio Advertising ........................................................................................ 68
APPENDIX III................................................................................................... 77
ADVERTISING THROUGH AIRPORT CARTS ................................................... 77
APPENDIX IV ................................................................................................... 79
ADVERTISING THROUGH 139 ...................................................................... 79
BIBLIOGRAPHY ................................................................................................ 83
***** ............................................................................................................... 83
EXECUTIVE SUMMARY
NIIM-SBA has been set up under the aegis of NIILM Trust and founded by the
promoters of NIILM-CMS one of the leading business schools in the country.
NIIM-SBA offers Post Graduate Program in Business Management (PGPBM)
along with MBA Degree from a UGC Recognized Pondicherry University, which
is one of the Central Universities in India.
Beginning life in 1996, NIILM-CMS is scaling new heights and making rapidstrides thanks to its highest standards of academic excellence. Today, NIILM-
CMS ranks among the country's top business schools. Its flagship Post
Graduate Diploma Program in Business Management (PGDBM), approved by
the All India Council of Technical Education (AICTE) and the Human Resources
Development (HRD) Ministry, Government of India, is also recognized by the
Association of Indian Universities (AIU) as equivalent to an MBA degree.
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Over the years, the institution has consistently improved its teaching-learning
and industry outreach processes. There are 25 core faculty members and
most of them have over ten years of industry experience.
NIILM's industry outreach and corporate relationship activities are bolstered
by a strong network of over 800 alumni working across industries andorganizations. There are several platforms and events through which CEO's,
HR chiefs and other departmental heads come to the campus and address
the students.
Admissions to all NIILM-CMS programs are extremely competitive. Apart from
the CAT score, the final selection is done after evaluating applicants on eight
parameters. NIILM-CMS is among those very few institutions offering
Scholarships to students with impressive academic and extracurricular
credentials.
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BRIEF PROFILE
Type: Private
Industry: Service (Education Sector)
Headquarter: Rai Foundation, A-41, MCIE, New Delhi
Product: Management Professionals
Key People: Mr. Vinay Rai, Founder Chairman
Prof. S. Neelamegham, Co-Founder
Prof. Narinder Verma, Director
Founded by: Promoters of NIILM-CMS
Establishment year: 2008
Employees: 42 (2010)
Website: www.niim.in
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About NIIM-SBA
Founded by the Promoters of NIILM - Centre for Management
Studies. NIILM-CMS is ranked amongst Indias premier business
schools, and its efforts in managerial capacity building and humanresources development in the country have always been accorded
serious appreciation. The institution has been offering training,
consult ing and advisory services to profess ionally managed
companies and entrepreneurial set ups cutting across the whole
spectrum of the human resource development function. More than
1000 of NIILM-CMS Alumni are working in responsible managerial
and leadership positions in Indian and foreign companies today. Our
programs have been designed by master academicians in
collaboration with seasoned practitioners belonging to the renowned
organizations in the country.
This is the place where the very best from the world of academics
and industry have put their heads together to design a future for
you. This is for al l of you who have reached another educational
crossroad in your lives. The right training and the right environment
will get you what you want. That is exactly what we offer at NIIM-
SBA.
A lot of changes are taking place all over the world. The job market
has changed drastically. With globalization, new areas of business
interests are developing. F inancial Services, Insurance, Retai l
Management, Healthcare Management and Communication andother related areas have grown by leaps and bounds.
The younger generation is looking for new opportunities in life. For
that they need the right attitude and the right training programs.
NIIM-SBA is born out of this conviction that the youngsters of today
are going to be the leaders of tomorrow. Its our responsibility to
train them to face the world and take their own decisions. Thats
why all our programmes are action-oriented and industry-relevant.
From Management, we have moved into areas l ike Reta il ing,Financial Services, Human Resource Management, and Insurance &
Healthcare Sectors.
Management is our lifeblood. We t rain you to become good
managers. Our faculty members train you to take crucial decisions
in life that will finally differentiate you from the rest. If you feel that
Management is your goal, do come and visit us at NIIM. We have
turned many dreams into reality. So be here with us and experience
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the joy of success. You will discover new experiences in a dynamic
and support ive environment. Our high standards of education,
research and training, based on a synergy of theory and practice will
help you realize your career goals.
NIIM - SBA Motive To provide best placement in professional companies to their pass out
students by providing desired inputs matching with the requirement of
industry
NIIM - SBA Mission
The main purpose of the institution is to impart, motivate and nurture
clairvoyant vision, professional competence and best career equity towards
sustainable development.
NIIM-School of Business Administration
NIIM-SBA is a center of excellence in Management Education, Research,Training and Consultancy. Academic program at NIIM-SBA is designed to
transform students to become an outstanding manager - leader for
throughout of their career and life.
NIIM-SBA offers PGPBM (Post Graduate Program in Business Management)
along with an MBA (PU) and International MBA from University of Poitiers
(France) at subsidized cost. The institution has created a powerful blend of
curriculum, pedagogy and practice to provide management education in a
global perspective that outlasts the next big dramatic shift in the economic
environment or even redundant jobs.
With an open-architecture curriculum designed in consultation with the
eminent academicians and CEOs of the Leading Business Houses, NIIM-SBA
Post-Graduate Programs continues to follow an action-oriented pedagogy.
The NIIM-SBA Curriculum is constantly benchmarked against global and local
educational treads. At NIIM-SBA, the faculty members are trained and
experienced in one of the best institution and organizations in the country
and abroad, and adopt innovative pedagogical methods to impart students
with quality management education. They use simulation games, role-plays,
case discussions, real-life industrial projects, syndicate discussion and
incident method to develop a unique Student-Training Programme.
The unique philosophy of NIIM-SBA since its establishment, lays emphasis on
being reasonable and fair as well as flexible. Constant up gradation of myriad
management skills attains utmost importance in order to achieve
competence in the fast changing corporate environment. NIIM-SBA concerns
itself with overall development of managers of the new millennium. Hence,
the faculty and students are encouraged to take active participation in all
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events both academic and otherwise. Strong emphasis is laid on external
exposure; students are encouraged to take up on-line research projects in
conjunction with their specialization, over and above the curriculum.
The curriculum at NIIM-SBA is constantly upgraded with productive inputs
from both faculty as well as students, who in turn are constantly in touch withthe corporate sector to help future managers meet the challenges of
competition and to avail of emerging business trends. Students of NIIM-SBA
are subjected to rigorous academic pressures. They are expected to meet
deadlines and constantly make efforts to improve their performance.
Constant self-appraisal and improvement is resorted to. Yoga, Stress
Management and meditation also form an integral part of the curriculum.
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NIIM-SBA Edu-vantage
Highly Experienced Faculty
Life Skill Training(LST) for well groomed and well round personalityIMAGE
Subsidized foreign study tours
World Class Academic Infrastructure
100% placement assistance for maximum career equity
Wi-Fi Enabled Campus
Resource Rich Library and Computing & Hostel facilities
Dual scholarships
Subsidized foreign industrial tours
Regular industrial visits, live projects, and industrial internships
Free student bank account and PAN card
Bank loan support Pro-active Placement Cell
Highly Experienced Faculty
Fun and Learning on the Campus
Free Laptop to Each Student
e-Learning Centre of ICICI Bank
Scholarships for meritorious students
Gym and Sports facilities in the Hostel
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Academic Advisory Board
Prof. Johar Saha
Former Director, IIM - Ahmedabad
Dr. Bhaba Krishna Mohanty
Professor & Chairman (Admissions), IIM - Lucknow
Dr. S. M. Dewan
Director General, SCOPE
Mr. S. K. Sethi
Director, Ria Insurance Brokers Pvt. Ltd.
Dr. Murlikrishna Kumar
Director, SSS, PIU
Ministry of Information Technology
Dr. S. P. Parashar
Director, IIM - Indore
Dr. S. Gangopadhyay
Consultant, Confederation of Indian Industries (CII)
Mr. Gurcharan Bhatura
Former Executive Director
National Institute of Aviation Management & Research
Airport Authority of India
Prof. B. P. Khandelwal
Former Director, NIEPA
Mr. Dilip Chenoy
Director General, Society of Indian Auto Manfacturers (SIAM)
Mr. Mahendra Swarup
Chief Mentor Officer, Smile Multimedia Pvt. Ltd.
Dr. M. C. Gupta
Managing Director, Country Inn
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Mr. B. Narayana Swamy
Director, Indica Research
Mr. Arun Mehta
Director, INDATA Ltd.
Prof. K. L. Krishna
Former Director, Delhi School of Economics
University of Delhi
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WHY NIIM SBA
UNDERSTANDING FUTURE
A lot of changes are taking place all over the world. The job market has
changed drastically. With globalization, new areas of business interests are
developing. Financial Services, Insurance, Retail Management, Healthcare
Management and Communication and other related areas have grown by
leaps and bounds. Every day, several jobs are coming up in the service
sector. And, today many young people want to be on their own.
The younger generation is looking for new opportunities in life. For that they
need the right attitude and the right training programs. NIIM-SBA is born out
of this conviction that the youngsters of today are going to be the leaders of
tomorrow. It's our responsibility to train them to face the world and take theirown decisions. That's why all our programmes are action-oriented and
industry-relevant. From Management, we have moved into areas like
Retailing, Financial Services, Human Resource Management, and Insurance &
Healthcare Sectors. Management is our lifeblood. We train you to become
good managers. That's what we are best at. Our faculty members train you to
take crucial decisions in life that will finally differentiate you from the rest.
TRIPLE BENEFIT
NIIM-SBA offers 2 year long PGPBM (Post Graduate Program in Business
Management) along with an MBA degree from Pondicherry University, one ofthe Top 4 central Universities in India. Also, an MBA from University of
Poitiers, France. The PGPBM offers the opportunity to choose dual
specializations.
GROWING OUTWARD
All activities at NIIM-SBA are oriented towards creating opportunities for
students to discover, explore and learn - not just within the confines of their
curriculum - but extending outside the boundaries of the classroom and
academics. Students are encouraged to expand their horizons, enrich their
thinking and grow outward.
At the same time, NIIM-SBA firmly believes that rigorous academics is the
backbone of all education and students at NIIM-SBA go through a rigorous
curriculum that packs in a total of 50 hours per week that includes 25 hours
of classroom teaching, 8 hours of labs, 15 hours of project work, and 2 hours
of industry exposure.
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ACADEMIC ORIENTATION
A strong academic orientation lays the foundation for life-long learning,
ingraining in the youth the psyche of the eternal student. The orientation
program enables the students to familiarize themselves with the teaching
methodology and aids used in the classroom, use of in-campus facilities andservices, library and lab use and other services. The programmes also focus
on academic and personal counseling, equipping students with necessary
study skills required for academic setting, enabling students to adjust to the
NIIM-SBA's teaching model. Special foundation programmes are offered to
foreign students who may be visiting India for the first time. These
programmes are designed to help them understand Indian culture, society
and values so that they can adapt themselves to the local conditions without
problems.
MODULAR CURRICULUM
We believe that it is vital for a student to have a strong focus on the subjects
of study at any given time. In order to facilitate this curriculum is designed
with a modular structure. This also makes it possible for students to opt for
electives that supplement their areas of interest and skill.
PROJECT WORKAND PRESENTATION
Project Work and presentations expose students to real-world situations
which require students to take the initiative, research facts, work on time
bound programmes and develop communication and presentation skills
which play an important role in shaping the future of the students.
INTENSIVE INTERACTIONWITH INDUSTRY
In todays highly competitive world, it is a must for students to have exposure
to the outside world, preparing them for the challenges that they will face in
their field. At all levels, students are exposed to the industry through
lectures, seminars, study tours, industrial visits, etc.
GUEST LECTURES
Eminent personalities from different industries and walks of life are invited to
visit the campus and share their experiences and give students a globaloutlook through interactive programmes.
INDUSTRYEXPOSURE
Students are given the opportunity to work on live projects through tie-ups
with organizations across a spread of industries. A walkthrough this system,
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approaches and business strategies gives students a feel of the real world,
preparing them to be contributors to the industry from day one.
PROFESSIONAL DEVELOPMENT
Another unique feature of the NIIM-SBA Programme is the Professional
Development/ Life Skill development module which runs parallel to the mainprogramme. Participants are engaged in a guided process of Self
Assessment, Reflection and Identification of a personal growth plan. The
programme also brings a number of guest speakers to the programme,
including corporate executives as well as Government Officials.
CREATING WINNERS
The strength of NIIM-SBA's model lies in bringing its ability to deliver study
programmes that understand the need of students in the Indian context while
at the same time keeping a global relevance. Apart from the rigor of
classroom academics, NIIM-SBA's model integrates a spectrum of additionalcomponents that include Training Programs, Exchange Programs, Industrial
Visits, Study trips Expert lectures, Seminars, Hands-on training in industries,
Specific-skills training, Project guidance etc. Tapping into the years of
experience and accumulated knowledge base, the leadership of NIIM-SBA has
evolved a model that has a character of its own and is designed to add an
extra dimension to the student's personality and give them the competitive
edge.
CHOOSE TO WIN
NIIM-SBA offers it industry recognize and widely accepted flagship programPGPBM (Post Graduate Program in Business Management), which provides
FIVE FOLD Career Advantage. It also offers MBA Program of Pondicherry
University and International MBA (France) acclaimed & widely recognized by
Industries, nationally & internationally. Teaching faculty is drawn from
academic and business background. Up to date syllabi in keeping up with
latest trends in management. The focus is to enable students to operate
effectively in Global environments. Programs include training in Soft-skills
and Core training in transferable skills. Students have access to excellent
infrastructural facilities. NIIM-SBA has received overwhelming response from
Industry in student placements.
If you feel that Management is your goal, do come and visit us at NIIM-SBA.
We have turned many dreams into reality. So be here with us and experience
the joy of success. You will discover new experiences in a dynamic and
supportive environment. Our high standards of education, research and
training, based on a synergy of theory and practice will help you realize your
career goals.
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MBA @ NIIM-SBA
MBA along with a 2 years full-time Post Graduate Program in Business
Management is designed to train you to become an outstanding manager-leader throughout your career. NIIM-SBA offers PGPBM along with an MBA
Degree from a UGC recognized Central University. The institution has created
a powerful blend of curriculum, pedagogy and practice to provide
management education in a global perspective that outlasts the next big
dramatic shift in the economic environment or even redundant jobs.
With an open-architecture curriculum designed in consultation with the
eminent academicians and CEOs of the Leading Business Houses, NIIM-SBA
Post-Graduate Program continues to follow an action-oriented pedagogy. The
NIIM-SBA Curriculum is constantly benchmarked against global and local
educational treads. At NIIM-SBA, the faculty members are trained and
experienced in some of the best institution and organizations in the country
and abroad, and adopt innovative pedagogical methods to impart students
with quality management education. They use simulation games, role-plays,
case discussions, real-life industrial projects, syndicate discussion and
incident method to develop a unique student-training programme.
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FIVE FOLD CAREER ADVANTAGE
PGPBM (Post Graduate Programme in Business Administration)
(Duration: 2 years)
+
MBA (Central University) twinning programme
(Duration: 2 years)
+
International MBA (France)(Duration: 2 years)
+
Diploma in Personality & Employability Skills(Duration: 2 years)
+
Diploma in French/German Language
(Duration: 1 year)
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programme integrates the use of computers in learning the basic principles in
different functional areas of management. It also enables students to acquire
skills in identifying and dealing with complex problems in management,
especially in this era of globalization of industrial and commercial activity and
the resulting intense competition. The students also undertake several field-
based projects so that they can get better insights into the workplace reality. The curriculum is revised on an ongoing basis through discussions with
practicing managers from the industry to reflect current business needs.
DUAL SPECIALIZATION OFFERED IN:
Marketing
Finance
Human Resource
Information Technology
International Business
Retail Management
Global Operations
Insurance & Banking
Real Estate & Constructions
Entrepreneurship Management
COURSESTRUCTURE
NIIM-SBA has designed its flagship PGPBM with an emphasis on innovation,
diversity, globalization to face the fierce competition and myriad issues of the
dynamic corporate word encompassing all the intricacies of academia andindustries.
Semester-I
- Business Mathematics
- Research Methodology
- Management Process & Organization
Behaviour
Semester-II
- Production & Operations
Management
- Human Resource Management
- Marketing Management
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- Life Skills Training - I
- Accounting for Managers
- Business Environment
- Managerial Economics
- Computer Application in
Management
- Financial Management
- Quantitative Techniques & Statistics
- Strategic Management
- Management Information Systems
- Life Skills Training - II
Semester-III
- Total Quality Management
- Supply Chain Management
- Life Skills Training - III
For Major Specialization
- 4 Electives
For Minor Specialization
- 2 Electives
Semester-IV
- Entrepreneurship Management
- Life Skills Training - IV
- Project Work
For Major Specialization
- 4 Electives
For Minor Specialization
- 2 Electives
NIIM-SBA has a healthy blend of academicians, policy makers, administrators
and managers to deliver the knowledge, skills and realities of the corporate
world. The institute draws upon the best from the academia, industry and
other organizations. As a consequence, our students are able to get a rich
mix of state-of-the-art academic research as well as best practices from
industry. NIIM-SBA's faculty members have contributed to state-of-the art
research through papers published in leading international journals. They
have also contributed articles to leading business magazines and
newspapers. Finally, many faculties have converted their rich experience intobooks.
NIIM-SBA offers two-year full-time dual program called the Post Graduate
Program in Business Management (Finance, Marketing, Strategy, Information
Technology, Operations) along with an MBA degree from a UGC recognized
central university. Each year is divided into two terms and hence, there are a
total of four terms. The 1st year comprises all Core Courses (required to be
taken by all students). Students are free to choose electives in the 2nd year
as per their preferred area of specialization.
The thrust is on understanding the independent nature of organizationaldynamics and its managerial implications. This helps students acquire
conceptual and analytical abilities required for decision making and effective
implementation and achieving results. Faculty resource is both the catalyst
and driver of this essential change.
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INTERNATIONAL MBA (FRANCE)
The university Poitiers is a recognized University. This program enables
the student for further international study and employment. The University ofPoitiers (France) has agreed to offer - Master of Management Science, with a
specialization in "International Management" to NIIM-SBA students. The
University of Poitiers is Government recognized University. The curriculum
equivalence between NIIM-SBA and University of Poitiers has been
established and additional courses have been identified. The program is very
selective in nature and is offered to selected students only.
After completion of 1st year at NIIM-SBA, during summer internship duration,
the students will study at France to complete the additional subjects offered
by the University of Poitiers. They will return and complete the second yearstudies of PGPBM program. After completion of PGPBM program at NIIM-SBA
the student will be awarded both with PGPBM from NIIM-SBA and Master of
Management Science" by University of Poitiers, France.
The student can specialize in 3 areas simultaneously.
The multi specialization enhances the knowledge and employability of
the student.
Increases employability at the time of international recruitments.
The student can save two years' time and full course fee that willotherwise be required to complete the degree from University of
Poitiers.
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Faculty
NIIM-SBA has a healthy blend of academicians, policy makers, administrators
and managers to deliver the knowledge, skills and realities of the corporateworld. The institute draws upon the best from the academia, industry and
other organizations. As a consequence, our students are able to get a rich
mix of state-of-the-art academic research as well as best practices from
industry. NIIM-SBA's faculty members have contributed to state-of-the art
research through papers published in leading international journals. They
have also contributed articles to leading business magazines and
newspapers. Finally, many faculties have converted their rich experience into
books.
NIIM-SBA offers two-year full-time dual program called the Post Graduate
Program in Business Management along with an MBA degree from a UGCrecognized central university. Each year is divided into two terms and hence,
there are a total of four terms. The 1st year comprises all Core Courses
(required to be taken by all students). Students are free to choose electives
in the 2nd year as per their preferred area of specialization.
The thrust is on understanding the independent nature of organizational
dynamics and its managerial implications. This helps students acquire
conceptual and analytical abilities required for decision making and effective
implementation and achieving results. Faculty resource is both the catalyst
and driver of this essential change.
At NIIM-SBA, the faculty members include outstanding researchers and
distinguished scholars who are in constant touch with business, industry and
government agencies. In addition, world-renowned faculty from various
universities like MIT, New York State University and IIMs regularly serve as
visiting Faculty.
Attracts the Best Faculty Talent
NIIM-SBA attracts one of the finest standing faculty bases among private
educational institutions in the country. The school believes in creating anacademic environment that boasts of a rigorous work-culture and highly
evolved teaching, learning and research systems.
Strong Industrial Background
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At NIIM-SBA, most of the faculty members have the experience of working in
the industry. Here, we seek to attract those who have worked earlier in senior
academic and managerial positions.
Research, Training and Consulting
NIIM-SBA motivates its Faculty to engage in research, corporate training andconsulting activities apart from doing regular classroom teaching.
Introduction to Faculties:
Prof. NARINDER VERMA
B.Tech from IIT, Delhi
PGDM from IIM, Calcutta
PGDAC from C-DAC.
M. Phil. from AU.
Work Experience: 16 years of Experience with top Navratna Company such
as IOCL, and Organizations as CONCOR, eGurucool .com, Vista Levolor Maruti
Suzuki Ltd. etc.
Areas of Specialization: Life Skills, Marketing of Services, Retail Marketing
Management, Consumer Behavior, Strategic Management and TQM.
A teacher, trainer, researcher and author of several papers, book chapters
and articles published in national and international journals including the
famous Pfeiffer Annuals-(Training).
Prof. (Capt.) NARINDER SINGH
M.A (Economics)
Bachelor of Law
Diploma in Industrial Relations & Personnel Management
Diploma in Transport Management
Work Experience: 25 years of industrial experience with top Indian and
Multinational companies like IFFCO, Reliance, General Motors, New HollandTractors.
Prof. G.S. POPLI
MBA (FINANCE)
M.COM
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MA (ECO.)
Advanced Diploma in Financial Management
C.A.I.I.B (Indian Inst itute of Bankers)
CE.B.A (Insurance Regulatory & Development Authority)
Base Programme in PC Skills (NIIT, Delhi) Ph.D (AIIMA, Delh i)
Work Experience: 30 years, out of which 11 years as Faculty
Prof. (Er.) P. N. KATHURIA
B Sc. Engineering (Mech.) - Delhi College of Engineering, DU
Work Experience: 29 years of work experience in Bokaro Steel Plant, Steel
Authority of India Ltd. (SAIL).
Director - Foundation of Indian Industry and Economists (FIIE) Senior Advisor - Business Management , National Foundation of Indian
Engineers (NAFEN)
Auditor (Quality Management Systems) For the organisations seeking
ISO 9001 - 2000 Certification/Certified as ISO 9001-2000 Companies.
Ms. MONIKA GUPTA
AICWA - ICWAI Kolkata
M.Com - University of Delhi
Work Experience: 15 years
Areas of Specialization: Costing, Finance and Industrial Laws.
Prof. BEDABAL RAY
PGDM IIM, Bangalore
Work Experience: 27 Years out of which 12 years as Faculty. Worked with
various reputed organizations at senior level like Indian Bank, Uptron Indian
Ltd, Philips India Ltd.
Area of specialization: Consumer Behavior, Advertising, CRM & Strategy
Ms. JINNIA MALIK
B.Tech IT
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PGDBM IT
MBA - IT
Work Experience: 2 years
Area of Specialization: Information Technology
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Mr. RAJESH SHARMA
MBA
Advance Diploma in Marketing Management
Ph.D. from AIMA-AMU
Work Experience: 12 years of industrial experience in Sales and Marketingin Retail, Food and IT industry.
Area of Specialization: Sales and Distribution Management, Brand
Management, Marketing Research, Retail Management.
Mr. NAJMUL HODA
MBA
Ph.D. in Banking
Work Experience: 10 years of experience in Banking and Academics
Area of Specialization: Consumer Behavior, Marketing of Financial
Services, Banking and Microfinance,
Mr. PRASHANT VERMA
M.Sc. Statistics
PG Diploma in Computer Software
Member of Indian Society for Technical Education and NMA
Work Experience: 10 years of experience Industry and Academics
Area of Specialization: Quantitative Techniques in Business Management
and Marketing Research.
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Mr. ZULFIKAR MOHAMMAD
MA in Economics
NET Qualified
Total Work Experience: 8 years of experience in Education Sector
Area of Specialization: Consumer Behavior, Marketing of Financial
Services, Banking and Microfinance,
Mr. SUKUMAR DUTTA
M.A.
M.Com
CAIIB
LLB
Work Experience: 28 years of Industry experience in Bank of India after
that 9 years of experience in academics.
Area of Specialization: Economics, Banking and Finance.
Ms. PRITI SUMAN MISHRA
MBA (PMIR)
NET Qualified
Work Experience: 12 years of experience academics.
Area of Specialization: Economics and Personal Management & Industrial
Relations
TEACHING METHODOLOGY:
Ensuring an Outstanding Learning Experience
The teaching methodology at NIIM-SBA emphasizes the importance of
learning through direct experience. Our faculty members optimally use a
number of instructional methods such as simulation games, role-plays, casediscussions, real life industrial projects, etc. to provide the students with an
outstanding learning experience, which will help them throughout their life.
Here, at NIIM-SBA, the faculty lectures are well supplemented by guest
lectures by noted management gurus from the leading foreign universities.
The faculty members also organize industrial visits, workshops, debates,
competitions and symposia to stimulate real life situations. Project works are
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assigned to groups of students to bring out the best in individuals to identify
mutual strengths and to develop team spirit.
The NIIM-SBA faculty imparts the students with quality management
education in such as a way that they make a successful transition from
education to employment and know how to manage their careers effectively.
The combination of teacher-supervised and teacher-independent learningactivities at individual and group levels is integrated into a learning system
such that students are optimally involved in assessment of their progress
through faculty and peer feedback.
International Exposure:
Eminent professors and academicians from the best-known foreign
universities are regularly invited to speak and interact with our students.
Their knowledge and experience provide the students with a global
perspective and a truly international edge.
Industrial Visits and Foreign Tours:
NIIM-SBA has strong links with industrial groups that generate valuable
synergy between the students and corporate organizations. The school
organizes a number of industrial visits and educational tours. In addition to
these, NIIM-SBA also organizes a Foreign Tour Programme in order to
broaden the mental horizons of its students and to develop a network with
foreign educational institutions.
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TEACHINGMETHODOLOGY
With a highly favourable student teacher ratio emphasis is given on
classroom teaching. Classroom interactions, individual assignments, groupassignments are a norm. In elective courses, presentations and term papers
are an integral part of the curriculum. Examinations are designed to test the
student's applied and intuitive capabilities.
An optimum mix of lectures, discussions, case studies, role-plays, group
discussions, Special sessions from professionals from industry and trade,
management games, sensitivity training, management films, industrial visits
and industry interaction. Students are encouraged to represent their cases
through individual presentations. Further opportunity is provided through
participation of students in various seminars.Each Semester includes:
Classroom Teaching | Case Discussions | Presentations | Assignments |
Internal & External Tests | Field Projects | Live Projects | Industrial Visits |
Guest Lectures | Exposure to Conferences | Seminars | Management Games |
Other Educational Activities - Live Quizzes, Role Plays, Group Discussion, etc.
INFRASTRUCTURE
The institute boasts of an enviable infrastructure, where students workseamlessly in an environment, facilitated by a state of the art computer
center, an exhaustive library, with a growing collection of books, periodicals
and an esthetic environment. The Infrastructure support comprises of Air
conditioned classrooms and a discussion room equipped with audio visual
equipment, and a conference hall.
For the students we have subsidized canteen facility, hostel facility and
reprographic.
WORLD CLASS CAMPUS
NIIM-SBAs world class campus provides students an ideal environment. Thecampus houses an extensive library, air-conditioned lecture rooms, a
computer centre, meeting rooms, and a conference hall. The lecture rooms
are equipped with a broadband communications network that ensures global
connectivity. You can interact by computer or video-link with faculty,
industrial leaders and other students anywhere in the world. Audio-visual and
video conferencing facilities like overhead projectors, LCDs, fixed cameras
and touch-pad systems make the learning process much more convenient,
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interactive, and enjoyable. The heart of the academic block is the library that
supports the NIIM-SBA in building an internationally top-ranked research
driven management institution. You can have direct access to various printed
and electronic information resources. The library also provides innovative and
responsive services to meet the changing needs of the academic community.
COMPUTER FACILITY
Computer Centre is comprised of fully equipped computer labs and equipped
with branded computers fully networked with structured cabling. The network
consists of various high-end servers including Mail and Web servers. Each lab
caters to students needs with 24 hours internet connectivity 7 days a week
with high bandwidth and multiple gateways. All the class rooms including
conference hall and seminar hall are well equipped with audio visual facilities.
Each student is provided with a Laptop the network is protected with firewall
supported by bandwidth management.
LIBRARYAND INFORMATION SERVICES The Library with its modern collection of information resources and
innovative information services plays a vital role in the intellectual pursuits of
NIIM-SBAs academic community. Library holds a rich collection of printed as
well as electronic resources which include books, journals, databases, audio-
visual materials, CDs, e-journals, annual reports of top companies, case
studies, conference proceedings, training manuals, etc. The print collection
includes over 10,500 volumes predominantly related to management and
allied subjects. The Library subscribes to 103 print journals and provides
access to over 301 e-journals through various databases. Library provides a
24x7 service to its academic community.
RESOURCES
Library has a wide variety of knowledge resources to support the teaching,
research and consultancy activities of the Institute.
BOOKS
Includes over 10,000 books in the area of management and allied topics.
Around 300 new books are added to the collection every year.
JOURNALS
Library subscribes to over 103 print journals. Besides these, there are around
301 e-journals made available through various online databases.
TRAINING VIDEOS
Library maintains a selective collection of over 95 training videos and
educational films.
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OTHER RESOURCES
The collection includes CDs, annual reports of top Indian & foreign
companies, dissertations, working papers and reprints to support the
academic programmes of the Institute.
ELECTRONIC
LIBRARY
The e-library provides a single-window access to all the electronic resources
subscribed by the Library. Efforts are on to develop a world-class online
library system in the area of business related information. Cutting-edge
technologies are used to offer NIIM-SBA academic community access to up-
to-date, relevant business and management information available on their
desktops. The e-library is accessible across the campus network.
HOSTELFACILITIES
The stimulating and holistic living environment of the hostel contributes
significantly to superior academic performance. The aim is to provide a warm
homely atmosphere with a relaxed lifestyle, which encourages free andoriginal thinking. The Meadows is NIIM-SBA's plush, secure, fully residential
facility located approximately one kilometer from the NIIM-SBA Campus on
Mathura Road in suburban South Delhi. Flanked by the up market Destination
Point, which houses Nirulas and factory outlets of major brands, the Meadows
is only two to three kilometers away from other major shopping areas. The
New Delhi railway station is about 45 minutes from the Badarpur Bus
Terminus, which is close to the NIIM-SBA Campus and the hostel.
Meadows is a six-acre visual delight, tastefully landscaped with plenty of
walking trails, lawns and quiet corners. Housing separate blocks for girls and
boys with options of single and double occupancy accommodation, the hostelhas round-the-clock security and electronic surveillance.
Meadows promotes quality lifestyle and sustains it. The ultra modern facilities
are among the best of all. Some of the facilities offered at Meadows include:
AC / Air Cooled / Non AC residential blocks for both single, double and
triple occupancy
Meadows Cyber Cafe with convenient leased line Internet access
Round-the-clock janitorial services
STD booth and stationery store on premises
One Common Room/Student Lounge each for twenty students
equipped with television, newspapers and comfortable seating.
Ergonomically designed jogging and walking trails
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Full-time Residence Directors and support staff
Para-medical personnel on premises
Banking, shopping and medical facilities close by
SHUTTLE SERVICE
Meadows provides shuttle services between the Hostel and the Campus to
help the students reach classes on time.
THE CAFETERIA: A FINE-DINE AFFAIR
The Meadows Cafeteria provides a wholesome and nutritious meal plan that
undoubtedly surpasses expectation. The Meadows Cafeteria offers a multi-
cuisine menu that includes Indian, Continental, Italian and Chinese cuisine on
rotation. It also has a separate Cafeteria Snack Bar offering snacks and
beverages.
PLACEMENT CELL CENTERFOR CORPORATE RELATIONSAND PLACEMENTS (CCRP)
Placement is just one of the meeting points between NIIM-SBA and industry,
and we strongly believe that a far stronger win-win relationship should be
built between the two. There are several activities where Corporate and NIIM-
SBA can work together at different points in time, with benefits accruing to
both.
NIIM-SBAs Centre for Corporate Relations and Placements (CCRP) is a hub of
activities involving high-end management consulting, executive developmentand industry coordination for the purpose of market research, case writing
and curriculum validation exercises. One of the mainstays of the institutions
collective learning and growing bond with the industry, the CCRP has the
mandate to progressively enhance the synergy between the institution and
the industry and to strictly safeguard and control the services being offered
to the industry and business at large while ensuring the highest quality
training, internship and placement opportunities to students.
The Corporate Relations Cell is an interface between the corporate world and
the students, which helps them to make better and informed career choices.
It maintains and upgrades database of the corporate world facilitating the
decision making process for the students.
The Corporate Relations Cell provides a platform for students seeking
placements to meet and interact with corporate organizations and business
houses. The cell, in close association with the institute, prepares a
recruitment schedule for the year, inviting firms for pre-placement
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presentations by potential employees to highlight the issue, expectation and
professional opportunities unique to the company or industry, and then
carries out final placement procedures.
The Training and Placement Cell of the Institute is endowed with the following
distinctive features:
Full fledged office at Delhi, working round the year, and maintaining
constant interaction with industries.
Hosting Interface Sessions with representatives of business
organizations at different metros.
Inviting top executives and business magnet to interact with the
students.
Organizing Mock Interviews and Group Discussions with the experts to
develop the confidence of the students.
Arranging 100% Summer Training seas for the students to groom theirvision for forthcoming corporate life.
Inviting companies from different business realms to make the
palatable choice for the students from different fields like Engineering,
Consumer Durables etc.
Organizing Seminars and Conferences.
Small projects are taken from the industry for practical exposure of the
students which form part of their curriculum.
WHAT STUDENTS LOOKFOR?
Information on companies profile, its performance and growth
Organizational culture
Possible opportunities with your company
Career opportunities
An overview of the job profile
Your desired profile of the students
Compensation details
This enables a student to evaluate his / her own interest in the company and
thus identify an appropriate fit, both for summer and final placements.
The placement cell cordially invites corporate firms, banks, research
organizations, government institutions to be a part of placement process at
NIIM-SBA.
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INDUSTRIALVISITS
Taking the students for industrial visits is an integral part of the curriculum. Itprovides an ideal opportunity to the students to understand the real
functioning of the industry and get exposed to different work cultures and
this industry orientation programme is reinforced through it. This provides
the students with insights into real life organizational dynamics and
familiarizes them with issues of current concern of the industry.
SUMMER INTERNSHIPS
At the end of the first year of their PGDBM programme, all students are
supposed to take up a two-month internship assignment (summer training)
with an organization. This is a compulsory component of the curriculum for
the completion of the programme, and is designed to provide exposure to the
working of organizations, as well as a chance to apply the learning at NIIM-
SBA in solving real-world business problems. The benefits to both sides are
obvious : You get strong analytical capabilities for a two-month period,
without increasing your permanent head-count. And of course, you get a
chance to observe NIIM-SBA students first-hand. On the other hand, our
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students get the benefit of solving real-life problems in the corporate world.
Several organizations have made placement offers to students through this
route.
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ORGANIZATIONAL STRUCTURE
An organizational structure is a mostly hierarchical concept of subordination
of entities that collaborate and contribute to serve one common aim.
Organizations are a variant of clustered entities. The structure of anorganization is usually set up in many styles, dependent on their objectives
and ambience. The structure of an organization will determine the modes in
which it shall operate and will perform.
Organizational structure allows the expressed allocation of responsibilities for
different functions and processes to different entities. Ordinary description of
such entities is as branch, site, department, work groups and single people.
Contracting of individuals in an organizational structure normally is under
timely limited work contracts or work orders or under timely
unlimited employment contracts or program orders.
HISTORY
Organizational structures developed from the ancient times of hunters and
collectors in tribal organizations through highly royal and clerical power
structures to industrial structures and today's post-industrial structures.
ORGANIZATIONAL STRUCTURE TYPES
Pre-bureaucratic structures:
Pre-bureaucratic (entrepreneurial) structures lack standardization of tasks.
This structure is most common in smaller organizations and is best used tosolve simple tasks. The structure is totally centralized. The strategic leader
makes all key decisions and most communication is done by one on one
conversations. It is particularly useful for new (entrepreneurial) business as it
enables the founder to control growth and development.
They are usually based ontraditional domination or charismatic
domination in the sense ofMax Weber's tripartite classification of authority.
Bureaucratic structures:
Bureaucratic structures have a certain degree of standardization. They arebetter suited for more complex or larger scale organizations. They usually
adopt a tall structure. Then tension between bureaucratic structures and non-
bureaucratic is echoed in Burns and Stalker distinction between mechanistic
and organic structures.
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POST-BUREAUCRATIC
The term of post bureaucratic is used in two senses in the organizational
literature; one generic and one much more specific. In the generic sense the
term post bureaucratic is often used to describe a range of ideas developedsince the 1980s that specifically contrast themselves with Weber's ideal
type Bureaucracy. This may include Total Quality Management, Culture
Management and the Matrix Organization amongst others. None of these
however has left behind the core tenets of Bureaucracy. Hierarchies still
exist, authority is still Weber's rational, legal type, and the organization is still
rule bound. Heckscher, arguing along these lines, describes them as cleaned
up bureaucracies, rather than a fundamental shift away from bureaucracy.
Gideon Kunda, in his classic study of culture management at 'Tech' argued
that 'the essence of bureaucratic control - the formalization, codification and
enforcement of rules and regulations - does not change in principle.....it shifts
focus from organizational structure to the organization's culture'.
Another smaller group of theorists have developed the theory of the Post-
Bureaucratic Organization. , provide a detailed discussion which attempts to
describe an organization that is fundamentally not bureaucratic. Charles
Heckscher has developed an ideal type Post-Bureaucratic Organization in
which decisions are based on dialogue and consensus rather than authority
and command, the organization is a network rather than a hierarchy, open at
the boundaries (in direct contrast to culture management); there is an
emphasis on meta-decision making rules rather than decision making rules.
This sort of horizontal decision making by consensus model is often used
in Housing cooperatives, other Cooperatives and when running a non-
profit or Community organization. It is used in order to
encourage participation and help team power people who normally
experience oppression in groups.
Still other theorists are developing a resurgence of interest in Complexity
Theory and Organizations, and have focused on how simple structures can be
used to engender organizational adaptations. For instance, Miner and
colleagues (2000) studied how simple structures could be used to generate
improvisational outcomes in product development. Their study makes links to
simple structures and improviseal learning. Other scholars such as Jan Rivkinand Sigglekow, and Nelson Repenning revive an older interest in how
structure and strategy relate in dynamic environments.
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http://en.wikipedia.org/wiki/Bureaucracyhttp://en.wikipedia.org/wiki/Total_Quality_Managementhttp://en.wikipedia.org/w/index.php?title=Culture_Management&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Culture_Management&action=edit&redlink=1http://en.wikipedia.org/wiki/Matrix_managementhttp://en.wikipedia.org/wiki/Charles_Heckscherhttp://en.wikipedia.org/wiki/Charles_Heckscherhttp://en.wikipedia.org/w/index.php?title=Post-Bureaucratic_Organization&action=edit&redlink=1http://en.wikipedia.org/wiki/Consensushttp://en.wikipedia.org/wiki/Housing_cooperativeshttp://en.wikipedia.org/wiki/Cooperativeshttp://en.wikipedia.org/wiki/Non-profithttp://en.wikipedia.org/wiki/Non-profithttp://en.wikipedia.org/wiki/Community_organizationhttp://en.wikipedia.org/wiki/Participationhttp://en.wikipedia.org/wiki/Empowermenthttp://en.wikipedia.org/wiki/Oppressionhttp://en.wikipedia.org/wiki/Complexity_Theory_and_Organizationshttp://en.wikipedia.org/wiki/Complexity_Theory_and_Organizationshttp://en.wikipedia.org/wiki/Bureaucracyhttp://en.wikipedia.org/wiki/Total_Quality_Managementhttp://en.wikipedia.org/w/index.php?title=Culture_Management&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Culture_Management&action=edit&redlink=1http://en.wikipedia.org/wiki/Matrix_managementhttp://en.wikipedia.org/wiki/Charles_Heckscherhttp://en.wikipedia.org/wiki/Charles_Heckscherhttp://en.wikipedia.org/w/index.php?title=Post-Bureaucratic_Organization&action=edit&redlink=1http://en.wikipedia.org/wiki/Consensushttp://en.wikipedia.org/wiki/Housing_cooperativeshttp://en.wikipedia.org/wiki/Cooperativeshttp://en.wikipedia.org/wiki/Non-profithttp://en.wikipedia.org/wiki/Non-profithttp://en.wikipedia.org/wiki/Community_organizationhttp://en.wikipedia.org/wiki/Participationhttp://en.wikipedia.org/wiki/Empowermenthttp://en.wikipedia.org/wiki/Oppressionhttp://en.wikipedia.org/wiki/Complexity_Theory_and_Organizationshttp://en.wikipedia.org/wiki/Complexity_Theory_and_Organizations8/8/2019 Internship Report_modi 1 (1)
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FUNCTIONAL STRUCTURE
In a functional structure, the division of labor in an organization is grouped by
the main activities or functions that need to be performed within the
organization -- sales, marketing, human resources, and so on. Each functionalgroup within the organization is vertically integrated from the bottom to the
top of the organization. For example, a Vice President of Marketing would
lead all the marketing people, grouped into the marketing department.
Employees within the functional divisions of an organization tend to perform
a specialized set of tasks, for instance the engineering department would be
staffed only with engineers. This leads to operational efficiencies within that
group. However it could also lead to a lack of communication between the
functional groups within an organization, making the organization slow and
inflexible.
As a whole, a functional organization is best suited as a producer of
standardized goods and services at large volume and low cost. Coordination
and specialization of tasks are centralized in a functional structure, which
makes producing a limited amount of products or services efficient and
predictable. Moreover, efficiencies can further be realized as functional
organizations integrate their activities vertically so that products are sold and
distributed quickly and at low cost. For instance, a small business could start
making the components it requires for production of its products instead of
procuring it from an external organization.
DIVISIONAL STRUCTURE
Also called a "Product Structure", the divisional structure groups each
organizational function into a division. Each division within a divisional
structure contains all the necessary resources and functions within it. For
example, an automobile company with a divisional structure might have one
division for SUVs, another division for subcompact cars, and another division
for sedans. Each division would have its own sales, engineering and
marketing departments.
Matrix Structure:
Matrix structure groups employees by both function and product. This
structure can combine the best of both separate structures. A matrix
organization frequently uses teams of employees to accomplish work, in
order to take advantage of the strengths, as well as make up for the
weaknesses, of functional and decentralized forms. An example would be a
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company that produces two products, "product a" and "product b". Using the
matrix structure, this company would organize functions within the company
as follows: "product a" sales department, "product a" customer service
department, "product a" accounting, "product b" sales department, "product
b" customer service department, "product b" accounting department. Matrix
structure is the most complex of the different organizational structures.
Weak/Functional Matrix: A project manager with only limited
authority is assigned to oversee the cross- functional aspects of the project.
The functional managers maintain control over their resources and project
areas.
Balanced/Functional Matrix: A project manager is assigned to
oversee the project. Power is shared equally between the project manager
and the functional managers. It brings the best aspects of functional and
projective organizations. However, this is the most difficult system to
maintain as the sharing power is delicate proposition. Strong/Project Matrix: A project manager is primarily responsible for
the project. Functional managers provide technical expertise and assign
resources as needed.
Among these matrixes, there is no best format; implementation success
always depends on organization's purpose and function.
ORGANIZATIONAL CIRCLE: Moving Back To Flat
The flat structure is common in entrepreneurial start-ups, university spin offsor small companies in general. As the company grows, however, it becomes
more complex and hierarchical, which leads to an expanded structure, with
more levels and departments.
Often, it would result in bureaucracy, the most prevalent structure in the
past. It is still, however, relevant in former Soviet Republics and China, as
well as in most governmental organizations all over the world. Shell
Group used to represent the typical bureaucracy: top-heavy and hierarchical.
It featured multiple levels of command and duplicate service companies
existing in different regions. All this made Shell apprehensive to market
changes
[8]
, leading to its incapacity to grow and develop further. The failureof this structure became the main reason for the company restructuring into
a matrix.
Starbucks is one of the numerous large organizations that successfully
developed the matrix structure supporting their focused strategy. Its design
combines functional and product based divisions, with employees reporting
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to two heads. Creating a team spirit, the company empowers employees to
make their own decisions and train them to develop both hard and soft skills.
That makes Starbucks one of the best at customer service.
Some experts also mention the multinational design, common in global
companies, such as Procter & Gamble,Toyota and Unilever. This structure
can be seen as a complex form of the matrix, as it maintains coordination
among products, functions and geographic areas.
In general, over the last decade, it has become increasingly clear that
through the forces of globalization, competition and more demanding
customers, the structure of many companies has become flatter, less
hierarchical, more fluid and even virtual.
TEAM
One of the newest organizational structures developed in the 20th century
is team. In small businesses, the team structure can define the entire
organization. Teams can be both horizontal and vertical. While an
organization is constituted as a set of people who, together, synergize
individual competencies to achieve newer dimensions, the Quality of
organizational structure revolves around the competencies of Teams in
totality. To cite an example, every one of Whole Foods Market stores, the
largest natural-foods grocer in the US developing a focused strategy, is an
autonomous profit centre composed of an average of 10 self-managed
teams, while team leaders in each store and each region are also a team.
Larger bureaucratic organizations can benefit from the flexibility of teams as
well. Xerox, Motorola, and Daimler Chrysler are all among the companies that
actively use teams to perform tasks.
NETWORK
Another modern structure is network. While business giants risk
becoming too clumsy to pro-act, act and react efficiently, the new network
organizations contract out any business functions that can be done better or
more cheaply. In essence, managers in network structures spend most of
their time coordinating and controlling external relations, usually by
electronic means. H&M's is outsourcing its clothing to a network of 700
suppliers, more than two-thirds of which are based in low-cost Asian
countries. Not owning any factories, H&M can be more flexible than manyother retailers in lowering its costs, which aligns with its low-cost strategy.
BOUNDARYLESS STRUCTURE
The most radical concept in today's organizational design is the concept of
'boundarylessness', which seeks to overcome traditional boundaries between
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layers of management (vertical), functional areas (horizontal), as well as
geographic boundaries. Some claim the boundaryless structure is a
combination of team and network structures, with the addition
of temporariness. Ikea, the world's largest furniture manufacturer, has been
successful in implementing the boundaryless structure. The company works
closely with suppliers by providing technical assistance, leasing themequipment, and giving advice. It also refined the role of the customer, putting
responsibility on them to cart the furniture home and assemble it themselves.
As a result, the company can offer lower prices, which supports its low-cost
focused strategy.
VIRTUAL
A special form of boundaryless organization is virtual. It works in a network of
external alliances, using the Internet. This means while the core of the
organization can be small but still the company can operate globally be a
market leader in its niche. According to Anderson, because of the unlimited
shelf space of the Web, the cost of reaching niche goods is falling
dramatically. Although none sell in huge numbers, there are so many niche
products that collectively they make a significant profit, and that is what
made highly innovative Amazon.com so successful.
As we can see, organizations develop, modify and change their structures so
that they align with their strategies. And the main trend for the last decades
seems to be coming back to flatter structures. Although this structure seems
suitable for small companies only, large organizations can take elements of it
in harder times. Being at risk of losing profits or even going bankrupt due to
the major financial downturn today, a lot of companies are moving to flatter
structures. Not only are they unable to maintain multiple management levels
any more, they are also in need of a more flexible structure to cope with new
threats.
ORGANIZATIONAL CHART
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Academics
Programme Office: Dean
Programme Executive
Faculties: Head of the Departments
Sr. Faculties
Lecturer
Faculties
Examination Control: Examination Controller
Executive Examinations
Administration
Administration: Head - Administration
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Executive-Administration
House Keeping : Housekeepers
Facilities: Electrician
Office Boy & Peons
Securities: Supervisior
Security Guards
Travel Desk: Asst. Manager
Executive
Drivers
Admissions
Counseling & Tele-Calling: Admission Co-ordinator
Head - Counselor
Counselors
Tele-Callers
Accounts
Accounts Head
Accountant
Accounts Assistant
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Placements
AGM Corporate Relations
Manager Corporate Relations
Asst. Manager - Corporate Relations
Sr. Executive Corporate Relations
Executives Corporate Relations
Marketing
General Manager - Marketing
Sr. Manager Marketing
Manager Marketing
Asst. Manager Marketing
Sr. Executive Marketing
Ececutive Marketing
IT
System Control: System Administrator
Asst. System Administrator
Data Control: Data Controller
Designer
HR
Recruitment: Manager HR
Asst. Manager HR
Executive - HR
Pay Rolling: Sr. Ececutive HR
Executive HR
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Performance Appraisal: Manager HR
Asst. Manager - HR
Executive - HR
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Concepts:
Some people distinguish the psychological aspect of a brand from the
experiential aspect. The experiential aspect consists of the sum of all points
of contact with the brand and is known as the brand experience. The
psychological aspect, sometimes referred to as the brand image, is asymbolic construct created within the minds of people and consists of all the
information and expectations associated with a product or service.
People engaged in branding seek to develop or align the expectations behind
the brand experience, creating the impression that a brand associated with a
product or service has certain qualities or characteristics that make it special
or unique. A brand is therefore one of the most valuable elements in
an advertising theme, as it demonstrates what the brand owner is able to
offer in the marketplace. The art of creating and maintaining a brand is
called brand management.
Careful brand management, supported by a cleverly crafted advertisingcampaign, can be highly successful in convincing consumers to pay
remarkably high prices for products which are inherently extremely cheap to
make. This concept, known as creating value, essentially consists of
manipulating the projected image of the product so that the consumer sees
the product as being worth the amount that the advertiser wants him/her to
see, rather than a more logical valuation that comprises an aggregate of the
cost of raw materials, plus the cost of manufacture, plus the cost of
distribution. Modern value-creation branding-and-advertising campaigns are
highly successful at inducing consumers to pay, for example, 50 dollars for a
T-shirt that cost a mere 50 cents to make, or 5 dollars for a box of breakfastcereal that contains a few cents' worth of wheat.
Brands should be seen as more than the difference between the actual cost
of a product and its selling price - they represent the sum of all valuable
qualities of a product to the consumer. There are many intangibles involved
in business, intangibles left wholly from the income statement and balance
sheet which determine how a business is perceived. The learned skill of a
knowledge worker, the type of metal working, the type of stitch: all may be
without an 'accounting cost' but for those who truly know the product, for it is
these people the company should wish to find and keep, the difference is
incomparable. By failing to recognize these assets that a business, anybusiness, can create and maintain will set an enterprise at a serious
disadvantage.
A brand which is widely known in the marketplace acquires brand
recognition. When brand recognition builds up to a point where a brand
enjoys a critical mass of positive sentiment in the marketplace, it is said to
have achieved brand franchise. One goal in brand recognition is the
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identification of a brand without the name of the company present. For
example, Disney has been successful at branding with their particular script
font (originally created for Walt Disney's "signature" logo), which it used in
the logo for go.com.
Consumers may look on branding as an important value added aspect of
products or services, as it often serves to denote a certain attractive quality
or characteristic (see also brand promise). From the perspective of brand
owners, branded products or services also command higher prices. Where
two products resemble each other, but one of the products has no associated
branding (such as a generic, store-branded product), people may often select
the more expensive branded product on the basis of the quality of the brand
or the reputation of the brand owner.
BRAND NAME
The brand name is often used interchangeably within "brand", although it is
more correctly used to specifically denote written or spoken linguisticelements of any product. In this context a "brand name" constitutes a type
oftrademark, if the brand name exclusively identifies the brand owner as the
commercial source of products or services. A brand owner may seek to
protect proprietary rights in relation to a brand name through trademark
registration. Advertising spokespersons have also become part of some
brands, for example: Mr. Whipple ofCharmin toilet tissue and Tony the
Tiger ofKellogg's.
Brand names will fall into one of three spectrums of use - Descriptive,
Associative or Freestanding.
Descriptive brand names assist in describing the distinguishable selling
point(s) of the product to the customer (e.g. Snap, Crackle and Pop or Bitter
Lemon).
Associative brand names provide the customer with an associated word for
what the product promises to do or be (e.g. Walkman, Sensodyne or Natrel)
Finally, free standing brand names have no links or ties to either descriptions
or associations of use. (e.g. Mars Bar or Pantene)
The act of associating a product or service with a brand has become partofpop culture. Most products have some kind of brand identity, from
common table salt to designer jeans. A brand owner is a brand name that
has colloquially become a generic term for a product or service, such
as Band-Aid or Kleenex, which are often used to describe any kind of
adhesive bandage or any kind of facial tissue respectively.
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BRAND IDENTITY
A product identity, or brand image are typically the attrib