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Successful and Significant: The Brand Journey of “Jagan Institute of Management Studies”*

CASE STUDY, BRAND MANAGEMENT
ET Cases - GSMC, 10 Pages
AUTHOR(S) : Ms. Pooja Jain (Associate Professor), and Ms. Yukti Ahuja Sharma (Assistant Professor) - Department of Management Studies, Jagan Institute of Management Studies, Delhi

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Successful and Significant: The Brand Journey of “Jagan Institute of Management Studies”

 

Evolution of Management Education

Education is one of the fastest growing sectors in India. Between 2004 and 2010 it grew at an annual rate of 18.13%. In a country like ours where 50% of the 1.2  billion population is less than 30 years of age the scope and responsibility of higher education is to not only educate but also empower the youth. The new Indian higher education landscape stands tall with the aide of innovation and technology. With growing industry collaboration, academic resources, cross-border learning and participative pedagogy, Indian education system has risen to compete in the global competition.

After India got independence, higher education in the country was bifurcated on the basis of – traditional university programs and more profound specialised  institutions like IITs and IIMs. While initially management education did not get the distinction of a specialised course, it was imperative that it be made more  relevant and significant considering the instrumental role it could play in bringing about a revolution in the way things were done alluding at the conventional  definition of management; the art of getting things done or the art of planning, staffing, controlling and evaluating. It got a push from the newly unfolding services economy, the mid career executives looking for skill development and the new private players setting up professional institutions. Adapting with the times more  refined, customised streams in Management education came up. The MBA graduates could execute the business models, operate under uncertainty and make future predictions. The qualification became most respected and sought after not only for the incumbents but also for the corporates, society which got reflected  in the sky rocketing placement packages attained.....................

Establishment of Jagan Institute of Management Studies

The year 1991 marks a metamorphosis in the governance and economy of India. A more liberal policy framework referred to as privatize, liberalize and globalize gave a boost to Information Technology and Management education. Jagan Institute of Management Studies in the year 1993 under the aegis of Jagan Nath Gupta Memorial Educational Society was established keeping in view the expectations of the times. Jagan Nath Gupta Memorial Educational Society is a registered society under the Societies Registration Act 1860 and is a nonprofit organization.......

Journey So Far

Jims started the PGDM program in 1993 with just 30 students in a small residential campus in Model Town, Delhi. The seats increased to 60 in 1996, 90 in 2003, 120 in 2004 and 180 seats in 2010. The PGDM program is approved by All India Council for Technical Education, accredited by National Board of Accreditation..............

Infrastructure

It has a sprawling campus of 1.1 Acre at Rohini Institutional Area, Delhi which has an Ultra-modern building with air-conditioned classrooms, seminar room, auditorium, open air theatre and separate facilities for games like basketball, badminton, table-tennis, etc...........

Vision and Mission

The vision of the institute is to become an Institute of Academic Excellence with total commitment to quality education and research in Management and Information Technology with a holistic concern for better life, environment and society..............

Product strategies

Selection Criteria of Students

The final selection is made on the basis of Academic Performance, CAT/MAT Score, Group Discussion and Personal Interview. 50% weightage is given to GD / PI performance and rest 50% to academics which includes MAT or CAT Scores, X, XII & graduation percentage..........

Faculty

It cannot be denied that intellectual capital is the most important pillar for the growth of an institution. One of the imperatives to ensure quality education is to secure an institutional environment that values the recruitment and retention of an excellent and diverse faculty............

Employability Gap analysis

Research shows that there is a gap between the corporate expectations and the delivery at the end of the academia which always leads to a blame game between the two. The responsibilities can be attributed to all the three stakeholders- students..........

.......................

Brand Positioning

JIMS provides an environment which brings out the latent skill and competencies of the students. It encourages its students to be employment generators and not just employment seekers. The institution encourages creativity; enhances core capability and imparts specific skills...............

Brand Building Strategies

JIMS and Pagalguy.com

JIMS has tied up with the website for networking across the spectrum of MBA aspirants. It facilitates personalized and daily Communication with MBA aspirants and helps to track their needs and behavior. This helps to endorse and personalize the brand among their target audience.............

Social Media

JIMS has created an online presence on all Social Media Platforms (Facebook, Twitter, Linkedin, Youtube, Slide share, Scribd, etc. There are multiple reasons to skew in the direction of social media marketing as target audience which are students in the age group of 18-23 who are a heavy consumer of online media..............

Alumni Engagement

JIMS Alma Connect – A more interactive way!

JIMS has always been taking one step ahead for Alumni engagement. It has launched its Alumni Portal, to enhance interaction, to strengthen relationships and initiate knowledge sharing and networking amongst the JIMS community. This platform creates a private network for interaction amongst alumni, current students and faculty of JIMS.............

Tangibilising the Services-

Jims has tangibalised its service quality through physical evidence and presentation. It has made its positioning strategy tangible through the following marketing tools (Exhibit I)............

Key Challenges

The challenges at hand are many. The number of registrations for the Common Admission Test (CAT) 2014 for entry to the top notch colleges has fallen 1,89,759, despite new ones being being added to the existing institutions. The registrations for the test closed at a little over 1.94 lakh, which was a seven year low, nearly down by 33% from the peak in 2008..........

Exhibits

Exhibit I: Marketing Tools to Develop Tangible Positioning Strategy

Exhibit II: SWOT Analysis

Teaching Note Preview

Successful and Significant: The Brand Journey of “Jagan Institute of Management Studies”

 

Synopsis

Jagan Institute of Management Studies is an established brand in the league of management institutions. The institution has worked rigorously in developing itself in the last 20 years. JIMS has been constantly ranked among top B schools of India and has an established reputation. JIMS has focused on product strategy,  quality delivery of services, corporate interaction, faculty development and brand building. With its unique and rigorous initiatives for the benefit of students and an enviable value system, the brand exemplifies competitive spirit in all modesty.

With many MBA/ PGDM institutions venturing into and many others venturing out in this turbulent environment, JIMSit as a standpoint from where it needs to make a long term strategy to face the competition not only from domestic but international brands as well. It needs to withstand the pressure not only from the old/  established names but also from the forthcoming ones. Apart from this the B schools losing their limelight and MBA/PGDM losing the importance it has enjoyed  over the years is also waning. Hence, JIMS needs to rethink, re invent and remain relevant for the times to come.

Pedagogical Objectives

  • • Examine the interactive nature of the elements of product and brand strategy with respect to an academic institution
  • • Determine the role of SWOT analysis and marketing mix as strategic tools of decision making for an institution
  • • Understanding the macro environment factors that can play a significant role in deciding the future plans
  • • Identifying factors which help in building relationships among various stakeholders of a business (Institution, Student and Corporates)

 

Assignment Questions

  • I. How should the institution capitalize on its competencies?
  • II. Considering the product and brand building strategies used, how can it leverage on technology in creating a future of excellence?
  • III. With the foray of foreign universities in India, how would the institute acquire, service and retain its students?
  • IV...................................................


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Abstract

The case study looks at the Delhi-based PGDM Institution Jagan Institute of Management Studies’ (JIMS) successful run of two decades and discusses some of the past, present and future challenges in light of its product and brand strategy. JIMS entered the business of professional higher education in 1993 with a modest campus in a residential locality with an objective of imparting quality education in the field of IT and Management. JIMS has been constantly ranked among top 10 B-Schools of excellence in Delhi and among top 20 in India according to popular B-School surveys. JIMS has developed structures, patterns and systems based on both, corporate expectations and students’ aspirations. Quality of student enrolment is in tandem with the placement, owing to the management’s relentless efforts in building the  institution’s brand name.

The case study is an in-depth analysis of product and brand strategy of developing capability, delivering quality and practising adaptability. The case study highlights some of the distinctive practices like employability gap analysis, student competency mapping, in-house mentoring and corporate mentorship program that give a competitive advantage to the institution. Personal interviews with the Director and the Chairman bespeak the concerns, issues and obstacles dealt with. Strategic models with respect to the practices have been incorporated in the case to give a comprehensive picture to the reader.

With many MBA/ PGDM institutions venturing into and many others venturing out in this turbulent environment, JIMS continues to stand tall and upright. Some of the important issues that emanate from the current market situation which seek contemplation are addressed in the case. The case study can be appreciated for the detailing, insights, strategies and challenges at hand. It will be of great relevance to educational entrepreneurs, academicians, corporates, marketers and students. The case discussion can bring to the fore front some key learning for making a successful and a sustainable institutional brand.

* GSMC 2014, IIM Raipur

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