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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

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

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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