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..........
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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
