Success and significant: Brand journey of JIMS

Copyright © JIMS, Rohini 1

Successful and Significant: The Brand Journey of

“Jagan Institute of Management Studies”

Presented by:

Ms. Pooja JainAssociate Professor, JIMS

Ms. Yukti Ahuja SharmaAssistant Professor, JIMS


Case Introduction

• The case looks at the Delhi based PGDM institution Jagan Institute of ManagementStudies’ successful run of two decades and discusses some of the past, presentand future challenges in light of its product and brand strategy

• The case highlights some of the distinctive practices like employability gap analysis,student competency mapping, in-house mentoring and corporate mentorshipprogram that give a competitive advantage to the institution

• With many MBA/ PGDM institutions venturing into and many others venturing outin this turbulent environment, it identifies JIMS’ strategies for sustenance

• It will be of great relevance to educational entrepreneurs, academicians,corporates, marketers and students. The case discussion can bring to the fore frontsome key learnings for making a successful and a sustainable institutional brand


Jagan Institute of Management Studies

Sprawling campus of 1.1 Acre at Rohini Institutional Area, Delhi which has anUltra-modern building with air-conditioned classrooms, seminar room, auditorium, open air theatre, WiFi campus and Hostel for female candidates


Case Objectives

• Examine the interactive nature of the elements of product and brand strategy with respect to an academic institution

• Determine the role of 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 can help in building relationships among various stakeholders of a business (Institution, Student and Corporates)


Scope of Education sector

Education is one of the fastest growing sectors in India. Between 2004 and 2010 it grew at an annual rate of 18.13 per cent. 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


Evolution of Management Education

• 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.

• Adapting with the times, more refined, more customised streams in Management education came up


Jagan Institute of Management Studies

• Jagan Institute of Management Studies in the year 1993 was established keeping in view the expectations of the times

• It imparts professional education at post graduate level in the fields of management and Information Technology

• The PGDM programme is approved by the All India Council for Technical Education and accredited by the National Board of Accreditation (NBA) for excellence in quality education and has been granted equivalence to MBA degree by Association of Indian Universities (AIU)

• Apart from this, there are two AICTE approved Two-Year Full Time Programs namely PGDM (International Business) & PGDM (Retail & Marketing Management).


Product Strategies

• Selection criteria of Students

• Faculty

• Employability Gap analysis

• Curriculum Revision

• Teaching Pedagogy

• Industry Academia Interface

• Corporate Mentorship Program

• In-house Mentoring

• Clubs and Publications


Brand Building Strategies

• Brand experience

• JIMS and Pagalguy.com

• Social Media

• Alumni Engagement

• Return on investment

• Sponsorships


SWOT

StrengthsFee structureQualified and diverse facultyLocationPlacements and Corporate RelationsAlumni RelationsAll 4 P’s

OpportunitiesResilient Indian EconomyEmphasis of Government on higher educationGlobal marketsMBA/PGDM course has become a primary requisite for entry to the corporate world

WeaknessArea Regional BrandNon residential campus

Threats Competition from other B schoolsEntry of foreign universitiesOnline/ virtual programsMigration of students to foreign universities


Key Challenges

• The number of registrations for the Common Admission Test (CAT) 2014 for entry to the premier institutions has fallen by 33% since 2008. However the percentage increase in the number of GMAT test takers from India over 2010-2013 is 25%

• Job scenario in the last few placement seasons has lost its sheen because of the weakening economy, slump and difficulty in getting jobs and questionable average packages

• Influx of Management Institutions


• Employability of MBAs

• Foray of foreign universities

• Maintaining Product Quality

• Role of leadership


Case Analysis

• Building competency of the brand PGDM (revamping syllabus, international accreditations and MOU with with international brands for writing cases and other exchange of ideas)

• Increased usage of technology in imparting education

• Maintaining quality across verticals

• Ensuring practicality of concepts


• Confronting International challenges

• Use mark up or cost based pricing. They can either reduce the fee structure or increase the number of seats (to achieve economies of scale) or diversify and start additional programs

• More investment on brand building strategies


References

• Shinde, S. (2013), Indian education sector market size to be $110 bn by FY15, Business Standard http://www.business-standard.com/article/companies/indian-education-sector-market-size-to-be-110-bn-by-fy15-113012100537_1.html accessed on 20.08.14

• Indian Higher Education Sector Opportunities aplenty, growth unlimited! (2012) at: http://www.deloitte.com/assets/DcomIndia/Local%20Assets/Documents/Thoughtware/Indian_Higher_Education_Sector.pdf accessed on 04.09.14

• Basu, S. (2014), ”Registrations for CAT 2014 fall to a new low; lack of promotions, craze of overseas degree main reasons”, The Economic Times, ET Bureau at: http://m.economictimes.com/industry/services/education/registrations-for-cat-2014-fall-to-a-new-low-lack-of-promotions-craze-of-overseas-degree-main-reasons/articleshow/44042104.cms

• Nanda, P. K. (2013), Fewer candidates register for CAT even as seats increase, Live Mint, at: http://www.livemint.com/Politics/hfkaFPd2KeWgKhqOGaRqdL/Fewer-candidates-register-for-CAT-even-as-seats-increase.html?utm_source=copy

• MBA dream withering away (2014), CRISIL RESEARCH at: http://firstbiz.firstpost.com/wp-content/uploads/2014/06/CRISIL-Research_Education_May-2014.pdf

http://www.business-standard.com/article/companies/indian-education-sector-market-size-to-be-110-bn-by-fy15-113012100537_1.html accessed on 20.08.14

http://www.deloitte.com/assets/DcomIndia/Local Assets/Documents/Thoughtware/Indian_Higher_Education_Sector.pdf accessed on 04.09.14

http://m.economictimes.com/industry/services/education/registrations-for-cat-2014-fall-to-a-new-low-lack-of-promotions-craze-of-overseas-degree-main-reasons/articleshow/44042104.cms

http://www.livemint.com/Politics/hfkaFPd2KeWgKhqOGaRqdL/Fewer-candidates-register-for-CAT-even-as-seats-increase.html?utm_source=copy

http://firstbiz.firstpost.com/wp-content/uploads/2014/06/CRISIL-Research_Education_May-2014.pdf


Thank You

Success and significant: Brand journey of JIMS

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