Vanguard Business School - Creating Frontline Managers
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Transcript of Vanguard Business School - Creating Frontline Managers
Volume 1 Issue 4
August 2014
From Director’s Desk
From Editorial Board Desk
Reading through the ‘Vantage Point’, I can-
not, but admire the students who have come
up with such a wonderful compilation of
events at Vanguard. More importantly, I see
the contributory articles from students, for
the Newsletter, full of meaningful insights,
helping B School students and aspirants
alike. Vantage Point is fast turning out to be
a must read for students interested in MBA
and more so for people looking at making
Vanguard their next alma-mater.
You are at the right vantage point in coming
out with this edition of “Vantage Point”. I
congratulate and wish the editorial board all
success.
Inside this issue:
From Director Desk 1
From Editorial Board Desk 1
Guest Speakers 2
Campus Diary 5
Students Inscribe 14
Students Achievements 19
Dean’s Message 20
Digital Memories 20
Vantage Point Team
Media Coordinator
Indraneela Yeluri
Editorial Board
Abinandan D
Ankita Chakraborty
Anantha R
Page Layout & Design
Indraneela Yeluri
Page 1
It gives us great pleasure in rolling out the 4th edition of Vantage Point, the college magazine of Vanguard Business
School. The previous months have seen a lot of activities. Starting from the intra collegiate cultural fest ‘Vihaan’,
the management fest ‘Vyuha’ and numerous other memorable events have kept us on our toes. Guest speakers on
campus gave us a glimpse of what we can expect in the future. Club events and a myriad of other workshops that
were hosted by the student community saw a lot of enthusiastic participation. The year ended on an emotional note
with us having to bid goodbye to our beloved seniors. The convocation was followed by a farewell party that the
junior batch hosted for the seniors. Here, the perspiration of the editorial crew supported by the entire batch has
finally shown insignia and we have tried to relive all the excitement of the days gone by at Vanguard Business
School. Thus we present before you a bird’s eye view of all the action that took place on campus in the past few
months.
Mr. Manosh Sengupta had started
his career as Sr. Manager of Tata
Cellular Ltd followed by Vice Presi-
dent of Starcom and went on to be-
come the General Manager –
Marketing (Brand) of IDEA Cellular
Ltd , Vice President - Brand &
MarCom. He is currently the inde-
pendent Brand & Marketing Strate-
gist of Brand @titude
The topic of discussion for the day
was ‘Labour Pain’ - The art of Brand
Parenting .His session basically
made us aware about Branding.
What is branding – it is the estab-
lishment of the name of a company.
Brand is the "name, term, design,
symbol, or any other feature that
identifies one seller's product dis-
tinct from those of other sellers."
Brands are used in business, mar-
keting, and advertising. He empha-
sized the difficulties a company
face to establish the brand
name , moreover once the
brand name is established how
difficult it is to maintain . He also
highlighted the marketing pro-
cesses involved in the establish-
ment of BRAND, often people
associate with a brand so it is
important as well as difficult to
position a brand in front of the
public. As a marketer we need
to understand how to target
people with respect to the prod-
uct and to build brand accord-
ingly. He also spoke on Market
penetration and shared various
techniques to deal with clients.
He put in the picture that it is
important to connect emotional-
ly with clients.
Manosh Sengupta ‘Labour Pain’- The art of brand parenting
Page 2
Mr Vishwas J Shetty is the current Chief General Manager- Sales- Home Mortgage Loans and Property Services at Indiabulls Housing Finance Ltd. He specializes in setting up and creating ground breaking teams in Sales and Collections at Home loans, Mortgages, Business loans, Credit cards, Corpo-rate salary accounts and Insurance He ran us through the difficulties that one will have to face in a sales job. Starting from people not paying atten-tion to you, to the importance of being punctual and always being there for your customers and most important of all is the ability to stay patient and not lose hope. His dedication and hard work has helped him to reach where he is today. He talked in great depth about the kind of work he does. For instance, we were amazed when he said that Indiabulls alone distributes around forty thousand crores of ru-pees for home loans alone.
A firm believer of the saying
“Performance gets rewarded
and Potential gets promoted"
Mr Shetty emphasized that we
should start looking up to cer-
tain people whom we consider
our role models and take cues
from the way they’ve shaped
up their lives and implement it
in all our actions and behav-
iour. He believes that one
should always go with the
team dynamics and celebrate
collective success. An im-
portant takeaway from this ses-
sion of his was that- a passion
to succeed armed with persis-
tence makes leaders out of
ordinary individuals
CORPORATE INTERACTIONS -GUEST SPEAKERS
Vishwas J Shetty - ‘Difficulties one has to face in sales’
Page 3
Mr Pritam Kanti Paul is responsible for product research and devel-
opment as well as solution design and architecture for BRIDGEi2i.
Prior to BRIDGEi2i, he served HP as the Director of marketing, cus-
tomer and e-commerce analytics and led teams focused on risk and
financial analytics at GE. This provided him with a unique analytics
application experience cutting across functions and industries. With
over 12 years of analytics consulting experience using cutting edge
data-mining tools and business research applications, he has worked
in areas as diverse as target marketing, pricing, credit risk, audit an-
alytics, fraud detection, forecasting, spend analytics and market re-
search.
In his session at Vanguard Business School on 19 th feb 2014 he
spoke on the topic - Big Data BUZZ the changes, opportunities, appli-
cation and challenges from a practical Standpoint . He spoke about
what is data & how it is useful in our day to day lives. He mentioned
the different kinds of DATA like structured - Semi structured, Social -
Machine data , Smart grid project data , Big data . He was open to all
sorts of queries, moreover he mentioned the new trends the big com-
panies are following. He also emphasized on the fact that in the com-
ing 5 to 6 years how important data analytics industry is going to be.
Pritam Kanti Paul - ‘Big Data Buzz’
Rakesh Godwani - ‘Ambition’ He completed his formative years in great organizations in the
High-Tech space like Wipro, Intel and Qualcomm, doing different
roles in sales, product marketing and business development. He
is currently the head IIM Bangalore Alumni Association and the
development office, an Adjunct Professor of communication at IIM
Bangalore and IIM Trichy. Teaching has been his passion over the
last 16 years. His goal is to create a fun filled learning environment
and create effective communicators and leaders who can per-
suade and motivate people to action.
His session focused mainly on Ambition which is basically of two
types. You have calculated ambitions (based on constraints) and
infinite ambitions. Constraints in our ambition are all things that
we create on our own like inputs from parents, society, financial
constraints, etc. The only person who can help you is YOU! .So
stop looking out for people or moments that wow you. There are
three fundamental elements that set us humans apart. The first is
Intelligence. Intelligence will always drive you to do things and
never sit still. The second is Happiness. We’re all governed by the
feeling of happiness; we would never do anything that makes us
unhappy. And the third is Service. We are all born to serve. You’ll
always end up serving someone either above or below you.
Ambition and life boils down to these three principles.
There should always be a goal of personal happiness in what-
ever you do. When your skill sets match your competitiveness and
you receive approval of it, you tend to continue in such a field. Al-
so, you need a good social balance. And finally, have ambitious
monetary goals.
Director Ulhas Vairagkar Handing
Over the Token Of Appreciation
CORPORATE INTERACTIONS -GUEST SPEAKERS
Mr Santosh Mishra from 24*7 innovation labs spoke to us about the exciting oppor-
tunities available in the field of analytics and big data. A HR Leader for Big Data &
Predictive analytic business an experience of over 14 years in the corporate world
explained to us how companies are using these technologies to their advantage . A
brief introduction to the world of Agile methodology was presented before us and
we were all awestruck when we heard that coders get to see their code go live in a
span of 1 to 2 weeks. For those who were interested in statistics and math, this ses-
sion turned out to be a very useful one as we were exposed to the exciting work
done by 24*7, the kind of technologies that they work with and how they are able to
foresee and predict what’s going to happen a year from now before anyone else
can .
Santosh Mishra - Data Analytics as a Career Option
Page 4 CORPORATE INTERACTIONS-GUEST SPEAKERS
Debesh Chakrabarti - Sales
Hearing from a man, who had spent years doing hard core sales not only eliminated
hesitations and reservations that we had for pursuing a career in sales but was suc-
cessful in generating interest in us . The entire process of starting a career in sales to
leading teams at the district and national level was put forth in an exciting and a lucid
manner. The key takeaways from this talk were that sales is not mere communication
skills, it is more about understanding the needs, the psyche of the people and always
being there for your customers in times of need. He gave us a lot of examples from
the FMCG industry as he had a vast experience in that field. Even minute details like
the ethics and etiquette to be followed before making a sales call was mentioned. He
was open to questions and the queries were answered in an interesting manner.
There are different stages of freedom and bonding in a student’s life. Mov-
ing out of home to a PG or hostel, staying with new found friends in a dif-
ferent city and adjusting to the new lifestyle are part and parcel of college
life. But the most exciting and rewarding experiences is a BATCH TRIP.
One such unforgettable memory for our batch was the trip to COORG. The
267km journey from Bangalore began on 21st December from our second
home VBS campus. The bus ride with loud music, Random Antakshari,
Movie Dumb-Charades, our own vanguard lingo, shared jokes, made the
whole experience larger than life.
We reached at 11pm to our destination ‘Mother’s Bounty’ with an ample lot
of anticipation for the tight packed adventure plan for the next few days
away from the hustle and bustle of the city.
Our trip officially started with the 5km long drive away from town to the
dashing ABBI Falls. Following which we rushed to capture the ethereal
beauty or the Western Ghats from the Kodagu hills. The trekking experi-
ence along majestic landscape to the hill top left us spellbound. At sunset
we were mesmerized with the idyllic Raja Seat located in the town of
Madikeri. Relaxed & enchanted with effect of the Kodava region of Karna-
taka we ended the day with Camp fire, Dance , Ghost stories, teasers , pro-
posals, disposals, hangover till we passed out for the next day. Following
day we visited Cauvery Nisargadhama to enjoy the small 64-acre island ,
deer park and water rafting. We ended our trip with ‘Byle Kuppe’- one of
the largest Tibetan settlements in south India to head back to our resort
and pack our bags.
Finally with tons of group pictures to store and happy memories we head-
ed back to Bangalore. Excellent work and great co-operation from the
batch had made this trip a successful event.
Coorg ‘The trip’
Page 5 Campus Diary
Re-Freshers - Party Exuberance, Excitement and lots of fun are the perfect adjec-
tives to describe our "SREHSERF" Party Perplexed with title Chill
guys its Freshers written in a reverse way It is REVERSE Freshers
Party . Theme of the party was Hawaiian Nights. People came in
dressed in the most casual and outlandish clothes that were per-
fectly in sync with the theme of the party. The party was orga-
nized at The Bak Bak Bar in Kormangala, Bangalore. In true Ha-
waiian style the seniors were welcomed with a garland and a
mock tail. Then we had a lively program song and dance pro-
gram. A few fun activities and games followed. A sumptuous din-
ner was arranged and everyone ate like there was no tomorrow.
The atmosphere was so electrifying that everyone spontaneously
rushed to the dance floor. They grooved to the music of the
DJs .Sankalp and Sonal were titled ‘Mr’ and ‘Mrs’ Hawaii. At the
end of party when clock struck 12, students had to be literally
pushed out of the party hall. Most of them left the venue unwill-
ingly because we are still in party mood but the next we had a
class in the morning . This party made our bond with our seniors
more strong.
Batch ’02 & ’03 partying at Re-Fresher's
B03 Students at Coorg
Page 6 Campus Diary
GET VIHAANIFIED!!
A phrase that only a vanguard student will be able to associate with, our very own campus lingo-‘get vihanified’.
This phrase has been formulated from the root word ‘Vihaan’ which means “first ray of the sun” or in Sanskrit “a
new beginning”. It all started when the 1st batch of Vanguard introduced the concept of an intra-college cultural
and sports event. The primary objective was to engage every eager student on campus in sports and cultural ac-
tivities and learn from the whole experience.
The core committee and volunteers did a good job at promoting VIHAAN 2013 and giving the whole campus a
new look - flyer, decorations, info-graphics and a flexi with the official Vihaan logo and taglines. A massive forum
to showcase one’s brilliance in not just academics but in organizing, coordinating, planning, strategizing and ex-
celling in numerous events .The key take-away was group dynamics, smart work and perseverance. On 30th of
November 2013 VIHAAN started with a bang! The inaugural ceremony was thought-provoking with our faculty
(Ajay sir, Arka Sir, Ashish Sir and ARKS sir) pointing out the relevance of such extracurricular events on campus,
to back it up Manali ma’am gave us an insight into the importance of making it a success. It started with a Table
Tennis match between our very own Director versus the Dean of academics, followed by Chess. With a lot of an-
ticipation and excitement the 2nd and the 3rd batch registered and actively participated in the events organized
by the core committee
The 2nd day was the on-field sports day which started at 6:30am with our Seniors battling it out against the juniors
in Cricket & Football followed by Tug of War (Girls/Boys). Furthermore individuals participated in 100meters –
200 meters Race, Badminton, Relay, Throw ball .
The main show stopper for this year was the band performance by the ‘URBAN INTRUDERS’. To set the mood for
party after a long day of athletics this upcoming band jazzed up the evening with some pop and in-house music.
On the last day of Vihaan the semi finals for the massive TT tournament was conducted. A number of indoor
events such as Rangoli, Art Attack, Mehendi-Tattoo, Dumb-Charades and Antakshari showcased hidden talents
and creativity skills in vanguardians. The highlights of this day was the Treasure hunt almost half the college was
engrossed in brain-storming and searching for clues.
This brings us to the grand finale of VIHAAN 2013 with an entertaining singing competition followed by dance
competition and a sensational fashion show. The remarkable part of the fashion show was that participants
dressed up in accordance to two themes – cultural and gothic. It was simply stunning! the crowd was mesmerized
and enjoyed every bit of the show.
Vihaan-13
Inauguration of Vihaan 2013 (B02 &B03 Students)
Page 7 Campus Diary Vihaan-13
GET VIHAANIFIED!!
Inauguration Ceremony Treasure Hunt
Dance Competition
Singing Competition
Group Dance by B03
Cultural Secretary — Solo performance
Sport’s day– Cricket
Vyuha-14
Vyuha 2014, the case-study competition at Vanguard Business School kicked off on the 8th of February, 2014. It was the 2nd
year of Vyuha. All the case-studies were live and were original problems that were either solved or being solved by the ex-
perts. They were shared with us by the corporates who were dealing with the respective problems. Case-studies from differ-
ent field of business management, may it be HR, Finance or Marketing were there to be solved us, the students of Vanguard.
Vyuha officially started off on 8th February, but in reality it had started for the organizers months ahead. Contacting the cor-
porates and compiling the case studies, setting the parameters , re-checking with the experts who had provided us with the
case studies and so on. Each and every member in the organizing team maintained the strict decorum of confidence and con-
fidentiality. With utmost sense of responsibility they silently carried on with their duties. Finally on 8th, their months of hard
work paid off.
Vyuha started off with the HR case study. Gyannesh and Annapurna two HR experts who had themselves provided us with the
material judged the contestants. After judging they praised the contestants for the fine work they had put up as well as the
maturity with which they had approached the case. Hence, Vyuha started of on a very good note.
Following the HR case study was the Strategy case study. It was judge by Mr Pulak Mishra . The Vanguardians flew in with the
best strategies possible and impressed the judge. Similarly the Branding case study judged by Mr Manosh Sengupta, who
had given the case himself was impressed by the marketing ideas of the Vanguardians. According to him the students weren’t
students but they had come up with ideas that were professional in standard. Lastly the entire event ended with finance case-
study. It was judged by Ms Seema of Punjab National Bank. Vyuha , was not only a case study competition. It was an event
that groomed each and every one of us. How to interact with corporates and how to solve corporate problems were the main
essence of Vyuha. We will remember it as the first stepping stone in the corporate world.
Page 8 Campus Diary
Intra-College Case Study Competition ‘Vyuha-14’
HR Case Study participants with the Jury—Mr. Gyanesh and Mrs. Annapurna
Mr. Manosh Sengupta with Winners of Marketing
Case Study Event Mr Pulak Mishra and winner of Strategy
Case Study Event
Page 9 Campus Diary
HR Conclave The first ever HR Conclave for Vanguard Business School
was held on 9th November at Hotel Capitol, Raj Bhavan
Road. It was conceptualized by our Vyasa Club Secretary
Snigdha Saha and Ex-President Gurucharan Rao for under-
standing the changes required in the education system to
align the graduating students to become successful and ca-
pable frontline managers. The theme of the Conclave was -
Bridging Management Education with the Industry Require-
ments.
There was two panels with seven members each, out of
these 7, 6 are Senior Corporate Heads from companies
such as Capgemini, Essilor, TCS, Citrix Systems, SAP, etc
and the other one Academician (Management Education ).
Following are the topics of discussion for the two panels
that had been revolving around the Conclave theme.
Panel Topic 1- What skills and competency are missing in
MBA graduates - An Industry Perspective?
Panel Topic 2- What Industry can do to change/assist
Management Education Curriculum?
With the combined presence of the chief guest Mr Ravi
Sreedharan the Head of Education Leadership & Manage-
ment Azim Premji Foundation and the elite panellist, VBS
was able to determine the corporate requirements and the
gaps in the prevailing education system. The eminent
speakers have mentioned Vanguard as an Emerging B-
School while delivering their thoughts on the conclave
theme numerous times. All the guest were exhilarated by
the hospitality showered by the students of Vanguard Busi-
ness School, we have made our very presence among the
leading companies in public and private sectors, also in
other B - schools in Bangalore.
Senior Corporate Heads-HR Conclave
Vote of Thanks by Mr. ARKS Srinivas
(Director of Vanguard Business School) .
Organizing Team for the HR Conclave
Page 10 Campus Diary Convocation B02
Convocation for our senior batch of B02 was a grand suc-
cess. Held at Hotel Atria on Palace road, the whole ceremo-
ny was anchored by our Ed-Board member Ankita. We host-
ed the ceremony for the students and their family members.
The ceremony was presided by Shri Santhanam B, the
Founding Managing Director , Saint-Gobain Glass India Ltd
and also Chairman, CII Southern Region 2014, who was the
chief guest along with the directors of our college and the
faculty members.
The ceremony was kicked off by our Dean of Academics
Mr.Arka Bhattacharya. The dais was the handed over to the
chairman of VBS, Mr. Ulhas Vairagkar He pointed out that
from now on grades will cease to matter. What will count is
the performance in real life's. The Chief Guest Shri Santha-
nam B then took the podium. He emphasized that grades
and real life performance have low correlation. He was glad
that VBS has been run on the philosophy of developing
frontline managers. He choose to talk on two aspects, firstly
changing business context and secondly kind of leadership
to be followed. He handed us the concept of I to the power
10. The 10 I’s he spoke about are as follows- Intelligence on
analytical abilities and on social & emotional abilities, In-
formation, Insight on Information, Imagination Intensity and
passion, Influence, Impact, Integrity, Independence of
thought. He motivated our students to become the instru-
ment of change for the society.
Post this, Mr. Arka concluded the ceremony with vote of
thanks. We then proceeded with the prize distribution cere-
mony. There were 11 prizes in 9 areas. They are as follows
Marketing Discipline Topper – Amit Upamanyu Finance Discipline Topper – Sudarshan IT Discipline Topper – Gurucharan & Arvindh HR Discipline Topper – Sonal Singh Rana Operations Discipline Topper – Ujjaini Roy Silver medal for Academics - Sudarshan Gold medal for Academics - Rajarajan Beat All-rounder – Snigdha Saha
Gold Medalist of Academics B02
RAJARAJAN. M
Graduating Batch Of 2014
The Directors and Faculty members of
Vanguard Business School with Chief guest
Mr. Santhanam.B
Page 11 Campus Diary
Pongal and Saraswati Puja were celebrated with great fervour in the campus. . Here we saw people from differ-
ent states get together and celebrate these festivals with great gusto. It was observed in our college that both
seniors and juniors students took great trouble to cook the conventional ‘bhog/prasad’ dish and it was relished
by everyone in the vanguard i.e. Students, Residing Faculty and administration . Being a campus where we
have students from all over the country, everyone brought in their own variety to the festivals. There were cer-
tain elements of Bihar, Assam, Karnataka, Andhra and Bengal added to the festival which again showed why
Vanguard Business School stands for unity in diversity
Pongal & Saraswati Puja
Festivals On Campus
Farewell Bash For Batch ‘02 at Tilt
Farewell The small college atmosphere and the close knit community has
made Vanguard Business school a home away from home and the
first set of people who welcomed us in to this home were our sen-
iors. Most of us still remember the first week of our college where
our seniors took charge of mentoring and guiding us. Though, most
of us were of the opinion that they were bullying us and taking our
trip, at the end of the day it only made us get to know each other
better. From then on we’ve bonded .
The farewell given us to our seniors was a way of expressing our
love and respect towards them one last time. We knew that we
could still stay in touch over calls and messages but that wouldn’t be
the same as meeting them face to face. The farewell was organized
at the Tilt pub in Kormanagala. The theme for the party was super
heroes. Everyone came dressed in their favourite super hero
dresses and super heroes they were in every sense of the world.
The fun and the games followed. We danced like there was no to-
morrow. We relived all the fun moments we had right from organiz-
ing fests to going on day trips, movie outings and the sports events.
After a sumptuous dinner, it was our time to bid them a final good-
bye. Photos were clicked, hugs were exchanged and we promised
them that we would remain in touch with them. We owe these guys
a lot more than a mere thank you.
First version of the much awaited Magnate Club Event “
The Ultimate Entrepreneur “ was conducted on 18th of Jan-
uary ,2014 at 4:30 pm by Magnate club secretary. The
competition began with much excitement as it was chal-
lenge among all the participants to prove their capabili-
ties . It was a tough war between 15 teams each of 2 mem-
bers .Suhas and Ayushi bagged the winning seat while An-
kita and Ramya were declared as runner-up of the evening.
The presiding judge for this competition was our very own
marketing professor Mr. Ajay Nayar.
Club Activities
Unleash La Creativite
The college Edboard was proud to present its first ever event
on campus to Show off your creative skills, out of the box think-
ing and wittiness in the event Unleash La Creativite. All partici-
pants had to do was - to wear their thinking caps and have fun !
This Event was conducted on 18th January 2014 3:00 pm. Each
Team consisted of 2 members either from the same batch or a
mixture of Senior -Junior batch mates The event was hosted in
three successive rounds and the final judge for the finale was our
Dean of Academics Mr. Arka Bhattacharya.e handed over the
prizes to the Winners of the event Ankita chakraborty and Anan-
tha R and the Runner ups - Ramya & Vivek M .
British Mock Parliament Competition :
The grand debate competition was organized by the Vyasa
club on 27th February, 2014 at 6:00 pm .After receiving a
good number of applications for the competition the partici-
pants were shortlisted into teams of 2. There was a very tough
fight between all the final participants till the end. There were
3 rounds that was designed for the event. Hari Thirumal S
and Sudipta Paul won the competition while Bidisha and
Wasim were declared as the runners up of the event The
presiding judge for the debate competition was our Dean of
Academics Mr. Arka Bhattacharya who handed over the cer-
tificates
Debate Competition
Page 12 Campus Diary
The Ultimate Entrepreneur
Winners of the event—Suhas Jayprakash and Ayushi Tiwari
Winners of Debate Competition—Sudipta Paul and
Hari Thirumal
Page 13
Money Mania’ 03
The much awaited Flagship event organized by Fintelligent (Finance
Club at VBS ) was Money Mania ‘03. It was conducted on 9th of Jan-
uary ,2014 at 5:00 pm. It was Organized by the finance club secre-
tary and fintellegent members. There was a surge in the number of
participating teams compared to last year which stood to 20 this
year. Dayanand ,Ramya and Abinandan bagged the winning
prize while Anantha, Nagakarthik and Subha were declared as
the runners up of the evening. This event was judged by our Finance
professor Mr Ashish Didwania who finally handed over the prize
money.
Brand Quiz
The first version of the marketing club event Brand Quiz was
successfully held on 6th of February , 2014 at 6:00pm by Street
Smart Club . There was an overwhelming response for participa-
tion from the students because everyone want to prove their
knowledge on Brands. In the first round of the contest a total of 20
teams qualified for the event. Post which it was a cut throat com-
petition among the 6 finalist teams. Finally Team Avengers -Naga
karthik, Ankita and Gurucharan won the winning slot of the
event. The prizes were given away by our Dean Mr. Arka
Bhattacharya to the winners and runners up of the evening.
As a part of the personality development program and grooming
session our ex-President Gurucharan Rao organised a Team build-
ing workshop on campus with 40 participants. This competition
had 5 teams with 8 members each , it was conducted in 3 rounds
primarily to test team-work and coordination. The student council
were the judge for this event. The final champions of this event
were a team of 8 surviving members Indu ,Bidisha, Sayantan, So-
ham, Yashas, Girish, Wasim, Vivek A.
Team Building Workshop
Campus Diary
Page 14
There’s no denying that technology has changed the way that global citizens receive, interpret and react to information. With
the proliferation of the internet at the turn of the twenty-first century, and the rapid evolution of devices that allow quick and
easy access to its millions of portals, consumers are finding new ways to interact with companies and with products. Given these
new forms of buyer seller interactions, many professionals and individuals alike now believe that the information age, facilitat-
ed by evolving technologies, has redefined the role of marketing. But is this belief valid? Sure the role of marketing has histori-
cally changed with time. In Kotler’s Defining Marketing for the Twenty-First Century we are walked through marketing’s evolu-
tion from being a production and product based concept in the early 1900’s, to being selling focused in the 1920’s. In the same
text, we are enlightened to the way in which marketing’s role post World War II, well into the 2000’s, changed from selling
products to embracing the marketing concept of providing customer needs. What Kotler and others have gone onto emphasize,
is how marketing’s role further changed in the 2000’s. Instead of merely concerning itself with providing products that meet the
needs and wants of consumers, marketing’s role shifted to developing and managing customer relationships. Today, more than
decade after this new role was adopted, marketers are still engaged in building these relationships.
So the question begs, “If the role of marketing hasn’t changed with technology in the last ten years, then what has?”
The answer to the above is simple. Though the role of marketing has not changed due to technology, the power dynamic in buy-
er seller relationships, corporate attitudes toward the marketing function and marketing approaches have all been inextricably
altered by the rapid evolution of technology Lets look at fundamental shift of the same and underlying catalysts, which have
propagated the new face of marketing experienced by today’s marketers.
The Fundamental Shift
By far the most compelling change of the approach to the marketing function since the turn of the century has been the shift
from Outbound Marketing to Inbound Marketing. Building from the experiences learned from doing business in the new Web
2.0 era, businesses have come to recognize the overwhelming advantages of pulling customers toward their product, rather
than pushing their products toward their customers. Outbound Marketing, defined by its insistence on bombarding consumers
with messages through print, radio and television advertisements, as well as those annoying telemarketing and spam email
messages, are not only costly, but are simply no longer effective.
The realization of the inability of traditional marketing to cut it on its own has given way to the pull marketing phenomena. This
new strategy provides tremendous benefits to businesses. Inbound Marketing pulls customers toward a brand by supplying
value laden content, such as white papers, eBooks, info graphics and more that allow marketers to earn their way into customers
inner circles. From here marketers can massage the needs of their customers and gain privileged, personal information that
they can use to redefine and specify their market segments, determine valuable leads and create personalized messages and
products. As content is fed through sites like Twitter, Facebook and news aggregators, such as Reddit.com and Digg.com, its
reach can multiply making its message viral. With search engines being the go to tool for consumers seeking to clarify or gath-
er information, marketing is also charged with the responsibility of ensuring that their content is not only customer focused, but
search engine optimized by its use of specific ad words. Through social media and the internet, marketing’s attitude toward the
development of advertisements and promotions has also changed. Before the change in approach, marketing departments de-
pended on inside creativity and intellect, or that of outsourced hires, to help conceptualize advertising campaigns. With crowd
sourcing, companies can continue strengthening their customer relationships and achieve winning advertisements at a cheaper
rates.
Unlike traditional Outbound Marketing, Inbound Marketing, because of its use of digital technologies that allow for greater
reach and specificity, offers greater, quantifiable returns, at cheaper costs. The use of business intelligence, predictive analyt-
ics, and Customer Relationship Management systems and other software applications and programs are all inherent in this new
marketing approach. These technologies allow companies to quickly sort, analyse and translate the variety of data they access
from the increasing touch points with their customers. Together with the evolution of the internet and digital devices that allow
quick reliable access to its portals, the marketing approach, not its role, will continue to evolve.
STUDENTS INSCRIBE
How Technology Changed Role of Marketing:
Past, Present and Future
Page 15
What Happens Next
In the next five years, it won’t be strange to see marketing’s function becoming more diluted with information technology,
giving birth to marketing-tech teams. CMOs and CIOs will collaborate on greater projects, with the former dropping more
budget bucks on information technology than the latter. Why will this happen? Mankind’s fascination with mobile technol-
ogies, configured with GPS, 4G and Wi-Fi capabilities, combined with their thirst for information on-the-go will channel
attention away from traditional media outlets to handheld devices. With the need to be where the customer is, marketing
will be charged with the responsibility of not only creating content, but formatting it to meet the mobile platform. This
however, will not mean the death of traditional Outbound Marketing and thus the historical function of marketing. Because
there will always be differentiated customers; because old systems can be repurposed. I believe marketing’s function will
be split, whether evenly or unevenly, amongst the two approaches. Whatever happens, one thing is certain: Marketing’s
role of developing quality customer relationships will force its function to positively correlate with the changing behav-
iours of its customers. Their behaviours and habits whether driven by technology, globalization, or other trends, will direct
the continuous evolution of the marketing function.
This article encapsulates a story of a small entrepreneur and its analogy in the technological space. There was a small
entrepreneur named Popeye running a Bakery business. He was having ten retail outlets across the city and the supply
was from the main outlet to the rest of the nine outlets. The sales of his business tend to vary with the seasonal cues. Pop-
eye wanted to optimize the operational activities of his business especially to reduce the cost incurred by the supply chain
so as to increase the marginal profit. He had two plans as follows.
Plan A
Popeye wanted to buy a truck which could carry the Bakery items to be supplied for all the retail outlets. But, the problem
was that the quantity of the items being carried by the truck always tends to change with respect to the season. If the sea-
son is festive, then the truck will be completely loaded. But, in normal days, there was a lot space left unloaded. So, he
could not able to optimize it since he was doubtful on the size of the truck to be bought. He also had a plan of expanding
his business to few more cities in the offing. In that case, he had to buy more trucks to supply the items to various outlets at
other cities. Same seasonal issue would come to picture in the scenario too. But, he had to invest on few more trucks to
keep his business alive in all the cities which would cost him a lot. There was no option left to relinquish the investment on
buying the trucks.
Plan B
For the same motive of supplying the baked items to all the outlets across all the cities, he wanted to hire a truck from a
Truck service provider based on his business requirement. During festive seasons, he hired bigger and more number of
trucks so as to deliver more quantity to the outlets and the smaller and lesser during normal days. He wanted to adopt a
pay per use practice for his supply chain operations rather investing on the ownership of the trucks.
By carefully analysing both the plans, he had realized that Plan A was conventional and cost exponential. On the other
hand, Plan B was not only cost effective but also eased his operational activities. So, undoubtedly he adopted plan B and
pursued smarter bakery business. The story of Popeye ends now. Sorry for the disappointment for not involving Bluto and
Olive in the story.
Apropos, the analogical trend existing in the global market is nothing but Cloud computing. It has indeed become a revo-
lution in the field of technology. CIOs of the world have realized just like Popeye that “pay per use” concept in the cloud
technology is saving a huge chunk of their investment on Information systems.
Cloud computing is basically a technology used to maintain data and applications of the enterprises & the consumers over
internet without any installation. They have been given an access which would allow them to use their data & applications
from any computer system. It centralizes the data storage, processing and the bandwidth. The concept of cloud is broken
into three segments viz. data, storage and connectivity. Each segment has its own purpose and its products based on the
consumer requirements. It can be provided as an Infrastructure, a platform or a software as its service. The only hindering
concern for them was the security which was also completely resolved with the advancement in the utility of the cloud
technology. They can either invest on private or public cloud based on their requirement.
This practice is almost similar to the utility of electricity, LPG or any other pay per use service. So, the CIOs across the in-
dustries are becoming Popeyes of this era with the birth of a Spinach box called “Cloud Computing”. The rapid wide-
spread adoption of this technology from the recent past has a major economic influence in the growth rate of various in-
dustries across the planet.
Already its Cloudy everywhere. Snatch you Spinach soon !
STUDENTS INSCRIBE
Its Cloudy Everywhere! Snatch your Spinach
-Dheeraj Pulavarthy (B02)
- Gurucharan R (B02)
Career –Not by Chance but by Choice Parents always ask a child about the future aspirations and dreams. Usual answer will be a doctor or an engineer. As time flies by
circumstances change and not many would be able to pursue their passion. In teens, you will be ignited with various ideas and
the career takes a curve like a river stream. You will be in college either applauding your decision (mostly by arts and Science
grads) or repenting (normally engineers) for choosing such a course. Students will land up in services industry especially IT,
work for a couple of years and then awakens to pursue higher studies. They will join some coaching institutes to prepare for the
entrance exams such as CAT, GMAT, GATE, etc. The spirit to score top will be like a spark initially and eventually wanes as days
grow. As a result many will land in a tier2 B-school, apologetic for not preparing well during the entrance exam days. Some
might even think of re appearing next year for the exams even after joining the course of PGPM.
Everything said above happened to me as well. I was feeling remorseful after getting my CAT results and decided to join
“some” B-school to get a PGPM degree. Nevertheless, I was inspired by the team of Vanguard, while I happened to meet them at
a seminar in Chennai. Although a little risk factor was involved as I quit the job for higher studies, I took a unanimous decision of
joining Vanguard. Like others I too dreamt of a campus with trees and acres of land. To my surprise, it was a single building with 4
floors but with the best interiors. Soonest I realised that, it is not the bricks and mortar that takes you to higher heights, but the
amount of knowledge that you gain within them.
The team is strong consisting of IIM and XLRI alumni. Being too much stressed out in the IT industry, the first lesson at
VBS was stress management through Ice breaker sessions. Eventually I got adapted to the culture of early classes and learnt to
manage the most precious thing available to all “the Time.” The amount of exposure that I gained through the guest lectures is
mammoth. Every activity of VBS was articulated in such a way to teach a new trait that a future manager should possess.
We the students of VBS run the show of taking our alma mater to a greater horizon. We make mistakes, learn from it and
carve ourselves to the best. The Vanguard Faculty team, mentors and guest faculties have helped us tremendously in each step
we take. Tier 1 colleges that are being ranked now were once in Tier2 as per the saying a journey of a thousand miles begins
with a single step.
We believe that one day we will stand ahead of others and make ourselves different from pupils of other institutes. We
are proud to be Vanguardians! Last but not the least, I thank my mentors/ faculties to make us confident enough to face the world
of challenges and equip us for the battle!
“I am indebted to my father for living, but to my teacher for living well – Alexander the Great.”
THE TYRANNICAL NATURE OF GOVERNMENT Most of us are “educated” to believe that government is either a good institution or, at worst, a necessary evil. We believe that
without a government, the world would be overrun by chaos and lawlessness. That “democracy” is the best form of a Government
and the United States of America is the “idol” of the same. A closer look to the fresh catastrophes all over the world regarding the
enigmatic surveillance programs being carried out by the “democratic” countries puts up a question mark to the entire arrange-
ment. The National Security Agency’s sweeping surveillance obtained access to the central servers of major U.S. Internet compa-
nies as part of a secret program that involves the monitoring of emails, file transfers, photos, videos, chats, and even live surveil-
lance of search terms.
According to the Washington Post disclosed, it had obtained classified PowerPoint slides detailing the program, code-named
PRISM, from a career intelligence officer who felt “horror” over its privacy-invading capabilities. “They quite literally can watch
your ideas form as you type,” the source told the newspaper. Participating in the PRISM program, according to a selection of the
leaked slides, are Internet titans including Microsoft, Yahoo, Google, Facebook, AOL, Skype, YouTube, and Apple. It was estab-
lished in 2007 and is used by NSA analysts to spy on Internet communications as part of the agency’s foreign intelligence-
gathering work. India has acted differently. It is going a step ahead with a ruthless program that will let it monitor any one of its
900 million telecom subscribers and 120 million internet users. The Centralised Monitoring System (CMS), has planned to give 9
Indian government agencies—including the tax department—the power to access, in real-time, phone conversations, video con-
ferences, text messages, emails, and even internet search data and social media activity, and will work without any independent
oversight, Reuters reports; the agencies have a green signal to begin observing targets without the authorization of the courts or
the parliament. According to the Hindu newspaper, the system will have dedicated servers and extensive data-mining capabili-
ties that can be used for surveillance.
Page 16 STUDENTS INSCRIBE
-Ramya V (B03)
Page 18
The fates of Edward Snowden (whistle-blower of the PRISM slide leaks of NSA) , Julian Assange (editor-in-chief and founder of
Wiki leaks) and not to forget the arrest of the Gurgaon techie for making “derogatory” comments against Mrs. Gandhi are no
different from the Nazi accomplishments and propaganda back in the 1930s. The Reichstag fire decree and enabling act where
the decree was used as the legal basis of imprisonment of anyone considered to be opponents of the Nazis, and to suppress
publications not considered “friendly” to the Nazi cause. If the Nazi propaganda seemed to be “Notorious” and “Totalitarian”,
we are in no better state.
If freedom is negotiated or compromised under any circumstances, the system of a “democratic country” is dubious. It seems to
be far healthier without a government to edict. In the entire history of rulers, termed as anarchy, Monarchy or Democracy, there
has not been a very successful era of justice. The reason is simple: Any form of “regulated” or “manipulated” economy cannot
serve the interests of many but only a few. The solution is not in having an Aam Aadmi Party who is supposed to serve in every-
body’s concern which again is not logical with the access to avenues of earning easy money. The solution is to not have any rul-
ing body but to have a Free Market Economy suggested in Laissez Faire Capitalism. Laissez-faire is an economic environment
in which transactions between private parties are free from government restrictions, tariffs, and subsidies, with only enough
regulations to protect property rights. The phrase laissez-faire is French and literally means “let [them] do”, but it broadly im-
plies “let it be,” “let them do as they will,” or “leave it alone”.
Only after the 18thbusiness cycle of Austrian Economic theory has put light into this system, where the Market (comprising of all
people) will automatically adjust the demand and supply and the world will be a much better and peaceful place to live in. Just
as an example, consider the value of the British pound with its classical definition and the international market value of the same
today. The reason for the drop in value is simply the “manipulations” of different rates of the banks disturbing the market. The
infuriated Anonymous group (on the YouTube) on ill measures by the government, seems to be absolutely justified.
I end this article with a lot of thoughts to ponder and a beautiful quote by.
Auberon Herbert: “How, then, can the rights of three men exceed the rights of two men? In what possible way can the rights of
three men absorb the rights of two men, and make them as if they had never existed. Both propositions are absurd from a rea-
sonable point of view. If being a slave and owning a slave are both wrong relations, then what difference does it make whether
there is one slave and a million slave owners or one slave owner and a million slaves? Do robbery and murder cease to be what
they are if they are followed by 99% of the population?”
- -Sankalp Banerjee(PGPB-02)
STUDENTS INSCRIBE
Gurucharan R (B02) Dheeraj Pulavarthy (B02) Sankalpa Banerjee(B02) Ramya V(B03)
Page 19
Prashant Edramimath -
PGPB02
STUDENT ACHIEVEMENTS
Kranti Kumar –PGPB03 Sudarshan S - PGPB02
Ujwal - PGPB02 Gurucharan - PGPB02
Abishek A Jain - PGPB02
Sudarshan S and Abishek Jain secured first place in the event Arya Vitta (Finance event) in the Management Fest Orga-
nized by IFIM, Bangalore.
Prashant Edramimath : for achieving another fabulous milestone of being the Runner up in the ICICI Direct Stock minds
Event held at National level. His performance topped all the competitors from Prestigious institutes across the country which
paints the colour of pride to Vanguard Business School. He also won Best finance manager award at KIAMS Business School ,
Harihar
Gurucharan Rao & Kranti Kumar secured 2nd place in the marketing event LAUNCH IT :
Thiyagarajar School of Management in Madurai ‘Yukthi 2014’. Gurucharan also received first prize on Paper Presentation
event held at LIBA
Narendra Kulkarni & Aravindh Kumar secured the 1st prize at the event ‘BEST ENTRPRENEUR’ held at KIAMS Business
School.
Sudharshan. S has displayed outstanding performance in the last two year , he has secured 1st prize in numerous occasions
by participating in the following competitions - ‘Best finance manager’ at SDMIMD, Mysore; Best finance manager at IIFT,
Bangalore , Best finance manager at KEC, Erode ; Best finance manager at KIAMS, Harihar. He also received the 1st prize for
‘Best Portfolio manager’ & ‘Best Manager’ held at IPE Hyderabad.
Abhirami R & Ujwal Shah secured the 2nd position at the marketing Event held at IFIM Bangalore
Harin Shah received the 1st prize at KEC, Erode and at SDMIMD , Mysore for the event ‘Best Finance manager’. He also
secured the 2nd place at IPE Hyderabad in the event ‘best portfolio manager’.
Abirami - PGPB02 Harin Shah - PGPB02
As the name suggest a Vantage Point is a place or position that affords a good view of
something. True to its name, the fourth edition of Vanguard Business School’s in house
magazine offers a wonderful insider’s perspective on what life here at VBS is like.
From Guest Speakers to Competitions, From Classes and Training Sessions to Place-
ment Cycles, the entire gamut of activities has been represented in here along with of
course the creative juices of our students who have also contributed their writings and
musings that capture the essence of what it means to be a part of the Vanguard Fami-
ly. I laud the efforts of the editorial team in taking out time from a reasonably packed
schedule to put together this magazine and hope that all readers will really enjoy this
edition of Vantage Point.
From Dean’s Desk Page 20
Digital Memories
ICICI Stockmind ‘Runner-Up’ Prashant B02 VBS @ UNMAAD
Holi Celebrations @ Campus Valentines Day
Farewell Party !! VIHAAN prize distribution ceremony
3/A, Hyland Industrial Estate,
Bommanahalli, Hosur main Road,
Bangalore - 560068
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