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SUMMER TRAINING PROJECT REPORT

Undertaken at

NIIM – School of Business Administration

“BRANDING & CORPORATE RELATIONS”

Submitted in Partial Fulfillment of the Requirement for the

Award of the Degree of

Master in Business Administration

By

Abhay Avichal

Under the Supervision of

TAUFIQUE SIDDIQUI

GM – Marketing & Corporate Relations

B-II/61, Sher Shah Suri Marg, M.C.I.E., Mathura Road, Badarpur,


New Delhi-110 044
Mobile: 9560831310 Ph: 011 - 29893859
e-mail: admission@niim.in, Website: www.niim.in
CERTIFICATE

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DECLARATION

I, Abhay Avichal, a bona fide student of Master of Business Administration


(Full Time) at R.V. Northland Institute of Management, Greater Noida hereby
declare that I have undergone the Summer Training at NIIM – School of
Business Administration, New Delhi under the supervision of Mr. Taufique
Siddiqui on Branding & Corporate Relations for 45 days.

I also declare that the present project report is based on the above summer
training and is my original work. The content of this project report has not
been submitted to any other university or institute either in part or in full for
the award of any degree, diploma or fellowship.

Further, I assign the right to the University, subject to the permission from
the organization concerned, use the information and contents of this project
to develop cases, case lets, case leads, and papers for publication and/or for
use in teaching.

Abhay Avichal

Place: New Delhi

Date:

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ACKNOWLEDGEMENT

I take this opportunity to express my gratitude to NIIM – School of Business


Administration for providing me with an opportunity to do my summer
training at their esteemed organization.

I am thankful to all the companies with which I communicated with reference


to this project. I am thankful to all the staff members of NIIM – School of
Business Administration and all others who gave me their valuable guidance,
encouragement, and support in completing this project.

Abhay Avichal

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CONTENTS

CERTIFICATE.....................................................................................................2
DECLARATION..................................................................................................3
ACKNOWLEDGEMENT.......................................................................................4
CONTENTS........................................................................................................5
EXECUTIVE SUMMARY......................................................................................7
BRIEF PROFILE..................................................................................................9
About NIIM-SBA...........................................................................................10
NIIM - SBA Motive........................................................................................11
NIIM - SBA Mission.......................................................................................11
NIIM-School of Business Administration......................................................11
NIIM-SBA Edu-vantage................................................................................13
Academic Advisory Board............................................................................14
WHY NIIM – SBA..............................................................................................16
MBA @ NIIM-SBA
.................................................................................................................... 19
FIVE FOLD Career Advantage......................................................................20
PGPBM.........................................................................................................21
Programme Objectives:...............................................................................21
Dual Specialization Offered In:.................................................................22
Course structure.........................................................................................22
International MBA (France)..........................................................................24
Faculty........................................................................................................ 25
Introduction to Faculties:............................................................................26
Teaching Methodology:...............................................................................30
International Exposure:...............................................................................31
Teaching methodology................................................................................32
Infrastructure..............................................................................................32
World Class Campus....................................................................................32
Computer Facility........................................................................................33
Library and Information Services................................................................33
Resources....................................................................................................33
Books.......................................................................................................... 33

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Journals....................................................................................................... 33
Training Videos...........................................................................................33
Other Resources..........................................................................................34
Electronic Library........................................................................................34
Hostel facilities............................................................................................34
Shuttle Service............................................................................................35
The Cafeteria: A Fine-dine Affair.................................................................35
Placement Cell – Center for Corporate Relations and Placements (CCRP)...35
What Students Look For?............................................................................36
Industrial visits............................................................................................37
Summer Internships ...................................................................................37
Organizational Structure................................................................................39
History.........................................................................................................39
Organizational Structure Types...................................................................39
Post-Bureaucratic........................................................................................40
Functional Structure....................................................................................41
Divisional Structure.....................................................................................41
Organizational Circle: Moving Back To Flat.................................................42
Team...........................................................................................................43
Network.......................................................................................................43
Boundaryless Structure...............................................................................43
Virtual......................................................................................................... 44
Organizational Chart...................................................................................44
Branding.........................................................................................................49
Concepts: ...................................................................................................50
Brand Name................................................................................................51
Brand Identity.............................................................................................52
Brand Parity................................................................................................52
Branding Approaches..................................................................................52
Company Name:......................................................................................52
Attitude Branding and Iconic Brands:.......................................................53
"No-Brand" Branding:...............................................................................53
Derived Brands:.......................................................................................54

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Brand Extension:......................................................................................54
Multi-Brands:............................................................................................54
Own Brands and Generics:.......................................................................55
History.........................................................................................................56
Corporate Relations........................................................................................58
DESK WORK....................................................................................................60
Recommendations..........................................................................................61
Branding......................................................................................................61
Corporate Relations....................................................................................62
APPENDIX I.....................................................................................................68
Newspaper Advertising Rates.....................................................................68
APPENDIX II.................................................................................................... 68
Radio Advertising........................................................................................68
APPENDIX III...................................................................................................77
ADVERTISING THROUGH AIRPORT CARTS...................................................77
APPENDIX IV...................................................................................................79
ADVERTISING THROUGH 139......................................................................79
BIBLIOGRAPHY................................................................................................83
*****............................................................................................................... 83

EXECUTIVE SUMMARY

NIIM-SBA has been set up under the aegis of NIILM Trust and founded by the
promoters of NIILM-CMS one of the leading business schools in the country.
NIIM-SBA offers Post Graduate Program in Business Management (PGPBM)
along with MBA Degree from a UGC Recognized Pondicherry University, which
is one of the Central Universities in India.

Beginning life in 1996, NIILM-CMS is scaling new heights and making rapid
strides thanks to its highest standards of academic excellence. Today, NIILM-
CMS ranks among the country's top business schools. Its flagship Post
Graduate Diploma Program in Business Management (PGDBM), approved by
the All India Council of Technical Education (AICTE) and the Human Resources
Development (HRD) Ministry, Government of India, is also recognized by the
Association of Indian Universities (AIU) as equivalent to an MBA degree.

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Over the years, the institution has consistently improved its teaching-learning
and industry outreach processes. There are 25 core faculty members and
most of them have over ten years of industry experience.

NIILM's industry outreach and corporate relationship activities are bolstered


by a strong network of over 800 alumni working across industries and
organizations. There are several platforms and events through which CEO's,
HR chiefs and other departmental heads come to the campus and address
the students.

Admissions to all NIILM-CMS programs are extremely competitive. Apart from


the CAT score, the final selection is done after evaluating applicants on eight
parameters. NIILM-CMS is among those very few institutions offering
Scholarships to students with impressive academic and extracurricular
credentials.

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BRIEF PROFILE

Type: Private

Industry: Service (Education Sector)

Headquarter: Rai Foundation, A-41, MCIE, New Delhi

Product: Management Professionals

Key People: Mr. Vinay Rai, Founder Chairman

Prof. S. Neelamegham, Co-Founder

Prof. Narinder Verma, Director

Founded by: Promoters of NIILM-CMS

Establishment year: 2008

Employees: 42 (2010)

Website: www.niim.in

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About NIIM-SBA
Founded by the Promoters of NIILM - Centre for Management
Studies. NIILM-CMS is ranked amongst India’s premier business
schools, and its efforts in managerial capacity building and human
resources development in the country have always been accorded
serious appreciation. The institution has been offering training,
consulting and advisory services to professionally managed
companies and entrepreneurial set ups cutting across the whole
spectrum of the human resource development function. More than
1000 of NIILM-CMS Alumni are working in responsible managerial
and leadership positions in Indian and foreign companies today. Our
programs have been designed by master academicians in
collaboration with seasoned practitioners belonging to the renowned
organizations in the country.

This is the place where the very best from the world of academics
and industry have put their heads together to design a future for
you. This is for all of you who have reached another educational
crossroad in your lives. The right training and the right environment
will get you what you want. That is exactly what we offer at NIIM-
SBA.

A lot of changes are taking place all over the world. The job market
has changed drastically. With globalization, new areas of business
interests are developing. Financial Services, Insurance, Retail
Management, Healthcare Management and Communication and
other related areas have grown by leaps and bounds.

The younger generation is looking for new opportunities in life. For


that they need the right attitude and the right training programs.
NIIM-SBA is born out of this conviction that the youngsters of today
are going to be the leaders of tomorrow. It’s our responsibility to
train them to face the world and take their own decisions. That’s
why all our programmes are action-oriented and industry-relevant.
From Management, we have moved into areas like Retailing,
Financial Services, Human Resource Management, and Insurance &
Healthcare Sectors.
Management is our lifeblood. We train you to become good
managers. Our faculty members train you to take crucial decisions
in life that will finally differentiate you from the rest. If you feel that
Management is your goal, do come and visit us at NIIM. We have
turned many dreams into reality. So be here with us and experience

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the joy of success. You will discover new experiences in a dynamic
and supportive environment. Our high standards of education,
research and training, based on a synergy of theory and practice will
help you realize your career goals.

NIIM - SBA Motive


To provide best placement in professional companies to their pass out
students by providing desired inputs matching with the requirement of
industry

NIIM - SBA Mission


“The main purpose of the institution is to impart, motivate and nurture
clairvoyant vision, professional competence and best career equity towards
sustainable development.”

NIIM-School of Business Administration


NIIM-SBA is a center of excellence in Management Education, Research,
Training and Consultancy. Academic program at NIIM-SBA is designed to
transform students to become an outstanding manager - leader for
throughout of their career and life.

NIIM-SBA offers PGPBM (Post Graduate Program in Business Management)


along with an MBA (PU) and International MBA from University of Poitiers
(France) at subsidized cost. The institution has created a powerful blend of
curriculum, pedagogy and practice to provide management education in a
global perspective that outlasts the next big dramatic shift in the economic
environment or even redundant jobs.
With an open-architecture curriculum designed in consultation with the
eminent academicians and CEOs of the Leading Business Houses, NIIM-SBA
Post-Graduate Programs continues to follow an action-oriented pedagogy.
The NIIM-SBA Curriculum is constantly benchmarked against global and local
educational treads. At NIIM-SBA, the faculty members are trained and
experienced in one of the best institution and organizations in the country
and abroad, and adopt innovative pedagogical methods to impart students
with quality management education. They use simulation games, role-plays,
case discussions, real-life industrial projects, syndicate discussion and
incident method to develop a unique Student-Training Programme.

The unique philosophy of NIIM-SBA since its establishment, lays emphasis on


being reasonable and fair as well as flexible. Constant up gradation of myriad
management skills attains utmost importance in order to achieve
competence in the fast changing corporate environment. NIIM-SBA concerns
itself with overall development of managers of the new millennium. Hence,
the faculty and students are encouraged to take active participation in all

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events both academic and otherwise. Strong emphasis is laid on external
exposure; students are encouraged to take up on-line research projects in
conjunction with their specialization, over and above the curriculum.

The curriculum at NIIM-SBA is constantly upgraded with productive inputs


from both faculty as well as students, who in turn are constantly in touch with
the corporate sector to help future managers meet the challenges of
competition and to avail of emerging business trends. Students of NIIM-SBA
are subjected to rigorous academic pressures. They are expected to meet
deadlines and constantly make efforts to improve their performance.
Constant self-appraisal and improvement is resorted to. Yoga, Stress
Management and meditation also form an integral part of the curriculum.

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NIIM-SBA Edu-vantage

• Highly Experienced Faculty


• Life Skill Training(LST) for well groomed and well round personality
“IMAGE”
• Subsidized foreign study tours
• World Class Academic Infrastructure
• 100% placement assistance for maximum career equity
• Wi-Fi Enabled Campus
• Resource Rich Library and Computing & Hostel facilities
• Dual scholarships
• Subsidized foreign industrial tours
• Regular industrial visits, live projects, and industrial internships
• Free student bank account and PAN card
• Bank loan support
• Pro-active Placement Cell
• Highly Experienced Faculty
• Fun and Learning on the Campus
• Free Laptop to Each Student
• e-Learning Centre of ICICI Bank
• Scholarships for meritorious students
• Gym and Sports facilities in the Hostel

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Academic Advisory Board

Prof. Johar Saha


Former Director, IIM - Ahmedabad

Dr. Bhaba Krishna Mohanty


Professor & Chairman (Admissions), IIM - Lucknow

Dr. S. M. Dewan
Director General, SCOPE

Mr. S. K. Sethi
Director, Ria Insurance Brokers Pvt. Ltd.

Dr. Murlikrishna Kumar


Director, SSS, PIU
Ministry of Information Technology

Dr. S. P. Parashar
Director, IIM - Indore

Dr. S. Gangopadhyay
Consultant, Confederation of Indian Industries (CII)

Mr. Gurcharan Bhatura


Former Executive Director
National Institute of Aviation Management & Research
Airport Authority of India

Prof. B. P. Khandelwal
Former Director, NIEPA

Mr. Dilip Chenoy


Director General, Society of Indian Auto Manfacturers (SIAM)

Mr. Mahendra Swarup


Chief Mentor Officer, Smile Multimedia Pvt. Ltd.

Dr. M. C. Gupta
Managing Director, Country Inn

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Mr. B. Narayana Swamy
Director, Indica Research

Mr. Arun Mehta


Director, INDATA Ltd.

Prof. K. L. Krishna
Former Director, Delhi School of Economics
University of Delhi

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WHY NIIM – SBA

UNDERSTANDING FUTURE

A lot of changes are taking place all over the world. The job market has
changed drastically. With globalization, new areas of business interests are
developing. Financial Services, Insurance, Retail Management, Healthcare
Management and Communication and other related areas have grown by
leaps and bounds. Every day, several jobs are coming up in the service
sector. And, today many young people want to be on their own.

The younger generation is looking for new opportunities in life. For that they
need the right attitude and the right training programs. NIIM-SBA is born out
of this conviction that the youngsters of today are going to be the leaders of
tomorrow. It's our responsibility to train them to face the world and take their
own decisions. That's why all our programmes are action-oriented and
industry-relevant. From Management, we have moved into areas like
Retailing, Financial Services, Human Resource Management, and Insurance &
Healthcare Sectors. Management is our lifeblood. We train you to become
good managers. That's what we are best at. Our faculty members train you to
take crucial decisions in life that will finally differentiate you from the rest.

TRIPLE BENEFIT

NIIM-SBA offers 2 year long PGPBM (Post Graduate Program in Business


Management) along with an MBA degree from Pondicherry University, one of
the Top 4 central Universities in India. Also, an MBA from University of
Poitiers, France. The PGPBM offers the opportunity to choose dual
specializations.

GROWING OUTWARD

All activities at NIIM-SBA are oriented towards creating opportunities for


students to discover, explore and learn - not just within the confines of their
curriculum - but extending outside the boundaries of the classroom and
academics. Students are encouraged to expand their horizons, enrich their
thinking and grow outward.

At the same time, NIIM-SBA firmly believes that rigorous academics is the
backbone of all education and students at NIIM-SBA go through a rigorous
curriculum that packs in a total of 50 hours per week that includes 25 hours
of classroom teaching, 8 hours of labs, 15 hours of project work, and 2 hours
of industry exposure.

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ACADEMIC ORIENTATION

A strong academic orientation lays the foundation for life-long learning,


ingraining in the youth the psyche of the eternal student. The orientation
program enables the students to familiarize themselves with the teaching
methodology and aids used in the classroom, use of in-campus facilities and
services, library and lab use and other services. The programmes also focus
on academic and personal counseling, equipping students with necessary
study skills required for academic setting, enabling students to adjust to the
NIIM-SBA's teaching model. Special foundation programmes are offered to
foreign students who may be visiting India for the first time. These
programmes are designed to help them understand Indian culture, society
and values so that they can adapt themselves to the local conditions without
problems.

MODULAR CURRICULUM

We believe that it is vital for a student to have a strong focus on the subjects
of study at any given time. In order to facilitate this curriculum is designed
with a modular structure. This also makes it possible for students to opt for
electives that supplement their areas of interest and skill.

PROJECT WORK AND PRESENTATION

Project Work and presentations expose students to real-world situations


which require students to take the initiative, research facts, work on time
bound programmes and develop communication and presentation skills
which play an important role in shaping the future of the students.

INTENSIVE INTERACTION WITH INDUSTRY

In today’s highly competitive world, it is a must for students to have exposure


to the outside world, preparing them for the challenges that they will face in
their field. At all levels, students are exposed to the industry through
lectures, seminars, study tours, industrial visits, etc.

GUEST LECTURES

Eminent personalities from different industries and walks of life are invited to
visit the campus and share their experiences and give students a global
outlook through interactive programmes.

INDUSTRY EXPOSURE

Students are given the opportunity to work on live projects through tie-ups
with organizations across a spread of industries. A walkthrough this system,

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approaches and business strategies gives students a feel of the real world,
preparing them to be contributors to the industry from day one.

PROFESSIONAL DEVELOPMENT

Another unique feature of the NIIM-SBA Programme is the Professional


Development/ Life Skill development module which runs parallel to the main
programme. Participants are engaged in a guided process of Self
Assessment, Reflection and Identification of a personal growth plan. The
programme also brings a number of guest speakers to the programme,
including corporate executives as well as Government Officials.

CREATING WINNERS

The strength of NIIM-SBA's model lies in bringing its ability to deliver study
programmes that understand the need of students in the Indian context while
at the same time keeping a global relevance. Apart from the rigor of
classroom academics, NIIM-SBA's model integrates a spectrum of additional
components that include Training Programs, Exchange Programs, Industrial
Visits, Study trips Expert lectures, Seminars, Hands-on training in industries,
Specific-skills training, Project guidance etc. Tapping into the years of
experience and accumulated knowledge base, the leadership of NIIM-SBA has
evolved a model that has a character of its own and is designed to add an
extra dimension to the student's personality and give them the competitive
edge.

CHOOSE TO WIN

NIIM-SBA offers it industry recognize and widely accepted flagship program


PGPBM (Post Graduate Program in Business Management), which provides
FIVE FOLD Career Advantage. It also offers MBA Program of Pondicherry
University and International MBA (France) acclaimed & widely recognized by
Industries, nationally & internationally. Teaching faculty is drawn from
academic and business background. Up to date syllabi in keeping up with
latest trends in management. The focus is to enable students to operate
effectively in Global environments. Programs include training in Soft-skills
and Core training in transferable skills. Students have access to excellent
infrastructural facilities. NIIM-SBA has received overwhelming response from
Industry in student placements.

If you feel that Management is your goal, do come and visit us at NIIM-SBA.
We have turned many dreams into reality. So be here with us and experience
the joy of success. You will discover new experiences in a dynamic and
supportive environment. Our high standards of education, research and
training, based on a synergy of theory and practice will help you realize your
career goals.

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MBA @ NIIM-SBA

MBA along with a 2 years full-time Post Graduate Program in Business


Management is designed to train you to become an outstanding manager-
leader throughout your career. NIIM-SBA offers PGPBM along with an MBA
Degree from a UGC recognized Central University. The institution has created
a powerful blend of curriculum, pedagogy and practice to provide
management education in a global perspective that outlasts the next big
dramatic shift in the economic environment or even redundant jobs.
With an open-architecture curriculum designed in consultation with the
eminent academicians and CEOs of the Leading Business Houses, NIIM-SBA
Post-Graduate Program continues to follow an action-oriented pedagogy. The
NIIM-SBA Curriculum is constantly benchmarked against global and local
educational treads. At NIIM-SBA, the faculty members are trained and
experienced in some of the best institution and organizations in the country
and abroad, and adopt innovative pedagogical methods to impart students
with quality management education. They use simulation games, role-plays,
case discussions, real-life industrial projects, syndicate discussion and
incident method to develop a unique student-training programme.

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FIVE FOLD CAREER ADVANTAGE

PGPBM (Post Graduate Programme in Business Administration)

(Duration: 2 years)

MBA (Central University) twinning programme

(Duration: 2 years)

International MBA (France)

(Duration: 2 years)

Diploma in Personality & Employability Skills

(Duration: 2 years)

Diploma in French/German Language

(Duration: 1 year)

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PGPBM

The two-year PGPBM programme is designed to help our future managers


follow a three-fold approach to lead successfully in the corporate
environment.

PROGRAMME OBJECTIVES:
• To help the students gain an understanding of the organizational
settings and techniques of management.

• To enable the students in integrating learning with the organizational


functioning.

• To facilitate evolution in the context of dynamic and complex working


environment.

• To understand the social, economic, political, technological and


ecological environment of modern society.

• To become effective leaders, who have the potential to transform


organizations.

• Hone lateral thinking and inculcate entrepreneurial skill.

• Value integrity justice and fairness as to promote and maintain high


standards.

• Develop a global mindset so that they are better able to address the
challenges of global competition and

• Develop an all round personality which is well integrated with the very
best of the Indian values and civilizations across the world

The PGPBM curriculum design and pedagogy emphasizes the development of


student’s skills and abilities to apply management theories and concepts to
live issues in business and industry where students are expected to achieve
high standards of excellence.

Teaching methods include – lectures, case studies, seminars, group


discussions, business games, outbound based experiential learning activities,
educational excursion, role plays, simulation exercises, structured and
unstructured group work and field visits. The emphasis is on involving the
students into learning and helping them to relate concepts and theories to
business requirements. Consistent with advances in teaching technology, the

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programme integrates the use of computers in learning the basic principles in
different functional areas of management. It also enables students to acquire
skills in identifying and dealing with complex problems in management,
especially in this era of globalization of industrial and commercial activity and
the resulting intense competition. The students also undertake several field-
based projects so that they can get better insights into the workplace reality.
The curriculum is revised on an ongoing basis through discussions with
practicing managers from the industry to reflect current business needs.

DUAL SPECIALIZATION OFFERED IN:

• Marketing

• Finance

• Human Resource

• Information Technology

• International Business

• Retail Management

• Global Operations

• Insurance & Banking

• Real Estate & Constructions

• Entrepreneurship Management

COURSE STRUCTURE

NIIM-SBA has designed its flagship PGPBM with an emphasis on innovation,


diversity, globalization to face the fierce competition and myriad issues of the
dynamic corporate word encompassing all the intricacies of academia and
industries.
Semester-I Semester-II
- Business Mathematics - Production & Operations
- Research Methodology Management
- Management Process & Organization - Human Resource Management
Behaviour - Marketing Management

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- Life Skills Training - I - Financial Management
- Accounting for Managers - Quantitative Techniques & Statistics
- Business Environment - Strategic Management
- Managerial Economics - Management Information Systems
- Computer Application in - Life Skills Training - II
Management
Semester-III Semester-IV
- Total Quality Management - Entrepreneurship Management
- Supply Chain Management - Life Skills Training - IV
- Life Skills Training - III - Project Work

For Major Specialization For Major Specialization


- 4 Electives - 4 Electives

For Minor Specialization For Minor Specialization


- 2 Electives - 2 Electives

NIIM-SBA has a healthy blend of academicians, policy makers, administrators


and managers to deliver the knowledge, skills and realities of the corporate
world. The institute draws upon the best from the academia, industry and
other organizations. As a consequence, our students are able to get a rich
mix of state-of-the-art academic research as well as best practices from
industry. NIIM-SBA's faculty members have contributed to state-of-the art
research through papers published in leading international journals. They
have also contributed articles to leading business magazines and
newspapers. Finally, many faculties have converted their rich experience into
books.

NIIM-SBA offers two-year full-time dual program called the Post Graduate
Program in Business Management (Finance, Marketing, Strategy, Information
Technology, Operations) along with an MBA degree from a UGC recognized
central university. Each year is divided into two terms and hence, there are a
total of four terms. The 1st year comprises all Core Courses (required to be
taken by all students). Students are free to choose electives in the 2nd year
as per their preferred area of specialization.

The thrust is on understanding the independent nature of organizational


dynamics and its managerial implications. This helps students acquire
conceptual and analytical abilities required for decision making and effective
implementation and achieving results. Faculty resource is both the catalyst
and driver of this essential change.

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INTERNATIONAL MBA (FRANCE)

The university Poitiers is a recognized University. This program enables


the student for further international study and employment. The University of
Poitiers (France) has agreed to offer - Master of Management Science, with a
specialization in "International Management" to NIIM-SBA students. The
University of Poitiers is Government recognized University. The curriculum
equivalence between NIIM-SBA and University of Poitiers has been
established and additional courses have been identified. The program is very
selective in nature and is offered to selected students only.

After completion of 1st year at NIIM-SBA, during summer internship duration,


the students will study at France to complete the additional subjects offered
by the University of Poitiers. They will return and complete the second year
studies of PGPBM program. After completion of PGPBM program at NIIM-SBA
the student will be awarded both with PGPBM from NIIM-SBA and “Master of
Management Science" by University of Poitiers, France.

• The student can specialize in 3 areas simultaneously.

• The multi specialization enhances the knowledge and employability of


the student.

• Increases employability at the time of international recruitments.

• The student can save two years' time and full course fee that will
otherwise be required to complete the degree from University of
Poitiers.

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Faculty

NIIM-SBA has a healthy blend of academicians, policy makers, administrators


and managers to deliver the knowledge, skills and realities of the corporate
world. The institute draws upon the best from the academia, industry and
other organizations. As a consequence, our students are able to get a rich
mix of state-of-the-art academic research as well as best practices from
industry. NIIM-SBA's faculty members have contributed to state-of-the art
research through papers published in leading international journals. They
have also contributed articles to leading business magazines and
newspapers. Finally, many faculties have converted their rich experience into
books.

NIIM-SBA offers two-year full-time dual program called the Post Graduate
Program in Business Management along with an MBA degree from a UGC
recognized central university. Each year is divided into two terms and hence,
there are a total of four terms. The 1st year comprises all Core Courses
(required to be taken by all students). Students are free to choose electives
in the 2nd year as per their preferred area of specialization.

The thrust is on understanding the independent nature of organizational


dynamics and its managerial implications. This helps students acquire
conceptual and analytical abilities required for decision making and effective
implementation and achieving results. Faculty resource is both the catalyst
and driver of this essential change.

At NIIM-SBA, the faculty members include outstanding researchers and


distinguished scholars who are in constant touch with business, industry and
government agencies. In addition, world-renowned faculty from various
universities like MIT, New York State University and IIMs regularly serve as
visiting Faculty.

Attracts the Best Faculty Talent…


NIIM-SBA attracts one of the finest standing faculty bases among private
educational institutions in the country. The school believes in creating an
academic environment that boasts of a rigorous work-culture and highly
evolved teaching, learning and research systems.

Strong Industrial Background…

Summer Training Report | Abhay Avichal | | 25


At NIIM-SBA, most of the faculty members have the experience of working in
the industry. Here, we seek to attract those who have worked earlier in senior
academic and managerial positions.

Research, Training and Consulting…


NIIM-SBA motivates its Faculty to engage in research, corporate training and
consulting activities apart from doing regular classroom teaching.

Introduction to Faculties:

Prof. NARINDER VERMA

 B.Tech from IIT, Delhi


 PGDM from IIM, Calcutta
 PGDAC from C-DAC.
 M. Phil. from AU.
Work Experience: 16 years of Experience with top Navratna Company such
as IOCL, and Organizations as CONCOR, eGurucool .com, Vista Levolor Maruti
Suzuki Ltd. etc.

Areas of Specialization: Life Skills, Marketing of Services, Retail Marketing


Management, Consumer Behavior, Strategic Management and TQM.

A teacher, trainer, researcher and author of several papers, book chapters


and articles published in national and international journals including the
famous Pfeiffer Annuals-(Training).

Prof. (Capt.) NARINDER SINGH

 M.A (Economics)
 Bachelor of Law
 Diploma in Industrial Relations & Personnel Management
 Diploma in Transport Management
Work Experience: 25 years of industrial experience with top Indian and
Multinational companies like IFFCO, Reliance, General Motors, New Holland
Tractors.

Prof. G.S. POPLI

 MBA (FINANCE)
 M.COM

Summer Training Report | Abhay Avichal | | 26


 MA (ECO.)
 Advanced Diploma in Financial Management
 C.A.I.I.B (Indian Institute of Bankers)
 CE.B.A (Insurance Regulatory & Development Authority)
 Base Programme in PC Skills (NIIT, Delhi)
 Ph.D (AIIMA, Delhi)
Work Experience: 30 years, out of which 11 years as Faculty

Prof. (Er.) P. N. KATHURIA

 B Sc. Engineering (Mech.) - Delhi College of Engineering, DU


Work Experience: 29 years of work experience in Bokaro Steel Plant, Steel
Authority of India Ltd. (SAIL).

 Director - Foundation of Indian Industry and Economists (FIIE)


 Senior Advisor - Business Management , National Foundation of Indian
Engineers (NAFEN)
 Auditor (Quality Management Systems) – For the organisations seeking
ISO 9001 - 2000 Certification/Certified as ISO 9001-2000 Companies.

Ms. MONIKA GUPTA

 AICWA - ICWAI Kolkata


 M.Com - University of Delhi
Work Experience: 15 years

Areas of Specialization: Costing, Finance and Industrial Laws.

Prof. BEDABAL RAY

 PGDM – IIM, Bangalore


Work Experience: 27 Years out of which 12 years as Faculty. Worked with
various reputed organizations at senior level like Indian Bank, Uptron Indian
Ltd, Philips India Ltd.

Area of specialization: Consumer Behavior, Advertising, CRM & Strategy

Ms. JINNIA MALIK

 B.Tech – IT

Summer Training Report | Abhay Avichal | | 27


 PGDBM – IT
 MBA - IT
Work Experience: 2 years

Area of Specialization: Information Technology

Summer Training Report | Abhay Avichal | | 28


Mr. RAJESH SHARMA

 MBA
 Advance Diploma in Marketing Management
 Ph.D. from AIMA-AMU
Work Experience: 12 years of industrial experience in Sales and Marketing
in Retail, Food and IT industry.

Area of Specialization: Sales and Distribution Management, Brand


Management, Marketing Research, Retail Management.

Mr. NAJMUL HODA

 MBA
 Ph.D. in Banking
Work Experience: 10 years of experience in Banking and Academics

Area of Specialization: Consumer Behavior, Marketing of Financial


Services, Banking and Microfinance,

Mr. PRASHANT VERMA

 M.Sc. Statistics
 PG Diploma in Computer Software
 Member of Indian Society for Technical Education and NMA

Work Experience: 10 years of experience Industry and Academics

Area of Specialization: Quantitative Techniques in Business Management


and Marketing Research.

Summer Training Report | Abhay Avichal | | 29


Mr. ZULFIKAR MOHAMMAD

 MA in Economics
 NET Qualified
Total Work Experience: 8 years of experience in Education Sector

Area of Specialization: Consumer Behavior, Marketing of Financial


Services, Banking and Microfinance,

Mr. SUKUMAR DUTTA

 M.A.
 M.Com
 CAIIB
 LLB
Work Experience: 28 years of Industry experience in Bank of India after
that 9 years of experience in academics.

Area of Specialization: Economics, Banking and Finance.

Ms. PRITI SUMAN MISHRA

 MBA (PMIR)
 NET Qualified
Work Experience: 12 years of experience academics.

Area of Specialization: Economics and Personal Management & Industrial


Relations

TEACHING METHODOLOGY:
Ensuring an Outstanding Learning Experience

The teaching methodology at NIIM-SBA emphasizes the importance of


learning through direct experience. Our faculty members optimally use a
number of instructional methods such as simulation games, role-plays, case
discussions, real life industrial projects, etc. to provide the students with an
outstanding learning experience, which will help them throughout their life.
Here, at NIIM-SBA, the faculty lectures are well supplemented by guest
lectures by noted management gurus from the leading foreign universities.
The faculty members also organize industrial visits, workshops, debates,
competitions and symposia to stimulate real life situations. Project works are

Summer Training Report | Abhay Avichal | | 30


assigned to groups of students to bring out the best in individuals to identify
mutual strengths and to develop team spirit.
The NIIM-SBA faculty imparts the students with quality management
education in such as a way that they make a successful transition from
education to employment and know how to manage their careers effectively.
The combination of teacher-supervised and teacher-independent learning
activities at individual and group levels is integrated into a learning system
such that students are optimally involved in assessment of their progress
through faculty and peer feedback.

International Exposure:
Eminent professors and academicians from the best-known foreign
universities are regularly invited to speak and interact with our students.
Their knowledge and experience provide the students with a global
perspective and a truly international edge.

Industrial Visits and Foreign Tours:


NIIM-SBA has strong links with industrial groups that generate valuable
synergy between the students and corporate organizations. The school
organizes a number of industrial visits and educational tours. In addition to
these, NIIM-SBA also organizes a Foreign Tour Programme in order to
broaden the mental horizons of its students and to develop a network with
foreign educational institutions.

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TEACHING METHODOLOGY

With a highly favourable student teacher ratio emphasis is given on


classroom teaching. Classroom interactions, individual assignments, group
assignments are a norm. In elective courses, presentations and term papers
are an integral part of the curriculum. Examinations are designed to test the
student's applied and intuitive capabilities.

An optimum mix of lectures, discussions, case studies, role-plays, group


discussions, Special sessions from professionals from industry and trade,
management games, sensitivity training, management films, industrial visits
and industry interaction. Students are encouraged to represent their cases
through individual presentations. Further opportunity is provided through
participation of students in various seminars.

Each Semester includes:

Classroom Teaching | Case Discussions | Presentations | Assignments |


Internal & External Tests | Field Projects | Live Projects | Industrial Visits |
Guest Lectures | Exposure to Conferences | Seminars | Management Games |
Other Educational Activities - Live Quizzes, Role Plays, Group Discussion, etc.

INFRASTRUCTURE
The institute boasts of an enviable infrastructure, where students work
seamlessly in an environment, facilitated by a state of the art computer
center, an exhaustive library, with a growing collection of books, periodicals
and an esthetic environment. The Infrastructure support comprises of Air
conditioned classrooms and a discussion room equipped with audio visual
equipment, and a conference hall.

For the students we have subsidized canteen facility, hostel facility and
reprographic.

WORLD CLASS CAMPUS


NIIM-SBA’s world class campus provides students an ideal environment. The
campus houses an extensive library, air-conditioned lecture rooms, a
computer centre, meeting rooms, and a conference hall. The lecture rooms
are equipped with a broadband communications network that ensures global
connectivity. You can interact by computer or video-link with faculty,
industrial leaders and other students anywhere in the world. Audio-visual and
video conferencing facilities like overhead projectors, LCDs, fixed cameras
and touch-pad systems make the learning process much more convenient,

Summer Training Report | Abhay Avichal | | 32


interactive, and enjoyable. The heart of the academic block is the library that
supports the NIIM-SBA in building an internationally top-ranked research
driven management institution. You can have direct access to various printed
and electronic information resources. The library also provides innovative and
responsive services to meet the changing needs of the academic community.

COMPUTER FACILITY
Computer Centre is comprised of fully equipped computer labs and equipped
with branded computers fully networked with structured cabling. The network
consists of various high-end servers including Mail and Web servers. Each lab
caters to students needs with 24 hours internet connectivity 7 days a week
with high bandwidth and multiple gateways. All the class rooms including
conference hall and seminar hall are well equipped with audio visual facilities.
Each student is provided with a Laptop the network is protected with firewall
supported by bandwidth management.

LIBRARY AND INFORMATION SERVICES


The Library with its modern collection of information resources and
innovative information services plays a vital role in the intellectual pursuits of
NIIM-SBA’s academic community. Library holds a rich collection of printed as
well as electronic resources which include books, journals, databases, audio-
visual materials, CDs, e-journals, annual reports of top companies, case
studies, conference proceedings, training manuals, etc. The print collection
includes over 10,500 volumes predominantly related to management and
allied subjects. The Library subscribes to 103 print journals and provides
access to over 301 e-journals through various databases. Library provides a
24x7 service to its academic community.

RESOURCES
Library has a wide variety of knowledge resources to support the teaching,
research and consultancy activities of the Institute.

BOOKS
Includes over 10,000 books in the area of management and allied topics.
Around 300 new books are added to the collection every year.

JOURNALS
Library subscribes to over 103 print journals. Besides these, there are around
301 e-journals made available through various online databases.

TRAINING VIDEOS
Library maintains a selective collection of over 95 training videos and
educational films.

Summer Training Report | Abhay Avichal | | 33


OTHER RESOURCES
The collection includes CDs, annual reports of top Indian & foreign
companies, dissertations, working papers and reprints to support the
academic programmes of the Institute.

ELECTRONIC LIBRARY
The e-library provides a single-window access to all the electronic resources
subscribed by the Library. Efforts are on to develop a world-class online
library system in the area of business related information. Cutting-edge
technologies are used to offer NIIM-SBA academic community access to up-
to-date, relevant business and management information available on their
desktops. The e-library is accessible across the campus network.

HOSTEL FACILITIES
The stimulating and holistic living environment of the hostel contributes
significantly to superior academic performance. The aim is to provide a warm
homely atmosphere with a relaxed lifestyle, which encourages free and
original thinking. The Meadows is NIIM-SBA's plush, secure, fully residential
facility located approximately one kilometer from the NIIM-SBA Campus on
Mathura Road in suburban South Delhi. Flanked by the up market Destination
Point, which houses Nirulas and factory outlets of major brands, the Meadows
is only two to three kilometers away from other major shopping areas. The
New Delhi railway station is about 45 minutes from the Badarpur Bus
Terminus, which is close to the NIIM-SBA Campus and the hostel.

Meadows is a six-acre visual delight, tastefully landscaped with plenty of


walking trails, lawns and quiet corners. Housing separate blocks for girls and
boys with options of single and double occupancy accommodation, the hostel
has round-the-clock security and electronic surveillance.

Meadows promotes quality lifestyle and sustains it. The ultra modern facilities
are among the best of all. Some of the facilities offered at Meadows include:

• AC / Air Cooled / Non AC residential blocks for both single, double and
triple occupancy

• Meadows Cyber Cafe with convenient leased line Internet access

• Round-the-clock janitorial services

• STD booth and stationery store on premises

• One Common Room/Student Lounge each for twenty students


equipped with television, newspapers and comfortable seating.
Ergonomically designed jogging and walking trails

Summer Training Report | Abhay Avichal | | 34


• Full-time Residence Directors and support staff

• Para-medical personnel on premises

• Banking, shopping and medical facilities close by

SHUTTLE SERVICE

Meadows provides shuttle services between the Hostel and the Campus to
help the students reach classes on time.

THE CAFETERIA: A FINE-DINE AFFAIR


The Meadows Cafeteria provides a wholesome and nutritious meal plan that
undoubtedly surpasses expectation. The Meadows Cafeteria offers a multi-
cuisine menu that includes Indian, Continental, Italian and Chinese cuisine on
rotation. It also has a separate Cafeteria Snack Bar offering snacks and
beverages.

PLACEMENT CELL – CENTER FOR CORPORATE RELATIONS AND PLACEMENTS (CCRP)

Placement is just one of the meeting points between NIIM-SBA and industry,
and we strongly believe that a far stronger win-win relationship should be
built between the two. There are several activities where Corporate and NIIM-
SBA can work together at different points in time, with benefits accruing to
both.

NIIM-SBA’s Centre for Corporate Relations and Placements (CCRP) is a hub of


activities involving high-end management consulting, executive development
and industry coordination for the purpose of market research, case writing
and curriculum validation exercises. One of the mainstays of the institution’s
collective learning and growing bond with the industry, the CCRP has the
mandate to progressively enhance the synergy between the institution and
the industry and to strictly safeguard and control the services being offered
to the industry and business at large while ensuring the highest quality
training, internship and placement opportunities to students.

The Corporate Relations Cell is an interface between the corporate world and
the students, which helps them to make better and informed career choices.
It maintains and upgrades database of the corporate world facilitating the
decision making process for the students.

The Corporate Relations Cell provides a platform for students seeking


placements to meet and interact with corporate organizations and business
houses. The cell, in close association with the institute, prepares a
recruitment schedule for the year, inviting firms for pre-placement

Summer Training Report | Abhay Avichal | | 35


presentations by potential employees to highlight the issue, expectation and
professional opportunities unique to the company or industry, and then
carries out final placement procedures.

The Training and Placement Cell of the Institute is endowed with the following
distinctive features:

• Full fledged office at Delhi, working round the year, and maintaining
constant interaction with industries.
• Hosting Interface Sessions with representatives of business
organizations at different metros.
• Inviting top executives and business magnet to interact with the
students.
• Organizing Mock Interviews and Group Discussions with the experts to
develop the confidence of the students.
• Arranging 100% Summer Training seas for the students to groom their
vision for forthcoming corporate life.
• Inviting companies from different business realms to make the
palatable choice for the students from different fields like Engineering,
Consumer Durables etc.
• Organizing Seminars and Conferences.
• Small projects are taken from the industry for practical exposure of the
students which form part of their curriculum.

WHAT STUDENTS LOOK FOR?

• Information on companies profile, its performance and growth


• Organizational culture
• Possible opportunities with your company
• Career opportunities
• An overview of the job profile
• Your desired profile of the students
• Compensation details

This enables a student to evaluate his / her own interest in the company and
thus identify an appropriate fit, both for summer and final placements.

The placement cell cordially invites corporate firms, banks, research


organizations, government institutions to be a part of placement process at
NIIM-SBA.

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INDUSTRIAL VISITS

Taking the students for industrial visits is an integral part of the curriculum. It
provides an ideal opportunity to the students to understand the real
functioning of the industry and get exposed to different work cultures and
this industry orientation programme is reinforced through it. This provides
the students with insights into real life organizational dynamics and
familiarizes them with issues of current concern of the industry.

SUMMER INTERNSHIPS

At the end of the first year of their PGDBM programme, all students are
supposed to take up a two-month internship assignment (summer training)
with an organization. This is a compulsory component of the curriculum for
the completion of the programme, and is designed to provide exposure to the
working of organizations, as well as a chance to apply the learning at NIIM-
SBA in solving real-world business problems. The benefits to both sides are
obvious : You get strong analytical capabilities for a two-month period,
without increasing your permanent head-count. And of course, you get a
chance to observe NIIM-SBA students first-hand. On the other hand, our

Summer Training Report | Abhay Avichal | | 37


students get the benefit of solving real-life problems in the corporate world.
Several organizations have made placement offers to students through this
route.

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ORGANIZATIONAL STRUCTURE

An organizational structure is a mostly hierarchical concept of subordination


of entities that collaborate and contribute to serve one common aim.
Organizations are a variant of clustered entities. The structure of an
organization is usually set up in many styles, dependent on their objectives
and ambience. The structure of an organization will determine the modes in
which it shall operate and will perform.
Organizational structure allows the expressed allocation of responsibilities for
different functions and processes to different entities. Ordinary description of
such entities is as branch, site, department, work groups and single people.
Contracting of individuals in an organizational structure normally is under
timely limited work contracts or work orders or under timely
unlimited employment contracts or program orders.

HISTORY
Organizational structures developed from the ancient times of hunters and
collectors in tribal organizations through highly royal and clerical power
structures to industrial structures and today's post-industrial structures.

ORGANIZATIONAL STRUCTURE TYPES

Pre-bureaucratic structures:
Pre-bureaucratic (entrepreneurial) structures lack standardization of tasks.
This structure is most common in smaller organizations and is best used to
solve simple tasks. The structure is totally centralized. The strategic leader
makes all key decisions and most communication is done by one on one
conversations. It is particularly useful for new (entrepreneurial) business as it
enables the founder to control growth and development.
They are usually based on traditional domination or charismatic
domination in the sense of Max Weber's tripartite classification of authority.

Bureaucratic structures:
Bureaucratic structures have a certain degree of standardization. They are
better suited for more complex or larger scale organizations. They usually
adopt a tall structure. Then tension between bureaucratic structures and non-
bureaucratic is echoed in Burns and Stalker distinction between mechanistic
and organic structures.

Summer Training Report | Abhay Avichal | | 39


POST-BUREAUCRATIC
The term of post bureaucratic is used in two senses in the organizational
literature; one generic and one much more specific. In the generic sense the
term post bureaucratic is often used to describe a range of ideas developed
since the 1980s that specifically contrast themselves with Weber's ideal
type Bureaucracy. This may include Total Quality Management, Culture
Management and the Matrix Organization amongst others. None of these
however has left behind the core tenets of Bureaucracy. Hierarchies still
exist, authority is still Weber's rational, legal type, and the organization is still
rule bound. Heckscher, arguing along these lines, describes them as cleaned
up bureaucracies, rather than a fundamental shift away from bureaucracy.
Gideon Kunda, in his classic study of culture management at 'Tech' argued
that 'the essence of bureaucratic control - the formalization, codification and
enforcement of rules and regulations - does not change in principle.....it shifts
focus from organizational structure to the organization's culture'.
Another smaller group of theorists have developed the theory of the Post-
Bureaucratic Organization. , provide a detailed discussion which attempts to
describe an organization that is fundamentally not bureaucratic. Charles
Heckscher has developed an ideal type Post-Bureaucratic Organization in
which decisions are based on dialogue and consensus rather than authority
and command, the organization is a network rather than a hierarchy, open at
the boundaries (in direct contrast to culture management); there is an
emphasis on meta-decision making rules rather than decision making rules.
This sort of horizontal decision making by consensus model is often used
in Housing cooperatives, other Cooperatives and when running a non-
profit or Community organization. It is used in order to
encourage participation and help team power people who normally
experience oppression in groups.
Still other theorists are developing a resurgence of interest in Complexity
Theory and Organizations, and have focused on how simple structures can be
used to engender organizational adaptations. For instance, Miner and
colleagues (2000) studied how simple structures could be used to generate
improvisational outcomes in product development. Their study makes links to
simple structures and improviseal learning. Other scholars such as Jan Rivkin
and Sigglekow, and Nelson Repenning revive an older interest in how
structure and strategy relate in dynamic environments.

Summer Training Report | Abhay Avichal | | 40


FUNCTIONAL STRUCTURE
In a functional structure, the division of labor in an organization is grouped by
the main activities or functions that need to be performed within the
organization -- sales, marketing, human resources, and so on. Each functional
group within the organization is vertically integrated from the bottom to the
top of the organization. For example, a Vice President of Marketing would
lead all the marketing people, grouped into the marketing department.
Employees within the functional divisions of an organization tend to perform
a specialized set of tasks, for instance the engineering department would be
staffed only with engineers. This leads to operational efficiencies within that
group. However it could also lead to a lack of communication between the
functional groups within an organization, making the organization slow and
inflexible.
As a whole, a functional organization is best suited as a producer of
standardized goods and services at large volume and low cost. Coordination
and specialization of tasks are centralized in a functional structure, which
makes producing a limited amount of products or services efficient and
predictable. Moreover, efficiencies can further be realized as functional
organizations integrate their activities vertically so that products are sold and
distributed quickly and at low cost. For instance, a small business could start
making the components it requires for production of its products instead of
procuring it from an external organization.

DIVISIONAL STRUCTURE
Also called a "Product Structure", the divisional structure groups each
organizational function into a division. Each division within a divisional
structure contains all the necessary resources and functions within it. For
example, an automobile company with a divisional structure might have one
division for SUVs, another division for subcompact cars, and another division
for sedans. Each division would have its own sales, engineering and
marketing departments.

Matrix Structure:
Matrix structure groups employees by both function and product. This
structure can combine the best of both separate structures. A matrix
organization frequently uses teams of employees to accomplish work, in
order to take advantage of the strengths, as well as make up for the
weaknesses, of functional and decentralized forms. An example would be a

Summer Training Report | Abhay Avichal | | 41


company that produces two products, "product a" and "product b". Using the
matrix structure, this company would organize functions within the company
as follows: "product a" sales department, "product a" customer service
department, "product a" accounting, "product b" sales department, "product
b" customer service department, "product b" accounting department. Matrix
structure is the most complex of the different organizational structures.

• Weak/Functional Matrix: A project manager with only limited


authority is assigned to oversee the cross- functional aspects of the project.
The functional managers maintain control over their resources and project
areas.
• Balanced/Functional Matrix: A project manager is assigned to
oversee the project. Power is shared equally between the project manager
and the functional managers. It brings the best aspects of functional and
projective organizations. However, this is the most difficult system to
maintain as the sharing power is delicate proposition.
• Strong/Project Matrix: A project manager is primarily responsible for
the project. Functional managers provide technical expertise and assign
resources as needed.

Among these matrixes, there is no best format; implementation success


always depends on organization's purpose and function.

ORGANIZATIONAL CIRCLE: Moving Back To Flat


The flat structure is common in entrepreneurial start-ups, university spin offs
or small companies in general. As the company grows, however, it becomes
more complex and hierarchical, which leads to an expanded structure, with
more levels and departments.
Often, it would result in bureaucracy, the most prevalent structure in the
past. It is still, however, relevant in former Soviet Republics and China, as
well as in most governmental organizations all over the world. Shell
Group used to represent the typical bureaucracy: top-heavy and hierarchical.
It featured multiple levels of command and duplicate service companies
existing in different regions. All this made Shell apprehensive to market
changes [8], leading to its incapacity to grow and develop further. The failure
of this structure became the main reason for the company restructuring into
a matrix.

Starbucks is one of the numerous large organizations that successfully


developed the matrix structure supporting their focused strategy. Its design
combines functional and product based divisions, with employees reporting

Summer Training Report | Abhay Avichal | | 42


to two heads. Creating a team spirit, the company empowers employees to
make their own decisions and train them to develop both hard and soft skills.
That makes Starbucks one of the best at customer service.
Some experts also mention the multinational design, common in global
companies, such as Procter & Gamble, Toyota and Unilever. This structure
can be seen as a complex form of the matrix, as it maintains coordination
among products, functions and geographic areas.
In general, over the last decade, it has become increasingly clear that
through the forces of globalization, competition and more demanding
customers, the structure of many companies has become flatter, less
hierarchical, more fluid and even virtual.

TEAM
One of the newest organizational structures developed in the 20th century
is team. In small businesses, the team structure can define the entire
organization. Teams can be both horizontal and vertical. While an
organization is constituted as a set of people who, together, synergize
individual competencies to achieve newer dimensions, the Quality of
organizational structure revolves around the competencies of Teams in
totality. To cite an example, every one of Whole Foods Market’ stores, the
largest natural-foods grocer in the US developing a focused strategy, is an
autonomous profit centre composed of an average of 10 self-managed
teams, while team leaders in each store and each region are also a team.
Larger bureaucratic organizations can benefit from the flexibility of teams as
well. Xerox, Motorola, and Daimler Chrysler are all among the companies that
actively use teams to perform tasks.

NETWORK
Another modern structure is network. While business giants risk
becoming too clumsy to pro-act, act and react efficiently, the new network
organizations contract out any business functions that can be done better or
more cheaply. In essence, managers in network structures spend most of
their time coordinating and controlling external relations, usually by
electronic means. H&M's is outsourcing its clothing to a network of 700
suppliers, more than two-thirds of which are based in low-cost Asian
countries. Not owning any factories, H&M can be more flexible than many
other retailers in lowering its costs, which aligns with its low-cost strategy.

BOUNDARYLESS STRUCTURE
The most radical concept in today's organizational design is the concept of
'boundarylessness', which seeks to overcome traditional boundaries between

Summer Training Report | Abhay Avichal | | 43


layers of management (vertical), functional areas (horizontal), as well as
geographic boundaries. Some claim the boundaryless structure is a
combination of team and network structures, with the addition
of temporariness. Ikea, the world's largest furniture manufacturer, has been
successful in implementing the boundaryless structure. The company works
closely with suppliers by providing technical assistance, leasing them
equipment, and giving advice. It also refined the role of the customer, putting
responsibility on them to cart the furniture home and assemble it themselves.
As a result, the company can offer lower prices, which supports its low-cost
focused strategy.

VIRTUAL
A special form of boundaryless organization is virtual. It works in a network of
external alliances, using the Internet. This means while the core of the
organization can be small but still the company can operate globally be a
market leader in its niche. According to Anderson, because of the unlimited
shelf space of the Web, the cost of reaching niche goods is falling
dramatically. Although none sell in huge numbers, there are so many niche
products that collectively they make a significant profit, and that is what
made highly innovative Amazon.com so successful.
As we can see, organizations develop, modify and change their structures so
that they align with their strategies. And the main trend for the last decades
seems to be coming back to flatter structures. Although this structure seems
suitable for small companies only, large organizations can take elements of it
in harder times. Being at risk of losing profits or even going bankrupt due to
the major financial downturn today, a lot of companies are moving to flatter
structures. Not only are they unable to maintain multiple management levels
any more, they are also in need of a more flexible structure to cope with new
threats.

ORGANIZATIONAL CHART

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Academics

• Programme Office: Dean

Programme Executive

• Faculties: Head of the Departments

Sr. Faculties

Lecturer

Faculties

• Examination Control: Examination Controller

Executive – Examinations

Administration

• Administration: Head - Administration

Summer Training Report | Abhay Avichal | | 45


Executive-Administration

• House Keeping : Housekeepers

• Facilities: Electrician

Office Boy & Peons

• Securities: Supervisior

Security Guards

• Travel Desk: Asst. Manager

Executive

Drivers

Admissions

• Counseling & Tele-Calling: Admission Co-ordinator

Head - Counselor

Counselors

Tele-Callers

Accounts

• Accounts Head

• Accountant

• Accounts Assistant

Summer Training Report | Abhay Avichal | | 46


Placements

• AGM – Corporate Relations

• Manager – Corporate Relations

• Asst. Manager - Corporate Relations

• Sr. Executive – Corporate Relations

• Executives – Corporate Relations

Marketing

• General Manager - Marketing

• Sr. Manager – Marketing

• Manager – Marketing

• Asst. Manager – Marketing

• Sr. Executive – Marketing

• Ececutive – Marketing

IT

• System Control: System Administrator

Asst. System Administrator

• Data Control: Data Controller

Designer

HR

• Recruitment: Manager – HR

Asst. Manager – HR

Executive - HR

• Pay – Rolling: Sr. Ececutive – HR

Executive – HR

Summer Training Report | Abhay Avichal | | 47


• Performance Appraisal: Manager – HR

Asst. Manager - HR

Executive - HR

Summer Training Report | Abhay Avichal | | 48


BRANDING

The American Marketing Association (AMA) defines a brand as a "name, term,


sign, symbol or design, or a combination of them intended to identify the
goods and services of one seller or group of sellers and to differentiate them
from those of other sellers.

Therefore it makes sense to understand that branding is not about getting


your target market to choose you over the competition, but it is about getting
your prospects to see you as the only one that provides a solution to their
problem.

The objectives that a good brand will achieve include:

• Delivers the message clearly


• Confirms your credibility
• Connects your target prospects emotionally
• Motivates the buyer
• Concretes User Loyalty

To succeed in branding you must understand the needs and wants of your
customers and prospects. You do this by integrating your brand strategies
through your company at every point of public contact.

Your brand resides within the hearts and minds of customers, clients, and
prospects. It is the sum total of their experiences and perceptions, some of
which you can influence, and some that you cannot.

A strong brand is invaluable as the battle for customers intensifies day by


day. It's important to spend time investing in researching, defining, and
building your brand. After your entire brand is the source of a promise to your
consumer. It's a foundational piece in your marketing communication and
one you do not want to be without.

A brand is a name or trademark connected with a product or


producer. Brands have become increasingly important components of culture
and the economy, now being described as "cultural accessories and personal
philosophies

Summer Training Report | Abhay Avichal | | 49


Concepts:

Some people distinguish the psychological aspect of a brand from the


experiential aspect. The experiential aspect consists of the sum of all points
of contact with the brand and is known as the brand experience. The
psychological aspect, sometimes referred to as the brand image, is a
symbolic construct created within the minds of people and consists of all the
information and expectations associated with a product or service.
People engaged in branding seek to develop or align the expectations behind
the brand experience, creating the impression that a brand associated with a
product or service has certain qualities or characteristics that make it special
or unique. A brand is therefore one of the most valuable elements in
an advertising theme, as it demonstrates what the brand owner is able to
offer in the marketplace. The art of creating and maintaining a brand is
called brand management.
Careful brand management, supported by a cleverly crafted advertising
campaign, can be highly successful in convincing consumers to pay
remarkably high prices for products which are inherently extremely cheap to
make. This concept, known as creating value, essentially consists of
manipulating the projected image of the product so that the consumer sees
the product as being worth the amount that the advertiser wants him/her to
see, rather than a more logical valuation that comprises an aggregate of the
cost of raw materials, plus the cost of manufacture, plus the cost of
distribution. Modern value-creation branding-and-advertising campaigns are
highly successful at inducing consumers to pay, for example, 50 dollars for a
T-shirt that cost a mere 50 cents to make, or 5 dollars for a box of breakfast
cereal that contains a few cents' worth of wheat.
Brands should be seen as more than the difference between the actual cost
of a product and its selling price - they represent the sum of all valuable
qualities of a product to the consumer. There are many intangibles involved
in business, intangibles left wholly from the income statement and balance
sheet which determine how a business is perceived. The learned skill of a
knowledge worker, the type of metal working, the type of stitch: all may be
without an 'accounting cost' but for those who truly know the product, for it is
these people the company should wish to find and keep, the difference is
incomparable. By failing to recognize these assets that a business, any
business, can create and maintain will set an enterprise at a serious
disadvantage.
A brand which is widely known in the marketplace acquires brand
recognition. When brand recognition builds up to a point where a brand
enjoys a critical mass of positive sentiment in the marketplace, it is said to
have achieved brand franchise. One goal in brand recognition is the

Summer Training Report | Abhay Avichal | | 50


identification of a brand without the name of the company present. For
example, Disney has been successful at branding with their particular script
font (originally created for Walt Disney's "signature" logo), which it used in
the logo for go.com.
Consumers may look on branding as an important value added aspect of
products or services, as it often serves to denote a certain attractive quality
or characteristic (see also brand promise). From the perspective of brand
owners, branded products or services also command higher prices. Where
two products resemble each other, but one of the products has no associated
branding (such as a generic, store-branded product), people may often select
the more expensive branded product on the basis of the quality of the brand
or the reputation of the brand owner.

BRAND NAME
The brand name is often used interchangeably within "brand", although it is
more correctly used to specifically denote written or spoken linguistic
elements of any product. In this context a "brand name" constitutes a type
of trademark, if the brand name exclusively identifies the brand owner as the
commercial source of products or services. A brand owner may seek to
protect proprietary rights in relation to a brand name through trademark
registration. Advertising spokespersons have also become part of some
brands, for example: Mr. Whipple of Charmin toilet tissue and Tony the
Tiger of Kellogg's.
Brand names will fall into one of three spectrums of use - Descriptive,
Associative or Freestanding.
Descriptive brand names assist in describing the distinguishable selling
point(s) of the product to the customer (e.g. Snap, Crackle and Pop or Bitter
Lemon).
Associative brand names provide the customer with an associated word for
what the product promises to do or be (e.g. Walkman, Sensodyne or Natrel)

Finally, free standing brand names have no links or ties to either descriptions
or associations of use. (e.g. Mars Bar or Pantene)
The act of associating a product or service with a brand has become part
of pop culture. Most products have some kind of brand identity, from
common table salt to designer jeans. A brand owner is a brand name that
has colloquially become a generic term for a product or service, such
as Band-Aid or Kleenex, which are often used to describe any kind of
adhesive bandage or any kind of facial tissue respectively.

Summer Training Report | Abhay Avichal | | 51


BRAND IDENTITY
A product identity, or brand image are typically the attributes one associates
with a brand, how the brand owner wants the consumer to perceive the
brand -and by extension the branded company, organization, product or
service. The brand owner will seek to bridge the gap between the brand
image and the brand identity. Effective brand names build a connection
between the brand personalities as it is perceived by the target audience and
the actual product/service. The brand name should be conceptually on target
with the product/service (what the company stands for). Furthermore, the
brand name should be on target with the brand demographic. Typically,
sustainable brand names are easy to remember, transcend trends and have
positive connotations. Brand identity is fundamental to consumer recognition
and symbolizes the brand's differentiation from competitors.
Brand identity is what the owner wants to communicate to its potential
consumers. However, over time, a products brand identity may acquire
(evolve), gaining new attributes from consumer perspective but not
necessarily from the marketing communications an owner percolates to
targeted consumers. Therefore, brand associations become handy to check
the consumer's perception of the brand.

BRAND PARITY
Brand parity is the perception of the customers that all brands are
equivalent.

BRANDING APPROACHES

COMPANY NAME:
Often, especially in the industrial sector, it is just the company's name which
is promoted (leading to one of the most powerful statements of "branding";
the saying, before the company's downgrading, "No one ever got fired for
buying IBM").
In this case a very strong brand name (or company name) is made the
vehicle for a range of products (for example, Mercedes-Benz or Black &
Decker) or even a range of subsidiary brands (such as Cadbury Dairy Milk,
Cadbury Flake or Cadbury Fingers in the United States).

INDIVIDUAL BRANDING:
Main Article: Individual Branding

Summer Training Report | Abhay Avichal | | 52


Each brand has a separate name (such as Seven-Up or Nivea Sun
(Beiersdorf)), which may even compete against other brands from the same
company (for example, Persil, Omo, Surf and Lynx are all owned by Unilever).
Attitude Branding and Iconic Brands:
Attitude branding is the choice to represent a larger feeling, which is not
necessarily connected with the product or consumption of the product at
all. Marketing labeled as attitude branding include that
of Nike, Starbucks, The Body Shop, Safeway, and Apple Computer. In the
2000 book No Logo, Naomi Klein describes attitude branding as a "fetish
strategy".
"A great brand raises the bar - it adds a greater sense of purpose to the
experience, whether it's the challenge to do your best in sports and fitness,
or the affirmation that the cup of coffee you're drinking really matters."
- Howard Schultz (president, CEO, and chairman of Starbucks)
Iconic brands are defined as having aspects that contribute to consumer's
self-expression and personal identity. Brands whose value to consumers
comes primarily from having identity value comes are said to be "identity
brands". Some of these brands have such a strong identity that they become
more or less "cultural icons" which makes them iconic brands. Examples of
iconic brands are: Apple Computer, Nike and Harley Davidson. Many iconic
brands include almost ritual-like behaviour when buying and consuming the
products.
There are four key elements to creating iconic brands (Holt 2004):
1. "Necessary conditions" - The performance of the product must at least be
ok preferably with a reputation of having good quality.
2. "Myth-making" - A meaningful story-telling fabricated by cultural "insiders".
These must be seen as legitimate and respected by consumers for stories to
be accepted.
3. "Cultural contradictions" - Some kind of mismatch between prevailing
ideology and emergent undercurrents in society. In other words a difference
with the way consumers are and how they sometimes wish they were.
4. "The cultural brand management process" - Actively engaging in the myth-
making process making sure the brand maintains its position as an icon.

"NO-BRAND" BRANDING:
Recently a number of companies have successfully pursued "No-Brand"
strategies; examples include the Japanese company Muji, which means "No
label" in English (from – "Mujirushi Ryohin" – literally, "No brand quality
goods"). Although there is a distinct Muji brand, Muji products are not

Summer Training Report | Abhay Avichal | | 53


branded. This no-brand strategy means that little is spent on advertisement
or classical marketing and Muji's success is attributed to the word-of-mouth,
a simple shopping experience and the anti-brand movement.
DERIVED BRANDS:
In this case the supplier of a key component, used by a number of suppliers
of the end-product, may wish to guarantee its own position by promoting that
component as a brand in its own right. The most frequently quoted example
is Intel, which secures its position in the PC market with the slogan "Intel
Inside".
BRAND EXTENSION:
The existing strong brand name can be used as a vehicle for new or modified
products; for example, many fashion and designer companies extended
brands into fragrances, shoes and accessories, home textile, home decor,
luggage, (sun-) glasses, furniture, hotels, etc.
Mars extended its brand to ice cream, Caterpillar to shoes and
watches, Michelin to a restaurant guide, Adidas and Puma to personal
hygiene. Dunlop extended its brand from tires to other rubber products such
as shoes, golf balls, tennis racquets and adhesives.
There is a difference between brand extension and line extension.
When Coca-Cola launched "Diet Coke" and "Cherry Coke" they stayed within
the originating product category: non-alcoholic carbonated
beverages. Procter & Gamble (P&G) did likewise extending its strong lines
(such as Fairy Soap) into neighboring products (Fairy Liquid and Fairy
Automatic) within the same category, dish washing detergents.
MULTI-BRANDS:
Alternatively, in a market that is fragmented amongst a number of brands a
supplier can choose deliberately to launch totally new brands in apparent
competition with its own existing strong brand (and often with identical
product characteristics); simply to soak up some of the share of the market
which will in any case go to minor brands. The rationale is that having 3 out
of 12 brands in such a market will give a greater overall share than having 1
out of 10 (even if much of the share of these new brands is taken from the
existing one). In its most extreme manifestation, a supplier pioneering a new
market which it believes will be particularly attractive may choose
immediately to launch a second brand in competition with its first, in order to
pre-empt others entering the market.
Individual brand names naturally allow greater flexibility by permitting a
variety of different products, of differing quality, to be sold without confusing
the consumer's perception of what business the company is in or diluting
higher quality products.

Summer Training Report | Abhay Avichal | | 54


Once again, Procter & Gamble is a leading exponent of this philosophy,
running as many as ten detergent brands in the US market. This also
increases the total number of "facings" it receives on supermarket
shelves. Sara Lee, on the other hand, uses it to keep the very different parts
of the business separate — from Sara Lee cakes through Kiwi polishes to
L'Eggs pantyhose. In the hotel business, Marriott uses the name Fairfield
Inns for its budget chain (and Ramada uses Roadway for its own cheaper
hotels).
Cannibalization is a particular problem of a "multi brand" approach, in which
the new brand takes business away from an established one which the
organization also owns. This may be acceptable (indeed to be expected) if
there is a net gain overall. Alternatively, it may be the price the organization
is willing to pay for shifting its position in the market; the new product being
one stage in this process.
OWN BRANDS AND GENERICS:
With the emergence of strong retailers the "own brand", a retailer's own
branded product (or service), also emerged as a major factor in the
marketplace. Where the retailer has a particularly strong identity (such
as Marks & Spencer in the UK clothing sector) this "own brand" may be able
to compete against even the strongest brand leaders, and may outperform
those products that are not otherwise strongly branded.
Concerns were raised that such "own brands" might displace all other brands
(as they have done in Marks & Spencer outlets), but the evidence is that — at
least in supermarkets and department stores — consumers generally expect
to see on display something over 50 percent (and preferably over 60 percent)
of brands other than those of the retailer. Indeed, even the strongest own
brands in the UK rarely achieve better than third place in the overall market.
This means that strong independent brands (such as Kellogg's and Heinz),
which have maintained their marketing investments, are likely to continue
their strong performance. More than 50 per cent of UK FMCG brand leaders
have held their position for more than two decades, although it is arguable
that those which have switched their budgets to "buy space" in the retailers
may be more exposed.
The strength of the retailers has, perhaps, been seen more in the pressure
they have been able to exert on the owners of even the strongest brands
(and in particular on the owners of the weaker third and fourth
brands). Relationship marketing has been applied most often to meet the
wishes of such large customers (and indeed has been demanded by them as
recognition of their buying power). Some of the more active marketers have
now also switched to 'category marketing' - in which they take into account

Summer Training Report | Abhay Avichal | | 55


all the needs of a retailer in a product category rather than more narrowly
focusing on their own brand.
At the same time, probably as an outgrowth of consumerism, "generic" (that
is, effectively unbranded) goods have also emerged. These made a positive
virtue of saving the cost of almost all marketing activities; emphasizing the
lack of advertising and, especially, the plain packaging (which was, however,
often simply a vehicle for a different kind of image). It would appear that the
penetration of such generic products peaked in the early 1980s, and most
consumers still appear to be looking for the qualities that the conventional
brand provides.
HISTORY

Although connected with the history of trademarks and including earlier


examples which could be deemed "Protobrands" (such as the marketing puns
of the "Vesuvinum" wine jars found at Pompeii), brands in the field of mass-
marketing originated in the 19th century with the advent of
packaged goods. Industrialization moved the production of many household
items, such as soap, from local communities to centralized factories. When
shipping their items, the factories would literally
brand their logo or insignia on the barrels used, extending the meaning of
"brand" to that of trademark.
Bass & Company, the British brewery, claims their red triangle brand was the
world's first trademark. Lyle’s Golden Syrup makes a similar claim, having
been named as Britain's oldest brand, with its green and gold packaging
having remained almost unchanged since 1885.
Cattle were branded long before this; the term "maverick", originally meaning
an unbranded calf, comes from Texas rancher Samuel Augustus
Maverick who, following.
The American Civil War, decided that since all other cattle were branded, his
would be identified by having no markings at all.
Factories established during the Industrial Revolution, generating mass-
produced goods and needed to sell their products to a wider market, to a
customer base familiar only with local goods. It quickly became apparent that
a generic package of soap had difficulty competing with familiar, local
products. The packaged goods manufacturers needed to convince the market
that the public could place just as much trust in the non-local
product. Campbell soup, Coca-Cola, Juicy Fruit gum, Aunt Jemima,
and Quaker Oats were among the first products to be 'branded', in an effort
to increase the consumer's familiarity with their products. Many brands of
that era, such as Uncle Ben's rice and Kellogg's breakfast cereal furnish
illustrations of the problem.

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Around 1900, James Walter Thompson published a house ad
explaining trademark advertising. This was an early commercial explanation
of what we now know as branding. Companies soon
adopted slogans, mascots, and jingles which began to appear on radio and
early television. By the 1940s, manufacturers began to recognize the way in
which consumers were developing relationships with their brands in a social /
psychological / anthropological sense.
From there, manufacturers quickly learned to build their brand's identity and
personality (see brand identity and brand personality), such as youthfulness,
fun or luxury. This began the practice we now know as "branding" today,
where the consumers buy "the brand" instead of the product. This trend
continued to the 1980s, and is now quantified in concepts such as brand
value and brand equity. Naomi Klein has described this development as
"brand equity mania". In 1988, for example, Philip Morris purchased Kraft for
six times what the company was worth on paper; it was felt that what they
really purchased was its brand name.
Marlboro Friday: April 02, 1993 - marked by some as the death of the brand -
the day Philip Morris declared that they were to cut the price of Marlboro
cigarettes by 20%, in order to compete with bargain cigarettes. Marlboro
cigarettes were notorious at the time for their heavy advertising campaigns,
and well-nuanced brand image. In response to the announcement Wall
street stocks nose-dived for a large number of 'branded'
companies: Heinz, Coca Cola, Quaker Oats, PepsiCo. Many thought the event
signaled the beginning of a trend towards "brand blindness" (Klein 13),
questioning the power of "brand value".

Entire process involved in creating a unique name and image for


a product (good or service) in the consumers' mind,
through advertising campaigns with a consistent theme.
Branding aims to establish a significant and differentiated presence
in the market that attracts and retains loyal customers.

Summer Training Report | Abhay Avichal | | 57


CORPORATE RELATIONS

The challenges we are facing today are concerned with making the
educational system more need based and effective, more dynamic and
responsive to the changes taking place in the industrial world.

The interaction between industry / employer and Academic Institutions is


increasingly recognized as the basis for the development of market
responsive, demand driven institutional programmes aims at providing a
competitive edge to industry.

It is important to nurture a healthy industry - academia relationship to sustain


the growth of Institute and enhance the contribution of academia. The
industry-academia partnership primarily helps educational institutions to
align their curricula with industry requirements. It also helps students by
preparing them in advance to take the real world challenges head on, as they
join the corporate sector.

Corporate Relations (CR) is the practice of managing the flow of information


between an organization and its publics. Corporate relations gains an
organization or individual exposure to
audiences using topics of public interest and news items that do not require
direct payment. Because Corporate Relations places exposure in credible
third-party outlets, it offers a third-party legitimacy that advertising does not
have. Common activities include speaking at conferences, working with the
press, and employee communication.
CR can be used to build rapport
with employees, customers, investors, voters, or the general public. Almost
any organization that has a stake in how it is portrayed in the public arena
employs some level of corporate relations. A number of specialties exist
within the field of corporate relations, such as Analyst Relations, Media
Relations, Investor Relations or Labor Relations.

Corporate Relation is a management function that involves monitoring and


evaluating public attitudes and maintaining mutual relations and
understanding between an organization and its public. Public could include
shareholders, government, consumers, employees and the media. It is the
act of getting along with people we constantly come in touch with. CROs
ensure internal cohesion in the company by maintaining a clear
communications network between the management and employees. Its first
objective is to improve channels of communication and to establish new ways
of setting up a two-way flow of information and understanding.

Summer Training Report | Abhay Avichal | | 58


Corporate relations as a separate career option has came into existence
when lots of private or government companies and institution felt the need to
market their product, service and facilities. Public image is important to all
organizations and prominent personalities. The role of corporate relation
specialist becomes pertinent in crisis situations when the correct and timely
transmission of information can help save the face of the organization.

In terms of career opportunities, Corporate relations is broadly practiced for


product publicity, corporate publicity, to have better relations with the
government, to publish corporate publications like newsletter, bulletins,
magazines for employees etc.

Summer Training Report | Abhay Avichal | | 59


DESK WORK

1. Being an Intern in Marketing & Corporate Relations, I assisted in


conducting several interviews for various companies.

2. Prepared a list of calling parameters that could be used to analyze the


Tele-Calling.

3. Prepared notices for the Centre for Corporate Relations & Placement
(CCRP).

4. Drafted few formal invitation letters like Invitation Letter for


Placements, inviting various companies for the campus interviews,
Letter requesting for industrial visits etc.

5. Analyzed website of the college (www.niim.in) and recommended the


improvements that could be made.

6. Also prepared the Placement Brochure for the college.

7. Arranged industrial visits to companies like Maruti Udyog Ltd, BHEL


(Haridwar), Mother Dairy, ABB Ltd. Etc., Parle-G, Britannia Industries
Ltd.

8. Assisted Marketing Managers in organizing GD&PI sessions at several


locations in UP, UK, MP, CG, Bihar & Jharkhand.

9. Short listing of resume for hiring at several positions like Marketing,


Placement, Counseling, Tele-Calling etc

Summer Training Report | Abhay Avichal | | 60


RECOMMENDATIONS

BRANDING
We have all learned about Marketing and various strategies which can be
used or learned but all are on either FMCG goods or consumer durable
goods, not many, in fact as far as I know there isn't any marketing case study
or strategy on any of the education institutes which can be studied or
learned.

I would like to recommend a few methods which would help NIIM – SBA to
become a brand. There are various techniques / methods which can be
followed, like:

1. Giving advertisements in the popular newspapers and the educational


supplements on a weekly basis.

2. Press release is another option to spread awareness. Press release of


any occasion/ event can attract many MBA aspirants.

3. Giving advertisements on various educational websites would also be


off great help.

4. Association with various MBA coaching institutes or other educational


institutes would also help in grabbing more number or students.
Institutes like:

a) T.I.M.E.

b) Career Launcher

c) IMS Learning Center

d) PT Education

e) BSL – British school of language

f) Vita etc.

5. Advertisement through 139 (Railway Inquiry Number) is also a way to


reach masses.

6. Radio Advertising would also prove helpful in spreading awareness.

7. Advertising through Airport Carts is also a media which is gaining


popularity these days.

Summer Training Report | Abhay Avichal | | 61


CORPORATE RELATIONS
I would like to present a few recommendations that would open new doors for
the CCRP. The CCRP should have the following divisions, which would
definitely help in grooming the students and making them industry ready.

• Training & Development Division (TDD)


• Short and Permanent Placement Division (SPPD)
• Industry Institution Liaison Division (IILD)
• Data warehousing Division (DWD)
• Institute Alumni Division (IAD)
• Corporate Networking & Collaborations Division (CNCD)
• Faculty Support Team (FST)
• Student Support Team (SST)

TRAINING AND DEVELOPMENT DIVISION (TDD):

The TDD, not only lays stress on the training & development of the students
for soft skills but also for corporate trade skills, additional certification once
they join the institution, it will also guide them to be self-confident and be
better human beings.

The training focuses on making the student feel confidant and developing
both leadership qualities as well as managerial skills. The division has
developed a work-plan, which includes modules for practicing soft skill,
lectures by the specialist in public speaking, confidence building, stress and
time management and attitudinal development.

The group discussions and Mock-interviews are arranged as routine activities


with active participation of students and faculty to give the students a
participative and positive-thinking approach. Such activities are regular
features of the departments and are spread over the full academic calendar
without affecting the normal schedule of teaching and are incorporated
within the academic calendar. The teaching-learning procedure is made more
effective through demonstration of professional skills.

The division plans all the students activities related to their training for
personality development, technical skills, additional certification (with
coordination with Institute Heads). Other value addition programmes for the
students are also taken up by the division throughout the academic year.

The coordinator is responsible to Corporate Manager and coordinates with


various heads of the Institute or their representatives.

Summer Training Report | Abhay Avichal | | 62


Some of the Value Addition Activities for Students are:

• Short-term industry-oriented training programs in emerging & cutting


edge technologies
• Provide industrial linkages to both the students and the faculty
• Conduct student awareness programs workshops / seminars /
conferences
• Arrange aptitude tests for students - group discussions / mock
interviews
• Organize entrepreneurship development programs
• Improve professional & business communication skills
• IELTES and other such Programme certification
• Develop soft skills including time & stress management, personality
development, CV writing
• Other add on certifications for incorporating technical skill set

SHORT AND PERMANENT PLACEMENT DIVISION (SPPD):

A Short and Permanent Placement Division, SPPD, has been constituted with
the faculty and student representative from various departments /
programmes. It aims at making students as integral part of planning,
formatting and executing the day-to-day activities of division. This goes a
long way in giving them a sense of responsibility and sense of partnership in
taking the Institute to higher levels of excellence. The exposure thus gained
through various processes involved, builds confidence and promotes
leadership quality amongst the students.

The SPPD of the institution continuously interact with the corporate world
across the country and at later stage at international level. To ensure better
awareness of the strength of our academic processes, holistic nature of our
training and superior quality of our graduates, the institution will bring out
regularly the Information Brochure/ newsletter and students profile to
impress upon the corporate to be part of the selection procedures on and off
the campus and recruit the students.

The division updates the present data of corporate linkage and adds on new
data with time. The data up-gradation is a routine process. The cell will bring
in information of available vacancies for short term as well as permanent
placement after proper communication with the corporate world and
organizes in house screening for the same and then organize interviews be it
on campus or off campus.

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The division maintains all records in terms of- Placement letters, NOC,
Corporate Profiles, Student Profiles, Schedules, and office orders/ notices.

INDUSTRY INSTITUTE LIAISON DIVISION (IILD):

The IILD has been set up to organize industrial visits, lectures by corporate
professionals, surveys, project work and any other associated activity like
sponsorship, organizing seminars for corporate, workshops, corporate
trainings etc. A comprehensive tie up with the corporate world provides the
institution with the opportunity to organize regular visits to business houses
and companies so that the students not only gain experience of what they
have learnt but also to acquaint themselves with the functional and
environmental culture of different organizations.

DATA WAREHOUSING DIVISION (DWD):

The DWD acts as the back bone for the corporate office and coordinates with
various departments, the corporate office and the student representatives to
develop and update data such as – students profile, corporate data, web-
page development, hosting details in website, uploading the data, deigning of
corporate information brochure etc.

The DWD coordinator will be assisted by SST and FST for its routine work.

FACULTY SUPPORT TEAM (FST):

The faculty representatives from all the departments constitute the team and
acts as a liaison between the department and the corporate office. The
members are provided with clear directives and will have to get the thinks
happening at their departmental level. FST formulates need-base
programmes, which give additional inputs to the students needed for
effective interaction with the corporate and are made functional at the
departmental level with the help of Short Term and Permanent Placement
Division (SPPD).

CORPORATE NETWORKING & COLLABORATIONS DIVISION (CNCD):

Corporate networking is the need of the day and for greater all-round
technical and management proficiency, it is both necessary and desirable to
supplement the knowledge base through programmes to reinforce
communication and various other special skills to the students. Besides to
meet the challenges posed by rapidly expanding horizon of knowledge, it is

Summer Training Report | Abhay Avichal | | 64


academically prudent to forge strategic alliances with leaders of academic
and corporate world which will become effective to develop research base,
projects and develop consultancy assignments.

Summer Training Report | Abhay Avichal | | 65


Publication/Edit T.Spac
ion Position Size Ins e Rate Amount

U.P

Any Page 195,84


Dainik Jagran Requested 8x10 1 80 2448.00 0.00

Per
( All UP) B/W sq.cm

Any Page 326,16


Dainik Jagran Requested 8x10 1 80 4077.00 0.00

Colou Per
( All UP) r sq.cm

3rd, 5th,
or Back 244,80
Dainik Jagran page Gtd. 8x10 1 80 3060.00 0.00

Per
( All UP) B/W sq.cm

3rd, 5th,
or Back 407,68
Dainik Jagran page Gtd. 8x10 1 80 5096.00 0.00

Colou Per
( All UP) r sq.cm

Any Page 129,28


Amer Ujjala Requested 8x10 1 80 1616.00 0.00

Per
( All UP) B/W sq.cm

Any Page 193,92


Amer Ujjala Requested 8x10 1 80 2424.00 0.00

Colou Per
( All UP) r sq.cm

3rd Page 161,60


Amer Ujjala Gtd. 8x10 1 80 2020.00 0.00
Summer Training Report | Abhay Avichal | | 66 Per
( All UP) B/W sq.cm
The institution has to initiate following measures:

• Formation of Corporate Advisory Group & Academic Advisory Group


• MOU with leading corporate to impart training at the campus and in
their corporate centers
• MOU with Universities and corporate partners for additional
certifications

The corporate advisory group is formulated with a view to ensure relevance


of education to the demands of industry in a rapidly changing technological
scenario and organize special skill enhancement programmes. It comprises of
the senior professional, technocrats and administrative professionals of the
renowned industries. Through regular meetings and also informal interaction
with institution, the group provides valuable guidelines and initiates timely
steps to be taken for effective placements in various reputed corporate
houses. The group also helps in building better linkage.

Summer Training Report | Abhay Avichal | | 67


APPENDIX I

NEWSPAPER ADVERTISING RATES

APPENDIX II

RADIO ADVERTISING

FEVER 104 FM

I would like to take this opportunity to introduce Fever 104.

Fever 104, the culmination of a technical collaboration between Hindustan


Times and Virgin Radio, is an 18 month old channel.

Fever 104's experience:

• 2 Station in Delhi in a span of 12 months*

• 1 Station in Car Listener-ship in Mumbai

• 1 Station in Time Spent Listening in Bangalore

*Based on AC Neilson’s RAM figures

Fever 104 is already rocking the cities of Delhi, Mumbai, Bangalore and
Kolkata. Fever 104 provides a clutter free music and consistent sound
through world class broadcasting facilities. The music selection is being done
based on extensive ongoing research across our target audience.

Living up to our promise of clutter free music, we would like to partner with
premium brand like yours.

Summer Training Report | Abhay Avichal | | 68


Below is the proposed plan of the Campaign:

Station Delhi, Mumbai, Kolkata


Time Band Split – 12 spots Spot & Bangalore
Distribution
Activity Period
Super- Prime 0700 hrs to 1200 hrs 90 days 33%
Duration
Prime / Spot 1200 hrs to 1700 hrs 15 secs 33%
No. of Spot
Super- / day
Prime 1700 hrs to 2000 hrs 10 Spots 33%
Total Second ages 13500 secs

Rate per 10 seconds 2200/-

Total Outlay 29,70,000/-

(excluding taxes)

Ratio of Advertising - 60 % Prime : 40% Non-Prime

Terms & Conditions:

• Service Tax @ 12.36 % applicable as per government regulations.

Summer Training Report | Abhay Avichal | | 69


RADIO MIRCHI 98.3 FM

Radio Mirchi is the Number 1 Private FM Radio Network in India today with
presence in 32 major cities across India. It is also the largest FM Station in
terms of listeners in all the cities we operate in. It has partnered with other
Radio Stations across India to increase our network and give you a single-
window solution for your national campaigns.

Radio Mirchi is also proud in being the No. 1 in many innovations that we
have done in the FM Radio Industry. It is the holder of Limca Book of Records
for the following:

• First Pvt. FM Channel,


• Longest LIVE Show on Radio (98.3 hours),
• Visual Radio for the first time in India,
• Shooting the “First Radio Film Kuch Kuch Sunta Hai” in New Delhi,

It is also the first to do a “All day Roadblocks” on Radio where we had run
only a single client’s (Reliance Retail) campaign for entire 2 days, followed by
Roadblocks for Only Vimal (5 days), Reliance Life Insurance (1 day) and INX
Media (9X Channel – 1 day), Idea and reliance communication as telecom
clients has done a 1 day Road Block in Pune and Mumbai this year. The list is
un-ending and we take pride in being the innovator in the Industry.

The radiomirchi.com website has been voted the most popular TV and Radio
site in the country. The survey was conducted by Metrix Labs and AC Nielsen.
The survey had 1.5 million participants.

The Radio Mirchi CSR division has made great strides. It has been ranked 8th
(it got a silver) in the recently announced Pegasus CSR (A Readers Digest
initiative) awards out of 40 participants. Radio Mirchi managed to earn this
glorious recognition for Mirchi for the fabulous work done on the Hari Puttar
Audio film as well as the audio books (for the blind) program.

The cost of advertising on Radio Mirchi for a 30 days campaign will be less
than half the cost of a Single Full Page insertion in a leading Newspaper
across all the cities. This means that your campaign will be throughout the
month and also throughout the day in all the cities.

RADIO MIRCHI – INDIA’S BIGGEST MEDIA NETWORK

Radio MIRCHI is the single largest Media Network (including TV and Print) that
reaches millions of Hot Listeners across India at a cost per thousand that will

Summer Training Report | Abhay Avichal | | 70


be music to your ears. Moreover MIRCHI is the only private FM station that
helps you reach all Key cities of India.

DELHI: RAM DATA

TARP: Target Audience Rating Points

It is the rating given based on the total time spent by the listeners on the
respective radio channel.

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A 15 wk average maintains RAM TARP at 2.3 – RM 144% over nearest
competition, with a 26% Market Share.

CUMMES: CUMULATIVE LISTENERSHIP

It is the cumulative reach of each radio station per week (min 15 mins
continuous listening)

15 wk average is maintained at 51L+ for RM which is almost 82% of the


market and a lead of 48% over the nearest competition – Radio One.

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DELHI AB 25-44

Working Adults in Delhi unwind listening to Radio Mirchi

Radio MIRCHI has also got a network of 42 stations all over India, which is
amongst the largest growing network. Radio MIRCHI is the only private FM
radio station to have a presence of all fourteen 2million plus towns.

Objective

• To do the Branding and Promotion of the various Government


programmes and how one can be benefited by the same.

• Radio Mirchi campaign will immensely contribute in maximizing the


numbers of responses.

• Frequency and reach will be built by running creative spots.

Commercial Activity: Agra, Lucknow, Bareilly, Kanpur, Varanasi,


Gorakhpur

No. of days : 90

Frequency : 12 /day

Duration/spot : 20 secs

Summer Training Report | Abhay Avichal | | 73


Total Seconds: 21,600 secs

Total Investment: INR.38,88,000 /- (service tax extra)

Note:

• The service tax @ 10.30% will be additional.


• Above price also includes cost of production of spots.
• The above second age has been customized & packaged as per your
specific requirement.
• Campaign once confirmed and booked will not be withdrawn unless
mutually agreed.
• All payments need to be made 100% advances.

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TERMS & CONDITIONS APPLICABLE TO ANY FORM OF BOOKING ON RADIO MIRCHI

1. Entertainment Network (India) Limited (ENIL) owns and operates Radio


MIRCHI stations at various locations in India.
2. All bookings made will be on the basis of the ENIL Rate Card effective
from the 15th September, 2007
3. All rates are subject to change at the sole discretion of ENIL. However,
Advertisers/Advertising Agencies will be notified at least one week in
advance of the proposed rate change. The revised Rate Card will be
sent by ordinary post to the Advertisers/ Advertising Agencies at their
address last available with ENIL.
4. At the end of each calendar month, ENIL will an Invoice for the amount
due and payable by the Advertiser/ Advertising Agency for that
relevant month. All such Invoices must be paid within thirty (30) days
from the date of the Invoice failing which the Advertiser/ Advertising
Agency shall pay ENIL interest @ eighteen percent (18%) per annum
for the period of delay.
5. Service Tax as applicable from time to time, will be calculated on the
net amount, (i.e. after deducting agency commission) and would be
borne only `by the Advertisers/Advertising Agencies. At present
Service Tax applicable is 10.30%.
6. Invoices are the final proof of broadcasting and no further proof of
broadcast will be provided. Monitoring reports from any independent
agency that contradicts the broadcast will not be entertained.
7. No deduction(s) will be made by the Advertisers/Advertising Agencies
or are permitted whilst settling/ paying the Invoices by ENIL. Any
disputes regarding the amounts mentioned in the Invoices should be
brought to the notice of ENIL by the Advertiser/ Advertising Agency/
within fourteen (14) days from the date of the Invoice. The Advertising
Agency /Advertiser do not reserve any rights to make any deductions
from the Invoices. ENIL will issue credit notes for accepted reductions
in the Invoices. Deductions if any, from the Invoices would be based
only on such credit notes issued by ENIL.
8. In accordance with ENIL’s policy, booking commitments once made
cannot be cancelled.
9. All bookings are subject to availability. DATs must be provided by the
Advertiser/ Advertising Agency at least fifteen (15) days prior to the
date the spots are to be first aired. The sponsorship material must be
sent at least four (4) weeks prior to the commencement date of any
such sponsored programme.
10. Positioning of the spots will always be at the sole discretion of ENIL.
11. If any programme that is being offered gets discontinued, the spots will
automatically move to the programme replacing the discontinued

Summer Training Report | Abhay Avichal | | 75


programme in the same rate category and the Advertiser/ Advertising
Agency will agree to such change.
12. Commercials of time duration of less than ten (10) seconds will not be
accepted.
13. As an exception re-scheduling of advertising spots is possible within
the same calendar month, at the sole discretion of ENIL. However, not
more than one such re-scheduling will be accepted.
14. The Advertiser/Advertising Agency hereby declares, affirms and
assures that the contents of the advertisement/ commercials to be
aired are in conformity with all the applicable laws prevailing in India
and have been duly censored by the Appropriate
15. Authority (ties). The Advertiser/ Advertising Agency is/are solely
responsible for the content of such advertisement/ commercials to be
aired by ENIL.
16. ENIL can internally allocate the total cost [i.e. break up between
sponsorship, spot buys and other(s)] whilst keeping the total cost and
time of the negotiated package intact.
17. All disputes are subject to the jurisdiction of the Courts at Mumbai
only.

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APPENDIX III

ADVERTISING THROUGH AIRPORT CARTS


THE NEW INNOVATIVE MEDIA AT THE AIRPORT
These recently launched Electric Carts at Delhi & Mumbai Airport ferry
passengers between the three Domestic terminals at each
Airport. These carts are battery operated, ECO FRIENDLY and a big
CONVENIENCE for the passengers.

These Carts have multiple (both backlit and nonlit) branding spaces and
provide an opportunity to interact with the passengers one to
one. Distribution of printed material, Brochures, Invitations, Surveys and
Promotions are possible by making an executive sit in the cart and interact
with the passengers one to one. These Carts are the only advertising medium
on the Airport which allows interaction with the passengers.

Also, these carts are the only mediums which are visible to passengers
on ALL THREE TERMINALS of the Airport.

Card Rate: advertising cost for one month- Rs 3,50,000 per Cart .
Discounted advertising cost for one month - Rs 2,50,000 per Cart .

TERMS & CONDITIONS

• Taxes Extra @ 10.3%


• Fabrication Extra - Approx Rs.9000

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• This offer is Valid only for Immediate Start
• This offer is valid for maximum of 30 Days
• The Campaign cannot be extended beyond 30th September 2009
• The Extension would be on regular rates
• A maximum of 2 carts are available on this offer per Client
• This offer is valid only at Delhi Airport and not at Mumbai Airport

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APPENDIX IV

ADVERTISING THROUGH 139


Advertising a Jingle on 139 - one NUMBER Nationally for Railway
Enquiry

139 is an IVR and Call Centre based services launched by IRCTC (Indian
Railways).139 provides information on Train Arrival/Departure, Ticket
Confirmation, Accommodation Availability, Fare Details and Train Ticket
Bookings.
Over 10 lac people call this no. daily from over 762 towns and over 6 lac
villages across the country. Needless to add that it is the only medium which
offers you zero clutter, 100% mindshare of the caller and zero ad avoidance.

The 15 second commercial slot in positioned between the time when the IVR
retrieves the information and while the call is being diverted to the agent.
The duration has been kept to only 15 seconds since this what the IVR
normally takes to process the information.

The opportunity provides the assurance that each enquiry caller hears 15
seconds of Advertising jingle
A . CAMPAIGN ZONE WISE

North Zone: (30%)

 Total number of calls in 30 Days – 1,29,00,000 Calls


 Total number of calls between 8AM to 10PM (prime time)in 30
days - 1,09,65,000 Calls
 Total number of calls in one hour across 30 days – 7,83,214 calls
 Cost of advertisement – Rs.4,77,760
 Effective Rate : Rs.0.61 per call

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South Zone: (25%)

 Total number of calls in 30 Days – 1,07,50,000 Calls


 Total number of calls between 8AM to 10PM (prime time)in 30
days - 91,37,500 Calls
 Total number of calls in one hour across 30 days – 6,52,678 calls
 Cost of advertisement – Rs.3,98,133
 Effective Rate : Rs.0.61 per call

West Zone: (25%)

 Total number of calls in 30 Days – 1,07,50,000 Calls


 Total number of calls between 8AM to 10PM (prime time)in 30
days - 91,37,500 Calls
 Total number of calls in one hour across 30 days – 6,52,678 calls
 Cost of advertisement – Rs.3,98,133
 Effective Rate : Rs.0.61 per call

East Zone: (20%)

 Total number of calls in 30 Days – 86,00,000 Calls


 Total number of calls between 8AM to 10PM (prime time) in 30
days - 73,10,000 Calls
 Total number of calls in one hour across 30 days – 5,22,142 calls
 Cost of advertisement – Rs.3,18,506
 Effective Rate : Rs.0.61 per call

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B. PILOT CAMPAIGN - PAN INDIA

PAN INDIA:

 Total number of calls in 30 Days – 4,30,00,000 Calls


 Total number of calls between 8AM to 10PM (prime time) in 30
days - 3,65,50,000 Calls
 Total number of calls in one hour across 30 days – 26,10,714 calls
 Cost of advertisement – Rs.15,92,535
 Effective Rate : Rs.0.61 per call

TERMS & CONDITIONS:

1. The number of expected calls are based on actual calls received in the
Month of January & February. 2009

2. The Initial Invoice will be raised on an approximation of 3,60,00,000


calls per month.

3. Current average number of calls in an hour is 60,000.

We will share the exact figures at the time of release, so that you can
plan accordingly.

4. The reports that we will share will be on weekly basis, and will be a
CDR (call disposition report) report. This report is generated by the
Nortel Network system automatically for every hour, for every call,
carrying CLI (caller line identification) of the caller. We will blank out
few digits, and share the CLI with the advertiser as we are bound by
the contract with Railways, and cannot share the database.

5. The invoice format is attached below.

1. Contract No:

2. Name of the Client:

3. Region: All India/ North/ West/ South/ East

Date of Time Band of Advertisement No. of Calls


Commercial Commercial Code*
Play Play
at IVR to Agent

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* Advertisement Code = Identity Code provided to each creative. (Helpful in
case of multiple creative of the same client)

6. The Final Invoice will be raised on the ACTUAL CALLS received during
the ON-AIR Period

7. The payment terms are 100% advance.

8. The taxes are extra.

9. The cost of the production of the Advertisement / Jingle is extra.

10. The Jingle CANNOT be more than 15 seconds.

11. Inputs required for the Jingle: MP3 or Wave Format File in a CD.

ADS Advertising Pvt. Ltd. is a Total Out-of- Home Advertising Solutions


Company which uses right mix of conventional and unconventional media
and also specializes into : direct to customer approach-Experience
Marketing. Our approach to deliver results is with an objective to Maximize
Impact by identifying opportunity, defining strategy and developing a
solution.

One of our initiatives has resulted in entering into an EXCLUSIVE


arrangement with INDIAN RAILWAYS to market the advertising space on 139 -
the only single Railway Enquiry Number Nationally.

139 is an IVR and Call Centre based services launched by IRCTC (Indian
Railways).139 provides information on Train Arrival / Departure, Ticket
Confirmation, Accommodation Availability, Fare Details and Train Ticket
Bookings.

Over 4.5 Cr people call this number every month from over 762 towns
and over 6 lac villages across the country.

Needless to add that it is the only medium which offers Zero Clutter, 100%
Mindshare of the caller and Zero Ad Avoidance.

Summer Training Report | Abhay Avichal | | 82


BIBLIOGRAPHY

• www.wikipedia.com

• www.wikianswers.com

• www.educationinfo.com

• www.about.com

• Getting it Right: Making Corporate-Community Relations Work by Luc


Zandvliet and Mary B. Anderson

• Designing Brand Identity: A Complete Guide to Creating, Building, and


Maintaining Strong Brands by Alina Wheeler

• The 22 Immutable Laws of Branding by Al Ries and Laura Ries

• Essentials of Corporate Communications and Public Relations (Business


Literacy for HR Professionals) by Harvard Business School Press

*****

Summer Training Report | Abhay Avichal | | 83