Key Issues
 Plummeting NIRF rank
 24 in 2017
 31 in 2018
 41 in 2019
 Parameter comparison (IMT v/s NIRF Rank 10 (IIT-B))
 Teaching, Learning & Resources : 55.2 v/s 62.8
 Research and Professional Practice : 20.9 v/s 54.4
 Graduation Outcomes : 81.6 v/s 88.2
 Outreach and Inclusivity : 63.9 v/s 56.1
 Perception : 12.3 v/s 44.3
“Mecca Of Marketing”
Role of COMMUNICATION
Why do we need communication:
Business Issues:
As per ranking’s perception of IMT get’s 12.3 score out of 100,
There by indicating low brand equity
Communication will help us to differentiate the brand IMT from
other B- schools by projecting it as a Mecca of Marketing
Marketing Challenge :
People see Large batch strength as a hindrance to get good
placement
Reviews suggest that Job offers constitute of Sales Profile roles
rather than Marketing roles
What do we expect this communication to
achieve?
To build trust in stakeholders about the Marketing programm
 Overall Strategy and key brand
Communication (What & How)
Developing stories around differentiating factors
Creative on famous marketing alumni and their journey:
Stories of famous alumni , their work profiles and their
experiences will be conveyed through different media channels
Top faculties in the marketing domain, teaching at IMT:
Achievements, Work profiles of Faculties will be highlighted to
build trust among the stakeholders regarding academia
Creating visuals to solve misconceptions around certain issues
Since many aspirants consider large batch strength as a hindrance, we
will share how intra-level competitions and peer learning has a major
part in shaping the journey of famous alumni and other top executives
“Mecca Of Marketing”
Who & Where
The stakeholders includes Aspirants as well as their parents and
other influencers therefore we will segment out strategy:
Conventional:
Newspaper and Magazine advertisements, when a alumni achieves a
milestone
Digital Mix
• For Parents, to propagate creatives through LinkedIn, news
aggregators and E-mail marketing etc.
•For aspirants, using Admissions Committee & influencers like
InsideIIM to deliver the message throuogh blogs and Vlogs by
influencers, popular educational/Information and ranking sites
 Category Truth Brand Truth Cultural Truth

• Landing in an elite B-School
means you have it in you to be
successful in business
• Key to a well-paid corporate
job.
IMT, once known as the Mecca of
marketing education in India, is
now struggling with negative
perception about its quality due
to large batch size.
Peope believe that if it’s an IIM, it
is bound to be good in every
aspect

“Mecca Of Marketing”
 CUSTOMER JOURNEY MAP OF A PROSPECTIVE B-SCHOOL STUDENT

Location
Alums Advocate
Placement records
Brochures Fees
Internet Pre-requisites College-ranking Others like Network
Faculty, infra, reviews etc
Friends/Colleagues Coaching centers Offers received Batchmates

Need
Information Evaluation Decision Enroll Experience
MBA
Placements
Change career streams Take Exam Registration
Accreditations
Promotion Peers opting MBA Interviews
Financing options
Fees payment
Visit campus
Online forums
Talk to present students