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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: [email protected], Website: www.niim.in
mailto:[email protected]://www.niim.in/http://www.niim.in/mailto:[email protected]://www.niim.in/


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CERTIFICATE

Summer Training Report | Abhay Avichal | | 2


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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 herebydeclare 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 projectto 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 summertraining 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 ....................................................................................... 4CONTENTS ........................................................................................................ 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 ................................................................................ 13Academic 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: ................................................................. 22Course 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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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 rapidstrides 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 andorganizations. 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 Indias premier business

schools, and its efforts in managerial capacity building and humanresources development in the country have always been accorded

serious appreciation. The institution has been offering training,

consult ing and advisory services to profess ionally 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 al l 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. F inancial Services, Insurance, Retai l

Management, Healthcare Management and Communication andother 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. Its our responsibility to

train them to face the world and take their own decisions. Thats

why all our programmes are action-oriented and industry-relevant.

From Management, we have moved into areas l ike Reta il ing,Financial Services, Human Resource Management, and Insurance &

Healthcare Sectors.

Management is our lifeblood. We t rain 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 support ive 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 withthe 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 personalityIMAGE

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 theirown 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 ofthe 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 andservices, 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 WORKAND 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 INTERACTIONWITH INDUSTRY

In todays 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 globaloutlook through interactive programmes.

INDUSTRYEXPOSURE

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 mainprogramme. 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 additionalcomponents 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 programPGPBM (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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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

COURSESTRUCTURE

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 andindustries.

Semester-I

- Business Mathematics

- Research Methodology

- Management Process & Organization

Behaviour

Semester-II

- Production & Operations

Management

- Human Resource Management

- Marketing Management



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- Life Skills Training - I

- Accounting for Managers

- Business Environment

- Managerial Economics

- Computer Application in

Management

- Financial Management

- Quantitative Techniques & Statistics

- Strategic Management

- Management Information Systems

- Life Skills Training - II

Semester-III

- Total Quality Management

- Supply Chain Management

- Life Skills Training - III

For Major Specialization

- 4 Electives

For Minor Specialization

- 2 Electives

Semester-IV

- Entrepreneurship Management

- Life Skills Training - IV

- Project Work

For Major Specialization

- 4 Electives

For Minor Specialization

- 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 intobooks.

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 organizationaldynamics 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 ofPoitiers (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 yearstudies 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 willotherwise 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 corporateworld. 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 UGCrecognized 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 anacademic environment that boasts of a rigorous work-culture and highly

evolved teaching, learning and research systems.

Strong Industrial Background



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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 andconsulting 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 HollandTractors.

Prof. G.S. POPLI

MBA (FINANCE)

M.COM



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MA (ECO.)

Advanced Diploma in Financial Management

C.A.I.I.B (Indian Inst itute of Bankers)

CE.B.A (Insurance Regulatory & Development Authority)

Base Programme in PC Skills (NIIT, Delhi) Ph.D (AIIMA, Delh i)

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



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PGDBM IT

MBA - IT

Work Experience: 2 years

Area of Specialization: Information Technology



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Mr. RAJESH SHARMA

MBA

Advance Diploma in Marketing Management

Ph.D. from AIMA-AMU

Work Experience: 12 years of industrial experience in Sales and Marketingin 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.



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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, casediscussions, 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



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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 learningactivities 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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TEACHINGMETHODOLOGY

With a highly favourable student teacher ratio emphasis is given on

classroom teaching. Classroom interactions, individual assignments, groupassignments 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 workseamlessly 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-SBAs world class campus provides students an ideal environment. Thecampus 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,



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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.

LIBRARYAND 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-SBAs 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.



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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.

HOSTELFACILITIES

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 andoriginal 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 hostelhas 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



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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 CENTERFOR CORPORATE RELATIONSAND 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-SBAs Centre for Corporate Relations and Placements (CCRP) is a hub of

activities involving high-end management consulting, executive developmentand industry coordination for the purpose of market research, case writing

and curriculum validation exercises. One of the mainstays of the institutions

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



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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 theirvision 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 LOOKFOR?

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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INDUSTRIALVISITS

Taking the students for industrial visits is an integral part of the curriculum. Itprovides 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



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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 anorganization 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 tosolve 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 ontraditional domination or charismatic

domination in the sense ofMax Weber's tripartite classification of authority.

Bureaucratic structures:

Bureaucratic structures have a certain degree of standardization. They arebetter 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.

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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 developedsince 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 Rivkinand Sigglekow, and Nelson Repenning revive an older interest in how

structure and strategy relate in dynamic environments.

http://en.wikipedia.org/wiki/Bureaucracyhttp://en.wikipedia.org/wiki/Total_Quality_Managementhttp://en.wikipedia.org/w/index.php?title=Culture_Management&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Culture_Management&action=edit&redlink=1http://en.wikipedia.org/wiki/Matrix_managementhttp://en.wikipedia.org/wiki/Charles_Heckscherhttp://en.wikipedia.org/wiki/Charles_Heckscherhttp://en.wikipedia.org/w/index.php?title=Post-Bureaucratic_Organization&action=edit&redlink=1http://en.wikipedia.org/wiki/Consensushttp://en.wikipedia.org/wiki/Housing_cooperativeshttp://en.wikipedia.org/wiki/Cooperativeshttp://en.wikipedia.org/wiki/Non-profithttp://en.wikipedia.org/wiki/Non-profithttp://en.wikipedia.org/wiki/Community_organizationhttp://en.wikipedia.org/wiki/Participationhttp://en.wikipedia.org/wiki/Empowermenthttp://en.wikipedia.org/wiki/Oppressionhttp://en.wikipedia.org/wiki/Complexity_Theory_and_Organizationshttp://en.wikipedia.org/wiki/Complexity_Theory_and_Organizationshttp://en.wikipedia.org/wiki/Bureaucracyhttp://en.wikipedia.org/wiki/Total_Quality_Managementhttp://en.wikipedia.org/w/index.php?title=Culture_Management&action=edit&redlink=1http://en.wikipedia.org/w/index.php?title=Culture_Management&action=edit&redlink=1http://en.wikipedia.org/wiki/Matrix_managementhttp://en.wikipedia.org/wiki/Charles_Heckscherhttp://en.wikipedia.org/wiki/Charles_Heckscherhttp://en.wikipedia.org/w/index.php?title=Post-Bureaucratic_Organization&action=edit&redlink=1http://en.wikipedia.org/wiki/Consensushttp://en.wikipedia.org/wiki/Housing_cooperativeshttp://en.wikipedia.org/wiki/Cooperativeshttp://en.wikipedia.org/wiki/Non-profithttp://en.wikipedia.org/wiki/Non-profithttp://en.wikipedia.org/wiki/Community_organizationhttp://en.wikipedia.org/wiki/Participationhttp://en.wikipedia.org/wiki/Empowermenthttp://en.wikipedia.org/wiki/Oppressionhttp://en.wikipedia.org/wiki/Complexity_Theory_and_Organizationshttp://en.wikipedia.org/wiki/Complexity_Theory_and_Organizations


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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 functionalgroup 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

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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 offsor 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 failureof 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

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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 manyother 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

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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 themequipment, 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



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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



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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



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Performance Appraisal: Manager HR

Asst. Manager - HR

Executive - HR



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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 asymbolic 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 advertisingcampaign, 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 breakfastcereal 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, anybusiness, 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

http://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Marketplacehttp://en.wikipedia.org/wiki/Brand_managementhttp://en.wikipedia.org/wiki/Advertisinghttp://en.wikipedia.org/wiki/Marketplacehttp://en.wikipedia.org/wiki/Brand_management


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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 linguisticelements of any product. In this context a "brand name" constitutes a type

oftrademark, 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 ofCharmin toilet tissue and Tony the

Tiger ofKellogg'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 partofpop 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.

http://en.wikipedia.org/wiki/The_Walt_Disney_Companyhttp://en.wikipedia.org/wiki/Go.comhttp://en.wikipedia.org/wiki/Value_addedhttp://en.wikipedia.org/wiki/Generic_brandhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Intellectual_propertyhttp://en.wikipedia.org/wiki/Mr._Whipplehttp://en.wikipedia.org/wiki/Charminhttp://en.wikipedia.org/wiki/Tony_the_Tigerhttp://en.wikipedia.org/wiki/Tony_the_Tigerhttp://en.wikipedia.org/wiki/Kellogg_Companyhttp://en.wikipedia.org/wiki/Snap,_Crackle_and_Pophttp://en.wikipedia.org/wiki/Bitter_Lemonhttp://en.wikipedia.org/wiki/Bitter_Lemonhttp://en.wikipedia.org/wiki/Walkmanhttp://en.wikipedia.org/wiki/Sensodynehttp://en.wikipedia.org/wiki/Natrelhttp://en.wikipedia.org/wiki/Mars_Barhttp://en.wikipedia.org/wiki/Pantenehttp://en.wikipedia.org/wiki/Pop_culturehttp://en.wikipedia.org/wiki/Edible_salthttp://en.wikipedia.org/wiki/Designer_jeanshttp://en.wikipedia.org/wiki/Brandnomerhttp://en.wikipedia.org/wiki/Colloquialhttp://en.wikipedia.org/wiki/Band-Aidhttp://en.wikipedia.org/wiki/Kleenexhttp://en.wikipedia.org/wiki/The_Walt_Disney_Companyhttp://en.wikipedia.org/wiki/Go.comhttp://en.wikipedia.org/wiki/Value_addedhttp://en.wikipedia.org/wiki/Generic_brandhttp://en.wikipedia.org/wiki/Trademarkhttp://en.wikipedia.org/wiki/Intellectual_propertyhttp://en.wikipedia.org/wiki/Mr._Whipplehttp://en.wikipedia.org/wiki/Charminhttp://en.wikipedia.org/wiki/Tony_the_Tigerhttp://en.wikipedia.org/wiki/Tony_the_Tigerhttp://en.wikipedia.org/wiki/Kellogg_Companyhttp://en.wikipedia.org/wiki/Snap,_Crackle_and_Pophttp://en.wikipedia.org/wiki/Bitter_Lemonhttp://en.wikipedia.org/wiki/Bitter_Lemonhttp://en.wikipedia.org/wiki/Walkmanhttp://en.wikipedia.org/wiki/Sensodynehttp://en.wikipedia.org/wiki/Natrelhttp://en.wikipedia.org/wiki/Mars_Barhttp://en.wikipedia.org/wiki/Pantenehttp://en.wikipedia.org/wiki/Pop_culturehttp://en.wikipedia.org/wiki/Edible_salthttp://en.wikipedia.org/wiki/Designer_jeanshttp://en.wikipedia.org/wiki/Brandnomerhttp://en.wikipedia.org/wiki/Colloquialhttp://en.wikipedia.org/wiki/Band-Aidhttp://en.wikipedia.org/wiki/Kleenex


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BRAND IDENTITY

A product identity, or brand image are typically the attrib

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