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This is a blog by the students at the S P Jain Center of Management, Dubai, Singapore. The site is designed to play a common ground for the students and alumni of SPJCM to blog about their lives at the campus, industry exposure, events, current happenings, and everything else. The views expressed are solely those of the author(s) and do not reflect the views of S P Jain Center of Management. For more information on S P Jain Center of Management and the courses offered, visit the official SPJCM website
Gaurav Sharma
Product Marketing and Management
December 08
Since this is the first post that I am going to write for the launch of the SPJCM PMM blog I thought it would be appropriate to understand or revisit the history of marketing. So, let me take you through the marketing history in 3 phases in three different posts. From a marketer of the current times we can actually divide the marketing history into three phases. One before 20th century, one during 20th century and the one after 20th century i.e. 21st century. During the current times it so important to understand what has happened in past so that we derive the maximum out of it. Also we do not want to repeat the same mistakes which have already taken place.
I am not going to go through the marketing theories which have actually been developed, re-written, evolved over these three phases but what I am going to do is to get the applications of these theories and then have an idea of what made them clicked, survive or not survive till today. Now there are going to be theories which are not applicable in today’s time. So, what is the reason behind that, and could those applications actually do something else so that they could have survived the times or improved in the times they existed? The fact which will always remain is that marketing is infinity, there is so much to do, so much to undo and so much to redo in marketing. It starts from procurement and does not end in retail. The whole concept is not to allow it to end. It is omnipresent but what we have to focus upon after understanding the history of marketing is that it is not omnipotent. But can we make it omnipotent is going to be the next series of posts.
So that’s what the whole idea of the initial posts will be for this coming week. Do let me know what your comments on the same are so that I can pitch in your requirements in the upcoming blogs.
Sharon Barsey
Service Marketing and Management
December’08
When I graduated from Senior College in 2006 the biggest dilemma I faced was which industry I should make a career in. I met many career counsellors, gave random interviews to see what excites me the most, until one fine day I got an interview call from an internet marketing company. Not knowing anything about this industry I thought lets give it a try. I gave the interview, got the job and from then on there has been no turning back.
The whole concept of using the internet as a medium to reach out to customers and entice them to buy seemed so amazing and promising to me that I decided to test my boundaries in this field.
Internet Marketing or online marketing as some of us call it is essentially using the internet as a medium to market products and services.
The various forms of internet marketing include:
• Affiliate Marketing
• Social Media Marketing
• Viral Marketing
• Search Engine Marketing
• Email Marketing
• Interactive Advertising
• Mobile Advertising
• Banner Advertising
• E-Commerce
Subsequent posts will explain each of these in more detail. Also several internet strategies and models will also be discussed like Web Analytics, Web 2.0 etc.
Another important aspect that will be covered are the competitors – Google, Yahoo Search Marketing and Microsoft adCenter
Finally the latest developments in this industry like ICANN conferences, Traffic Conferences and similar stories will also be covered.
So the tall and short of it is that to know the in and out of this ever growing and ever changing industry, that is quickly eating into the market share of other mediums of advertising, keep a watch on this space.
Madhur Dhawan
Services Marketing and Management
December 2008
Like all industry sectors, the consulting companies have also been biting there nails in last 6 months to see if the market is going to come back to normal and will the client companies start giving them the projects again. This time was very difficult because most of the sectors paralyzed during this period.
On one side the impact of recession was that the clients put their projects on hold, the positive side of recession for consulting market was that it added one more field to field where they could offer there services. All the major players in the market added crisis situation handling as one of the services in their portfolio and researched heavily on what are the various sector specific steps which companies can take in order to minimize the impact of recession.
During this period the consulting companies faced a major problem because of the workforce as workforce accounts for more than 60 percent of cost for a typical consulting company. A lot of proposals were discussed during this period with the clients but as there was a crash crunch situation in most of the sectors few and most critical projects were finalized and the deals were inked. There was a situation in the consulting industry where the manpower was been looked upon as a cost center as the resources were not being fully utilized. Generally it is seen that consulting companies get major projects during the first three months of the year as the financial year starts in the western markets. But since this January the markets were not in their usual form, most of the consulting companies saw a subdued beginning of the year. Thus even the recruitment scenario in the consulting market was bleak in the first quarter as most of the companies were finding it difficult to maintain its current human assets. Moreover consultants looking for a switch in their career had limited opportunity due to limited business.
Fortunately second quarter of 2009 has come up with a ray of light for the consulting industry; the confidence level in markets has rose and companies are again looking forward to invest in new projects, this means the consulting companies are again back in business and thus the manpower is required. But as the consulting companies are now in a very fragile state because of how the markets will be in next three to six months, companies are hesitant to hire fresh post graduates and graduates which required to be trained, instead they looking to hire experts who can give highest value for money on a relatively lower pay package. This has opened a window for people who are experts in their sectors but have not worked for consulting firms.
As today most of the post graduates from business schools across the globe look forward to work in consulting domain, they hope that pretty soon the market bounces and they are in demand again.
Ishtiba Meeajane
Product Marketing Management
Dec '08
Before this course I thought marketing was just one word used to promote any product. I joined this course in Product Marketing to know more about how to sell products. But more and more during our lectures am becoming more reflective about the role of marketing in our lives. Is marketing the mere selling of products? And services? (For my friends in service marketing) This narrow definition that many of us have once given to marketing has been long discarded. Today for my first post I won’t bore you with any more theories. I think our case studies in class have been enough for you all.
So let me bring you all to the world of branding. Who has not heard of Gucci, Mc Donald, Louis Vuitton, Coke, Nike, Chanel…and the list continues on. These iconic brands have become part of our daily lives. Some of us swear only by Adidas shoes, the Billabong shorts or the Giordano T-shirt we wear. What is it with those products that make them so appealing? Why do we all purchase them or go mad when we hear about sales of these going on. Like it or not, brands are part of us, part of who we are. This is the power of branding my friends. We may ask ourselves what’s in a name after all!!
Is it only about the name or is there more to it? How did brands make it to the top and what was so different about them.. That is what my posts for the following week will focus on. So for the time being, I leave you to reflect on those few things!
Sameera Yargop
Global Human Resources Management
December 08
I still remember vividly the day that I decided to select HRM as my specialization in SPJCM. There’s a huge difference in how I felt about HRM then and now. Am I still starry eyed about ‘motivation’ and ‘employee relations’? No. Does the reality of it scare me? Yes. Beyond measure.
Looking past the standard ‘People are an organization’s greatest asset’ hogwash that my friends and I have so often used in B-school interviews, as I sit in class day after day it dawns on me with greater and greater enormity how HR strategy is the enforcer of that thin line between organizational balance and chaos. What would an organization’s effectiveness be without a sound compensation strategy, or a good succession plan or a fair rewards system in place? Are these systems that anyone can implement? I think not. It’s perhaps easier to sell toothpaste. J
That’s why we go to business school. To learn. To learn how one chink in the chain can lead to you losing your best resource, or how a misalignment of organizational and individual goals can lead to enormous losses or how a simple employee legislation can be used to bring down a million dollar conglomerate.
And yet, here in B-school, every day I find myself countering archaic skepticism about the very need for existence of HR. Ignorance perhaps? Maybe. Or maybe a lack of foresight to look beyond the back office functions that are also such an integral part of Human resource management.
Personally, someday as an HR head, I’d like to be in the board room making just as touch decisions as any business development or marketing head. To ensure that HR strategy contributes equally to the top line. I believe that’s only a matter of time. It’s inevitable. I also believe that this largely depends on how willing top management is to embrace this. The day the reserve dissolves, is the day that HR will turn from a ‘support function’ to a strategic contributor.
 Breaking News: Slumdog Millionaire has won 8 Oscars including Best Picture, Director, Screenplay, Score (AR Rahman), Song (AR Rahman & Gulzar). Congratulations!
Slumdog Millionaire @ Cathay – 21st February 2009
Last Saturday, we had an excellent movie event at Grand Cathay. The 20+ of us met at the Cathay Lounge at 9pm for Coffee, Tea and Snacks, sponsored by Cathay Group, with arrangements made by Ahmad Juan (our EMBA student who works for Cathay). Thanks Ahmad!
We then proceeded to the cinema hall at 9.30pm. As expected the movie was excellent and we were seated in the last 3 rows in a full cinema hall. After the movie, we said our goodbyes and departed. All agreed it was an excellent movie and made memorable by the gathering prior to the movie. Be on the lookout for announcements as we’ll have more such events.
  
Pulau Ubin Trip - 15th February 2009
The previous Sunday, we had our 2nd trip to Pulau Ubin. This time, we chartered a bus, and as expected left campus late – this time by only 15 minutes. We reached Changi Village at 9.35pm, and everyone split up to have breakfast, buy snacks and visit the Sri Ramar temple. And surprise, surprise! Everyone had gathered by 10.15am to take the boat to Pulau Ubin. We reached the island at 10:40am, proceeded to rent out bicycles and hit the road. It was an excellent ride around the island with most of the island having paved roads now. A new addition that was challenging was the Ketam Mountain Bike Park. We hiked up (by foot) to get a clear view of the beautiful Ubin Quarry Lagoon. Part of the group returned at 2pm, while the others explored the island by cycle and foot with the juniors returning at 3.30pm and the seniors much later. Regards,
Thanneer
  This is a brief report on our first visit to Man Fatt Lam Home for the Aged. Man Fatt Lam Home for the Aged is a non-profit organisation that began operating since 1996 and takes in needy elderly above 60 years old regardless of race and religion. The Home also caters to middle and lower class families who are unable to care for their elders. Their aims are to provide shelter & a good living environment for needy elderly, Help to maintain them in a healthy lifestyle and organise activities for them.
A group of us visited the home on Wednesday, 11th February. We arrived a little late and all the elderly were already seated in the dining room. We started with a few songs in Hindi and English led by Srishtiraj and Kumar on the guitar. Most of the elderly responded to the songs by clapping hands and one even came to dance with our girls! After the songs, a dance was performed by Arunima, Chaitra, Maria, Namrata, Payal and Shreya to “Rasa Sayang”. Not to be left out, the sole representative of the December batch, Kamal, performed an excellent dance partnering with Namrata.
Then, we sat down and chatted with some of the elderly, A few spoke English and a few more spoke Malay. Many of them thanked us for visiting and for an excellent performance. Then, we snapped some group photos. As we were leaving, the lady who was most excited by our arrival waved goodbye and said in Malay,” Thank you coming. Your performance was very good. Please come again and Don’t forget us!” It didn’t hit me then, but later I realised how lonely they must be…
Thank you Anilavo, Arunima, Chaitra, Kamal, Kumar, Maria, Namrata, Payal, Priya, Shreya, Srishtiraj, Saumya, Upendra, Vinod, and Eda for making this visit a success. We look forward to organising more visits to the home. Regards,
ThanneerTheir website: http://manfattlamhome.com/
Ankit MalhotraWith our heads held high we all are eagerly waiting for the time when good news of placements start flowing in...with fingers crossed, keeping in mind the current turmoil, we all are hopeful to end it on a good note.
Information Technology Management
GMBA - May 08
The last nine months have been full of fun, excitement and not to forget the hard-work that has gone behind making the best out of the limited time available. I am sure most of us would take these nice memories along and cherish them for life long.
With Dubai being the financial hub, the learning was tremendous. The IIPs involved going out during the Ramadan period to carry out the market research, capture as much primary data as possible and then actually sit back and try making sense out of it. Though we did our best to get a lot of surveys being filled, I am sure each of us have their own story to share...Be it being kept waiting for hours for an interview or being ignored completely thinking we are there to steal some jobs.
Coming to Singapore, we all were wondering, on our way from airport to the hostel, that is this greenery for real or has been intentionally brought in from some other place. It took me almost a week to come to terms with the fact that this place is really green, unlike Dubai.
But both places have their own charm, speak their own language and try and teach us a lot as to only vision combined with true will to do things can actually make things happen.
On this note, I would like to get back to my dissertation synopsis, with a promise to come back and write in more.
Peace and Cheers!!!
   
13th December 2008 will be remembered as the day when the journey of QuizzopolisII came to an end. It was a fun filled evening with whole lot of enthusiasm in the air and everyone eagerly waiting in suspense for the winner to emerge. There was a lot of hard work and preparation that went behind the successful organization of this event. After Quizzopolis 1 which happened back in Dubai, ClubIT@SPJCM wanted to take this event to the next level and it was indeed achieved. Be it the Quiz software or the online score cards or the prizes given out to the audi-ence and the teams, there was lot more improvement and innovation this time. However, this would not have been possible without the active support and guidance of Mr. AVR Srinivas throughput the planning and the execution of the event.
In addition to being an evening of Business Quiz, QuizzopolisII was also a platform to bring the Alumni, EMBAites and the GMBAites (May’08 and Dec’08 batches) together. As only 6 teams could have made to the finals, pre-liminary rounds were conducted at different times to accommodate all the batches. With the six teams chosen for the final event, the evening of 13th December 2008 saw 3 teams from the May’08 and Dec’08 batch respec-tively. As the event began, the Quizmaster not only kept the teams on their toes but the audience was also in-volved in answering tricky questions. In the midst of intense quizzing, there were some light and fun moments also, with some really ‘creative’ answers. While the teams were battling it out for the trophy, there were goodies for the audience too in the form of souvenir cups and chocolates.
After an intense 90 minutes of quizzing, the event came to an end with the presentation of the Rolling Trophy and the gift vouchers to the winning teams. The guests of honor of the event, Dr. Seetha Raman and Prof Rama-subramanyam gave away the prizes to the teams.
The winning team of QuizzopolisII had two teams from the Dec’08 batch and one team from May’08 batch.
Results:
Winners of Quizzopolis 2008 (Rolling Trophy & $200) – Sidharth Vijay Singh & Hiten Jain *Dec’08 GMBA+
First Runners Up ($100 prize money) – Ramit Sharma & Lokesh Gupta *May’08 GMBA+
Second Runners Up ($50 prize money) – Rohit J. Pulickal & Bikram Pattnaik *Dec’08 GMBA+
The event was a huge success with participation from the audience and cut throat competition amongst the teams.
ClubIT@SPJCM thanks all the participants and the audience for making the event successful and looks ahead to QuizzopolisIII.
Student of Batch of May08 (IT)
Chirag Gala This small initiative left a big picture in the minds of GMBA January Batch of 2008 in Singapore. I consider this my privilege to be involved in the organising of the Big Picture Series along with Abhishek. This series was one of the most successful endeavours by our batch with 10 Sessions conducted with respectable attendance.
Big Picture series is all about learning and sharing. It encouraged all the students to come up with a topic which they have expertise in or have learnt during their experience with different companies. Students then presented the topic for 15 min, which was followed by interactive discussion on the same topic and question answer session for next 40 min. It was truly a learning experience with students came up wide range of topics covering supply chain management, ISO Management, Retailing, Blue Ocean Strategy, Bottom of Pyramid, Six thinking hats, Web 3.0 etc.
It all started with a chain of mails triggered by AVR discussing the structure of Big Picture with two senior students who actually started the series. And it ended with a wonderful presentation by Abhishek on the Second life. It was heartening to see after the last session that 6-7 students came up to me n abhishek saying they want to continue this in Dubai and will be presenting on some topic in future. However in Dubai it has been logistically very difficult to conduct the Big Picture.
I would like to thank all the friends who supported Big Picture as well as a big thanks to AVR. I would always hope that this initiative is taken up by future batches of GMBA in SP Jain and let the LEGACY continue.
GMBA - Jan 08
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