Welcome to Open Defense on A Doctoral Thesis Entitled :

“A Study on Branding of B Schools”

Submitted toRASHTRASANT TUKADOJI MAHARAJ NAGPUR UNIVERSITY, NAGPUR

For the award of Degree of Doctor of PhilosophyIn the

FACULTY OF COMMERCEResearcher

SHYAM S SHUKLA

Under the Supervision of: Dr. AMISHI ARORA

DIRECTOR , DATTAMEGHE INSTITUTE OF MANAGEMENT , Nagpur

Branding has a long history, both in India and around the world. The word ‘brand’ is derived from the word brandr, a word used by early Norse tribesmen meaning ‘to burn’, as in branding livestock to declare ownership. Ancient people around the world used marks to identify and classify objects for some of the same reasons that motivate the use of trademarks today.

The Meaning of Brands

A brand is a complex concept and many different definitions have been put forward that reflect this complexity. Some of the most widely quoted definitions are: ‘A name, term, sign, symbol or any other feature that identifies one seller’s goods or service as distinct from those of others sellers.’ ‘A brand is a mixture of attributes, tangible and intangible, symbolized in a trademark, which, if managed properly, create value and influence.’

Rationale behind StudyThis study aims to examine the factors responsible for Branding of B Schools. In this broader framework, keeping in view the available literature on the subject, the present study is designed with the following objectives;•To study the history and relevance of Branding in academic Institutions in general

and “B” schools in specific.

•To study the process of Brand Building.

•To study the factors responsible for Brand Building. At ‘B’ Schools.

•To analyze the key success factors of high brand equity of selected ‘B’ Schools.

•To establish the prototype process of brand building of ‘B’ Schools.

This study has also tried to study in detail the role & relevance of :-Students’ perception about placements, a good

infrastructure and amenities, industry interface & an intellectual capital of faculties of a “B” School.

Academicians’ of Academic Institution/’B’ Schools perception about placements, a good infrastructure and amenities, industry interface & an intellectual capital of faculties of a “B” School

Human Resources Managers perception about these “B’’ schools & their criteria to select these institution for Campus Recruitments.

B-SCHOOLS STAKE HOLDERS

B SCHOOL

PARENTS

ACADEMICIANS

STUDENTS

HR PROFESSIONALS

POLICY MAKERS

MANAGING BODY

Size of sample Students/Parents/Guardian 200 ( Judgemental )

Academicians 50 ( Zonal Clusters )

Industry HR Professionals 50 (Judgemental- Personal Interview )

Managing Body/Policy Maker 50 (Judgemental -Personal Interview)

TOTAL 350

Actual Tab in Response

Students/Parents/Guardians 200 ( Judgemental )

Academicians 50 ( Zonal Clusters )

Industry HR Professionals 50 ( Judgemental-Personal Interview )

Managing Body/Policy Makers 25 (Judgemental -Personal Interview)

TOTAL 325

Assuming all the rating preferences are normally distributed, We can conduct a Kruskal –Wallis (H Test), to test the homogeneity/ variability between the different perceptions.

This is a nonparametric test which is an alternative to the single factor( one-way) ANOVA. Another reason for applying this test is because the two perceptions of students and faculties are similar but the third perception of HR is different.

With the economic growth of India, the pattern of education has changed and now there is a tendency among the graduates to opt for MBA degree instead of going for M.Com or other allied courses.

Many B Schools are able to stand erect and create their own brand for MBA education without any affiliation from concerned government agencies e.g. IBS Hyderabad executive MBA degree.

The Infrastructure of B Schools has played a major role in creating their Brand. This has given the direct impact in the perception of the students and other stake holders. The infrastructure of new B Schools has matched with International norms.

The Governance of the B School has played a major role in Branding of B Schools. The financial strength, compliance of governing body norms, accreditation with NBA and International accreditation agencies has given the B Schools a trust and clear visibility of the Brand.

The Intellectual Capital plays a major role in giving the students and recruiters the satisfaction. It also helps the B School to talk high about their teaching pedagogy.

MDPs conducted by the B School helps them to create themselves as a brand. Also, the industry creates a trust in the Brand of the B School and finally helps the institute for placements and strengthen the Brand of the B School.

Many top B Schools keep on strengthening their Internal Business Process through sound Intellectual Capital, World class Infrastructure, Sound Alumni Network, MDPs and Seminar etc., and become a Brand and attract good quality of students every year.

The Seminars also play an important role in the Branding of B Schools as they give visibility of the brand to the stakeholders.

Industry Institute Interaction is one of the important ingredients for the Branding of B Schools. Through this mode the B Schools are able to show case their talent to the industry very effectively. It enriches their Brand value.

One of the Director in Central Zone, has very strong observation since many years and expressed that whenever the Sensex remains high the B Schools face the problem in admissions mainly because most of the companies pick up the students after graduation itself and students willing for Management course goes down as they have the options available in the market to join for the job without Management degree. Similarly, he expressed that as and when the market is low, the B Schools are filled their seats easily with good donations.

Faculties of North Zone especially from MDI Gurgaon and Indian Institute of Foreign Trade Delhi expressed that their core competency is MDPs and their faculties remain occupied through out the year with lot of MDPs. It also builds up the financial strength of the Institute.

  Central Zone B Schools expressed their core competency in quality

education with more focus on competing the curriculum in time and in detail. 

One of the Director of West Zone B School, expressed the in today’s time the students need only exposure and placements. In this competitive era only those Institute are going to remain vibrant those can give lot of exposure to students and finally campus placement.

The faculties from southern region B Schools emphasised on ethical and spiritual values along with management education as one of the important factor in present time.

The faculties from Eastern region emphasised that for management students, research and use of statistical tool is very important. In addition, they emphasised on lot of Brand Building activities by the Institute to remain vibrant.

Many of the Guardians, shown concern that they can pay high fee subject to the popularity of the B School that means, whether it is known at National Level.

Also some of the Parents/Guardians said they are with their children and they would admit them to the B Schools as per their wish, i.e., whatever their child feels good as a B School.

Majority of students feels that the Campus Placement as one of their requirement along with good academic environment.

  Many of the students shown concern about the Play Ground and sports facilities available in the Campus.

Many of the students felt that the quality and background of the faculties as important factor.

A majority of students said that they take referral from their friends and senior students to decide their preferences about the brand of B School.

Quite small No. of students feel placement is not important factor, they want to learn management to run their family business.

  Some of the management of B Schools feel that Research Activities by faculties and quality education is important

for the Branding of B Schools. They feel a good infrastructure can attract the student and can make their B Schools as good Brand.

  The HR professionals feel concerned about quality faculty and relevant curriculum at the B Schools. They find it

difficult selecting the B Schools for Campus Placement as the quality is deteriorating.

Key Result Areas (KRAs) for Branding of B School.

GovernanceIntellectual CapitalAdmissions & PlacementsIndustry InterfaceInfrastructure & Academic EnvironmentResearch & DevelopmentStake Holders SatisfactionBrand Value & Market positioning

GovernanceFinancial Strength NBA AccreditationInternational AccreditationsGoverning Body Meetings AICTE ComplianceUniversity Compliance

No. of facultiesNo. of faculties with PhDs. No. of Books published by faculties.No. of papers published in International and

National Journals. National & International seminars and

conferences attended.

% increase in admission status and cutoff marks

% of students selected through Campus Recruitment

Highest Salary offeredAverage salary offeredInternational Placements

No. of MDPs conducted by the facultiesNo. of Training programmes organized in

Industries.No. of industry professionals (Top Managers)

visited the InstitutePath Breaking Initiatives.

No. of Class RoomsHostel Facility availabilityTransportation facility availabilityPlay ground availability (Indoor and Outdoor)Laboratories (Computer Lab) availabilityNo. of Books & Journals (National &

International) availability. Canteen facility.

No. of Consultancy projects handled by the faculties.

No. of research projects handled by the faculties.

No. of patents developed.

No. of Audit of faculty satisfaction.No. of Audit of student satisfaction.No. of audit of recruiters perception and

satisfaction.

Any Brand Mantra of the InstituteNo. of advertisements, write-ups published in

B MagazinesParticipation in B Schools rating done by

Independent National & International agencies.

Benchmarking of B School at regional, National and International level.

Thank you One and All for Sparing

Your Valuable Time for today’s Open Defense !!!