Why MBA in Digital Marketing and Business Analytics are gaining ground in top B-schools in India
Facebook, WhatsApp or Twitter and similar social media platforms have impacted the way the world thinks and consequently acts in such a big way that its offshoot, digital marketing, has become the ‘in thing’ for marketing managers the world over. Moving away from being just a medium of communication or entertainment, social media has become the preferred platform for companies to understand their consumers and thereby cater to their needs in a better manner. Companies are increasingly becoming dependent on digital media as marketing and promotion get instant visibility and result are more pronounced. No wonder, digital marketing has become one of the coveted career options for management aspirants and professionals.
In India there are over 200 million Internet users and an equal number will be added in coming 3 years, says a report of Internet and Mobile Association of India (IAMAI). E-Commerce market is expected to grow to over 55 billion dollars by 2018 with CAGR of over 37 percent over 2013-18 and Mobile commerce to grow at a 150 percent CAGR till 2016. All this will create a demand for 1.5 lakh digital marketing professionals. “Social media would be the prominent mode of E-Commerce communication; Facebook is an example, according to one estimate as reported in media, India needs between 1.5 lakh digital marketing professionals in coming year and about 5 lakh in next three years,” says Dr. Anil Kumar Sinha, Director, Fortune Institute of International Business, New Delhi. “It is very crucial for any organization to understand the paradigm of Internet-based business models and assess the impact on them,” he added.
B-schools think big on Analytics
With the rise of Big Data or large and complex set of data, companies like Amazon, Accenture, IBM, Flipkart etc. are looking for business analysts to make their businesses grow. Prof. Anil Bajpai, Director, KIIT School of Management, Bhubaneswar says, “India is gaining strength in the area of analytics in every field. Subsequently, MBA programs need to be tailored to meet the needs of Business Analytics, HR Analytics, Marketing Analytics and Data Management.” As a corollary, Big Data is influencing the curriculum at B-Schools. “In curriculum, we are enhancing the emphasis on Digital Marketing, Big Data, Data Analytics and Responsible Business. Taking cognizance of the fact that Digital Marketing, Data Analytics and Social Marketing have become essential for business success and growth, BIMTECH has introduced courses to equip our students with these required skills,” informs Dr. Harivansh Chaturvedi, Director, BIMTECH, Greater Noida.
With the rising demand for professionals in digital marketing and data analytics, management institutes are updating the course and curriculum with relevant programmes. Prof. Y K Bhushan, Senior Advisor, IBS says, “In keeping with its spirit of staying contemporary and relevant, IBS has taken note of new areas like, Social Media Marketing, Digital Marketing and Data Analytics in various functions, and has included them in the curricula. In fact, students are also being given special practical exposure in these areas.”
Types of programmes on offer
Top B-Schools had launched full-time programmes or electives in their curricula about four to five years back. Now some B-Schools offer full-time specialisations, while others offer electives. Most of the B-Schools plan to introduce new courses for the academic session 2017-19 or expand the current programme further in line with requirements.
SPJIMR Mumbai has introduced a minor in Analytics and courses on Digital Marketing, Data Analytics across specialisations as elective or as compulsory subject in the 2nd year of the management programme. Last year a course on digital marketing was co-created with faculty and corporate leaders.
Loyola Institute of Business Administration (LIBA), Chennai has been offering Business Analytics as a part of the regular course for the past 5 to 6 years and Digital Marketing and Social Media Marketing since 2012. From this year onwards, LIBA will offer ‘Business Analytics’ as one of the specialisations for the full-time programme. The process of starting a Centre of Excellence on ‘Business Analytics’ is also underway now.
For the batch of 2016, IIFT collaborated with Google to conduct an elective course on Digital Marketing. IIM Kashipur, which has been offering Digital Marketing and Analytics as electives since 2014, has started an Analytics Track wherein a student opting for a specialisation can choose suitable analytics electives as an add-on course.
BIMTECH introduced the first programme on Digital Marketing in 2012, followed by a course on Social Marketing in 2014. A specialised course on Marketing Research Analytics has been introduced in the curriculum recently.
To offer students practical and hands-on experience and training, institutes are launching analytics labs. IIM Kashipur is opening an Analytics lab with IBM in 2017. IIT Kharagpur, in conjunction with Indian Statistical Institute Kolkata and IIM Calcutta, has introduced Post Graduate Diploma in Business Analytics (PGDBA) program for students who wish to specialize in the area of analytics. Students enrolled in the PGDBA program study in three institutions – Indian Statistical Institute Kolkata, Indian Institute of Technology Kharagpur, and Indian Institute of Management Calcutta. Each of the three institutes focuses on a separate area of business analytics, in accordance with its expertise and competence. IMT Ghaziabad will introduce domain specialisations in areas like Digital Marketing and Marketing Research & Analytics from the academic session 2017-19. Similarly, TAPMI also plans to start a specialisation on Analytics.
Dr. Shubhro Sen, Director, School of Management and Entrepreneurship, Shiv Nadar University, Greater Noida explains why data and analytics have become buzzwords at B-School all over the world. “We live in a deeply interconnected world with a wide-variety of devices and channels supporting unprecedented exchanges of ideas and information. Managers must cope with rapid change in a volatile and complex global business environment in which seemingly distant global events affect company strategies and policies at the other end of the world. This requires analytical and cognitive capabilities of a new order as well as deep ‘action’ learning that is very distinct from the programs offered by traditional B-Schools,” he sums up.
B-Schools offering special courses/new courses related to Digital Marketing and Data/Business Analytics
Strategies for Digital Marketing and e-business*
Business Intelligence and Data Mining** Business Analytics and Data Warehousing* Big Data Analytics*
Data Mining and Predictive Analytics* Digital Marketing*
Digital Marketing* Business Analytics Using Data Mining*
Big Data Analytics* Digital Marketing*
PGDM in Business Analytics***
KIIT School of Management, Bhubaneswar
*Elective; ** Core Course; *** Full-time Programme
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