Management education not complete without inclusion of Digital Business Management: A Pioneering Vision

Jaipuria Institute of Managements new campus at Indore is first institute at least in Asia-Pacific to conceptualize a contemporary management education with inclusion of digital business management practices. This inclusion makes JIM- Is curriculum the most contemporary and richer in contents and benchmark well with best management schools in the country and globally.

Digital Business enterprises have been growing for the last one decade and have already captured substantial share in worlds economic and knowledge wealth (approximately 11% of global GDP) through demonstrating innovative business models and use of collective intelligence. Digital businesses mark emergence of new management thoughts as these businesses employ distinctly different set of business models, and new ways of conducting and managing digital enterprises as compared with businesses on traditional platform.

Digital Technology is influencing almost all sector of Economy Health, Education, Banking, Retail, Rural development and Social Awareness, Governance, Security, Film and Entertainment, Broadcasting Knowledge Management; Branding, media and PR, Travel and tourism amongst other sectors.

JIM Indore Curriculum

JIM-Indore curriculum provides a progressive route for leaders of tomorrow by blending existing theories in management with digital aspects of business. Students would learn to apply digital business models and strategies to help traditional business to switch over to digital platform for growth and competitive advantages. Students would learn to explore social networking, mobile Smart Phones, online communities, appraisals using digital technologies, viral marketing, wikis, and blogs and leverage innovative Digital Business tools for sustained competitive advantage.

JIM Indore will present to the students case studies on the modern business practices. Students will learn how exactly a business model like Facebook or Twitter work; the financials, people management and institutional building. There would be cases discussed on the bouquet of products Google Inc offers, and the brick & mortar work Google does. The traditional businesses like motor companies and real estate firms which are now evolving their management into digital practices and the dynamic change with

the same would also be discussed (like Ford and GM, Toyota). These types of learning are not brought into the classrooms by most institutes as they are still focussed on models and theories developed and applicable over a half century ago.

Placement

Inclusion of Digital Business Management does not mean that JIM Indores PGDM caters to the organizations on the digital platform only. JIM Indore curriculum has been designed to meet the requirements of any of the organizations. The graduates would be able to work in a digi-tech savvy environment, and also, come to the forefront in transforming organizations lacking digital perspective to globally competitive organizations. Just to illustrate, placement organisations could be segmented into four categories in the given global context, organizations have been divided into four sub-groups:

a. Organisations on virtual platform (Facebook, Naukri.com, Makemytrip.com, Shaadi.Com, ebay, Rediff.Com, Dare2Compete, YourStory.In, Pinstorm, Hungama.com, Zapak, WebChutney.Com, IndiaInfoline.Com, BookMyShow.com).

b. Organisations on physical platform but have taken to virtual platform as one of SBU or as a part of growth strategy (Career Launcher, Rajshree Film, IMS, PT, GQ, Times of India, ITC e-chaupal, Selvel, Viacom, DHL, GE, inMobi, and others)

c. Organisations using virtual platform for various inputs and services to manage business transactions (IndiGo, SpiceJet, Future Group, Dominos, NIIT, BIG Cinema, Inox, HDFC, Spencers Retail and others)

d. Organisations still unaware of how explore virtual world for survival and growth and largely use IT support system to manage their activities efficiently (without a business model on digital platform, including Unilever, Bhushan Steel, Dabur, India Cement, Procter and Gamble)

Today, it is very difficult to find businesses which are 100% operating on physical or virtual platform. However, more number of businesses are switching to and drawing significant revenue on virtual platform. In view of this it is therefore increasingly becoming critical for future managers to also acquire Business Management capabilities relevant to digital businesses.

Professor Gautam Raj Jain (http://in.linkedin.com/in/gautamrajjain)

Director, Jaipuria Institute of management Indore

www.jimindore.ac.in

(Note: This is a sponsored article and has NOT been written by the PaGaLGuY Editorial Team. It is intended from an informational perspective only and it is upto the readers to research and verify the claims and judgments in the article before reaching a conclusion.)

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