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Transcript of Markezine Dec Jan 2013-14
Contents
From the Editors’ Desk .............................................................................................2 C For Cause……………………………………………………………….………………………………………….3 It Helps To Help…………………………………………………………………………………………………....5 Cause Marketing Will Not Kill.……………………………………………………………………………...7 Mark-e-feed: Indigo— Wings of Steel.……………………………………………………….……….. 9 Data Analytics: the Game Changer for Today’s MBA……………………………………………11 Marketing World Cup 2013…………..……………………….…………………………………….......13 Our Other Events………………………………………………………………………………………………..15 Our Sponsors …..…………………………………………………………………………………………..…… 17 Mark-toon ………………………………………………………………………………………………………….18
From
The
Editors’
Desk
Dear Readers,
Greetings from Club MarkUp, the marketing club of IMT Ghaziabad!!
We are proud to present the XVIth edition of Markezine with the theme “Cause
Marketing and its impact”.
The launch of the XVIth edition of Markezine also comes at the time of the suc-
cessful conclusion of Club Markup’s grand event Marketing World Cup 2013.
This year MWC saw expectations surpassed at every stage, be it the prize mon-
ey, the Guest Speakers invited or the problems presented as case studies to the
participants and even in the number of registrations we were able to get. You
may read more about the event in our magazine.
As we approach the conclusion of 2013, we saw and expected the brand manag-
ers and marketers to adopt new trends in Marketing and implement state of the
art digital marketing techniques and analytics. But what many have failed to see
is that they are still trying to leverage Causes and Events to promote their
brands. Innumerable examples may be quoted, where marketers raise causes of
children’s education, welfare of poorer sections to anti-obesity campaigns along
with sales of their products and leveraged past or current events. The motive of
such campaigns may have shifted from corporate donations to being in sync
with their business objectives, but as major FMCG’s have shown leads to expo-
nential increase in sales!
Thanks and regards,
Raunak Sancheti
Disclaimer: The views and opinions published in this magazine herein are those
of the authors and Club MarkUp bears no responsibility for the same.
Credits
Co-editor: Akrish Sharma Design Team: Harshit Sharma, Vaibhav Kango
Content: Satyen Chopra, Asim Goyal, Niharika Arora Write to us [email protected]
Follow us on :
MARKEZINE December-January 2014
Raunak Sancheti
Shyam Suresh
2nd year,
PGDM (Marketing)
C for Cause
If Needs were the Cause of Marketing, the time
has come when Causes are the Need of the hour
for Marketers! Yes, Cause Marketing is the new
highway to reach the customer and mind you, the
marketer owns both sides of the highway. When
‘Sustainability’ has become a watchword for
companies and annual reports are splashed left,
right and centre with ‘sustainability initiatives’, it
is only natural that companies embrace the ad-
vantages of Cause Marketing. To put things in
perspective, Cause Marketing (CM) is any mar-
keting initiative that has a social or charitable di-
mension to it- something which clubs the profit
making motive of a company with a noble cause.
The motives behind a CM campaign could be
many- increasing sales, gaining customer loyalty,
retaining top talent, increasing employee morale
and productivity etc. - but they all have one com-
mon end, that is to provide social value.
A typical CM campaign by a company has a theme
that impacts a section of people (who will no
doubt be a target segment of the company). The
effectiveness of the campaign will be determined,
among others, by how well the theme is em-
braced by the campaign, the gravity of the theme
and how relevant is it to the values and mission of
the company. If the campaign lacks earnestness
and is done as an extension of the company’s CSR
initiative, it will turn out to be just another adver-
tising campaign- chances are that it may even
turn out to be a disastrous campaign. Some com-
panies have used CM to the best use and gained
from it whereas others have ended up spending
precious bucks in creating campaigns that of no
avail.
There has been no dearth of Cause Marketing
initiatives in India. Every day lot of small scale CM
initiatives happen across the country; company
sponsored awareness rallies, road shows, blood
donation campaigns to name a few. On the other
hand pan-India mega CM campaigns are also
MARKEZINE December-January 2014
4 3
Manoj Kumar J
PGDM,
Institute of Management Technology,
Ghaziabad
found in good numbers. Coca-Cola’s initiative to
connect people from India and Pakistan by way of
vending machines is a crafty way of ‘marketing’
piggybacking on a populist ‘cause’. Even Google
could not think of a more powerful cause to ap-
peal to the subcontinent users other than that of
India-Pakistan relations!
Cause Marketing initiatives are but fail proof. A
very recent example is that of the Lifebuoy “Help
a child reach 5” and the All Out “Fight Dengue for
Payal” initiatives. Lifebuoy’s initiative is to spread
awareness about washing hands before every
meal and every time after using the toilet (a fol-
low up to the famous Kumbh Mela Roti initiative).
The cause of preventing child mortality owing to
diarrhea is well presented by using Gondappa, a
typical rustic Indian father fulfilling a vow. Apart
from having a clever multi segment appeal
(Gondappa being a typical Kannada name, a Tamil
song playing in the background and featuring Hin-
di dialogues!), the 195 Second video sports a
powerful message and an emotional deliverance.
The emphasis is not on using Lifebuoy but on pre-
venting Diarrhea. The video urges consumers to
donate for the cause and does not ask them to
buy the product; the company also promises to
put in an equivalent amount the consumer do-
nates. This is an indirect but effective way to posi-
tion Lifebuoy as the “cleanliness” soap in the
minds of the consumers.
The “All Out” video on the other hand does not
tell the viewers how they can help. It lacks convic-
tion and the emotional connect that Lifebuoy’s
initiative has; in short it appears half-cooked. The
effectiveness is out there for all to see; weigh the
16 Million plus views of the Lifebuoy video
against the few hundred views of the All Out initi-
ative! The lesson to be learnt is that the mar-
keting initiative should be backed by a genuine
cause fortified by a convincing message and a
well directed campaign in order for it to make the
cut. Finally, what more can be a boon for such
campaigns than the social media? Cause + Social
Media + Marketing is a deadly combination for
the modern day marketer and a Cause for Joy for
companies! It’s a deadly combination if used
properly; if not it will only be deadly; just like
Dengue!
Reference:
1. Cause for Concern, Results Oriented Cause
Marketing, Stephen M. Alder, Thomson/South-
Western, 2006
5
MARKEZINE December-January 2014
5 4
“IT HELPS TO HELP”
The world today has become really competitive.
But it is also full of opportunities for those who
dare to think out of the box. In context of pure
marketing, it is anyone’s game today. The con-
sumer is more aware as well as he is flexible. He is
also considerate about his environment, society
and mankind at large. This is a very evident trend
and it would be foolish on any marketer’s part to
not exploit this new customer.
The concept of ‘cause marketing’ was first applied
in 1976 when a huge corporation joined hands
with a pure not-for-profit concern and pooled
their resources to serve mutual benefits. It’s a win
-win as one gets exponential publicity at just a
fraction of the cost and a good cause gets pro-
moted with a wider reach and visibility. Marketing
budgets are way bigger than CSR budgets.
Organisations like Tata Global Beverages have
been employing ‘cause related marketing’ since
years now with their ‘Jaago Re’ campaign ad-
dressing many social issues and also creating a
socially proactive image for their brand. According
to the Cone Millennial Cause Study in 2006, 89%
of Americans (aged 13 to 25) would switch from
one brand to another brand of a comparable
product (and price) if the latter brand was associ-
ated with a "good cause". It makes eminent sense
in positioning your brand with a socially active
image.
Marketers have also been leveraging the buzz cre-
ated by events or happenings that hold a certain
relevance to the customers. A recent example
would be the famous Sachin Tendulkar’s depar-
ture from the cricketing world that left marketers
and advertisers losing their sleep, ordering take-
outs and spending long sessions creating story-
boards. The buzz saw names like Adidas riding on
the back of the famous cricketer-cum-celebrity
and e-bay auctioning coaching sessions with the
man himself for the proceeds to be contributed
towards an NGO Apnalaya.
Such marketing efforts are well applauded by in-
dustry and consumers alike. There are many caus-
es that have been taken up in form of full cam-
paigns, for example in 2005-2007 the American
Red Cross Bay Area Chapter and its partner The
Pacific Gas & Electric Company undertook the
most comprehensive earthquake and emergency
preparedness campaign ever launched by a non-
governmental organization. The campaign sur-
passed its targets by raising over $1.25 million,
generating over $3 million in free media coverage
and most important of all, it got more than
10,00,000 people trained during the course of the
campaign. The objectives were truly to make eve-
ryone win and thus it’s a true ‘glowing’ business
alliance between the two entities as pointed out
by Bruce Burtch, the man behind the campaign.
India today is ripe for such campaigns to take
place and marketers are entrusted with a kind of
MARKEZINE December-January 2014
6 5
Himanshu Arora
PGDM,
Institute of Management Technology,
Ghaziabad
MARKEZINE December-January 2014
7 6
lier. One such cause is the deprivation of house-
holds in Bihar from having a clean and functioning
toilet. It’s a major issue in the region and is a
speed block for development apart from being an
instigator of unhealthy sanitary conditions and
diseases for people living there. There are organi-
zations like PSI India that are currently working in
tie-ups with NGO’s to raise up this issue, create
awareness and also to deliver integrated solu-
tions for the households that do want to con-
struct a toilet in their house. For example the
‘Saadhan Toilet Centres’ that are a one stop desti-
nation for all the ingredients needed to build a
toilet in one’s home.
Whether it be cause marketing or event related
marketing, the buzz that comes with it is exhila-
rating and thus it becomes the responsibility of
the ones creating and orchestrating this buzz to
serve common benefits via the whole process.
Take for example the recent ‘Drink and Get
Driven’ campaign which involved placing a man
dressed as ‘Yamraaj’, the ‘God of death’, seated
inside the cars being brought by the valets to peo-
ple leaving the pub. Or the ‘Project Sunlight’ initi-
ative being rolled out by Unilever. It’s the inten-
tion and objective that wins your brand brownie
points.
CAUSE MARKETING WILL NOT KILL!!!
Checking electronic mails is one of those mun-
dane activities which have become an inseparable
part of our daily life. On one such Friday evening
after attending all my lectures I opened my laptop
and logged-in on to my mail account to check for
new mails. The subject of the very first mail which
flashed on the screen read “call for articles,
theme: Cause-Marketing”. Being a marketing stu-
dent I had heard of B2B marketing, B2C mar-
keting, affinity marketing, ambush marketing,
guerrilla marketing and various other kinds mar-
keting but Cause-Marketing was a term which I
was hearing for the first time. This infused a curi-
osity in me which resulted in this piece of writing.
Cause-Marketing is a profit making initiative
wherein a company attaches itself to a social or
environmental issue so as to raise awareness,
money and consumer engagement for the issue.
According to a Cone Cause Evolution Survey, the
number of consumers who are ready to switch
from one brand to another if the other is associat-
ed with a good cause has climbed up to 87%.
Cause marketing has three core components:
A product or a service that is bought or sold
Partnership between the profit making firm
and a non-profit making firm
A profit generation plan
Let’s take a few examples to illustrate this better.
According to a study in 2003, the cost to train a
firefighter in US was roughly about $4500. TUMS
an antacid manufactured by GlaxoSmithKline in
St. Louis, Missouri, USA launched a marketing
campaign with a slogan which said “TUMS puts
out more fire than you think”. TUMS partnered
with First Responder Institute and donated them
10 cents for every bottle sold. Through this cam-
paign TUMS donated $238000 to First Responder
Institute, which in turn funded 60 fire depart-
ments across USA. This exercise increased the
sales of TUMS by 16% that year.
Recently Coca-Cola used Cause-Marketing very
intelligently in Philippines. This was a classic case
of “conspicuous by one’s absence”. Coca-Cola
suspended its entire brand campaign activities in
Philippines and decided to direct that money to-
wards typhoon Haiyan relief aid. Apart from this
Coca-Cola has also donated an amount of $2.5
million in cash and kind. This stance of Coca-Cola
elicited a tremendous emotional reaction among
the consumers, like any great add would have
done. There were tons of other companies like
IKEA, DHL, and Toyota etc. which were also in-
volved in the relief activities but the kind of atten-
tion that Coca-Cola garnered was unrivalled. This
is one of those campaigns which could be used as
MARKEZINE
8 7
Ayush Sahay
PGDM,
Institute of Management Technology,
Ghaziabad
December-January 2014
MARKEZINE
9 8
case study in Business schools around the world.
However, Cause-Marketing, just like everything
else in life, has a flip side. Recent research con-
ducted in University of Michigan’s Ross School of
business on Cause-Marketing has brought forth
some interesting findings. This report states that
if two consumers prefer to buy same product at
same price, but one consumer buys the product
because of cause marketing, his charitable giving
will be lower than the other one. This simply
means that when a consumer buys a product be-
cause of Cause-Marketing he actually spends less
on charity than he actually thinks. Most of the
times, these consumers have little idea about the
amount they are actually contributing in charity.
They invariable think of their Cause-Marketing
expenditure as their charitable giving. Since these
purchases make a consumer feel that they have
already made their share of contribution for the
cause, they spend very little on direct donations.
Though Cause-Marketing has its pluses and mi-
nuses, it is an interesting concept. Purists might
not approve of this kind of marketing, but there
are very few things that they approve of. If you
were to ask for my opinion, I would say we toler-
ate a lot more nauseating things than this. Em-
bracing this will definitely not kill us, and as the
great Joker once said “whatever doesn’t kill you..
Simply makes you a stranger”.
December-January 2014
It is the time when the major airline carriers are
bleeding; Indigo has outperformed its competi-
tors in every sense. Indigo recorded a profit after
tax of Rs 787 crore — an increase of over 500 per
cent over the previous year — in March 2013. The
airline’s gross profit was Rs 993 crore, a whopping
1,400 per cent increase over the Rs 64-crore rec-
orded in FY12. This is despite the fact that fuel
prices went up by about 13 per cent and the ru-
pee weakened against the dollar by about seven
per cent. The time when most of the businesses
are down due to a weakened economy and the
beating of rupee, Indigo Airlines had set an exam-
ple for others to follow.
If we look at the STP analysis of the airlines, it
goes like this:
Segmentation: Cost Conscious Passengers
Targeting: Lower Middle Class – Middle Upper
Class
Positioning: No Frills Low Cost Air Travel
Indigo had to counter all the external forces to
emerge as the No.1 in its segment. Indigo fol-
lowed an Overall Cost Leadership approach to
deliver value to its customer keeping the overall
cost low. It identified the processes where it
could cut its cost and improved its turnaround
cost to less than 30 minutes. This helped it to
differentiate itself from others who took “On
Time Service” not too seriously and did not pay
utmost attention to on time performance.
Indigo’s success can be attributed to its single-
minded focus on Service – unquestionably, this is
the key strength of its brand. Indigo is also known
as the Southwest of India due to the high similar-
ity in the operating style of both the carriers. The
airline concentrated on the basics — on-time per-
formance, neat and clean aircraft and good
onboard service.. Indigo’s business plan is the
10 9
Saurabh Jain
PGDM,
Goa Institute of Management,
Goa
Mark-e-feed: Indigo: Wings of Steel
MARKEZINE December-January 2014
11 10
as that of Southwest Airlines in the US. Southwest
operates only Boeing 737s. Each airline has its
own training, safety and flying techniques. The
staff has to be instructed in all of these which
make it difficult to reschedule in turn. That's the
key point - flexibility. By making sure that their
staff and planes are uniform - Indigo and South-
west made their fleets more flexible for restruc-
turing and rescheduling. The staff can be arranged
in a matter of hours for a last minute reschedule.
Some of the features which truly differentiates
(POD) its offering from the competitors are
On Time Service: One of the high points about
indigo is its diligence to on time arrival.
The pilots usually announce the flight sta-
tus twice or thrice in mid-air to highlight
its importance for Indigo.
Single Class Service: They chose to go ahead
with the single class to tap the market for
middle class frequent flyers and bringing
business people on board through its on
time service.
Low-Cost, Not Low-Quality: Indigo is a low
cost airline but the moment you get into
the aircraft doesn’t feel like a low quality
aircraft like Air India or SpiceJet.
Costing Model: It sells and leases back its
planes, sparing its balance sheet and al-
lowing itself to maintain a young fleet.
Advertising: They are able to capture the
mind of the consumers through their ad-
vertisements inside aircrafts and national
dailies. They are able to create a brand
equity and stature through their positive
attitude, quality of service and conven-
ience to the customers.
However Indigo needs to be careful not to play
too much with its brand equity and its profession-
al business model in the way that Jet Airways has.
We don’t need another Jetlite, Jetconnect, Jet-the
-third! It will succeed by remaining dedicated to,
and focused on delivering its promise of dependa-
bility and on time service. It already enjoys high
levels of word-of-mouth recommendation—the
best kind of unpaid communications a company
could ask for and the one that matters most. Like
many people, I trust my friend’s recommendation
over a glossy ad any day. Way to go Indigo! Keep
us recommending you.
MARKEZINE December-January 2014
Data Analytics- The Game Changer for Today’s MBAs
The data revolution is upon us and is changing
the face of business. More and more organiza-
tions in both traditional and non traditional sec-
tors are getting serious about leveraging their
data to make better business decisions. These
organizations not only need data scientists to
effectively manage and analyze the data at hand,
but they also need managers that can under-
stand, interpret and act on this data. In fact, to-
day’s generation of successful business leaders
are those that inculcate a data driven culture
within their organizations. They use their com-
bined data science and management skills to
make better de-
cisions that give
their businesses
that crucial com-
petitive ad-
vantage.
As such, though
global employ-
ers today are
still hiring MBAs
with gusto, they
are now doing
so with an add-
ed selection criterion. Today companies expect
their new recruits to demonstrate and prove
their data analysis skills during the recruitment
process itself. The candidate that can show that
they have the experience or skills to analyze,
manage and make use of the data at hand is in-
creasingly the one that is selected.
Data science essentially requires a strong
grounding in mathematics; a familiarity with pro-
gramming languages; a working knowledge of
analytical modeling; and some area content
knowledge. Top business schools world over
have realized that the game is changing and that
they need to align their curriculum to include
these data science topics. However as this is such
a new field
many business
schools are real-
izing that the
best way to
build their data
science courses
or programs is
to partner with
organizations
and individuals
that are native
to data science
and who can
bring practical, real skills into the classroom.
The best data science business programs out
there are those that have built strong partner-
ships with companies in the data analytics indus-
try. These institutes are able to tap the
knowledge of data science experts and bring
them into the classroom to speak of their experi-
ences and to teach their students about the real
world applications of data analytics.
MARKEZINE December-January 2014
11 11
Sanchita Lobo
Writer & Blogger,
Jigsaw Academy
MARKEZINE December-January 2014
12
Students from these institutes are increasingly
opting to pair a concentration in analytics with
that of their chosen functional area. But what
about those students whose business school does
not offer this option? How can they ensure that
they can gain some analytics skills by the time
they graduate so that they are not at a disad-
vantage in the MBA job market?
Well luckily there are several distance and online
programs and training courses today that offer
cutting edge data analytics training. For those of
who would like to investigate this further a good
source of information would be Analytics India
Magazine’s list of Top 9 Analytics Training Insti-
tutes in India and Sulekha’s list of Top 10 Ana-
lytics Training Institutes In India. You will find that
Jigsaw Academy has continuously been rated as
one of the best analytics training institutes. We
offer world class content designed and delivered
by analytics experts from across the globe. Our
online module offers flexibility to suit every
schedule. Get in touch with us at in-
[email protected] for more information.
Become data savvy. You don’t want to get left
behind!
For more details about a career in analytics: P: +91-92435 22277; +91-9008017000
Website: www.jigsawacademy.com Blog: www.analyticstraining.com
“Everybody finds it difficult to stay away from chocolate. We de-cided to name the next version of Android after one of our fa-vorite chocolate treats, Kitkat!” This is what developers at Google have to say about their advanced version of operating system Android. This edition of Markezine brings to you an opportunity to pre-sent your views on the ANDROID KITKAT tie-up. Just write to us in 5 points as to why you feel this tie up will work or why it will not. And the best two articles write-ups stand a chance to win gift vouchers worth Rs.4000 each from jigsaw academy. Hurry Up!!! Send in your articles to [email protected]
The Marketing World Cup is a marketing extrava-
ganza orchestrated by MarkUp - the official mar-
keting club of IMT Ghaziabad. Held annually, this
event brings together brilliant minds from some
of the top B-Schools of India like the IIM's, IIT's,
FMS, MDI, MICA, NITIE, SIBM, XLRI, IIFT and sev-
eral others. Club MarkUp endeavors to provide a
platform for students to showcase their mar-
keting acumen as well as provide an opportunity
for industry interaction through MWC.
Marketing World Cup’13 saw participation from
more than 170 teams from colleges like IIMs,
FMS, MDI,
NMIMS, XIMB,
NITIE and many
more.
Each team, com-
prising 3-8 mem-
bers participated
in the 2-day
event vying for
the top spot, and
to grab the cov-
eted trophy, the
Marketing World
Cup. This year’s
theme was based
on the concept of
‘Retro Marketing’
used by various
companies in their
marketing cam-
paigns. It was an
attempt to insight
emotions of the by-
gone era and reminisces the good old days. The
teams ‘None Of The Above’ and ‘Battery Low’
both from IMT Ghaziabad, secured the winners
trophy and the
runners-up tro-
phy, respective-
ly.
Core Events:
Eat.Pray.Live. –
A challenge of
marketing Glu-
ten-free cereals
as a new prod-
uct in India.
Rinse N Shine – The
event challenged the
participants to ven-
ture into an untapped
industry and prepare
a strategy for a Laun-
dromat Service in the
Indian Market.
same
14 13
MARKETING WORLD CUP 2013 Our Flagship Event
MARKEZINE December-January 2014
14 14
Hitch-me-not– A fun filled challenge based on the
company Happily Unmarried’s products targeting
the unmarried population.
Rugs to Riches– This event looked at the business
problems faced by the Kashmiri carpet industry.
Masquerade– This event was a one of a kind
online business simulation game.
Apart from the 5 core events, an online event
called Ad-O-Mania was also conducted. This
event sought to promote online recharge website
On the spot events were time trials for the partici-
pants as they got very little time to tackle the cas-
es, which were released during the course of the
48-hour event. Social Samosa had the partici-
pating teams create a social media marketing
strategy for a website. Needz – the store next
door was a case study based on ‘Needz’ - the con-
venience store situated inside the IMT Ghaziabad
campus. Alas, the 2 day marketing extravaganza
ended with Line of Fire - 4, an event that emu-
lates a press conference to test the PR skills of the
teams. Due to the fact that this event happens in
the amphi-theatre and is in an attractive format,
this is one of the most popular events of Mar-
keting World Cup.
The corporate partners of this edition of MWC
included Bombay Stock
Exchange – Investor Pro-
tection Fund, NTPC,
ONGC, Jigsaw Academy,
Recharge Delight, CCD,
Myntra, Happily Unmar-
ried and many others.
MARKEZINE December-January 2014
1. The Eureka Effect
On 21st November 2013, Club MarkUp conduct-
ed “THE EUREKA EFFECT!” – An interactive ses-
sion with Ad Guru Prahlad Kakar. The mesmeriz-
ing evening saw the unveiling of the coveted tro-
phy of Marketing World Cup 2013 by Prahlad Ka-
kar. The session was fun-filled and very interac-
tive at the same time where students relished
Kakar’s candid and outspoken nature. The Am-
bassador of Buzz, Prahlad provided valuable in-
sights about life, passion, entrepreneurship and
advertising. He shared his personal experiences
in the Advertising Industry and enlightened the
students on Ads, Brands and creativity. The
event was covered by prominent Media Houses
like NDTV, Aaj Tak, etc. The session was a huge
success and highly appreciated by the students,
faculty and corporate .
16 15
Our Other Events
MARKEZINE December-January 2014
17 16
2. Ad-o-holic 8.0
Ad-o-holic 8.0, the annual Ad-fest organized by
Club MarkUp was held on August 31st, this year.
Ad-o-holic is a platform where budding advertis-
ers are given an opportunity to compete against
students from the top B-Schools in the Delhi/NCR
region. This year’s theme, ‘Advertise to revital-
ize!’ saw the teams come up with Ad-Campaigns
in order to rebrand the image of a company.
In the first
round, an
online
round, the
teams were
judged
based on
their crea-
tive skills
and in the
second
round, se-
lected
teams were
invited to
IMT Gha-
ziabad campus to present their Advertising strate-
gies. It did not take long for the judges to recog-
nize the creativity and analytic skills of the teams.
Innovation, imagination and ingenuity of the
teams were duly recognized and the team
‘Pioneers’ from Fore School of Management, con-
sisting of Sandal Kakkar, Himanshu Sagar and
Vaibhav Aggarwal bagged the first place.
Club MarkUp also actively collaborates with the
corporate world to facilitate the initiation of vari-
ous Short term Projects at IMT. Every year, the
Club in collaboration with various companies,
provides ‘Short Term Projects (STPs)’ to deserving
students. This year Club MarkUp provided two
STPs from companies like Café Coffee Day and
Albero Technologies.
Club Markup in association with Mercadeo Educa-
tion also
facilitated
the launch
of the
Chartered
Sales Force
Analyst
Program
(CSFA), a
one of its
kind certifi-
cation
course for
sales and
marketing.
The objec-
tive behind
this course was to complement subjects like chan-
nel management, pricing, sales management etc.
usually taught in an MBA program, by adding real
life experiences making budding Sales and Mar-
keting Managers more industry ready.
Club MarkUp also has a strong network of Alum-
ni, who guide and support its activities in every
way possible.
MARKEZINE December-January 2014
December-January 2014
MARKEZINE
17
19 18
MARKEZINE December-January 2014
MARK-toon