B-Schools Take Lessons out of Modi Campaign
To offer case studies on use of tech, social media & brand positioning in successful poll campaign
Top B-schools in the country, including many IIMs, Indian School of Business (ISB), XLRI and MDI-Gurgaon, will introduce lessons gleaned from Narendra Modi’s electoral success into their curriculum for the new academic year. Case studies on BJP’s marketing techniques, use of technology and social media, single point authority and media management will now be taught in the new batch of management students (class of 2016) and to those in their second year (2015). “Indian politics make for great case studies,” said Siddharth Shekhar Singh, associate profes- sor for marketing at ISB. The Bschool will use Modi’s campaign to teach brand strategy, product positioning and understanding target audiences in its New Product Development and Marketing Management classes this year. Last academic year, it used contrasts and similarities between branding methods of Aam Aadmi Party and BJP in the same. The 2015 batch at XLRI will learn how Modi and his team connected with voters using social media, messages via mobile phone and holograms. The seamless use of technology, style of addressing the masses and how the party's slogans were drafted to touch the right cords will be taught, said Sharad Sarin, professor of Marketing and Strate- gic Management at the Jamshedpur-based college.
Till recently, IIM Raipur used Barack Obama's rise to power as a case study to explain core marketing, brand management and integrated marketing concepts. But now the new prime minster will be cited to show how ‘brand glamour gets established and strategies are used to evolve a product,’ said Anagha Shukre, associate professor for Marketing and Communication. Modi’s management style will also be taught in an elective like Leadership in HR.
IIM Bangalore will teach how Modi managed multiple stakeholders while bringing in accountability and transparency and utilised technology at its executive education program.
"Senior leadership in corporates want to learn how to use technology and manage all customers and bring in social inclusion," said S Raghunath, professor of Corporate Strategy and Policy at the B -school.
MDI, Gurgaon will use the Modi case study to show how a leader can create a positive image strong enough to rally supporters. Professor Ajay K Jain, in his organisation design and change management classes, plans to discuss how successors can garner support by focusing on 'hope'. "If we compare India to a company and Modi as a successor, one can explain change management to the class," said Jain.