B-Schools Take Lessons out of Modi Cam­paign

To of­fer case stud­ies on use of tech, so­cial me­dia & brand po­si­tion­ing in suc­cess­ful poll cam­paign

The Economic Times - - Business Of Brands - DEV­INA SEN­GUPTA

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.



IIM Kozhikode


IIM Ban­ga­lore

IIM Raipur

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