Service Marketing

Narsee Monjee Institute of Management Studies

NMIMS is one of the premier B-Schools in India, providing quality education and training to young graduates as well as professionals. The college has different entities within it which help out students throughout their stay in developing them and honing their skills. Currently, NMIMS Hyderabad has 6 committees which work hard in constantly bringing about changes and improvements for the NMIMS Family. Placement Committee Academic Sports Cultural Magazine SSR

Placement Committee
The Placement Committee is an integral body of any B-School. The Committee consists of members with different backgrounds, who are pro-active have good communication skills. NMIMS Hyderabad Placement Committee undergoes various sub-processes in order to achieve their ultimate goal of placements. The various sub-processes include 1. Corporate Connect 2. Training for Placement(T4P) 3. SIPs and Final Placements

Corporate Connect
At NMIMS, education is not just confined to books and case studies. There is always an effort towards bringing in a lot of industry exposure. Corporate Connections bring in diverse experiences of corporates to spark innovative new ideas that could be translated into profitable businesses (students). These interactions also help in building professionalism, integrity, leadership, and a global perspective in the students. Apart from this, these interactions also facilitate networking & connections among corporates, faculty, experts & alumni. Corporate Connections will provide internship, career development and entrepreneurial opportunities.

Placement (T4P)
A high percentage of students dont believe they have enough experience and required skills when they are applying for jobs whilst at school. Often students underestimate the importance of demonstrating their current basic, transferable skills such as communication, teamwork, leadership and problem-solving. Being able to show such skills may put an individual ahead of a rival candidate with similar skills or more experience.

T4P was supposed to be an important sub-entity of Placement Committee. The objective of T4P are as follows: To increase the domain knowledge of the students Enhancing the communication skills To provide students with the opportunity to recognize their current skill sets which will strengthen their interview skills in preparation for fulltime employment.

Following activities were planned to achieve these objectives: Aptitude test GD Mock Interviews Industry Interface

Service Mapping

Process: Continual process of GD/PIs, Industry Interaction to get a real live view

T4P

POC: Placement Committee, T4P members

Evidence: Initiation of T4P; Mock Interviews to an extent

Identification of Service Gaps

Customer Gap: This is the gap between the perceived value of the placement service provided by NMIMS, Hyderabad and the expectations of the customers (students) from it. The final result students expect is a full batch placement with average package ranging from 8-10 lacs whereas the perceived value is that not everyone will even get placed. Gap 1: The management perceive that the students are here only to learn and placements is not there final objective. In addition they perceive the students will be happy with any packages and job profile given by the corporate. There is a huge gap in Management perception and Student Expectation.

Gap 2: The quality of service i.e. placement related activity that is done is not at par with even the Management perception. It is true in both the contexts, the required expertize (management) and the required funds that are allocated. So it is clearly visible the quality specifications for all the required aspects of services is too low and aimed towards cutting costs leading to a huge gap. Gap 3: Students do not get the required training to excel in the selection process of the companies leading to low or no final placements. Considering students as a customer, the cost of the service is very high (monetary, convenience, mental) with just a tenure of two years. The service also offers no refunds in case one doesnt gets placed. A document protecting college from any legality is also asked to be signed before signing up for the service.
Gap 4: There is no communication to the students regarding the actual situation of placements

and anything related to it. This gap is also seen in the selection process of students for interview leaving students (customers) feeling cheated.