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)

https://www.facebook.com/clubmarkup

https://twitter.com/markupimt

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


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


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


6 5

Himanshu Arora

PGDM,


Ghaziabad


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,


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”.


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


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.


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.


11 11

Sanchita Lobo

Writer & Blogger,

Jigsaw Academy


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]

http://www.jigsawacademy.com

http://www.analyticstraining.com

mailto:[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


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.


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


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

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MARK-toon

Markezine Dec Jan 2013-14

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