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Bridging gaps between theory and practice

The collaboration between academia and industry at the Master School of Management has brought lasting benefits to both. Where students got a chance to see how theory can be applied, faculty members gained an understanding of job skill requirements

education Updated: May 28, 2014 11:49 IST
Ayesha Banerjee

Do mention the contribution of some of the companies in your governing body?
The representatives of ­various ­companies in the governing body of the Master School of Management (MSM) — Rakesh Kohli, chief ­managing director, Stag International, Sanjay Joshi, human resources director, India ­subcontinent, Intertek India Pvt Ltd, Prasenjit Das, ­director SOS and Kamal Singh, ­director ­general, National HRD (NHRD) Network — gave ­valuable inputs in the ­following spheres: formulating curriculum as per the need dynamics of the ­market, revising the syllabus and pedagogy. Consequently, the ­institute started an advance course in big data and business analytics and has built an employability team of academics and professionals, most of whom are alumni of IIM Ahmedabad, XLRI Jamshedpur and SP Jain Institute of Global Business.

In addition to the on-going ­functional specialisations, Joshi ­suggested to start sectoral ­specialisation. These pedagogical ­initiatives will enhance ­employability of the students in specific sector and will also reduce the burden of ­training the new entrant (in terms of cost and time). This will attract ­companies for campus placements.

Das suggested to have ­specific focus on social responsibility projects, training of elementary school ­teachers in small schools and launch ­awareness programmes in rural areas about the harmful effects of excessive use of fertilisers and ­insecticides. These initiatives will help the ­institute to develop socially ­responsible and responsive ­professionals.

Kamal Singh from NHRD Network suggested to explore the ­possibilities to identify companies which can come forward to mentor the institute and also identify others who can ­provide their guidance to faculties and ­students

Internships that the students have done with Usha Martin, Adani Enterprise, Amul and Apollo? Have any of them been placed with the companies? Also, give some details of the internships students have done

Students interned with companies like: Amul: Marketing activities and potential areas of Amul icecream in Gurgaon market

Usha Martin Ltd: Working capital assessment of Usha Martin Ltd and Jindal Steel Works

Adani Wilmar Ltd: Retailers ­market survey in Ahmedabad

Apollo: Comparative study of customers’ satisfaction of Apollo and MRF Tyres. Students who have been placed — Deepak Mahto and Summer Joyti Sharma in Amul, Nitin Tyagi in Adani Enterprises and Subhankar Banerjee in Apollo

What is the focus of the visits to Ashok Leyland, Drive India and ITC limited?

During the industrial visits learning is focused on the following aspects:
* Understand production process, especially on the floor, in ­various functional areas and learn to design and draw a flow chart of production process, operations and cycle time
* The students are asked to focus on understanding the cycle time of production i.e. the process of turning inputs into final products and observe the following steps — transit time, waiting time and setup time. In brief the students are exposed how to undertake RPA (Rapid Production Assessment)
* Understand the operational ­management
* Students discuss issues about manufacturing related operations process of plants and production techniques with the industry experts

Details of lectures by some industry ­representatives who visited from Aircel, Bimtech etc

Following professionals from ­industry gave lectures/lecture:
* Vishal Kulshrestha, manager marketing Aircel — The Positioning of Products in Market Dynamics
* Professor Gagan Katiyar, Bimtech — Deep Metaphors, Social Media and Advertising: the challenges in brand management
* Amit Kumar, manager operations, L& T ( Larsen and Toubro) — Logistics Management : the key to sustainably and profitability
* Dinesh Sharma, manager HR Yamaha Motors — Challenges of talent retention: aligning individual and organisational goals
* JS Kaushal, executive ­director, Indian Oil Corporation Ltd — Supply side bottlenecks & energy crisis: what is the way out?
* Neeru Rawat, manager HR, Nippon Koei — Acculturation: a key strategy to operate globally

Role of faculty members on boards and advisory councils of industries? Details.
* Professor Prem Bajpai: Avadh Textile, Lucknow, corporate ­strategists
* Professor Satendra Soam: RG Builders, Meerut , chief economic advisor
* Professor Parveen Sharma: MasterAds, Meerut, ­strategic advisor, advertising and ­marketing
* Professor Manoj Sahay: Indus Valley Promoter Meerut, ­marketing strategists

Has any company helped you setup ­infrastructure, if yes, gives details.
* MasterAds, Meerut provided financial assistance for developing a computer lab ( Rs. 5 lakh)
* Indus Valley Promoters Pvt Ltd, Meerut provided financial ­assistance to update the library ( Rs. 5 lakh)

How has the institute availed of services from the industry?
A committee comprising of students guided by senior faculty members invites industry representatives to become a part of the academic and professional network of the institute. The alumni of the college also take initiatives to improve the facilities in the institute

Industry inputs

Sri Puneet Agarwal, country head Visual Studio, Microsoft says, “MSM is a business school with a deep sense of commitment to ­professional ­excellence. It has the necessary ­dynamism and intellectual wealth to ignite the young minds to take up the challenges of business in the ever expanding contours of ­competition. Also, the students of MSM are ­sincere, quick learners and have the ability to put their knowledge in ­practice. The students of MSM also have capability to ­decipher the ­nuances of business and have well articulated sense of social ­responsibility

Please give details of your interactions with the students and the institute? Your learnings?
Students and institute’s ­interactions with the ­industries helps in ­understand the nuances of ­applying various management theories in the industries. It helps to bridge the gaps between theory and practices. These interactions are of great use in upgrading the curriculum as per the dynamics of the market.

The other important benefits of these interactions are — helps in diversifying and differentiating between course and curriculum, exposes our students and faculty members to the need of emerging opportunities, identifies the spheres where the institute should focus its CSR activities and also acquaint and persuade its students to do the same after joining the corporate sector.

Faculty training

Professor Manoj Sahay
* Pep-infotech Ltd: Advertisement strategies
* Janwani: How to launch a daily newspaper

Professor Satendra Soam
* Shanti Associate: Managing asset portfolio in real estate business
* Kamdhenu Constructions: Techniques of capital budgeting in infrastructure sector

Professor Monika Tyagi
* Sajag Fertilizers: Developing inter-personal skills to understand transitions in rural economy and society
* Adverse impact of excessive use of chemical fertiliser and insecticides

Professor Ajay Sharma
* Bank of India: NPA provisioning
* Central Indian Regional Council of Institute of Charted Accountant of India : Wealth management
* Allahabad Bank: Investors’ ­awareness
* Ministry of company Affair Government of India :Investors’ awareness programme, in several organisations

Assistant professor Nitin Goswami
* RG Builders: Understanding import procedures of capital goods
* Stag international: Hedging and managing exchange rate risk

Assistant professor Soumen Saha
* Master Ad: Coral draw - essence of DTP
* NAS college, Meerut: Computer application in official procedures

Hear it from the students

Manas Roy: I had interned at Titan, Lucknow. During my internship, I ­covered entire UP and Uttarakhand. The main topic of my research was market development for retail expansion of smaller format watch stores. I ­developed market profile for six cities and learned the strategies for market development. This has helped me understand small town markets and promotion of aspirational products in smaller cities.

Kalyani Gopal: I did my internship in HDFC Bank, Allahabad. During my internship, I understood the analytics used to test the credibility of ­borrowers. I was also able to learn the processes and procedures used by banks to extend loans to the borrowers.

Nupur Khanna: I got the opportunity to do my summer internship in L&T New Delhi. My project was to study the ­process of training and development in Larsen & Toubro. I got an opportunity to study the HR practices and advantages of cross functional training in ­multinational corporations. I also understood the benefits of clearly laid HR strategies within an organisation and the role it plays in providing ­competitive advantage.

Deepak Kumar Kushwaha: I did my internship in LG Electronics, Lucknow. The prime objective of my research was to understand and extend the supply chain and dealership of LG electronics in this region. Through my research, I was able to deduce the role of supply chain management and importance of dealers in consumer electronic goods. I believe that I will be able to extend these learnings into retail and other similar consumer segments.

Pradeep Kumar Tiwari: During my ­summer training at Philips, Delhi, I comprehensively analysed the corporate sales of the company and learned the dynamics of B2B sales. I was also able to appreciate the linkages between ­corporate and retail sales, the ­importance of inventory management and the impact they have on the ­financials of the organisation.

Sonal Misra: My internship was in sales and business development sector in Microsoft. The objective of the study was to identify high value of ­productivity of visual studio in ­collaboration with MSDN. On the ­marketing side, I also identified ­customers’ issues with the help of ­customer gap analysis. In the sales department, I learned how to close a deal and identify markets untouched by Microsoft.

Mandeep Kaur: The summer experience at Punjab National Bank was my first experience with the corporate sector and I was able to understand the ­importance of credit department in the bank and their credit appraisal ­procedures. I studied various cases related to credit sanctioned to ­individuals and organisations.