A REPORT ON A study to know about the effectiveness of the ITM

SUBMITTED BY Group: 5 Sujeet.Kumar.R Ashis Kumar Mondal Vivek Kalasty Prashant Kumar Faculty Guide: Prof. Suresh Kumar

INSTITUTE FOR TECHNOLOGY AND MANAGEMENT, D-14, SIPCOT IT PARK, OMR SIRUSERI CHENNAI 603103 BATCH 2012-2014

ITM

Introduction
The ITM - Group of Institutions has a thriving and vibrant population of students in its campuses across the country that creates a unique community atmosphere encouraging serious study and personal development. With the able support of its experienced full-time faculty members and several visiting faculties to give students the vital global edge, ITM is steadily moving towards fulfilling its vision, that of becoming a global leader in professional education, whose mission is to impart futuristic and comprehensive education of global standards with a high sense of discipline and social relevance in a peaceful and refreshing environment.

Achievement/Milestone
ITM have achieved a growth of over 200% in our applications received in the last five years and over 40% growth in applications compared to last years. Running at an impressive average growth rate of over 25% Founded in 1991, ITM - Business School was amongst the first private, non-aided business schools in India. ITM quickly expanded its footprint, establishing Bangalore campus in 1992, Chennai in 1993 and Warangal in 1994 In subsequent years, we established several other institutions ITM - Global Leadership Center (2002) ITM - Institute for Hotel Management (2002) ITM - Institute of Financial Markets (2003) ITM - Institute of Health Sciences (2008) Asia Graduate School of Business (2008) ITM - Institute of Fashion, Design & Technology (2009) ITM - School of Culinary Arts (2011)

In 2008, ITM ventured into engineering education with the acquisition of an engineering college in city of Vishakhapatnam, AP, followed up the launch of another college in Nagpur, Maharashtra. One of the larger Executive Education (EMBA) providers,with a network of Centers in Ahmedabad, Bangalore, Chennai, Delhi, Hyderabad, Mumbai, Nagpur, Navi Mumbai and Pune. ITM - University, Raipur offers advanced programs in the field of BBA, MBA and Engineering. The programs consist of structured curriculum, modern infrastructure and practical job training to suit industry trends for professional growth. Started in 2013, ITM second University, ITM - Vocational University, Vadodara offers programs in BBA, MBA and Engineering. Our partnerships with international universities and schools from US, UK, Europe & Asia deliver- knowledge transfer, program development and student exchanges. These affiliations help in keeping the curricula updated, bring in internationally acclaimed faculties and in developing new programs. Some of our partnerships and associations: Southern New Hampshire University, USA Queen Margaret University, UK Group ESSCA, France EMI Normandie, France East Asia Institute of Management, Singapore Georgia State University, USA University of Reading in the UK Birmingham City University, UK DHBW Karlsruhe, Germany University of Massachusetts, Lowell University of Memphis, USA

ITM - University Raipur in Collaboration with ICICI Bank Sales Academy in 2012 launched Certificate program in Retail Banking Sales Management. ITM offers 2 year full time AICTE approved PGDM iConnect programs, with over 1200 seats across its 6 campuses. ITM - Group of Institutions ITM - Business School ITM - Global Leadership Centre ITM - Institute of Financial Markets ITM - Institute of Hotel Management ITM - Executive Education Centre ITM - Institute of Health Sciences ITM - Institute of Fashion Design & Technology ITM - College of Engineering, Nagpur ITM - Coastal Institute of Technology and Management ASIA Graduate School of Business ITM - School of Culinary Arts ITM - University, Raipur ITM - Vocational University, Vadodara

Objectives of the Website

To drive traffic to the website To attract students for admission To create brand image of ITM

Business Model - Website

To generate revenue by attaining more admissions

Website fulfills the objective of the company by attracting traffic through the below websites: Pagalguy.com Minglebox.com Shiksha.com HT campus.com and many more

Alumni Website!
i. This section of the website Portal is a one-stop place where alumni can update their contact information ii. Enable to Search for the ex-classmates, seniors & juniors of any campus and its a great way of keeping in touch with classmates from your time of college. iii. Receive information about the latest news updates; events happening in campus and publications from the Alumni Office. iv. Network through LinkedIn, Facebook, Orkut, Twitter for Career support Information.

Objective/Benefits of Alumni portal

To nurture the talents of tomorrow, guided by the expertise of today, sharing knowledge and putting correct and ethical thoughts to action. To bring together the old students and give them a platform for social and business networking. To gather all the Alumni of ITM under one roof for a long lasting connection. To establish an Alumni Association for mutual benefits of ITM Group and Alumni. To obtain support in Internship and Job Placement of Students & Fresh Graduates. To obtain Scholarships and funds for various welfare projects of Alma Mater

Target Audience and their profile

Coaching Institutes like IMS , TIME , Career Launcher Students pursuing the UG in college and universities College faculties, as they act as a advisory council for the students and plays a major role in choosing the institutes for the MBA Students looking for the distance/correspondence mode of education

Below mentioned are the profile of the target group:1. No age bar 2. Gender No restriction 3. Students 4. Working Executives

Brand Image
ITM is trying to project that its a nations first B.School who believe in educating more of practically rather than the class room session. Leading B.school with respect to the placement and the guest faculty being the top most leader in the corporate world.

How the brand built online ITM website is drawing attention of the audiences via below mentioned ways: Using Blog forums like pagalguy.com,Coolavenues.com by having official thread in the name of ITM official counselor undertaking various queries from the prospective customers related to the admission, placements etc. Using Social media platform like facebook, twitter, YouTube, Picasa to build the brand ITM. Updating the newsletter and the events on the ITM website for the visitor to view. Tracking the online visitors to the website.

Online Advertisement
Online advertisement done on the website through floating messages for the new admission, visitors track number which motivates visitors and encourages others too, news and events information

Effective Keywords
The website doesnt have the effective keywords to find the ranking of the website. Site gets traffic by way of personal meets, direct marketing, workshop arrangement and other events.

Relationship with the customers

Institute does many online and offline activities like conducting surveys and providing the comparative analysis to others which enables them to gain more customers (student)

Interactive Techniques
The website uses many techniques to interact with the customers / students namely, Face book, Twitter , Picasa , Pagalguy , YouTube , Enquire now option , Toll free number , email id. Website has optimized for both online and offline as during offline, the website can download the respective brochure which can be used offline.

Metrics
1. It is the tool used to understand the effectiveness of the website or the organization. Here in ITM case the effectiveness can be ascertained only by way of the total request the website gets for the Enquiry and conversion of the same for the admissions. 2. Unique features over the website of tracking the visitors count which is 4,97,473 currently.

Media touch point and the Events

ITM is maintaining the continuous touch base with the media to make every bit of the happenings updated and bring to the notice of the general public which will generate the leads/ traffic for the institute. Below listed are the few events took place across the campuses in India and which had significant impact on the admissions (i.e.,) Admission went up to 25% more than the last year. PAATSHALA PGDM Marketing Event at ITM Navi Mumbai Campus DIMENSIONS PGDM Marketing Event at ITM Navi Mumbai Campus ITM - IFM conducted TOSS workshop for SEBI Officers on 7th June 2013 LEE KUM KEE Recipe Contest at ITM - Institute of Hotel Management, Oshiwara "TOSS event conducted for SEBI participants by ITM-Institute of Financial Markets." "TOSS Workshop for National Institute for Securities Market (NISM) students conducted by ITM-Institute of Financial Markets." Little Chefs Basic Skills Workshop at ITM - IHM Bangalore Workshop on Trading on Simulated Securities (TOSS) by ITM - Institute of Financial Markets ET NOW National Education Leadership Awards honoured Institute for Technology & Management.

 SPARK PLUG 2013 ITM Institute of Fashion & Design Technology Annual Design Show International Beer Appreciation Program at ITM - IHM Oshiwara ITM - IFM students emerges winner at TATA Crucible - Business Quiz 2013 Theme Dinner - Sands of Time by ITM- IHM, Oshiwara Theme Lunch on Protocol Service by ITM- IHM, Navi Mumbai Le Revillion - ITM-IHM Oshiwara Annual Christmas Dinner - 21st December 2012 One Day Entrepreneur @ ITM Chennai "What Makes A High Performance Organization" Seminar by ITM Institute of Financial Markets MANAQUEST 2K12 ITM Business School Chennai Management Fest E-Week 2012 AVISHKAAR"- Innovation and Entrepreneurship The Socio-Marketing event Mandi 2012 KURUKSHETRA -2012 CLASH OF THE TITANS Retailers Association of India (RAI) Manning Modern Retailing (MMR) 2012 FRISSON 2012 Annual Cultural Fest ITM Business School, Navi Mumbai 39th National Management Convention conducted by AIMA

Technical details about the ITM website

Ms Geetha has developed the website who also responsible for maintenance and designing the website. Red i department takes care of online advertisement on the various websites.

Findings:
Based on the website analysis we have found that the below are the points which need to be consider for the effective and the user friendly website: There is no separate web portal for all the branches The site is not updated properly a. Photo/Video gallery is missing b. Placement details of Hyderabad campus was missing c. Faculty details of Dombivalli, Chennai, Hyderabad, Banglore, and Warangal is not mentioned in the website. d. Search bar need to implement e. Live chat option is not available

Suggestions
Website is not updated properly. So, they should make sure that their website is remaining up-to-date. Need to incorporate photo & video gallery section. Complete details about the placement, Faculty profile should be maintained. Navigation Site map can be incorporated in order to navigate whichever section is required to without taking excess time. Individual forum for different campus of ITM can be maintained. Search bar can be added in the ITM website.