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MBA (MARKETING) GOING THE MBBS WAY!
By Rishabha Nayyar, Director, GIBM Pune
Who would you go to incase of a heart problem or a stomach problem or a brain problem? You could either go to a Doctor who is an MBBS or a Doctor who has done his MD/MS/MCH in the respective fields of Cardiology, Gastroenterology and Neurology. More often than not you would see yourself choosing the latter as your option. Why? The specialist understands your problem better and is better equipped to solve it.
In the last 10 to 15 years, the Medicine industry has seen a sea change where specialists & super specialists have emerged providing better & customized solutions. As an outcome of that, Doctors who were only an MBBS have become largely obsolete and redundant.
In the field of marketing also, we are on the threshold of witnessing such a change where a general MBA Marketing (read as MBBS!) will make way for an MBA Retailing, MBA Mass Communication, MBA Advertising & Media, MBA Brand Management, MBA Sales & Distribution and many more.
Why such a transition?
The objective of any MBA course is to prepare the student for the requirements of the corporate world. Keeping that in mind, the courses also have to change from time-to-time to mirror the changing corporate needs.
In the traditional marketing companies, a marketer was responsible for a range of functions such as sales, distribution, branding, product development, advertising, merchandising and customer management. However, as competition intensified, as margins shrunk and as consumers became more powerful, companies began feeling the need to have separate teams managing each of these different m ...