MARKETING PLAN REPORT FOR PG_DSBA PROGRAM

B2B PROJECT REPORT

Submitted by
TEAM-7

Danel Hilton W – 2111011

Elanchezhiyan K – 2111018
Gowtham J – 2111025
Naveen Kumar M – 2111063
Sankaranarayanan H – 2111093

MASTER OF BUSINESS ADMINISTRATION

THIAGARAJAR SCHOOL OF MANAGEMENT PAMBAN

SWAMY NAGAR, THIRUPARAKUNDRAM,
MADURAI –625005

APRIL - 2023

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EXECUTIVE SUMMARY

This marketing plan report is for the Post Graduate Diploma in Data Science and Business
Analytics (PG-DSBA) program offered by TSM. The report includes a comprehensive
situation analysis through SWOT and PESTLE analysis, marketing objectives, marketing
mix, target groups, value proposition for each target group, market strategy for each target
group, and budget for the marketing plan.

The situation analysis revealed that the PG-DSBA program has strengths in its hands-on
experience, certification from Madurai Kamaraj University, and mentorship support from
professors and industry experts. However, it faces challenges such as intense competition and
the need for continuous updates to keep up with the rapidly evolving field of data science and
business analytics.

The marketing objectives identified for the PG-DSBA program are to increase brand
awareness, generate leads, and boost enrolment numbers. The marketing mix includes
product, price, place, and promotion strategies to achieve these objectives. The target groups
for the program are working professionals and fresh graduates who are interested in pursuing
a career in the business analytics domain.

The value proposition for each target group is tailored to their specific needs and includes
benefits such as hands-on experience, analytical and critical thinking abilities, and career
advancement opportunities through placement assistance. The market strategy for each target
group involves a multi-channel approach including digital marketing, social media, content
marketing, events, and collaborations with industry partners to reach and engage with the
target audience effectively.

In conclusion, this marketing plan report outlines a strategic approach to promote the PG-
DSBA program offered by TSM. By leveraging the strengths of the program, understanding
the needs of the target audience, and implementing an effective marketing mix and market
strategy, the marketing plan aims to increase brand awareness, generate leads, and boost
enrolment numbers for the PG-DSBA program.

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ABOUT THE INSTITUTION

Thiagarajar School of Management (TSM) is a prestigious educational institution that was

founded in 1962 by the great philanthropist and industrialist Shri. Karumuttu Thiagarajan
Chettiar. The institute is situated in the heart of Madurai city in a lush green campus that
spans over 17 acres.

TSM's primary aim is to impart professional education to managers and entrepreneurs who
have a desire to enhance their managerial skills and scale up their career potential. The
institute began with an Executive Development Program (EDP) in 1962, and due to its
overwhelming success, it launched a part-time MBA program in 1972, which later evolved
into a full-time MBA program in 1986.

Today, TSM offers MBA and PGDM programs that are approved by the All India Council
for Technical Education (AICTE) and accredited by the National Board of Accreditation
(NBA), New Delhi. The institute is also autonomous, with the UGC and Madurai Kamaraj
University conferring this status in 2011. Students can apply for admission to TSM through
various management exams such as CAT, MAT, XAT, or TANCET, and there is no
capitation fee, ensuring a transparent fee structure.

TSM believes in providing its students with a holistic education that goes beyond the
curriculum. The institute offers hands-on training in various business operations across
industry verticals, and its strong connections with industry leaders enable it to provide
excellent summer internships to students. This practical experience helps students land plum
jobs and even receive multiple offers during campus recruitment drives.

The faculty at TSM is highly qualified and experienced, with most members holding degrees
and doctorates from eminent institutions. They have the expertise to provide exceptional
training in both theoretical and practical aspects and guide students efficiently in their
research and consultancy training as well. The institute provides soft skill training, including
English and Hindi communication, statistics, computer applications, and problem-solving
skills, depending on the chosen courses and student's aptitude.

In conclusion, TSM has a rich history of over 59 years and has established itself as a leading
management institute in India. Its focus on providing a well-rounded education that blends
theoretical knowledge with practical experience has helped its students achieve success in

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their careers. With its excellent infrastructure, faculty, and industry connections, TSM
continues to create future leaders in the business world.

VISION AND MISSION STATEMENT

Vision

A leading academic institution of choice amongst management students and faculty and
employers alike, respected for grooming ethical managerial and entrepreneurial leadership
through high-quality teaching, training and research.

Mission

 To promote the wide application of professional management principles, practices and

attitudes in the management of economic and social institutions, primarily through
teaching, training, research and consultancy.
 To groom young men and women into technically proficient, managerially competent,
and socially purposeful professionals deeply committed to upholding and practicing
the highest standards of probity.
 To help transform entrepreneurial ideas into scalable and sustainable economic and
social institutions.
 To promote responsible leadership by seamlessly weaving ethical values, social
dimensions, and long-term sustainability into all aspects of its activities and academic
programmes.

TARGET GROUPS AND MARKETING OBJECTIVE

1. Corporates:

Objective: To reach at least 50 companies in and around Madurai.

Value Proposition: Upskilling an existing employee will help them retain the talent
and reduce the cost of hiring a new talent.

2. Working Professionals:

Objective: To create awareness among at least 50% of this TG and enroll at least 30
students.

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 Value Proposition: Individuals who want to switch their careers into data science and
analytics, candidates who want to improve their position in the organization (i.e., in
an analytical background) can opt for this course.

3. Freshers:

Objective: To create awareness among graduates about the existence of this course
and opportunities.

Value Proposition: Getting into this course will help them gain a competitive
advantage over their peers. This course will provide a kickstart for individuals who
have a career gap.

Marketing steps for Freshers and Working Professionals

Reach 30000 individuals in the campaign:

 Run targeted ads on social media platforms such as Facebook, Instagram, and
LinkedIn, aimed at the target audience (working professionals, freshers, corporates)
with relevant interests, job titles, and industries.
 Collaborate with relevant influencers in the data science and analytics industry to
promote the course and reach a wider audience.
 Use search engine optimization (SEO) techniques to rank higher in search engine
results and drive more traffic to the course website.

Generate leads of 200 persons:

 Offer a free course brochure or e-book in exchange for contact information such as
email addresses and phone numbers.
 Use a lead generation form on the course website to collect contact information of
interested individuals.
 Offer a free consultation or trial session to potential customers to generate leads.

Generate desire for 100 persons who are potential for conversion:

 Highlight the benefits and outcomes of the course, such as career growth, higher
salaries, and industry recognition.

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  Use social proof by featuring testimonials from successful alumni, industry experts,
and thought leaders in the data science and analytics field.
 Host webinars and online events to showcase the course content and benefits and
answer questions from potential customers.

Convert 35 persons out of the 100 potential customers:

 Use a personalized approach to follow up with potential customers who have shown
interest in the course.
 Address any concerns or questions they may have about the course or their career
prospects in the data science industry.
 Offer special incentives or discounts to encourage potential customers to enroll in the
course.

Marketing steps for Corporates:

Create Awareness about this course to at least 50% of the target groups:

 The objective is to reach out to the target group through various offline marketing
channels such as billboards, brochures, pamphlets, etc.
 The aim is to create awareness about the course to at least 50% of the target group,
which would be working professionals, freshers, and corporates in and around
Madurai.

Identify the buying centre for 10 companies:

 The objective is to identify the decision-making unit or buying centre of 10

companies that are into IT and could be interested in enrolling their employees for the
course.
 The aim is to understand the hierarchy of decision-makers and influencers involved in
the process of deciding to enrol employees in a course and target them with the
appropriate messaging.

Demonstrate and present the course to at least 2 companies:

 The objective is to organize presentations and demonstrations about the course to at

least 2 companies that have shown interest in enrolling their employees in the course.

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  The aim is to showcase the features and benefits of the course and address any
concerns or queries that the potential customers may have.

Sign an MoU with the company and enrol 5 students:

 The objective is to sign a Memorandum of Understanding (MoU) with the companies

that have shown interest in enrolling their employees in the course and enroll at least
5 students from each company.
 The aim is to formalize the agreement between the company and the institute and
ensure a minimum number of enrolments to make the course viable.

SITUATIONAL ANALYSIS

PESTEL ANALYSIS

POLITICAL

1. Government policies and political conditions in India is stable as per the current
situation.

LEGAL

 Legal and regulatory requirements such as data privacy laws and intellectual property
rights can impact the curriculum and delivery of the program.
 Compliance with accreditation and certification standards can also impact the
credibility and value of the program.

ENVIRONMENTAL

1. Industries have moved from hiring talents from reputed organizations to skill-based
individuals across India who don’t have a strong academic background.

2. Recent trends in the industry to upskill and the individual’s interest in learning new
skills provide new opportunities for the business.

ECONOMIC

 Economic conditions such as inflation, recession, and job market demand can affect
the demand for the program.

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  The availability of financial aid and student loans can impact the affordability of the
program for students.

SOCIAL

 Demographic trends such as age, gender, and educational backgrounds can affect the
interest and enrolment in the program.
 The perception and understanding of the importance of data-driven solutions among
society can also impact the demand for the program.

TECHNOLOGICAL

 Advances in technology and data analytics tools can impact the relevance and
competitiveness of the program.
 The availability of technology and infrastructure can impact the delivery and
effectiveness of the program.

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SWOT ANALYSIS

STRENGTHS

 TSM's affiliation with Madurai Kamaraj University adds credibility to the program
and may attract potential students who are interested in earning a diploma certificate
from a recognized university.
 The program's focus on providing a hands-on experience may appeal to students who
prefer a practical approach to learning.
 The demand for business analytics professionals is high, and the program may attract
students who are seeking to advance their careers in this field.

OPPORTUNITIES

 The demand for business analytics professionals is expected to continue growing,

which may provide opportunities for the program to expand and attract more students.

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  The program may have opportunities to collaborate with industry partners to provide
real-world case studies and projects, which could enhance the program's relevance
and appeal to potential students.
 The program may have opportunities to differentiate itself from competitors by
offering specialized courses or industry connections.

WEAKNESSES

 The program may face competition from other established institutions offering similar
programs in Madurai, which may affect its ability to attract students.
 The program's affiliation with Madurai Kamaraj University may limit its ability to
offer more flexibility in terms of course offerings and curriculum development.
 The program may require significant investment in technology and resources to
provide a hands-on learning experience, which may impact the program's financial
sustainability.

THREATS

 The market for business analytics programs may become saturated, which could affect
the program's ability to attract students.
 Technological advancements may render certain aspects of the program obsolete,
which could impact the program's relevance and appeal to potential students.
 Economic downturns or changes in the job market may affect the demand for business
analytics professionals, which could impact the program's ability to attract students.

COMPETETIVE ANALYSIS:

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 College/Platforms TSM Guvi Edx Coursera Great Learning Upgrad
IIT-M Certified Data Science and
Professional IBM Data Science Executive Post
Advanced Programmer Machine Learning:
Program Name PG_DSBA Certificate in Data Professional Graduate Programme
with Data Science Making Data-Driven
Science Certificate in Data Science
Mastery Program Decisions
3 Months (Weekdays)
Duration 1 year 1 year 5 months 5 Months 12 Weeks 12 months
/ 5 Months
Fees 1,50,000 89,999 73,168 9,560 1,56,000 3,25,000
Tools covered 11 11 5 3 6 22

Madurai Kamaraj
Affilated IIT- Madras Harvard University IBM MIT IDSS IIIT- Bangalore
University

Placement Assitance Yes Yes No No No Yes

Offline – Residential
Course Mode Online program Online program Online program Online program Online program
Program

Freshers, Students with Freshers, Students with Freshers, Students with Freshers, Students with Freshers, Students with Freshers, Students with
Prior work Experience Prior work Experience Prior work Experience Prior work Experience Prior work Experience Prior work Experience
Target Group for Upskilling and for Upskilling and for Upskilling and for Upskilling and for Upskilling and for Upskilling and
Career Switching Career Switching Career Switching Career Switching Career Switching Career Switching
purpose. purpose. purpose. purpose. purpose. purpose.

 Duration: TSM's PG_DSBA program is a 1-year program, which is longer compared

to Guvi's program which is for 3 months (weekdays) or 5 months (weekends), and
IBM's program which is for 5 months.
 Fees: TSM's PG_DSBA program fees are at the mid-range among the competitors,
which is more expensive compared to Edx and Coursera, but less expensive compared
to Upgrad.
 Tools Covered: TSM's program covers 11 tools, which is similar to Guvi's program.
However, TSM's program covers more tools compared to Edx and Coursera, but
fewer tools compared to Great Learning and Upgrad.
 Affiliation: TSM is affiliated with Madurai Kamaraj University, which is a well-
known university in Madurai. However, TSM's program affiliation is not as
prestigious as IIT-Madras (Guvi's program) or Harvard University (Edx's program).
 Placement Assistance: TSM provides placement assistance, which is similar to
Guvi's program. However, Edx, Coursera, and Upgrad programs does not provide
placement assistance like TSM.
 Course Mode: TSM's program is an offline residential program, which is different
from all other competitors who offer online programs.

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  Target Group: TSM's program targets freshers and students with prior work
experience for upskilling and career switching purposes, which is the same as all other
competitors.

Based on the analysis, TSM's PG_DSBA program has a one-year duration and program fees
are at the mid-range among the competitors. However, TSM's program covers more tools
than some of the competitors, and it provides placement assistance. TSM's affiliation with
Madurai Kamaraj University is also a positive factor. TSM's program is an offline residential
program, which is different from all other competitors who offer online programs. Overall,
TSM's PG_DSBA program has its unique selling points that can be leveraged in the
marketing strategy.

VALUE PROPOSITION

 The program has a Point of Parity, which is an offline mode of instruction. This
means that the program is offered in a traditional classroom setting where students
attend classes in person. This is a standard mode of instruction for most academic
programs, and it ensures that students have access to faculty members and other
resources on campus.
 The program has a Point of Difference, which is a one-year executive program that is
exclusively offered on weekends. This means that students can continue with their
full-time job or other commitments during the week and attend classes only on
weekends. This makes the program ideal for working professionals who want to
enhance their skills and knowledge without disrupting their work schedule.
 Another Point of Difference is the course fees, which is not mentioned in detail but is
likely to be competitive compared to other similar programs offered by other
institutions.
 The Value Proposition Statement emphasizes the program's unique features and
benefits, such as the one-year executive program exclusively on weekends, hands-on
experience with analytical tools, and certification by Madurai Kamaraj University.
The statement is designed to communicate the program's value proposition to
potential students and highlight the benefits of enrolling in the program.

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Market Strategy for Targeting Corporates:

 Identify the target companies: Conduct research to identify companies in and

around Madurai that are into IT and have a large workforce. This can be done by
using online business directories, professional networks, and other relevant sources.
 Filter the list: After identifying the target companies, filter the list based on the size
of the workforce, the industry they belong to, and their business goals. This will help
to narrow down the list to companies that are more likely to be interested in the data
science and analytics course.
 Approaching the companies: Prepare a presentation or a webinar on the data science
and analytics course and approach the identified companies. The presentation should
highlight the benefits of the course, such as upskilling existing employees, reducing
the cost of hiring new talent, and improving productivity.
 Signup an MoU: After the initial presentation, sign an MoU with the company to
enroll students on a trial basis. This can help to demonstrate the value of the course
and the impact it can have on the organization. Once the company sees the results,
they are more likely to enrol more students.
 Follow-up: Follow-up with the companies to get feedback on the course and improve
it as necessary. This can help to build a long-term relationship with the company and
improve the chances of getting more enrolments in the future.

Market Strategy for Targeting Working Professional:

 Identifying the target audience: The first step would be to identify the working
professionals who are interested in switching their career to data science and
analytics. We can use LinkedIn and other job portals to target individuals with a
background in data science or analytics.
 Creating marketing campaigns: Once we have identified our target audience, we
can create marketing campaigns to promote the course. The campaigns could include
social media marketing, email marketing, and Google AdWords. The objective of the
campaigns would be to generate interest and leads for the course.
 Collecting Meta Data: We can offer a course brochure or provide information on the
growth aspects of the data science industry to gather metadata on our target audience.

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 This data will help us in creating personalized marketing messages and targeting the
right audience with the right message.
 Conducting Through-the-line marketing: We can conduct through-the-line
marketing in social media platforms like LinkedIn, Facebook, and Instagram to
generate leads. We can also use Google AdWords to target individuals searching for
data science courses. We can then follow up with leads through email campaigns and
other personalized marketing messages.
 Creating case studies: We can create case studies of individuals who have
successfully switched their careers to data science and analytics after completing our
course. These case studies can be used in our marketing campaigns to showcase the
benefits of the course and encourage more working professionals to enrol.
 Providing value proposition: Our value proposition for working professionals would
be that they can upskill in their data science or analytics domain and improve their
position in the organization. We can highlight that the course will provide them with
the necessary skills to succeed in the data science industry and differentiate
themselves from their peers.

Partnering with organizations: We can partner with organizations to offer the course to their
employees as a part of their employee development program. This will not only help us reach
a larger audience but also create a brand image for the institute as a provider of quality
education in data science and analytics.

Market Strategy for Targeting Freshers:

 Create Awareness: The first step is to create awareness among graduates about the
existence of this course and its benefits. This can be done by creating engaging social
media posts, targeted ads, and email marketing campaigns to reach the target
audience. It is also important to highlight the growth aspects and the demand for data
science and analytics professionals in the industry.
 Testimonials and Success Stories: People are more likely to trust and relate to the
experiences of others. Creating testimonials of successful individuals who have taken
this course and have landed great jobs will create a positive image of the course and
encourage more people to enrol. Sharing success stories of alumni on social media
and other platforms can also help to create buzz and interest in the course.

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  Content Marketing: Providing free eBooks or newsletters can help to educate
freshers about the field and generate leads. These can include informative and
engaging content such as career guides, industry insights, and career trends. Sharing
content through social media, email marketing, and other platforms will help to create
awareness and interest among the target audience.
 Targeted Campaigns: Targeted campaigns can be created to attract freshers who
have recently graduated or are in their final year of graduation. This can be done
through college events, online forums, and job portals. Offering discounts or referral
programs can also help to attract more students to the course.
 Engage with Influencers: Partnering with influencers in the data science and
analytics industry can help to create buzz and increase awareness among freshers.
This can be done by sponsoring events, creating content together, and offering
exclusive discounts to their followers. Collaborating with influencers can help to build
credibility and trust among the target audience.

BUDGET

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 InstagramCPC (cost per link click) ₹0.48 to Rs. 2.8 9% Offline marketing
Facebook Average CPC (for Link clicks) ₹0.51 to ₹2.26 Lamp post BillBoards
Linkedin CPC 20 per click Cost of billboard 40
No of lamp posts 2000
Instagram Facebook Linkedin Installation charges 10,000
Cost per click 2.8 2.26 20 Total 90,000.00
Cost per impression (per 1000) 12 10 -

Target
Instagram Facebook Linkedin Total
15% 15% 70% 100%
Clicks 30 30 140 200
Cost 84 67.8 2800 2,951.80

50% 50% 100%

Impressions 15000 15000 30,000
Cost 180000 150000 3,30,000.00
180084 150067.8 2800 3,32,951.80

IT companies in and around Madurai

Total IT companies in and around Madurai 44

https://www.madurai.ind.in/madurai-computer-software-development.php
Top 10 IT companies in and around Madurai 10
Top IT Companies In Madurai (Tamil Nadu) - Engineering Hint

Sales person 3
Salary per month 20,000
CTC per annum 7,20,000.00
Miscellaneous Sales expense 350
per trip (Food,Travel,Snacks)
No. of companies (approx) 44
No. of trips (approx) 5

Total Budget for Corporate sales 7,97,000.00

Total Marketing campaign Budget 12,19,951.80

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 No of students Fee Total Revenue Mkt. Budget
Revenue 40 1,50,000.00 60,00,000.00 20%

Expense Cost
Instagram 1,80,084.00
Facebook 1,50,067.80
LinkedIn 2,800.00
Email Marketing -
Lamp post Billboards 90,000.00
Offline Marketing (Sales Person) 7,97,000.00

12,19,951.80

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