Dr. Om Prakash Gupta
M. Sc., P.G.D.B.A., M.B.A., LL.B., Ph. D
Director- Bharati Vidyapeeth Deemed University
Y. M. Institute of Management Karad – 415 539. (M.S.)
Prof. Shantilal. M. Jadhav
M. Sc, M.B. A
Director in Charge - Mandke Institute of Management and Research, Pune Near Paud Phata Flyover Bride, Paud road, Kothrud Pune - 411038.
Role of modern CRM practices in enhancing Industry-Institute Interaction Programme: An exhaustive study of B-Schools of Pune with reference to Alumni and Industry as Customers. Abstract
Industry-Institute Interaction Programme acts as a strong linkage and bridge between the educational institutions, especially B-Schools and business houses. It is a well established fact that former students, known as Alumni, play a vital role in developing and strengthening the relationship and bondage between the Industry and Institute. In order to study the significance, role and importance of the alumni for the development of an institute, the researchers have decided to conduct an exhaustive study for applying modern Customer Relationship Practices to have perpetual and hormonal relationship of an institute with the passed out students of B-Schools. The paper highlights the common modern practices of CRM and its applications to maintain the relationship with the passed out students and business houses. The objectives of the paper are - To give an overview of CRM practices in modern era of our complex business world. To highlight the effective application methods to implement CRM Practices to maintain strong relationship with students as customers. To apply CRM practices with the industrial houses who extend consultancy projects to B-Schools. To describe the problems, challenges and obstacles faced by B-Schools in involving, developing and maintaining CRM practices with alumni, business houses, other related organizations and enterprises. To suggest measures for enhancing CRM Practices by B-Schools. In short, it can be stated that the presented Research Paper is a capsule description of CRM Practices applied by the business school to enhance its quality of education and maintaining creativity at the rate of obsolescence. Key Words- CRM Practices, Alumni, Consultancy, Industry-Institute Interaction, B-Schools Introduction
The Management degree, perpetually an assured credential for progression is losing some of its luster. The reduced prospects of management courses result partly from the proliferation of management institutes in India, particularly in the State of Maharashtra. In recent years, since many management graduates have been unable to find suitable jobs, their interest in the management degree and enrollments have begun to decline. There are entrance examinations conducted by various bodies for getting admissions in AICTE approved Institutions for MBA courses. The Directorate of Technical Education, Maharashtra, conducts MAH- MBA/MMS-CET every year for admission to first year of the two-year full time MBA/MMS/PGDBM/PGDM Course. Generally all seats are filled after the 4th round of admission. But in year 2010 there were many vacant seats. DTE decided to conduct a 5th round for admissions. Later on, they removed the barrier of entrance test. In spite of these efforts, forty percent of the seats remained vacant. This was an alarming situation for management institutions. These are challenging times for B-Schools and to compete successfully it is important to adopt best practices that can enable them to consistently interact with their diverse stakeholders in a highly personalized and...