Fpm Programme at Various B-Schools
EXECUTIVE SUMMARY
The objective of this research is to find out the reasons for the low brand preference of the Fellowship Management Programme of Xavier Institute of Management in comparison to the Fellowship programmes of IIMs and XLRI. This research is an attempt to find out the preference of aspirants of FPM program on the basis of various Key Information Areas. In order to find out the right solution to the research problem researchers have also tried to understand the strengths and weakness of the FPM program in XIMB in comparison with the strengths and weakness of the FPM program of other IIMs and XLRI through Quantitative & Qualitative analyses. Research confirms the importance of pedagogy content, intellectual pool, Visibility, placement and stipend as they have significant positive relationship with brand preference for XIMB. XIMB as a brand has Pedagogy content and intellectual pool as its primary drivers but it scores very low in the categorically important drivers like Placement and Visibility.While Visibility and Placement are the primary drivers of big brands like IIMA, IIMB, IIMC, XLRI and IIML thereby indicating their critical contribution in driving the category. Researchers have also identified substantial gap in the expectation and delivery of the XIMB’s FPM program on different attributes. Gap is least in case of time span for the program, which is in sync with the fact that XIMB’s FPM programme is one of the shortest duration in the country. Also it is clearly evident that the low brand awareness of XIMB’s FPM program is primarily due to its low performance in terms of placement which in turn affects its visibility which is contrary to the existing reality as per XIMB authorities, so XIMB has to focus on communicating this feature of its program in order to change the perception & preference of the aspirants.
LITERATURE REVIEW
We studied some current literature and news reports available on the topic related to our study. The
The objective of this research is to find out the reasons for the low brand preference of the Fellowship Management Programme of Xavier Institute of Management in comparison to the Fellowship programmes of IIMs and XLRI. This research is an attempt to find out the preference of aspirants of FPM program on the basis of various Key Information Areas. In order to find out the right solution to the research problem researchers have also tried to understand the strengths and weakness of the FPM program in XIMB in comparison with the strengths and weakness of the FPM program of other IIMs and XLRI through Quantitative & Qualitative analyses. Research confirms the importance of pedagogy content, intellectual pool, Visibility, placement and stipend as they have significant positive relationship with brand preference for XIMB. XIMB as a brand has Pedagogy content and intellectual pool as its primary drivers but it scores very low in the categorically important drivers like Placement and Visibility.While Visibility and Placement are the primary drivers of big brands like IIMA, IIMB, IIMC, XLRI and IIML thereby indicating their critical contribution in driving the category. Researchers have also identified substantial gap in the expectation and delivery of the XIMB’s FPM program on different attributes. Gap is least in case of time span for the program, which is in sync with the fact that XIMB’s FPM programme is one of the shortest duration in the country. Also it is clearly evident that the low brand awareness of XIMB’s FPM program is primarily due to its low performance in terms of placement which in turn affects its visibility which is contrary to the existing reality as per XIMB authorities, so XIMB has to focus on communicating this feature of its program in order to change the perception & preference of the aspirants.
LITERATURE REVIEW
We studied some current literature and news reports available on the topic related to our study. The