Preparing managers for digital era

Digitisation is changing the performance parameters of managers and employers are rewarding executives who bring sound data analytics or digital marketing skills to the table. “The biggest problem of choosing the right course for career enhancement in today’s tech world is that there are too many new courses/programme available and each of these promises career growth”, says Dr Raj Agrawal, Director, AIMA’s  Centre for Management Education. To meet the industry’s needs for digital-age skills, All-India Management Association (AIMA) has launched modular programmes in data analysis and digital marketing along with courses in data analytics.   Dr Raj Agrawal talks about these courses and their relevance for budding managers. Excerpts from an interaction: 

Why are data skills important for managers now?

With a surge in data generated by online consumption and transactions, analytics tools and techniques have become vital for business success. This has made data skills extremely valuable to employers. Data scientists are needed to fine-tune strategic decisions making. For students looking to work in the era of Industry 4.0 developing Data Analytical skills is a need of the hour to become job relevant. 

What type of course is AIMA offering in this field?

To meet the industry’s needs for digital-age skills, AIMA has launched modular programmes in data analytics of 5-12 months duration. The emphasis of these courses is on developing fundamental concepts with a strong understanding of information within data and using predefined data sets to do hands-on exercise. 

During the course of the programme students are taught the fundamentals of business analytics and big data. They are introduced to tools like R Programming and Data Visualisation tools like Tablue.  

What are the job prospects for students after this course?

The students taking these courses are equipped to function as business analyst and strategic decision makers. It gives a career boost to those planning to do it after an MBA programme. 

AIMA is also offering a course in digital marketing. What are the key components of this course?

Digital marketing is another emerging area of management expertise as the ability to apply data skills in marketing are highly valued by employers. AIMA has launched a one-year programme to skill the marketing professionals in digital tools and techniques to use digital platforms. The course trains students in applying marketing strategies such as segmentation, targeting, positioning and differentiation in an online context and align digital marketing analytics activities with the firm’s marketing strategy. During the course students are trained on ways to optimise search engine, search engine marketing, web analytics Email marketing, social media and mobile marketing and content and blog marketing. 

AIMA recently launched one-year AICTE approved PGCM — in Digital Marketing and Strategy which is aimed to give a boost to the marketing careers. The tools and strategies taught in the programme can be helpful for participants at all level and not limited to marketing as the programme has a strong strategic focus.

People who graduated with an MBA degree couple of years ago may find this programme very useful, as the PGCM Digital Marketing and Strategy may equip them with tools and techniques for smart work.  At the same time open enormous opportunities for career growth.

Business analytics is another upcoming field. What are the option for students in this?

Business Analytics is a new emerging discipline that has been directed to address challenges in the big data era. Companies are responding to this analytics boom by massive recruitments.  However, there are some key competencies which they look while hiring.

• Domain knowledge/Subject expertise
• Data wrangling
• Data analysis
• Ability to ask smart questions
• Wrangle the relevant data
• Communicate meaningful insights.

AIMA’s PGCM – Business analytics is designed for professionals who have worked in domain areas and have a good understanding of the sector and now need to take the next career leap in decision making at mid-level.

The course will also suit the need of MBA graduates, who graduate from tier 2 and tier 3 B-schools and have less options for placement. 

— As told to Geetu Vaid