The goal of marketing communication is to generate both short-term financial returns and build long-term brand and shareholder value, Dr. Schultz said.

The seminar was attended by over 200 MICA students of the Post Graduate Programme in Communications Management (PGPCM), Crafting Creative Communications (CCC) and Retail Communications Management (RCM). Also present at the seminar were Professor Atul Tandan, director of MICA, Professor Naval Bhargav, head of International Relations, MICA as well as other MICA faculty members.

In this first part, Career Forum chairperson and director Ms Sujata Khanna dissects the past 12 years of CAT exams, and presents her findings:
Changes in exam duration and questions

In 1996 and 1997, the Verbal Ability and Reading Comprehension sections were grouped and had a time limit of 1 hour. Similarly, Quantitative Aptitude and Data Interpretation sections were grouped and had a time limit of 1 hour. There was no such time limit after that.

The number of questions also came down to 123 from 150 in 2001- 2003.

He was remarking on a recent story we ranon the increasing interest in courses on the Base of the Pyramid economic theory (On Campus, A Different Pyramid Scheme http://www.businessweek.com/bschools/content/aug2007/bs2007081_122512.htm) as well as an accompanying interview with Cornell professor Stuart Hart, one of the founders of the BOP theory (Cornell Professor Builds on His Base, http://www.businessweek.com/bschools/content/aug2007/bs2007081_830078.htm).

IT veteran and TiE Hyderabad president Mr J A Chowdary is playing an important role in putting together the TiE-ISB Connect. Mr Chowdary has contributed to several reputed organizations in his career spanning 25 years. As Director of STPIs in Chennai, Bangalore and Hyderabad, he played a key role in the spurt of outsourced software development and the setting up of many Indian operations of multinational companies. He has been on the board of International Institute of Hyderabad (IIIT) and has been an advisor to the IT task force for e-governance initiatives of the state.

If India has become the center of global attention, thanks to its market power, passionate entreprenures and bright managers have payed a big role. And Indian Institute of Managements have been for decades the mecca for producing these globally admired managers, and now entreprenures too.

Lets begin this edutour by remembering the genesis of the Indian Institutes of Management.

At the scheduled time, Indian management aspirants across the country posed the queries related GMAT and B-schools choices. Mr Troutwine, logged on to MBAUniverse.com from US responded to the queries for an hour.

Mr Raha who took over as Chairman and Managing Director of ONGC in May 2001 and was earlier the Director of Indian Oil Corporation -- outlined his 3Cs of making ONGC turn around into a global company: Competence, Commitment and Cohesion. He also advocated integrity in three areas -- transactional, professional and personal -- as critical factors to success. He said that communication and employee involvement brought back team spirit in ONGC, along with hope and pride in the company.

Mr Bhikchandani said, Entrepreneurship is all about making a difference, it is about a mission.

The agenda of the session at FMS Delhi was set by students, who were interested in Mr Bhikchandanis journey -- the hardships he faced, his foray into diverse segments and others details.

The panel members included Mr. Amit Kumar, Exec. Vice President, Corporate & Institutional Banking, Yes Bank; Mr. Devashish Ghosh, Head (Organisation and Methods), BNP Paribas; Mr. P.R. Ravimohan, General Manager, Reserve Bank of India (RBI); Mr. Vikram Subrahmanyam, Director (Operations & Tech), Citigroup; Mr. Rajeev Varma, Senior Director Research, DSP Merrill Lynch (India).

Focusing on the human values in management, IMI will undertake a series of initiatives in October to take contributions from the corporate world, faculty members and students themselves. These initiatives will be organized by the IMI-Spandan Center for Human Values.