CAT 2024 and a day on campus: How Nirma University plans MBA admissions

NEW DELHI: Nirma University's Institute of Management has implemented several initiatives to improve its position on the National Institutional Ranking Framework (NIRF). In a conversation with Careers360, director Debasis Mallik shares the institute's distinct philosophy, innovative steps to attract students, its ways to strengthen industry collaborations and improve placements, and its relationship with Indian Institute of Management (IIM) Ahmedabad. Edited excerpts.

You moved from a highly-established business school in Mumbai to Nirma University. What was your first impression?

The challenges there were different and the challenges here are also unique, so it’s not an exact comparison. But yes, I did prepare myself for the role here.

There are a few things that immediately stood out. First, the campus is enormous, about 125 acres. The way the campus is maintained, with its greenery, cleanliness, focus on biodiversity and sustainability, is very impressive. It’s on par with some of the top campuses in the US or other countries, and this is something you would rarely find in a city like Mumbai.

Second, the students here are aware that they are not in one of the top five business schools. They are grounded and understand where they need to improve to land the best job opportunities. This willingness to learn and the absence of arrogance help in grooming them effectively.

What sets Nirma University apart?

One key difference is our humility and groundedness. Nirma University has never been one to aggressively market itself or overstate its worth. In fact, we tend to downplay ourselves. You’ll rarely find vibrant ads for Nirma University because we let our work speak for itself.

Our actions and the changes we bring to society do the talking. In today’s world, which is dominated by digital marketing and campaigns, we are distinct in this way. We contribute silently to society and focus on shaping the minds and careers of young people.

How many students are in the MBA courses?

We have several programmes under management. We run a full-time MBA programme, an integrated MBA programme (BBA-MBA), and a BTech-MBA one.

The BTech-MBA programme is for our own university students who complete BTech here and then transition into the MBA course. Many of the top institutions offering MBA programmes in India have 80-85% of their students coming from a technology background. So, instead of admitting technology students from other institutions, we decided to offer this programme to our own students. The programme has been quite popular so far and it integrates well with the MBA curriculum.

We also offer an MBA in human resource management (MBA-HRM), with a student strength of about 45-50. Additionally, we have a family business and entrepreneurship (FMB) programme which has about 60-65 students.

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At any point of time, there are close to 1,200 students on campus, including those in management development and executive programmes.

Why has Nirma University’s position on the National Institutional Ranking Framework (NIRF) fluctuated? Do you have plans to improve it?

The NIRF ranking for the management programme fluctuated due to two key reasons:

• Perception score: The university has struggled with a low perception score, which is a vital factor in NIRF rankings. Despite having a good alumni network, Nirma University has not actively promoted itself or engaged stakeholders to the same level as competing institutions.

• Consultancy and training programmes: Pre-COVID, the university performed well in consultancy and management development programmes. However, after COVID, contributions to these programmes declined, affecting their ranking. However, it has improved slightly in the recent year.

While Nirma University aims to improve its NIRF ranking, its primary focus is on building a strong ecosystem, enhancing stakeholder perception, and ensuring we do our job well. We believe that if the university performs well, the rankings will improve naturally.

What is Nirma University's approach to building industry connections?

There are a range of initiatives. We plan to host various industry conclaves, including HR, marketing, and finance ones, beginning with a major HR conclave in January.

Additionally, we intend to incorporate industry participation into the courses by ensuring that each course includes at least two hours of interaction with professionals. This approach aims to provide students with real-world insights, create engagement with the corporate sector, and foster informal interactions with companies, ultimately preparing students for future placements.

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You have IIM Ahmedabad within the same city and there are other highly-regard B-schools in Gujarat. Do you compete?

Nirma University doesn’t see itself in direct competition with IIM Ahmedabad. IIM Ahmedabad is one of the best management institutes in the country, and Nirma University has a symbiotic relationship with them.

Many of Nirma's faculty members have been trained at IIM Ahmedabad, and they share a close relationship, so IIM Ahmedabad is more like a "father figure” than competition.

It offers a more general management programme that covers areas like finance, operations, marketing, and digital transformation. Thus, the institutions cater to different markets and their specialisations do not overlap significantly.

How do you attract students for MBA admissions?

This year, Nirma University plans to implement a different approach. While the general procedures are common across institutions [Nirma University requires candidates to appear for the Common Admission Test (CAT) 2024], they aim to enhance the experience for prospective candidates by inviting them to spend a day at the campus.

Prospective students will be shortlisted and invited to the university, where they will experience a typical day at the Institute of Management.

They will arrive around 8:30 am for breakfast and then attend two random lectures. After the lectures, a campus tour will be conducted, showcasing various facilities such as the football ground, sports facilities, gym, hostels, and the symbiotic relationship the university maintains with other institutions.

Following the tour, students will have lunch and participate in discussions with current first and second-year students. This will allow them to understand what makes Nirma University unique and how it feels to be a student there.

Do you plan to collaborate with other institutions

Yes, it is in the process of signing an MOU with the Indian Institute of Foreign Trade (IIFT), particularly with their new chapter in Ahmedabad. This collaboration will encompass teaching as well as management development programmes and consulting.

On an international level, Nirma University is finalising collaborations with several prominent institutions, including Michigan State University, the University of Illinois in Chicago, and the University of California, Davis. They are also in advanced discussions with University of Rochester in New Jersey. While these MOUs have not yet been signed, they are expected to open new opportunities for collaboration and internships for students, potentially leading to international job placements.

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What is the placement record like for students at the institute?

Students here are placed across various industries, and the placement record has been impressive, with a consistent 100% placement rate for MBA students. Over the last few years, the average salary for graduates has been around Rs. 12 lakh. This figure has remained consistent for the past three years.

For the upcoming year, we are actively working to increase the average salary to Rs. 15 lakh and are receiving positive responses from numerous companies.