IBA STRATEGIC DOCUMENT

strategic_direction_for_iba_2008-2013_master1

courtesy: IBA official website

 

Finally. we realizing the bigger vision , for a brighter future.

Proud of IBA .

IBA ON THE WEB: INTERVIEW WITH AKHTER MEHMOOD

Liked what they did. they asked one of the leading brand management teachers a very interesting question . very much in tune to the website. beautiful if i must say.

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Where do you see IBA today and what may be done to improve it further?

Let me refer to the ‘Law of Consistency of Brands’ which explains that a brand is not built overnight. It takes years before an image is harnessed into the minds of the target market. IBA, unlike the past, has several competitors; LUMS, CBM and Aga Khan Management Sciences from next year. Accept it or not, HEC rates LUMS slightly ahead of IBA. Aga Khan has an excellent reputation. Once it enters the market, IBA may be viewed at no. 3. In isolation it is a well-integrated brand and ratings are so far only marginally higher for others. The law of consistency is clearly visible. If you talk to the corporate sector, they have a high regard for and an excellent impression of IBA. This credibility has, however, to be maintained. It’s not to be complacent about! Otherwise intense competition would create difficult challenges. And that’s the reason why guards have been changed. The induction of Dr. Ishrat Hussain is the most important step in this direction. He is known to be a very effective leader; a change agent. Lots of hopes are pinned down on him.

What IBA needs now is to look after the very precious brand that has been built over so many years. There should be a Director Marketing looking after this brand. IBA should offer management consultancy to corporate Pakistan for Management Excellence. This would help consolidate IBA’s image in the business segment and provide its faculty the real on-the-job experience to be shared with students later in the class room. It is not merely the ‘induction’ of PhDs that will solve the issues and quality of education. All foreign universities and their PhDs are working with the industry to bring change in the quality of business and life. Visiting faculty therefore contribute a lot in this direction.

Seminars every fortnight on relevant topics may be held, with announcements in newspapers. These may, for instance, be on the implications of the annual country budget, ways of curbing inflation new management techniques in motivating and inspiring employees, sharing leadership, clutter in advertising and how to overcome it, buzz and stealth marketing, Freud’s marketing implications etc. etc. you name it… Announcements in the newspapers are vital, as this would be IBA’s promotion.

An IBA corporate magazine should be doled out to the business industry every quarter. And off course it needs lots of publicity!
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