MARKETING PLAN FOR OBTAINING A MEMORANDUM

OF UNDERSTANDING (MoU) BETWEEN TSM’S

POSTGRADUATE DIPLOMA IN DATA SCIENCE AND
BUSINESS ANALYTICS (PGDSBA) PROGRAMME AND
CORPORATES

Submitted by

TEAM 8 – MBA

2311015 – DHANASHREE K

2311018 – GAYATHRI S

2311033- KARTHICK PUGALUM PERUMAL

2311096 - SUNDARESHWARAN T

Under the guidance of

Dr. RAMESHKUMAR J

THIAGARAJAR SCHOOL OF MANAGEMENT

PAMBAN SWAMY NAGAR, THIRUPARAKUNDRAM

MADURAI, 625005

MARCH 2025
 EXECUTIVE SUMMARY

This marketing plan embarks on a bold journey for Thiagarajar School of Management
(TSM) to position its Post Graduate Diploma in Data Science and Business Analytics (PG-
DSBA) as the go-to program for mid-career professionals and companies eager to lead in the
age of data. The mission is to secure 5 strategic MoUs with key industries within the next 12
months, powering corporate success through a unique blend of data science expertise and
business acumen.

TSM’s PG-DSBA program, backed by Madurai Kamaraj University, offers a unique blend of
business analytics and data science, designed for working professionals seeking career
advancement. With a robust faculty, industry collaborations, and hands-on experience in
analytical tools like Python, R, Power BI, and Tableau, TSM is poised to tap into industries
hungry for data-driven talent but lacking the right educational pathways.

The corporate training landscape in India is rapidly evolving, driven by government

initiatives like Skill India, AI Mission 2023, and PMKVY, alongside growing demand for
data science talent across IT, BFSI, and healthcare. With corporate L&D spending surging
and professionals preferring hybrid learning, TSM can leverage its accredited PG-DSBA
program to meet industry needs. Opportunities lie in partnering with IT/ITES firms in
Madurai SEZ, manufacturing hubs in SIPCOT/SIDCO, healthcare institutions, and MSMEs
seeking data-driven growth. By engaging alumni networks and leveraging its brand value
TSM can establish strategic MoUs, positioning itself as the preferred upskilling partner in
South Tamil Nadu.

The strategy is structured into three phases: Awareness, Engagement, and Conversion, each
with specific activities designed to raise visibility, engage decision-makers, and ultimately
convert them into long-term partners. From targeted corporate outreach, leveraging TSM’s
alumni network, to industry networking events, the strategy will engage decision makers and
demonstrate the undeniable ROI of enrolling employees in PG-DSBA.

An investment of 4,91,000 INR is committed to this initiative, with a break even target of
securing just 3 MoUs. This plan highlights the personalized, localized approach in a market
crowded with competitors that will enable TSM’s PG-DSBA to transform the corporate
learning landscape
 INDEX
TABLE OF CONTENT

EXECUTIVE SUMMARY………………………………………………………………….1

INTRODUCTION…………………………………………………………………………....3

REVIEW OF LITERATURE……………………………………………………………..…5

RESEARCH METHODOLOGY……………………………………………………..……..7

RESULTS AND DISCUSSION………………………………………………………….…12

SUGGESTIONS AND CONCLUSION……………………………………………………21

APPENDIX………………………………………………………………………………….24

LIST OF FIGURES

Figure 1 – Key managerial implications of Brand Association Map……………………2

Figure 2 – Elements of Brand Association Map………………………………………….6

Figure 3 – Research methodology…………………………………………………………7

Figure 4- Snapshots of Focus Group discussion…………………………………………..8

Figure 5 -Output of text analysis using Voyant………………………………………….11

Figure 6 – Diversity of the respondents…………………………………………………..12

Figure 7 – S- stress value of the MDS map……………………………………………….13

Figure 8 – MDS map output from SPSS………………………………………………….13

LIST OF TABLES

Table 1 – Details of the two focus groups conducted………………………………………8

Table 2 – inputs for the map………………………………………………………………11

 COMPANY PROFILE

Thiagarajar School of Management (TSM) was established in 1962 by Shri Karumuttu

Thiagarajan and is located in Madurai, Tamil Nadu. TSM campus is spread over 17 acres of
land and offers a very calm environment to students. The college is affiliated with the
Madurai Kamaraj University and has also been accredited A+ by NAAC. The college is
recognized as a research centre of Alagappa University. Further, the Thiagarajar School of
Management ranked 82 in the Management category by NIRF 2024.

TSM offers PGDM and MBA programs which are approved by All India Council for
Technical Education (AICTE) and accredited by the National Board of Accreditation (NBA)
and has been conferred autonomous status by the UGC and Madurai Kamaraj University
(MKU).

Mission:

 To develop ethical, innovative, and socially responsible leaders who are capable of
dealing with changes in the environment.
 To advance the theory and practice of business through research and professional
activities.
 To help transform entrepreneurial ideas into scalable and sustainable economic and
social institutions.
 To develop linkages and collaborations with institutions, industries, and communities
at large.
Vision:

To be recognized as a premier business school, building leaders who serve in communities,

engage with professional bodies and excel within the corporate world.

Motto: Learn to Learn

Postgraduate Diploma in Data Science and Business Analytics (PG –

DSBA)

TSM offers Post Graduate Diploma in Data Science and Business Analytics (PG-DSBA) to
support the working professionals and fresh graduates who are interested to make their career
in the business analytics domain. This program will provide a hands-on experience to the
participants and make them understand the importance of data-driven solutions for business
problems. This program is affiliated with Madurai Kamaraj University. Upon Successful
Completion of the program, the diploma certificate will be offered by Madurai Kamaraj
University.

Program Outcomes

1. Foster Analytical and critical thinking abilities for data-based decision-making.

2. Ability to Identify and describe complex business problems in terms of analytical
models.
3. Ability to communicate data-driven insights to technical and non-technical audiences.
4. Ability to recommend results of business analytics into effective courses of action.
5. Ability to exhibit effective collaboration and leadership skills.

Analytical Tools and Programming Languages Covered

 R  Spyder
 Power BI  Jupyter
 Tableau  AWS
  SPSS  NVIVO etc.
 Python  Advanced Excel

MARKET RESEARCH

PESTLE ANALYSIS

Only the relevant factors are considered, hence legal and environmental factors are not
analysed.

Political Factors (P) – Government Support & Regulations Impacting

Corporate Training

Government Policies on Education & Skilling

 Skill India & Digital India Programs – The Indian government is investing heavily in
AI, data science, and digital transformation, encouraging companies to upskill their
workforce.
 India’s AI Mission (2023) – Aims to develop AI, ML, and Data Science professionals.
This pushes corporates to partner with academic institutions like TSM for structured
learning programs.
 PMKVY (Pradhan Mantri Kaushal Vikas Yojana) – Encourages corporate-sponsored
professional training in data analytics.
 UGC & AICTE Guidelines on Executive Education – Recent reforms allow hybrid
learning models and university-corporate tie-ups for professional certifications.
 The National Education Policy (NEP) 2020 emphasizes the shift towards micro-
credentials and apprenticeship-embedded degree programs, enabling students to gain
industry-relevant skills in high-demand fields such as AI, data science, and business
analytics.

Corporate Tax Benefits for Workforce Upskilling

 Companies investing in employee training and executive education may receive tax
exemptions under Section 80G.
Economic Factors (E) – Market Demand & Industry Investment in Data
Science

Growing Demand for Data Science Talent

 The Data Science education market in India is projected to grow at a CAGR of

57.5%, reaching $1.4 billion by 2028. (Economic Times, 2023)
 India’s IT & Analytics job openings increased by 45% in 2023. ([NASSCOM, 2024])
 The expected market size of analytics industry in 2026 is $118.7 billion
 The CAGR of analytics industry is 21.2% and for the information technology insudtry
is 8.1%

Corporate Spending on L&D (Learning & Development) for Data Science

 Companies like Infosys, TCS, and Cognizant spend over ₹200 crore per year on AI &
data science upskilling.
 L&D budgets for analytics training have increased by 60% in IT & BFSI sectors
(Deloitte, 2023).

Social Factors (S) – Workforce Trends & Education Preferences

Changing Workforce Preferences for Data Science & Analytics Training

 82% of working professionals prefer employer-sponsored upskilling in AI & Data

Science. (LinkedIn Workforce Report, 2023)
 70% of hiring managers prioritize candidates with business analytics certifications.
 According to the India Skills Report 2024, only 48% of graduates are employable,
highlighting the urgent need for a more skill-oriented approach to education.

Shift Towards Hybrid & Flexible Learning Models

 Working professionals prefer weekend and online executive courses.

 85% of professionals choose part-time PG programs over full-time MBAs.

Technological Factors (T) – AI, Automation & EdTech Growth

AI & Machine Learning Driving the Future of Business Analytics

 Data Analytics is now essential for BFSI, IT, FMCG, and E-commerce.
 AI-driven HR Analytics, Finance Analytics & Marketing Analytics are among the
fastest-growing corporate needs.

Rise of EdTech & AI in Learning

 Companies are adopting AI-driven corporate training platforms (Coursera, Great

Learning, Udacity).
 AI-Powered Business Analytics Tools (PowerBI, Tableau, AWS, Python) are now
corporate training essentials.

SWOT ANALYSIS

Strengths (Internal, Controllable Factors)

 80% Retention Rate Among Working Professionals – Unlike fully online programs
where dropout rates exceed 40%, TSM’s structured weekend classroom model
ensures 80%+ completion rates, leading to higher ROI for companies investing in
employee upskilling.
 35% of PGDSBA Graduates Receive Promotions or Job Referrals from Corporate
Partners – Industry collaboration with TSM has already demonstrated career
advancement for employees, making the program a proven tool for leadership pipeline
development.
 Backed by Madurai Kamaraj University, making it MoU-friendly for corporates.
 A strong mix of Data Science and Business Analytics, bridging the gap between
technical and managerial decision-making.
 Allows flexibility with weekend classes while maintaining academic rigor.

Weaknesses (Internal, Controllable Factors)

 Limited Industry-Specific Customization in Curriculum – Unlike BITS Pilani WILP,

which offers customized corporate training tracks, TSM’s PGDSBA follows a fixed
 syllabus, reducing flexibility for businesses that require domain-specific analytics
training
 No Hybrid Learning Model for Multi-City Corporations – Companies with a
distributed workforce across multiple cities may hesitate to sponsor employees for
PGDSBA, as the program is currently limited to in-person weekend classes in
Madurai.
 Lacks Strong Brand Identity as it is not as well-known as IIT-Affiliated Great
Learning.

Opportunities (External, Uncontrollable Factors)

 Companies like Honeywell, HCL, and ELGI Software operate in Madurai’s IT SEZ.
These firms consistently invest in upskilling mid-level employees. TSM can approach
their HR teams with MoU proposals highlighting weekend flexibility and in-person
academic rigor.
 Madurai’s industrial areas (Kappalur, Thirumangalam, etc.) host many manufacturing,
automotive, and textile companies (like Fenner, TVS, etc.) with limited access to
analytics talent. TSM can offer PG-DSBA as a localized analytics solution for supply
chain, operations, and quality functions.
 Many family-run MSMEs in Madurai are seeking modernization. PG-DSBA can be
positioned as a strategic tool for these businesses to build internal data capabilities.
TSM can host exclusive awareness workshops to generate MoU leads among MSME
associations
 TSM has a strong alumni base and corporate contacts in South Tamil Nadu (Madurai,
Dindigul, Theni, Sivakasi). These connections can serve as early adopters for MoUs
and word-of-mouth influencers for regional companies considering employee
upskilling.

Threats (External, Uncontrollable Factors)

 IITs and Private EdTech Giants Offering Competitive Industry Partnerships – IIT
Madras, Great Learning, and UpGrad have aggressively expanded their corporate tie-
 ups, leveraging stronger national branding to capture employer-sponsored
enrollments.
 Corporate Budget Cuts for Training in a Slowdown – Due to economic uncertainty,
20% of firms in India reduced their L&D budgets in 2024, affecting decision-making
cycles for signing new MoUs related to executive education.
 Pricing Competition – Some platforms offer cheaper, subscription-based models.

COMPETITOR ANALYSIS:

the competitor analysis is made based on the 7 P’s of service

Educational institutions

TSM BITS Pilani NIELIT (PG LIBA (ADS)

(PGDSBA) (WILP) Data Eng..)

Tech-focused
PG Diploma in More advanced Stronger focus
(Data
Data Science & (M.Sc. vs PG on AI/ML than
Engineering) vs
BA (Business- Diploma), but less business
Business
focused) business-focused analytics
Analytics
Mid Cheaper (Govt. Similar price
Higher price
(Competitive) subsidy) range
Same weekend
Blended learning
Weekend, On- Fully online, no classroom
but lacks
campus (Madurai) physical interaction model but in
flexibility
Chennai
TSM Website, Limited Similar
Stronger brand
Industry Tie-ups, promotion via promotional
recognition
Alumni Networks Govt. channels channels
Experienced Highly reputed Trainers, not Experienced
Faculty + Industry faculty business faculty faculty with
 some visiting
Experts
experts
Structured
More rigid Similar fixed
Weekend Well-structured but
syllabus, hands-on schedule,
Learning, Case lacks flexibility
labs industry tie-ups
Studies
Govt. Comparable
Campus Access, Only digital
certification, not certification
Certificates certificates
business-focused options

Online platforms

Simplilearn Coursera Up Grad (IIIT- edX Great

(Purdue & (Global B) (Harvard, Learning
IBM) Univ.) MIT, etc.) (IIT, Texas
McCombs)
Broader More
More structured than Very strong
More technical, coverage, theoretical,
Coursera but lacks branding,
lacks business lacks lacks
TSM’s business similar business
analytics depth structured business
integration analytics focus
business focus application
Cheaper Pay-per-
Slightly more
Similar cost (subscription course, more More expensive
expensive
model) flexible
Fully online,
Fully online, Global reach, Hybrid model,
lacks Fully online with
no peer no peer similar peer
networking some mentoring
interaction interaction interaction
opportunities
Stronger digital Strong digital Strong digital Top global Stronger
presence marketing and university industry
 global reach marketing reputation partnerships
Industry-led
High-profile
faculty but
Top university Reputed IIT-B faculty but Highly reputed
lacks
faculty faculty lacks live faculty
classroom
interaction
interaction
Self-paced,
Self-paced, Capstone
Self-paced, lacks Live mentoring adds
modular projects add
flexible structured value
format value
learning
Industry- recognised Prestigious
Harvard/MIT
recognised digital recognised degree IIT/Global
certification
certificates certification certifications
CLIENT ANALYSIS

Manufacturing Sector

Industry Insight:

Madurai has a robust industrial background encompassing sectors like textiles, logistics, agro,
and engineering. The district hosts approximately 18 registered industrial co-operative
societies, contributing significantly to its economic landscape.

Value Proposition:

The PG-DSBA programme at TSM empowers manufacturing firms in Madurai to embrace

data-driven strategies through modules in predictive maintenance, AI-integrated quality
control, and supply chain optimisation. Collaborating with TSM enables these firms to upskill
their workforce, leading to reduced machine downtime, improved inventory management,
and enhanced productivity.

Marketing and Advertising Agencies

Industry Insight:

Madurai’s diverse industrial base, including textiles and manufacturing, offers a fertile
ground for marketing and advertising agencies to thrive. However, many agencies still rely on
traditional methods, lacking the integration of AI-driven analytics to refine campaign
strategies and measure return on investment effectively. 

Value Proposition:

TSM’s PG-DSBA programme equips marketing professionals with advanced skills in

consumer analytics, campaign performance measurement, and customer segmentation using
machine learning techniques. Partnering with TSM enables agencies to enhance their
campaign effectiveness and gain a competitive edge through data-driven strategies.

Healthcare Providers and Diagnostic Labs

Industry Insight:

While specific data on healthcare analytics adoption in Madurai is limited, the city’s growing
population and evolving healthcare needs suggest an increasing demand for data-driven
decision-making in patient care and inventory management.

Value Proposition:

The PG-DSBA programme offers healthcare professionals tools for predictive patient care,
inventory analytics, and clinical data modelling. Collaborating with TSM allows healthcare
institutions to streamline operations, reduce inventory wastage, and personalise patient
services through the application of data science.

Textile and Apparel Industry

Industry Insight:

Madurai’s textile industry is renowned for products like the Madurai Sungudi, a traditional
textile art form with a Geographical Indication (GI) tag. The city hosts several textile mills,
including Thiagarajar Mills Private Limited and VTM Limited, contributing significantly to
the local economy.

Value Proposition:

The PG-DSBA programme at TSM introduces analytics-driven decision-making to textile

businesses through modules on demand forecasting, defect detection using image processing,
and supply chain analytics. Partnering with TSM enables textile firms to modernise
operations, reduce defects, and enhance competitiveness in both domestic and international
markets.

POTENTIAL CUSTOMERS

Manufacturing Marketing Healthcare Textile

Aruna Alloy Steels Pvt Ltd Adinn Digital Dr. Mohana’s Diabetes Thiagarajar Mills Pvt Ltd
Specialities Centre
TVS Srichakra Limited Pukka Leads Vikram Multispeciality Sri Kaderi Ambal Mills
Hospital Pvt Ltd
Sundaram Industries Pvt Carv SEO Aravind Eye Hospital Paramount Textile Mills
Ltd Pvt Ltd

Reasons for focus on mid-sized firms than large IT firms:

Factor Mid-Sized Firms Large Corporations

Decision-Making Speed Faster, with direct access to Slower due to multi-level
decision-makers. approvals.
Need for Analytics Higher need, as most lack in-house Likely already have dedicated
analytics teams. analytics departments.
Partnership Flexibility Open to collaborations for Prefer established vendors or in-
upskilling employees. house training.
Growth Potential Can scale quickly with the right Already optimized in most areas.
tools.
 Cost Efficiency More likely to invest in external Have larger budgets but prefer
upskilling than building in-house long-term vendor contracts.
expertise.

MARKETING STRATEGY

MARKETING OBJECTIVE

To Secure 5 MoUs within 12 months across key industries, enrolling employees into PG-
DSBA through a phased B2B strategy targeting the HR Heads, Learning & Development
(L&D) Managers, and Decision-Makers of corporates through creating awareness,
engagement, and conversion.

Marketing strategy: 3 stages

Engageme Conversio
Awareness
nt n
Phase 1: Awareness (0-3 months)

Goal: Build brand visibility and establish credibility among target corporates

Key Activity Description Metrics Resources Needed

Corporate Email Develop a highly Email open PG-DSBA Corporate Liaison
Outreach targeted email campaign rates, click- & Admission Coordinator
introducing PGDSBA, through rates,
emphasizing ROI and response rates.
employee career
progression.
LinkedIn Regularly post success Engagement PG-DSBA Corporate Liaison
Marketing & stories, alumni rates, profile & Admission Coordinator
Thought testimonials, and visits, content
Leadership industry trends via shares. Convert LinkedIn marketing
LinkedIn. into a marketing project and
provide it as an internship
Leverage LinkedIn Ads opportunity to students of
targeting HR, L&D, and TSM
CXOs.
Industry Participate in HR Number of Dr. Nataraj
Networking & summits, L&D leads
Events conferences such as generated, Brochure and marketing
Participation TALENTIA, LIBA HR attendee material prepared by the
Conclave, NHRD engagement. students via an intra-college
council, Vanakkam HRD competition for the best poster.
Festival to meet HRs.

Participate in industry
expos such as Startup
Thiruvizha, Jubilant
Tamil Nadu Global
Expo, and CII Global
MedTech Summit to
 connect with business
owners and key decision
makers across target
sectors.
Referral Leverage alumni Number of Alumni cell of TSM
Partnerships with working in target referrals, MoU
Alumni industries to introduce conversion
the program to HR rate.
teams.
Offer incentives
(discounts or networking
perks) for referrals
leading to MoUs.

Phase 2: Engagement (3-6 months)

Goal: Build trust and demonstrate program value to corporate decision-makers.

Key Activities Description Metrics Resource needed

Exclusive Monthly sessions Number of Worksop space – TSM

Corporate featuring faculty, participants, campus
Webinars & Info industry leaders, follow-ups from
Sessions and alumni on corporates. Workshop material
career benefits and (stationery)
company ROI.
Data science professors
Offer free ‘Intro to of TSM
Data Science’
workshops for
employees.

Sponsor and host

 panel discussions
or masterclasses on
AI, Data Science,
and Upskilling
trends.
Corporate Case Publish success Downloads, White papers prepared by
Studies & stories of inbound queries. TSM professors
Whitepapers companies
benefiting from
PGDSBA.

Distribute digital
case studies via
LinkedIn and
email.
Personalized Schedule direct Number of TSM professors
Corporate meetings with HR meetings
Outreach & heads & L&D conversion rate to Marketing material
Meetings managers to MoUs.
discuss tailored
upskilling
solutions.
Pilot Program Offer a 3-month Pilot participation Venue : TSM campus
for Select trial program or a rate TSM professors
Corporates free workshop for transition to full Refreshment and
select companies. enrolment. material for participants

Provide post-pilot
assessment reports
showing employee
progress.

Phase 3: Progression (MoU Finalization & Retention) (6-12 months)

Goal: Convert engaged corporates into long-term MoU partners.

Key Activities Description Metrics Resource needed

Customized MoU Draft MoUs with Number of MoUs MoU to be prepared by the
Proposals flexible enrolment signed . faculty along with the
And discounts for numbers and corporate liaison officer
conversion customized learning
(monetary) paths.

Discounted corporate
pricing

Dedicated Corporate Assign account Corporate retention PG-DSBA Corporate

Liaison Team managers for ongoing rate, renewal rate. Liaison & Admission
engagement and Coordinator
support.
Recognition & Feature partnering Media mentions, Media coverage through
Industry Positioning corporates in TSM’s corporate TSM’s website
(non-monetary) official website and testimonials. Newspaper articles
industry events.

Provide employer
branding benefits
through co-branded
certification.
Post-Program Provide detailed Repeat enrolments, Meetup venue – TSM
Impact Analysis & reports to companies increased MoU Report making by faculty
Reporting showing skill commitments. and the liason officer
development and
business impact

Organize annual
corporate networking
 meetups.

BUDGET:

Particular Cost per unit Cost per year (in INR) Assumed
(in INR) count
Salary for liaison officer 20,000 2,40,000
Linked Sales Navigator 5,000 60,000
Brocher 10,000
Event Sponsor 25,000
Travel Expense 5,000 30,000 6
Webinar 1,000 6,000 6
Whitepaper 10,000 20,000 2
Outreach 8,000 40,000 5
Pilot Program 20,000 60,000 3
Total cost 4,91,000

 PG-DSBA Fee: 1,50,000 INR per enrolment

 Break-even Point (BEP): 3 MoUs (minimum number of MoUs required to cover
marketing costs for the year).
 CONCLUSION

Data is fast becoming the language of modern business, and those who can translate it into
meaningful insights will shape the future. At Thiagarajar School of Management, the PG-
DSBA program has been designed with this very purpose to equip professionals with the
tools and thinking needed to solve real-world problems using analytics.

This marketing plan is more than just a roadmap to secure five MoUs. It reflects TSM’s belief
in collaboration between academia and industry. By focusing on companies in the
manufacturing, marketing, healthcare, and textiles sectors that form the backbone of
Madurai’s economy we’re not just promoting a course; we’re building partnerships that can
spark transformation.

Each phase of our strategy creating awareness, building engagement, and driving conversion
has been carefully shaped to ensure that we’re not only reaching the right people but offering
them something genuinely useful: a programme that can upskill their teams, solve their
operational challenges, and support their growth ambitions.
TSM’s strengths: our faculty, regional roots, flexible weekend model, and hands on approach
put us in a strong position to deliver this value. And with the right industry partners, the PG-
DSBA has the potential to become a benchmark for how business schools can lead
meaningful change in their local communities.

This plan is our first step towards that larger vision.