Careers in Communication

The Growing Communications Industry

The last decade has seen an enormous growth in the Indian Media and Entertainment industry. According to a PwC study on Indian Entertainment and Media Outlook, this industry is expected to grow from 12.56 billion dollars to 21.04 billion dollars by 2013.

This enormous growth coupled with the wide variety of professions it encompasses, is proving to be an extremely lucrative career option for young, dynamic individuals. Prof. Ramola Kumar, Dean, The Delhi School of Communication, a leading academician in the area of Advertising and Marketing shares her views on what makes this industry so exciting and vibrant as an option.

According to Prof. Kumar, the need for professionals specializing in areas such as Advertising, Public Relations and Events Management have just begun. ‘Newer challenges always accompany growth and companies today need to be prepared at various levels for this dynamic world. While, entry of Multinational Corporations has compelled Indian industry to forge ahead with greater speed and to garner resources more effectively and efficiently. However, global products require local advertising and specific communications to cut across and reach the masses.'

The case of Kellogg's cornflakes comes to mind. Kellogg's could not make headway for almost a decade in India because the market economics and habits did not accept foreign breakfast norms. On the other hand, a focused effort at local advertising such as ‘THANDA MATLAB COCA COLA' swept the entire product category of cold drinks into its lap in one sweeping statement. These and other examples clearly point to the importance of the need to understand the market pulse before communicating any message. If wealth creation, lies with the masses, than masses need to be understood -- on a day to day basis. Specific communications for masses and classes becomes critical in a highly diverse market like ours.'

‘The consumers choice set appears much enlarged, is expanding and he has become more discerning than ever before. The consumer market is highly fragmented with greater product variety and higher discretionary incomes. In simple monetary terms, we have today, a generation of great spenders, with more money at their disposal and who are also earning at a younger age.

The solution to these challenges lie in Marketing efforts to create needs, and not just identify them, to stand out from the clutter are gaining momentum in respect of sheer variety of methods and innovative media being used, says Kumar. An attempt at establishing long term relationships with the consumer is now imperative. At this stage it is noteworthy that the communication pie which earlier was 90% advertising and 10% other activities including Below the line ( BTL) activities such as PR/events/direct marketing, today, is rapidly shifting to 60% advertising and 40% BTL activities . A dramatic shift! This too requires the ability to better understand and apply various communication tools in an integrated manner.

Joining This Dynamic Industry:

For the many thousands of young students, aspiring to join the industry Prof. Kumar feels, a sensitivity towards human nature is a fundamental pre-requisite.

An understanding of the market - marketing nexus provides a strong anchor for a career in communications. Advertising and Public Relations Agencies are moving towards integrated marketing communications in an effort to become a one-stop-shop for their clients either directly or through out-sourcing activities in an effort to retain their clients/or provide holistic services. The Delhi School of Communication (DSC), since 15 years now, conducts an integrated marketing communications program that provides a holistic approach to study public relations, entertainment, marketing, cultural studies, consumer behavior, advertising, journalism and films through its broad - band subject orientation. Thus preparing them for an industry that is rapidly moving in the direction of Integrated Marketing Communications.

This strong professional base facilitate ones career graph by better understanding and therefore better planning and performance in the business. DSC supports the Mass Communication Degree from Guru Jambheshwar University alongside of intense training in the form of apprenticeships and internships for over 1 year during the program. Building Young India by ‘schooling' its students through professionalism DSC is a unique institution in taking a small set of students for intense career counseling, monitoring and mentoring. Its alumni in less than a decade are general managers, vice-presidents, directors and senior managers in the country's top Ad agencies, Marketing, PR and marketing organizations.

What's in it for me?

Students aspiring to enter the industry may further interested in both the monetary and non-monetary aspects. In terms of the pay packets one can expect Rs. 3-5 lakhs annually depending on prior work experience. You could be a director in 7-10 years and drawing Rs. 35-50 lakhs. Other perks include travel, housing, telephone, and other conveniences.

At the non-material front, understanding the self and the world better, being excited by new technologies and methods are joys that accompany the profession. As someone said, advertising is the best fun you can have with your pants - on.

I would welcome your thoughts on your future, our future and that of many others, after all, the word communication comes from the Latin word , communico - meaning ‘to - share'. It would be truly worthwhile to share your dreams and aspirations in facilitating your future and those interested in this dynamic and ever evolving world of communications.

For further information visit us at www.dsc.edu.in or write to us at info@dsc.edu.in

Source: Prof. Ramola Kumar (Dean, The Delhi School of Communication)

Date: 29th April, 2010

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