Career Advice

Advertising

Advertising involves a process wherein a message is designed so as to promote a product, a thought, an idea or a service. The profession of advertising is essentially geared towards the communication of information and ideas to and on behalf of others. Its development has therefore always been directly influenced by prevailing social and economic trends. In an increasingly competitive market place - where survival depends on aggressive, wide-reaching sales tactics- the industry has gained unprecedented buoyancy. This has also meant a proportionate increase in the number of career opportunities at various levels.

Job Avenues

People trained in communication and advertising can seek job opportunities in Advertising agencies, Market Research Firms, Advertising and PR departments various companies, Electronic or Print Media, NGO's etc. The various departments in an advertising agency are Client servicing, Creative, Media planning, and Production.

The career opportunities that exist in an advertising agency are:

Account executive: The business of each client with an ad agency is called an "account". An account executive is the head of the team that is assigned to a particular client. The account executive supervises his team of people drawn from all departments while planning, scheduling & executing the assignment.

Account Planner/ Director: The account director is the main planning executive, who works in partnership with the client on long term account planning.

Media Executives: The main task of the media executive is to place the advertisements where the right target audience within the allocated budget will see them. In large advertising companies this task may divide into media planning and media buying and is handled by different individuals.

Creative Copywriter & Creative Director: The agency's creative department does the copy writing & the visual artwork. The creative team creates the concept or the story line of the advertisement. Copy writing involves providing words, which are read or heard in advertisements. These may include slogans or jingles or detailed text for catalogues, brochures, leaflets & journals.

Productions: The design and copy is sent to the production team for typesetting, photographs and drawings for the printed advertisements or filming for television commercials. The production team includes photographers, printers, typesetters, TV producers etc.

Profile Chart

Following is the Aptitude-Interest-Personality set required to make a career in Advertising

Excellent verbal/performance skills, Ability to think out of the box, Ability to work as part of a team, Thinking with originality, enthusiasm & ability to work for long hours. Having an eye for challenge, opportunity. Ability to communicate easily, Tremendous physical & mental stamina, Ability to keep a careful record of transactions, Numerical ability, Working within a budget, Negotiation skills, Good visual ability, Language or artistic skill, Feeling for words, Openness to stand criticism.

Civil Services

Civil services include all departments of the government machinery, which run the state administration. The central and state servants are in charge of the governance of the various departments to ensure that the administrative infrastructure works according to the constitutional provision. The civil services can be divided into Central Services and State Services.

The Central Services has two groups: Group A includes posts, audit and accounts, customs, excise, railways, etc Group B includes secretariat services, armed force headquarters civil service, CBI etc.

The State Public Service Commission manages the state civil services.

Job Avenues

India Administrative Services

IAS officers are trained to handle government affairs. A typical career path of a civil servant in a state is as below:

· 2 year probation period spent at training schools, Secretariats or District Magistrates office etc in the capacity of a sub magistrate

· After probation he may function as a District Magistrate, Managing Director of a Public Enterprise or Director of a Department.

· The next promotion within a state is that of a Chief Secretary.

Indian Foreign Service

The cadre maintains the diplomatic relations with the foreign countries. They are attached to the Ministry of External Affairs to a particular desk, e.g. UK, USA, etc. They are posted in the Indian Embassy in the foreign countries.

Indian Police Service

IPS is responsible for internal security, public safety, law and order etc. IPS officer joins as Assistant Superintended of police and reach the pinnacle of their career as the Inspector General of Police. IPS officers work closely with the Investigation Bureau and CID.

Apart from these, there are opportunities in: Indian Railway Services, Postal Services, Audit and Accounts Services, Defence Accounts Services, Defence Estate Services, Civil Accounts Services, Revenue Service, Information Services, Central trade Services, Central Bureau of Investigation, Central Secretariat Services, and Central Administered Union Territories.

Study / Training / Eligibility

The entrance exams for the central civil services attract about 150000 students every year. The eligibility for the exams is an Indian citizen between 21-30 yrs of age and must be a graduate. After the main exam the students are called for an interview. Finally selection is made on the basis on the combined scores of the interview and the main exam. The main written exam has 8 papers of conventional subjective essay type questions each carrying 300 marks.

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Aptitude, interest and Personality parameters, necessary to make a career in Civil Services are: Strong academics, Ability to understand the issues of the common people, Good Supervisory skills, Skillful people management especially with politicians and burecrats, Zeal to take on new and different responsibilities, Good communication skills, Strong People Orientation.

Hotel Management

Hotels - an exclusive world within a world.

The entire world has entered a genesis of a golden era of travel. The Hotel Industry recruits 1 person every 2.5 seconds somewhere or other in the world.Estimated number of international travelers is close to 1 billion

Lion's share of the tourism industry is occupied by the Hotel & catering industry. Hotel industry in India is growing at an exponential rate & it is the largest source of foreign exchange in India. India itself offers a plethora of components for tourist attraction- umpteen sea resorts, hill stations, wild life sanctuaries, places of pilgrimage, mystic cultural heritage, a wide gamut of flora & fauna, winter sports, trekking, mountaineering, cross country, water sports- just to name a few.

The Hotel industry in India offers employment to over 6 million people & still there is deficit of skilled & qualified staff. To meet this deficit, the industry will need to inject 1,25,000 to 2,25,000 personnel in a few years time.

Job Avenues

Other than a hotel, there are alternative employment options that a Hotel Management Graduate has:

Cruise Ship Hotel Management, Hospital Administration & Catering, Club Management, Govt. owned Catering Departments, e.g., railway, armed forces etc, Institutional & Industrial Catering, Airline Catering & Cabin Services, Restaurant Management, Hotel & Tourism Associations, Catering Departments in Banks & Insurance Houses, Manufacturers & Suppliers of Hotel & Restaurant Equipment & Services.

Hotel-Jobs: This can be segmented into the following areas:

Levels in Hotel Management Industry

Generally, there are the following levels, which encompass the hierarchical elevation in the hotel industry:

Level 1: Trainee or apprentice stage for fresher in this industry.

Level 2: Either skilled workers or tradesmen.

Level 3: People with experience, who carry out supervisory functions at this semiprofessional level.

Level 4: Department head level, responsible for a designated department or section of the operation.

Level 5: Entails work at management level, involves planning, organizing & controlling other's work.

Level 6: The top management or executive level: They handle the overall management of the property & its human resources.

Selection Process

Option for studying for a diploma or a degree in hotel management after (10+2) involves the following selection process: Written Test, Group Discussion, Interview.

In the interview, the aim is to identify candidates with desirable qualities required to work in hotels. Adaptability, grooming, pleasant personality & an outgoing temperament, alertness, a practical result oriented approach are required & an assessment of interest & involvement in co-curricular activities is made.

Entry for Graduates

For graduates from any discipline or diploma holders of hotel management there are courses conducted by leading Hotel chains to train as prospective managers and enter the industry at levels 3 and 4.

Profile Chart

The Aptitude- Interest- Personality skills set required to carve out a career in Hotel Management are:

Organizational skill, Leadership capability, Analytic, Interpretative, Assimilative mental ability, Management skills, Go-getters attitude, Negotiation skills, Willingness, Motivation, Willingness to put no stop to intellectual growth, Ability to work under pressure, Coordination-Power, Fast, Efficient, Pleasant Personality.

Medicine

Medicine, besides being one of the noble professions, continues to hold considerable attraction for students looking for respectable and lucrative jobs. About 12000 doctors are trained annually in India and the numbers justify the attraction this profession holds. There are approximately forty different specialties for the physicians to choose from while in an M.B.B.S course. Many medical graduates specialize in one specific area of the body, one element of treatment or a specific clientele. Pediatricians for example work with mentally ill patients, oncologists with cancer patients. The major branches are obstetrics and gynecology, pediatrics, radiology and psychiatry. There are a number of non-clinical branches of study such as anatomy and physiology, biochemistry, microbiology that apply themselves to the study and research in various branches of medicine. On completion of the basic degree doctors in a year of rotating internship get an opportunity for hands on training in each of the major disciplines.

Work Environment

Physicians in rural or government hospitals and clinics have to work under stringent conditions whereas in private hospitals the work environment matches that of corporate offices. In hospitals, doctors are always on call, which could mean a lot of disturbed dreams at night. But at the same time doctors enjoy respect and people demonstrate a lot of faith. In surgical specialties the doctors spend most of the time in operating units. The job entails long hours of standing and concentrated work.

Training

The course involves four and half years of classroom study followed by a year of rotating internship, i.e., is a total of five and half years. The four and half years of classroom study are broken into 3 phases of 18 months duration and are divided into 3 semesters of 6 months each. Post Graduation and super specializations could be in the areas of microbiology, dermatology, obstetrics and gynecology, psychiatry, pediatrics, radiology, ophthalmology, pathology, orthopedics, cardiologists, plastic and reconstructive surgeon.

Personality Profiling

The personality profile required for a doctor are :

Dealing with patients in various stages of illness, injury and trauma requires patience and a compassionate outlook, Have to have the ability to work as a team, Requires skill and precision, A good deal of stamina for long hours of grueling work, Working with sophisticated equipment, making interpretations/ decisions and planning treatment requires alertness at all times, Keen and quick observation, a responsible attitude along with commitment to the profession is essential.

Journalism

Journalism today offers some of the most dynamic opportunities of work. The profession of journalism covers the gamut of collection, assimilation, analysis & supply of news. Print media journalism covers newspapers, magazines, periodicals, journals etc. With the diversification of modern journalism, we see print media journalists working with television production teams. The major onus today in journalism is on both the process & content. Now there are specialized sections in the newspapers for sports, politics, public life, finance, entertainment, careers, education.

Computer skills, a flair for writing, editing & illustration are the success recipe for tomorrow's journalist.

Job Avenues

Newspaper work can broadly be bifurcated into: Field & Desk

Field work : Each field worker is assigned specifically in the gamut of sports, education, political issues, international affairs, entertainment, local affairs, finance etc. The major skill is in witnessing events & reporting it in a lucid style, to evoke proper reaction of the people to changing scenes.

Desk work: The news desk is the place, where the sub editors or the copy editors process the stories for presentation. They take care to ensure that the story has no personal bias & it is objective.

Editors : Their role encompasses the content of the publication & supervision of its preparation. They assign topics & oversee the production of the newspaper.

Reporters & Correspondents : The task of story preparation rests with them, which provide information about the different aspects. Reporters should be able to record & interpret accurately, focusing on the important issues & making necessary deletions. Correspondents are station reporters, located in major places & entrusted with the task of preparing stories on major news events in these locations.

Commentators : They are very prominent personnel, authorities in some field, who are invited to write on topical issues or leading articles on a selected subject.

Columnist : He is a specialist for regular columns like answering queries, local diary etc.

Sub-editors : He gives final shape to the story submitted to him. The purpose of editing, reformatting & presenting the report is up to him.

Freelance journalists: He is remunerated on the basis of each article or piece he contributes. People with interest in specific areas contribute to newspaper features.

Magazine journalism : In magazine journalism, there is the editor, associate editors & journalists. The work involves researching, interviewing & stimulating writing.

Cartoonist : His job is to effect comical or satirical sketch on political, sports related & cultural happenings.

Photojournalist : He is the person, who has to tell stories with pictures.

Job Avenues

Print media, News agencies, News bureaus, PTI, India info services, Directorates of publicity Electronic media, Video magazines, Ad Agencies, Visual communication agencies

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The following are necessary to make a success at journalism

Accuracy & thoroughness, Accurate & readable, Ability to write clear, concise & lucid English, Ability to work within a time frame & budget, Alertness, physical fitness & good health , Ability to work for irregular hours, Broad based education Inquisitive nature, Genuine quality of interpretation, Good General Knowledge, Knowledge of proofreading, Observant with a keen interest in current affairs, Sound knowledge of newspaper law, Style of writing that is informed & lucid, Tactful, organized & confident, Tenacity

Law

Law is the cement of society & an essential medium of change. Law is one of the most fundamental social institutions. It establishes the premises, defining the rights & obligations of a person. The India Judiciary System covers a wide gamut, encompassing the intricacies of criminal cases, civil cases, company law, taxation law, constitutional law, real estate cases, labor laws, family law, excise law, consumer law, environmental law etc.Legal profession deals with governance & justice & empowers the nation with stability & confidence.

Law can be bifurcated into Public matters & Private matters.

Public matters deal with the obligations & rights, which people possess as a member of the society. Law pertaining to public matters encompasses administrative laws, constitutional laws, international laws, criminal laws etc. Private matters comprises of those rights & obligations, which people have in their relations with one another. Law pertaining to Private matters is also termed as Civil laws which covers the matters related to property, contract and commercial issues, inheritance, corporations, family etc. Most companies employing company secretaries prefer law graduates. An amalgamation of a degree of law & company secretary ship is expected to elevate the career to the highest echelons. Coagulation of a degree in law, with a degree or diploma in personnel management & industrial relations, can again be a jewel in the crown. There is a legal population explosion & market demand is enough to justify the churning out of thousands of law graduates. There is an increasing trend of legal profession towards latest managerial methods & aids.

Job Avenues

The following are the areas, in which a lawyer can make his career

Criminal law, Real estate, Civil law, Tax law, International law, Labor law, Family law, Constitutional law, Corporate law, Excise law, Customs & transportation law, Various positions at govt. or business houses, Defense services, Political advisors, Solicitor's firm, Books & journalism, Publishing.

Profile Chart

Following Is the List of Aptitude-Interest-Personality Parameters, Required To Make A Career in Law: Clear perception, Sound judgment, Ability to carry ideologies & convictions, Genuine interest in people & fair dealing, Wide general awareness, Interest in national & international affairs, Good logical reasoning, Excellent verbal expression, Quick responses, Ability to argue, Physical stamina & resilience, Ability to work with details, Meticulousness & eye for details, Social skill, Understanding of human relationships, Leadership qualities, Loyalty, Sincerity.

Management

The Indian economy has witnessed a turbulent change in the past few years. The economic reforms have opened up the markets for the entry of the MNCs, who envision India as one of the potentially most profitable markets to them in the future. This meant not only the infusion of capital but technology in the form of new and improved product portfolios. This has created high competition in the market needs. A few Indian corporate entities have even out-witted MNCs in the market place - one large contributory factor being the quality of management personnel with better understanding of market dynamics. To reiterate, the secret of the success of these top-notch companies (both Indian and Foreign) is their manpower quality. This has created a very high demand for well- qualified management graduates with equally high compensation packages. Thus, it is common for a fresh management graduate from a top school to start with a minimum salary of Rs. 2 lakh plus and in some cases it may go up to 50 lakh per annum. It all depends on ones drive to out-perform ones own capabilities.

What does management education do to an individual?

Imparts skills in all facets of management, Horne the ability to provide leadership, inspiration & motivation to people, Helps in decision making through the use of scarce resources, Provides a lucrative and satisfying career, Put him on a fast track career path, Shape analytical and intellectual capabilities.

Making of an MBA

· 2 year course with 3 trimesters in each year

· Each trimester of 10-12 weeks

· Each trimester 6-9 subjects

· The First Year introduces the students to various functional areas of management and is essentially the foundation for a career in management.

· Method of Instruction is through classroom lectures, Home assignments, Discussion on assigned readings, Case studies - Exposure to real life situations in India and Abroad, Presentations, Group tasks and projects, Business games simulation, Real-life Field projects

· Summers call for Project work of 8-10 weeks. Summer project provides an opportunity to check out career specialization interests.

· Second Year has certain number of compulsory courses and then the student has the choice of about 15-20 electives in which he can specialize.

Areas of specialization

Marketing, Finance, Human Resources Management, Systems, Operations, Advertising, International Business, Rural management, Entrepreneurship, Family Business Management This selection has to be made while you are in the second year of your MBA course (usually). In the IIMs and the other top institutes, students have the option of specialising in more than one area.

Job Avenues

Banking

Citi Bank, American Express, ANZ Grindlays, HSBC, Standard Chartered

Consultancy

AF Ferguson, Anderson Consulting, Arthur Anderson, Mitchell Madison

Finance

Birla Global Finance, ICICI, IDBI, Ceat Financial service, IFCI KOTAK Mahindra, UTI

FMCG

Hindustan Lever, Britannia, P & G, Coca-Cola, Pepsi, Coke, Cadbury, Nestle

Consumer Durables

BPL, Philips, Godrej & Boyce, Titan Industries, Whirlpool, Modi Xerox, Hero Honda Motors

Information Technology

Tata-IBM, HCL, Wipro Infotech, Infosys, Motorola, Ramco systems, Satyam

Industrial Goods

Crompton Greavers, Maruti, Essar, ONGC, Telco

Consumer Non-Durables

Asian Paints, Castrol, Seagram, ICI, Madura Coats

Advertising / Market Research

HTA, LINTAS, O & M, Chaitra Leo Burnett, ORG, MARG, MBL- RCG

Pharma

Ranbaxy, Glaxo, Hoechst, Nicholas Piramal

Others:

Dot Com, Reliance, Media Houses, Export Houses

Selection procedure

The selection process is broadly similar across the various institutes with minor variations. Aptitude Test Personality Assessment Final selection to any business school is based on criteria such as the candidate's performance in Aptitude test, GD, Interview, Academic performance and Work experience.

The IIMs of Ahemdabad, Banglore, Calcutta, Lucknow, Indore are the top most institutes. Other than these there are Faculty of Management studies (Delhi), S.P. Jain institute of Management (Mumbai), Symbiosis Institute of Business Management (Pune)