Post CWG should see demand in sports management courses

SHILLONG - With India playing host to global sporting events like the 2010 Commonwealth Games that are expected to boost the market for sport management professionals in the country, the mood regarding placements is upbeat on the campus of the Indian Institute of Management-Shillong.

IIM-S is one of the early birds to have a course in sport management, one of the off-beat courses in any management institute. The institute has received a number of pre-placement offers (PPOs), interviews (PPIs) and recommendations.

“The course is an attempt to equip the participants with necessary sports management concepts and tools for developing an appreciation of the function and the value which it can add to the achievement of organizational goals,” Institute Director Ashok K. Dutta told IANS in an interview.

He underlined the need for professional managers in executing big-ticket sporting events.

The troubles besetting the Commonwealth Games to an extent proves his point. It is perhaps not surprising that the organizers of the Games had to requisition the services of foreign experts.

Also, India is witnessing commercialisation of sports, the notable being the T20 Indian Premier League (IPL). Owning clubs is coming up in big way.

Experts say the high visibility and entertainment value of sport provides opportunities in the organisation and marketing of sport events, sports-related advertising and venue signage, athlete endorsements, facility construction, sporting goods and licensed merchandise, event management and marketing services, sponsorship and ticket sales, media broadcast rights and multimedia.

According to one estimate, the sports marketing business in the Asia-Pacific region is expected to grow 22 percent this year as against 15 percent last year. Globally, it was estimated to be over $250 billion in 2009.

Dutta said the course gives an opportunity for students to implement their clasroom learning in real-life during the “Corporate & B-School Golf Tournament” that IIM-S organises annually.

The students are also enthusiastic. “We arrange and participate in the tournament activities which help us learn how to manage an event from inception to the end,” said Mohit Khemka, a student.

The Golf Cup season will start in November.

IIM-S is also the first management institute to have a course on Chinese language, an add-on course mainly for the post-graduate students.

In view of China being one of the most important emerging markets in the modern market economy, there is immense potential and vast business opportunities with China. India with its growing emphasis on the “Look East” policy is much better placed in comparison with most other nations to avail itself of such growing business opportunities in the world’s fastest growing economy.

“Therefore, equipped with a preliminary knowledge of Chinese language particularly the business language has been an added advantage for the students,” said Dutta.

“It will be of great help for the students in their career as they can avail themselves of the vast business opportunities that exist in China.”

There was 100 percent placement for the class of 2010, which had 63 participants. The class of 2011 will see 66 students graduating.

Dutta did not disclose the number of PPOs and PPIs IIM-S has received. He, however, said the maximum offers are from the banking and financial services industry.

Meanwhile, there are reports that the director is mulling shifting the placements to IIM Calcutta this academic year, as Shillong’s physical location is sometimes a deterrent in the placement process.

The institute for its first batch followed the “cohort-based rececruitment” process in which companies come for placements over continuous weekends that are called cohorts.

(Raymond Raplang Kharmujai can be contacted at rrkharmujai@gmail.com)