Post Graduate Diploma in Management Business Design (PGDM Business Design)
by We School (Welingkar Institute of Management)Mumbai, Bangalore, New Delhi |
| Eligibility: (Pre-requisites) | A minimum 50% in graduation, which must be completed by June 2013. |
| Medium of instruction: | English |
Present intake : Mumbai - 60 seats, Bengaluru - 60 seats
Corporations today are not the same as they were yesterday because the way market is driven is unforeseen. There are new ways of doing business and ever evolving newer rules of the game.
We are in the middle of a massive change. Today it's not about the world of design. It's about the design of the world. Hence being acquainted with principles of Management is insufficient. Rather, it is essential to question the conventional framework and to 'Design' your own rules of business.
To provide a fresh perspective to trends and issues of management, Welingkar Institute of MAnagement is transforming into a school with design thinking at its core.
Live Consultancy Projects for Students
Patni Computers Ltd.
SLM Infotech
ICICI Bank
Paramount Healthcare
Philips India Ltd.
Tata Interactive Services Ltd.
Raptakos & Brett Co. Ltd.
Future Group (training)
Creative IT
Lokus Design
Siemens Ltd.
ICICI Prudential Ltd.
Aqumena
Mahindra & Mahindra
BBDO
Recruiters
Yes Bank
ICICI Prudential AMC
Cerebrus Consultants
HSBC
Kotak Securities Ltd.
Vodafone Essar Ltd.
MF Global
Future Group
Pidilite Industries Ltd.
Whirlpool Of India Ltd.
Persistent Systems
Viacom
Pidilite
Sharaf Group, Dubai
Idiom, Bangalore
Star Network
Kotak Securities Ltd
ICICI Bank
Capgemini Consulting
Elephant Design
Sidco
DNA
Work Profiles
Design Strategist
Market Innovation Manager
Design Manager
Strategist - Design & Business
Business Analyst
Project Manager
Advisory Panel
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Mr. Kishore Biyani |
CEO, Future Group |
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Mr. Deepak Satwalekar |
CEO, HDFC Standard Life Insurance |
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Mr. Hari Nair |
Director, Whirlpool India |
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Mr. Rajiv Narang |
CEO, Erehwon Consulting |
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Dr. Girish Prabhu |
Director, Design Research & Innovation, Intel |
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Mr. David Griffiths |
Design Management Consultant |
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Dr. Jagdeesh Sheth |
Emory University |
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Dr. Gianfranco Zaccai |
President & CEO Continuum |
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Mr. Shilajeet Banerjee |
Professor, Stanford D-School |
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Dr. Sten Ekman |
Professor, Malardalen University |
What is PGDM (Business Design)?
At Welingkar, we are more than convinced about the need for radical change in the Management education. The existing compartmentalized approach to Management education has inherent limitations to be able to walk hand-in-hand with the fast changing global business scenario. Today’s technological civilization needs rapid and radical changes to tackle issues.
In this era of uncontrolled growth not only of population but also products, services, scientific and technical information, how does one make sense of human needs and aspirations? Emerging unarticulated needs and realities need new approaches. We feel Management education can play a very crucial role in creating a new genre of managers who are attuned to these realities. All forward thinking Business leaders agree that Innovation is the only way forward. Design that delivers sustainable solutions will play a significant role in Business transformation.
There is a growing need for cross-disciplinary learning. Design and Management come out as the best partners. Managers could learn a lot more from the open-minded, human centered approach of the designer. Designers can gain tremendously by learning how managers execute Business.
We need a separate genre of managers who are trained not only to manage but also innovate looking at the human, social and psychological needs of the users of their products and services, to make better profits in their line of Business.
Design is a profession that is concerned with the creation of products, systems, communications and services that satisfy human needs, improve people’s lives and do all of this with respect for the welfare of the natural environment. Over a period of time design has become an integral part of management and is seen to contribute towards several areas including quality, strategy and planning, creativity and innovation, change, technology, and competitiveness. These areas represent key issues for corporations. The need of the hour is to find ways to inspire and ensure successful innovation by bringing new understanding to the process of innovation and the change driving its evolution.
The future belongs to design and worldwide that is a fast growing recognition of the same. There is a strong need for innovation, creativity and a design way of thinking in all aspects of Business to be able to emerge successful in the future. Right from the business idea, the process, the product, the consumer experience and the organization, everything has to
be visualized correctly and designed in manner that the needs of the customer can be pre-empted and trends be forecasted, on the basis of which new Business ideas and Management techniques be implemented propelling the Business to succeed. The success of organizations in the future will soon depend on a manager’s ability to effectively harness design thinking
Broadening Horizons
Rural Experience
WeSchool joint research on "Strategies on Alternate Energy based Business ecosystems in rural India" with Stanford Design School for Change Centre.
Urban Experience
Mumbai has four modes of public transport, BEST, Local Trains, Taxis & Rickshaws. Business Design students went out on the field and observed the problems. The analysis resulted in recommending solutions which would resolve the transportation prooblems. Mr. Saigal - MD of Mumbai Rail Vikas Corporation guided the students on this project by providing his valueable inputs.
Global Exposure
Creativity & Innovation Management course - Malardalen University, Sweden
Mälardalen University, Sweden, School of Innovation, Design and Engineering offers Creativity and Innovation Management, 15 credits (ECTS ) course to the Business Design students,The purpose of this course is to supply students as future leaders/managers with knowledge and practical abilities in creative, innovative and entrepreneurial processes. This is achieved by introducing students to the theoretical/scientific understanding and of practical methods / tools that can be used to enhance their capacity in this field.
Key Differentiating Factors of the PGDM (Business Design) Program
Positioning:
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Only B-School program of its kind which Blends Business and Design
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To nurture Design Thinkers who can lead innovations in Corporate and Society and apply design thinking to products, processes, customer experiences, business models, strategy and indeed the entire ecology.
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To nurture a set of Design Managers for the growing Design Industry – this could include pure design houses, media and advertising industry, content creation houses, IT industry as also Corporate who need managers to interface with Designers
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To develop an entrepreneurial /intrapreneurial mindset
Pedagogy:
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Attempt to teach subjects in an integrative manner.
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Learning by doing – prototyping/hands-on/experiential learning as designers tend to learn – activity based, use of multiple media to present and to learn
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Critical Thinking – which questions every aspect
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Holistic thinking – Human Centered approach, looking at all aspects before arriving at solutions
Verticals:
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The program offers an opportunity to focus on certain Industry verticals. Verticals which are highly sensitized to design and innovation at this point such as Retail, IT, Manufacturing, Media/Advertising, Design Houses, Banking & Finance
Experiential Project Work:
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Business Baazigar - working as entrepreneurs
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Idea to Business Plan – an Project which integrate all subjects learnt during the first 3 trimester
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Summer Projects – with emphasis on Design approach
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Foreign internships – Visit to Japan and Indonesia
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Design Studio- in each the trimester – aimed at providing hands-on approach to design
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Final Project which will bring out all the learning’s during the 2 years
Evaluation:
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Evaluation in a number of subjects in this program is different from the conventional MBA programs. Project Work, Assignments and creative work in each subject as opposed to rote learning is emphasized.
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Jury as a method of evaluation of projects has been implemented in some subjects thereby ensuring that the student nor merely gets evaluated but also learns out of the inter-disciplinary examination which he/she undergoes.
Placements:
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Focus on careers in organizations which provide positions requiring innovation and design thinking. The verticals chosen are indicative of the type of sectors which will be targeted for placements.
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These students will help create new product/services /processes/ customer experiences, manage business transformations, and lead innovation initiatives which may ultimately spawn independent businesses. Since risk taking is an important design attitude, these students may be more than happy to even form or join startup innovative ventures
Curriculum Structure
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Trimester I: Need identification, opportunity spotting & understanding the environment. |
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Individual & Society |
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Organizational Behaviour |
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Managerial Economics |
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Applied Economics |
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Market Research |
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Finance Accounting |
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Cost Accounting |
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Basics of Marketing |
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Thinking tools for Innovators |
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Interaction Design Process |
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Aesthetics in Business |
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Technology -History and future |
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Trimester II: Concept generation and Business case creation |
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Managing groups for performance |
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Green Issues |
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Research Principles & Statistical techniques |
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Perspective Management |
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Business Communication |
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Management Accounting |
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Taxation (Direct & Indirect) |
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Triggers for Innovation & Sector Analysis |
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Information Design & IT tools for Business |
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How Business Work (MIS Process & Integrated Project) |
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Trimester III: Business Design |
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Human Resource Management |
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Business Environment (Forecasting) |
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Branding |
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Integrated Communication |
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Operations Research |
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Business Plan |
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Prototyping |
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Exploring the grassroots |
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Trimester IV: Roll-out |
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Organization Design & Development |
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Financial markets & Corporate Finance |
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Project Management (Project Financing) |
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International Business |
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Managing the supply chain |
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Operations |
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Business Creation (Concept Show) |
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Vertical* |
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Trimester V: Strategy |
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Legal Aspects |
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Sales Management |
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Total Quality Management |
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Strategic Innovation Management |
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Promotional Design |
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Business Simulation (SIMBIZ) |
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Vertical* |
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*Vertical are selected by students in Trim IV & V from the options below |
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Trimester VI: |
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Academic Research Project |
Eligibility and selection criteria
Eligibility
A minimum 50% in graduation, which must be completed by June 2013.
Should have taken CAT (2013) conducted by the IIMS for the year specified in the advertisement (IIMS have no role in the Welingkar admission process) and /or/ XAT (2014) / and / or ATMA (2013-2014) and / or CMAT (2013-2014) and / or Mh-CET (2014).
Selection Process
The Selection process is divided into two stages.
Stage I:
Will apply for all students who submit their completed application forms with the requisite documents within the time specified by the Institute.
|
Stage I |
Maximum Marks |
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Written test (WT) |
140 |
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Past Academic performance (PAR) |
15 |
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Work experience (WE) |
15 |
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Total for stage I |
170 |
Written Test Score (WT)
The Institute, basis of the percentile provided by the student, will assign a score out of 140 using a statistical normalization process. In case, the student has given multiple test percentiles, the highest will be considered.
Students should note that percentile and percentage are not the same.
Past academic record (PAR)
The marks assigned for past academic record include marks for percentage obtained in Class 10, Class 12, Graduation and Post Graduation (if applicable). In case a student is appearing for Graduation or Post Graduation, the percentage column will be blank. Students must not enter an aggregate of previous years
Documents to be enclosed along with completed application for academic results are:
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Attested copy of Mark sheet of Class 10, 12, Graduation, Post Graduation (whichever applicable)
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Attested copy of Graduation and Post Graduation Certificate.
Applications not having the above documents will not be given marks for Past Academic Record. Maximum Marks in this section is 15.
Work Experience (WE)
In Stage I, Marks assigned for work experience is on the basis of duration of work experience only. Only full-time work experience, after completing graduation will be considered.
Documents to be enclosed along with completed application for persons with work experience are:
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Experience letter or a combination of Appointment letter and latest salary slip for the current organization working
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Experience letter or a combination of Appointment and Relieving letter for all previous jobs mentioned.
The maximum marks in this parameter is 15. In the absence of the above documents marks will not be given for the work experience claimed by the student.
ANY false claim / fake documents being submitted will be automatically disqualified from the Selection Process and no appeal will be entertained in this regard.
The total score of 170 in Stage I will then be used to shortlist students for Stage II of the Selection process. Therefore ALL applicants will not be called for Stage II. Students should note that being called for Stage II is dependant on 3 parameters as mentioned above and not only on the Written Test Score. Hence a specific percentile cut-off for being invited to Stage II does not apply.
Stage I of selection process will be the same for the students applied for PGDM / PGDM e-Business / PGDM Business Design / PGDM Retail Management.
Stage II:
|
Stage II |
Maximum Marks |
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Group discussion (GD) |
50 |
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Personal interview |
100 |
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Extra curricular activities (EA) |
10 |
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Essay questions (EQ) |
20 |
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Psychometric & Creativity test (PT) |
50 |
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Total for stage II |
230 |
Only Students short listed from Stage I will go through Stage II.
Stage II comprises of the following parameters.
Stage II comprising of the above evaluation parameters will be conducted at the choice of GD/PI Centers provided by the Institute.
All applicants going through Stage II will go through all the parameters mentioned above. The interview would also be used as a mechanism to judge such other design competencies as observation, empathy, creativity, spotting opportunities, visualization among other aspects.
The Extracurricular activities and Essay Questions will be reviewed in the Personal Interviews; hence students are advised to respond to them appropriately. Your response to the questions in the Application Form will play a significant role in your interviews.
Personal Interview is aimed at evaluating the students from an overall perspective, and suitability and capability to pursue a management program. It is also aimed at judging the interest and aptitude of the students with reference to the programs indicated in the Preference section.
The Psychometric and Creativity test is a computer based test aimed at identifying your personality traits.
The final selection of the students is based on the overall performance on 400 marks.
Students will be offered admission to a program basis of their preference AND their suitability / fit with a program identified on the basis of their performance in the entire process.
The Selection Process comprises of the following:
|
Parameters |
Max.Marks |
|
Stage 1 |
|
|
Written test |
140 |
|
Academic performance |
15 |
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Work experience |
15 |
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Total for stage 1 |
170 |
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Stage 2 (only students short listed from Stage I will progress to Stage II) |
|
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Extra curricular activities |
10 |
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Essay questions |
20 |
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Group discussion |
50 |
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Personal interview |
100 |
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Psychometric test & Creativity test |
50 |
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Total for stage 2 |
230 |
|
Grand Total |
400 |
Selection criterion is subject to revision.
Admissions
Admissions are based on merit only. There are no reservations for linguistic minorities either.
GD & PI Centers
Mumbai
Delhi
Bangalore
Kolkatta
Fees
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Mumbai |
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Tuition & Other |
Rs. 4,30,000/- p.a*. |
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Library Deposit |
Rs. 4000/- (refundable) |
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Hostel Fees |
Non A.C. Rs. 88,000/- p.a. |
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A.C. Rs 100,000/- p.a. |
|
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Plus a deposit of Rs. 1000/- (refundable) |
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Bengaluru |
|
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Tuition & Other |
Rs. 4,30,000/- p.a*. |
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Library Deposit |
Rs. 4000/- (refundable) |
|
Hostel Fees |
Rs. 85,000/- p.a. |
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Plus a deposit of Rs. 1000/- (refundable) |
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Please Note
* Fees are subject to change without any prior intimation.Hostel accomodation is subject to availability.
| Classroom - Full Time | ||||
| When | Duration | Where | Remarks | Price |
| Not Specified |
2 Years |
All Venues | Not Specified |
INR 4,30,000 Per Course (Taxes As Applicable) |
| Price Notes: Fees Mumbai : Tuition & Other - Rs 4,30,000/- p.a, Library Deposit - Rs. 4000/- (refundable) , Hostel Fees - Non A.C. Rs. 88,000/- p.a., A.C. Rs 100,000/- p.a. Plus a deposit of Rs. 1000/- (refundable) Bengaluru : Tuition & Other - Rs 4,30,000/- p.a , Library Deposit - Rs. 4000/- (refundable) , Hostel Fees - Non A.C. Rs. 85,000/- p.a Plus a deposit of Rs. 1000/- (refundable) Fees are subject to change without any prior intimation.Hostel accomodation is subject to availability. | ||||
Bangalore, Hosur Road (Campus):- 102/103, Electronic City Phase 1, Next to Telephone Exchange Hosur Road, Bangalore - 560100, Karnataka, India
New Delhi, Lajpat Nagar (Branch):- House No.1, 2nd Floor, Ring Road Lajpat Nagar, New Delhi, Delhi, India
Bangalore, Hosur Road (Campus):- 11, Emen Arcade, Krishna Nagar Industrial Estate, Near Dairy Circle Hosur Road, Bangalore - 560029, Karnataka, India
We School (Welingkar Institute of Management)
Welingkar Institute of Management Development (WeSchool) was established in the year 1977 with a focus on giving a new dimension to Business Studies. It is part of the Shikshana Prasaraka Mandali, which has 43 prominent institutions across the country under its purview.
With a strong educational legacy of over thirty years, WeSchool believes in the excellence of quality education catered in relevance to the current times and industry demands; thus giving students a complete educational experience.
WeSchool’s strategy of responding efficiently and effectively to the needs of the industry and student community brings it in the league of leading Business Schools across India and South East Asia. With various other academic achievements and accolades, WeSchool has recently been ranked 1st in the West Zone by Careers 360 Education Survey, 2013.
Along with providing full-time business management courses, WeSchool has also been responsible in pioneering various part-time Diploma & Certification Programs and Post Graduate Diploma In Management through hybrid learning format. WeSchool has gained the distinction of being one of the few institutes whose hybrid programs have been accredited by the Distance Education Council (DEC), an apex agency, responsible for recognizing Open and Distance Learning Institutions in India.
At WeSchool, all the business management courses are tailored to give a clear understanding of Management subjects and are well-structured to enhance functional and soft skills development of its students. Combination of modern and traditional teaching methodologies help students to gain knowledge in the best way possible, while also helping them to realize and believe in their potential to evolve as successful role-players and decision makers in the professional world.
WeSchool is committed to produce outstanding managers with broad based knowledge, analytical ability, team experience and critical interpersonal skills necessary to meet today's and tomorrow's management challenges.
