How I prepared for Marketing Job Interviews at ISB

As I have quoted Mr. Ankur Warikoo multiple times, “Life at ISB can’t be described. It can only be experienced”. And Life at ISB is actually about so many things- the campus, the quads, the quaddies, the study groups, never ending assignments and the list goes on. But one undeniable truth remains- the placement season is one of the most nerve wracking experience for most of us and the relief that one experiences after getting out of it can’t be put into words.

Before I write further, I must declare that you will find MUCH MORE ACCOMPLISHED ISB Alums to give you the much talked about ‘Alum Gyaan’ about Marketing Placement Preparation. Hence, what I am going to write should be read as just my ‘experience’ rather than an ‘advice’ per se.

Even before I had joined ISB, I was assured of the fact that my profile is a bit conflicting. I came from Healthcare background, but I never practiced and went to Digital Marketing (that too for a small bootstrapped startup from non-healthcare domain) straight after graduating. Also, I was pretty sure that I want a Marketing job profile post MBA. I already had Marketing Experience (though Digital) prior to ISB but I tried my best to add more Marketing related stuff to my resume once the course commenced.

Here’s a list of some live/consulting projects that I did :-

  1. MyBataz – A Live Project to launch the MyBataz App was introduced by one of the alums in the campus in Term 1. Many people joined enthusiastically but most of them left in between. The few of us who survived did a myriad of activities for this project- Content Writing, Content Management, Influencer Identification & Marketing, Social Media Marketing etc. This project gave me a good kickstart.
  2. NanoHealth (ELP) :- Getting a Marketing Project for a Healthcare startup as ELP was like a perfect fit for me (and my resume). Though I must say, completing this project amidst endless assignments, lectures & placement preparation was a herculean task but it indeed helped me- both as a confidence booster by the time placement season arrived and as a strong talking point during Marketing Interviews
  3. Unacademy – I got a Paid Digital Marketing project for Unacademy with the help of a friend.

Apart from these, I also did a project that was a part of the Kraftshala course.

Placement Group

I cannot stress enough about the importance of a good & ‘selfless’ placement group. Most of the people in my Placement Group (we were a group of 5) were mere acquaintances but we supported each other selflessly throughout the placement season. Whenever we used to meet, we used to take up 1 or 2 companies and discuss it in and out- The industry to which the company belongs to, its major trends, the entire product portfolio of the company, its major marketing campaigns, deep dive into Core Values and Vision & Mission of the company (very important for AbInBev, JnJ etc). For example, this is what all we covered for AbInBev (One person from our group got a Marketing role in AbInBev eventually) :-

  1. Overview of Beer Industry in India
  2. Market Share of AbinBev in India
  3. All Products of AbinBev with their details
  4. Recent Acquisition by ABInBev
  5. Craft Beer (one of the Alums suggested it and it actually was a GD Topic)
  6. Proposed Marketing Strategy to grow the brand share in India
  7. Major competitors

Similarly, we discussed about Star, HuL, PnG, PhonePe, Samsung, Media.net and so on. Whatever we used to discuss, we used to put it on a Google Doc which was shared among all 5 of us (for future reference). I would like to repeat, ours was actually a selfless group- only 2 of us had Google Shortlists (and 1 of us finally cracked Google Campaign Management job) but we all tried to help them with Mock Interviews a night before their interview at Google Office.

Resources Used

For the group preparation, we majorly used the documents downloaded from the KMP Portal, HR Questions list sent by an alus and Google Search. I personally used some additional resources which are as follows :-

  1. Crack the Marketing Case & Interview like a CMO– I had a free copy of this book since long ago but finally decided to go through a part of it during few weeks before placements. The book introduced me to some good frameworks and helped me to have a perspective and possible answers of typical questions asked during the interviews. This book discussed 18 different Marketing Cases with solutions
  2. Marketing 4.0 : Moving from Traditional to Digital by Kotler : I didn’t buy this book for Placement Preparation but did give it a read before Placements. I didn’t find it much useful and later handed it to a friend who was supposed to sit for Placements in January season. She described the book as ‘magical’ and told me that she discussed the new metrics introduced by Kotler in this book in one of the interviews and the interviewers were quite impressed. The book is worth a read if you have time.
  3. Marketing Whitebook– I bought this book only to realize that it is already present in the LRC. It’s a good source to list down the major trends, market share, new product launch etc of all industries.
  4. Kraftshala- I bought the course that Kraftshala was offering. Though it wasn’t much useful from Placement point of view, it actually helped me to understand the intent & objective of different popular Marketing Campaigns by the popular brands

Takeaways

  1. Make a good placement group and stick to it. Be around for each other till the end. Try to meet as much as possible.
  2. Talk to the recently graduated alums who are working in your target companies. They can give you a clear picture of what the company is actually looking for
  3. Core Values, Mission, Vision etc of the company is extremely important. Do discuss them with your placement group
  4.  Attending all the PPTs (Pre Placement Talk) might be a difficult task but attending the PPTs of the companies you are damn serious about is definitely a good idea
  5. Resume reviews, Mock Interviews etc are useful, but don’t let anyone demotivate you. The alum who reviewed my resume during Alum One-To-One session told me I don’t have any chances in big brands and I mostly will get recruited by a startup. She also told me to focus on Healthcare rather than Marketing. As evident now, everything she suggested didn’t come true.
  6. You never know what will happen on the D-day. All advises and ‘gyans’ must be filtered and taken with a pinch of salt.

Use the comment section if you have any queries (or message me on Facebook). I would try my best to answer them.

-KA

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