02
alerts
Awards are so unnecessary. The work is a
reward in itself .
NATALIE PORTMAN,
HINDUSTAN TIMES, MUMBAI, WEDNESDAY JANUARY 12, 2011
For the digital age
Ignition, the
educational wing
of Ignitee Digital
Solutions, has
introduced an
MBA course in
Digital Marketing
Why did you decide to introduce
such a programme?
The Indian digital industry
has finally evolved. Every cat-
egory and client out there has
a need for well planned and
executed digital strategies.
Gone are the days when
clients made experimental
forays into this medium. As a
result of this, the entire indus-
try is faced with a crunch on
trained talent. Clients want
trained digital talent to work
for them and specialise in
deriving solutions for their
marketing needs. Clients rely
on agencies to partner with
them to deliver the laid out
objectives. Publishers are
finding that the days of selling
inventory as a commodity is
gone and they cannot easily
hire traditional media sales
people to serve the purpose.
Again, the luxury of getting
freshers and training them on
the job is no longer there. All
the above 3 points of the busi-
ness triangle need them
trained, ready to run and per-
form. Ignitee, as industry
leaders for the last decade
decided to take this plunge. It
is a natural extension to what
we did.
What is the scope of the same?
If you did any analysis on
what the industry has on
offer in terms of digital media
training, you will realise that
there are many quick-fix,
short-term courses offered
by a few and they have not
served the purpose. Our own
experience combined with a
couple of friends who run
digital operations (client or
agency or publisher side) tell
us that we would be better off
hiring a fresher than hiring a
half-baked executive from
these short-term courses. It
is easier to mould, groom and
train a fresh mind than some-
one who has his or her facts
mixed up.
What sort of subjects will the pro-
ACTRESS
The programme will have 4.5 months of classroom training, and the
rest for live client assignments.
gramme cover?
Ignition, is a full-time, 9-
month training course. At
this stage, the areas of spe-
cialisation covered include:
■ Strategy and planning
■ Client servicing and
business development
■ Search Engine Optimisation
■ Search Engine Marketing
■ Social Media Optimisation
■ Media planning & buying
The course is split into 2
halves. A four-and-a-half
month classroom training
which covers all the above 6
aspects. This session is punc-
tuated with a string of class
assignments which go on to
determine your final area of
specialisation (something the
management and the individ-
ual student do together). The
next four-and-a-half months
is purely in the area of spe-
cialisation, which is done
while working on live client
assignments. There is close
mentoring involved during
this stage. Every successful
candidate is assured of a ‘top
job’ opening in one of our list
of ‘recruitment partner’ agen-
cies. This assurance that
Ignition boldly makes, comes
from confidence in the
exhaustiveness of the pro-
gramme. This is coupled with
the fair amount of rigour in
the admission system. Simply
put, this is not for someone
who comes in with a cheque
book. You need to have it in
you to be even admitted.
Who will teach the pro-
gramme?
We have eight full-
time, dedicated
faculty members
that comprise of
the best of experi-
ence in the field.
These eight
would actually
admission
ENGINEERING
MASS
Take
BITS Pilani
in
Mass
tion,
andmechanical
science.
Course: BMC,
PGDMC,
and BITSATMBA score. To apply, visit the web-
Eligibility:
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Graduation
01596-242205.
How to
tions is apply:
COURTESY: IGNITION
cover the curriculum in detail
in a structured format. This
is combined with sessions
from an array of guest faculty
from various companies
engaged in this space (and a
few from allied spaces so that
the students get comparative
perspectives and understand
the nuances better). The sec-
ond-half of the course, where
you work on live accounts,
also involves a different kind
of training. The execution
from individual mentors
becomes critical.
The Indian digital
industry has finally
evolved. It’s one in
which there are no
dull moments.
— V. Ramani (Co-Founder &
Vice Chairman Ignitee Digital
Solutions Pvt Ltd)
MEDIA |
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Solving syllogisms
The Logical Set Theory questions include complex-looking questions on
syllogisms. CPL Pvt Ltd tells you how to break them down and draw conclusions
T
hough the term syl-
logisms applies to
logical set theory
questions, somehow
in the students’
mind the term has got associ-
ated with several other types
of questions. Generally stu-
dents classify the following
questions under
“Syllogisms”: Logical set the-
ory, conclusions, inferences,
assumptions; arguments;
courses of action; cause-
effect; and probably
true/probably false. All these
may be correctly seen as ver-
bal reasoning questions
rather than syllogisms ques-
tions.
This article tries to give
some concepts and methodol-
ogy to solve these questions,
because classes and books
are rather lacking in both,
though practice material
abounds.
Logical Set Theory
These questions ask you to
identify a conclusion that fol-
lows through logical deduc-
tion from the given premises.
In order solve these ques-
tions correctly, you need to
merely understand the
knowledge and ignorance dic-
tated by the given data. For
example, if the data is All X
are Y – the knowledge (cer-
tainty) is that Some Y are X.
The ignorance inherent in the
data is: we have no knowl-
edge about whether there are
or there aren’t Y which are
not X. Hence, the conclusion
that follows from All X are Y
is that Some Y are X – this is
also called the converse of
the proposition All X are Y.
Since we do not know
whether the Y which are not
X– a conclusion stating Some
Y are not X does not follow
form the proposition.
However, a conclusion All Y
may be X follows because the
possibility exists and the pos-
sibility is true. In the CET,
what is true is your answer
and what is false or ‘can’t say’
is not your answer.
This may look complicated
on the surface. However,
when you understand that
there are only 4 statements
in Logic (called Categorical
Propositions) that one needs
to analyse this way, it makes
Logical Set theory questions
child’s play. These statements
are: 1. All X are Y 2. Some X
are Y 3. Some X are not Y, and
4. No X are Y.
If you analyse Some X are Y,
it gives the same conclusion
as the first, or Some Y are X.
Some X are not Y and Some Y
are not X do not follow from
this premise because their
existence is merely a possibil-
ity. Some X may not be Y, and
Some Y may not be X follow as
possibilities, hence are
accepted as conclusions. In
Are you a winner or a loser?
Winning is a habit.
Everyone wants to
be a winner but
only a handful win.
Chitra Jha tells you
why
EDUCATION
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other words, Some X are not Y
is not your answer, but Some
X may not be Y is your
answer.
Similarly, Some X are not Y
does not yield any conclusion,
but only possibilities. Some X
may not be Y and Some Y may
not be X are the possibilities
and are accepted as answers.
The last of the categorical
propositions No X are Y yields
No Y are X. No possibilities
arise from this proposition.
Venn diagrams are a con-
venient method of visually
representing the given data
and can be used to verify
your answer. Syllogism ques-
tions are not limited to mere-
ly two variables as explained
above. There is always a third
variable too. Hence a typical
question may look like:
Some X are Y, and No X is Z,
hence Some Y are not Z. The
conclusion in this question,
Some Y are not Z, is true
T
here are some habits,
which distinguish a win-
ner from a loser. Some
of these habits are:
■ Losers decide to do some-
thing but don’t do it or decide
not to do something, but go
ahead and do it, under exter-
nal pressure. Winners do the
opposite. They decide to do
something and do it, or
decide not to do something
and don’t do it.
■ Losers see problems in
every opportunity. Winners
see opportunity in every
problem.
■ A loser’s move is based on
instinct or impulse. Winners
act upon much deliberated
decisions.
■ Losers are too proud to
admit their mistakes.
Winners are proud that they
learn from their mistakes.
■ Losers reject suggestions
because the acceptance
makes them feel inferior.
Winners welcome sugges-
tions because they are open
to learning.
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because whatever relation-
ship you establish between Y
and Z there will always be
some Y which are not Z, as
there are some X’s which are
Y, and No X is Z , and these Y
(XY) cannot be Z.
Conclusions
This article assumes that you
are familiar with the format
in which conclusion questions
are asked in CET. You are
given a couple of sentences
or a very short paragraph,
which are called the Main
Statements. The Main
Statements are followed by
two statements generally
numbered as I and II. You
need to identify whether I
alone is an inference that can
be drawn from the main
statements, or II alone is an
inference, whether both are
■ Losers call it quits at the
first signs of failure. Winners
treat failure as a stepping-
stone to success.
Losers don’t have the power
of persistence. Winners
always go after their dreams.
■ Losers envy winners.
Winners congratulate every
successful person.
■ Losers focus on pleasurable
activities. Winners manage a
proper balance between work
and leisure.
■ Losers want an easy life
without any suffering or
hardship. Winners know that
what one sows is what one
reaps. They know that efforts
and action don’t go unno-
ticed. They progress through
trials and errors, without
giving up.
■ Losers dream but don’t
act. Winners are always will-
ing to do everything which is
necessary to achieve their
dreams.
■ Losers don’t move forward,
because they are afraid to
come out of their comfort
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ILLUSTRATION: SHRIKRISHNA PATKAR
inferences, neither is an
inference, or they contradict
each other (either is an infer-
ence).
Before trying to solve
questions, let us try to
understand what exactly a
conclusion is, when the data
presented to us is purely ver-
bal. In the examination, the
instructions to these ques-
tions sometimes ask you to
identify what is implicit, stat-
ed, or contrary to the main
statement. The word implicit
is our key to what an infer-
ence means. What is implicit
is not stated in the para-
graph but understood. In
other words, a conclusion is
something that you under-
stand by listening to some-
body (or by reading) though
it is not expressed by the
speaker or writer in so many
words. That means in order
to identify a conclusion you
have to look for things that
zone. Winners move forward
by refusing to tolerate all
negative things, which hold
them back. They create space
in their lives for positive
experiences.
■ Losers think of all that is
impossible. Winners think of
infinite possibilities.
■ Losers submit passively to
surroundings and events;
winners make choices based
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INFERENCES
The difference between a
conclusion and inference is
that while a conclusion is defi-
nitely true an inference is only
convincingly true. In other
words, the data supports the
inference as a strong possibil-
ity that cannot be completely
ruled out. This happens
because the listener actively
listening to a speaker (Main
Statements) arrives at certain
decisions about the intentions
of the speaker. These are
inferences. In other words
inferences are not clearly
revealed or fully developed by
the speaker or writer but
understood by the listener.
Or more elaborately an infer-
ence is based on the given
data and remains true unless
proved otherwise. The avail-
able data cannot contradict
inferences. For example, all
scientific truths are infer-
ences. When we say, ‘a car-
bon atom has six electrons’ –
it based on several independ-
ent observations and experi-
ments. It remains true as long
as some scientist disproves it.
However, as long as new
observation that contradicts
this is not available, a carbon
atom has six electrons
remains true. It is an infer-
ence. You can think of other
scientific truths and analyse
further for clarity.
are not said, but what
become true indirectly
once those words are said or
written.
In our daily life we draw
conclusions all the time. For
example, when I ask stu-
dents why they are late for a
lecture, most often the reply
is “traffic jam”. If one is late
because of a traffic jam, we
understand that ‘the person
travels by road’. Though this
is not stated explicitly it has
to be true if traffic jam has
caused his delay. Hence he
or she travels by road is a
conclusion that we can arrive
at from the statement that
“I was late because of a traf-
fic jam”. If a CET question
has to be written from this
data, it will most probably
look like this:
Main statement: She was
late for the class as she was
caught in a traffic jam.
Conclusion: She travels by
road.
A conclusion is definitely
true if the given data is true;
it is not explicit in the data
(what is explicitly stated in
the data; what is explicitly
stated is a restatement and
not a conclusion). She was
late for the class is a restate-
ment. A conclusion is some-
thing the listener conclusive-
ly arrives at by listening to
the speaker – it follows from
the data that the speaker has
presented.
(To be continued next week)
—Sujit Kumar,
Head – Verbal Department,
CPLC
THINKSTOCK
on what they want to do, have
and become.
■ Losers let others change
their goals. Winners believe
in themselves and their
dreams.
Are you a loser or a
winner?
The author is a life-skills coach,
time-line therapist, and new con-
sciousness writer. Contact:
chitrajhaa@ gmail.com