Department meeting

15-11-2007

“University Marketing”

1 Internal | RBIN/PER | 15/11/2007 | © Robert Bosch India Ltd reserves all rights even in the event of industrial property rights. We
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 University Marketing

Contents
• Genesis
• Why university marketing
• Purpose
• Process
• 4 stage model
• Target colleges
• Milestones
• Schedule- 2008
• Budget
• Implementation Measures
• Minutes of meeting- 16/11/07
 University Marketing

Genesis of UM
• Derived out of Personnel Marketing (PM), aims to position RBIN as ‘employer of
choice’
• The concept has been implemented worldwide; university marketing is one of the
key elements of PM
• In India, Bosch as a name is well known in universities but mostly associated with
MICO; awareness about RBIN and its business areas is less
• To address the stiff competition from leading IT companies at campuses

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 University Marketing

Why University Marketing?

• RBIN-Growth: Difficulties in recruiting needed numbers at wanted quality
• “RBIN is moving up the value-chain”
• strategic decision that needs to be supported from HR
• also changes the qualitative requirements on associates
• increasing the number of highly qualified associates takes some years
• Joint-research needed in the long-run
• Employer branding is essential in competitive market
• At good colleges, up to 120 companies come for recruitment, thus a continuous
presence is a must
• all measures described here are targeted at raising “brand awareness” as a first step
(maximum representation on campus)

Objectives
• Increased Brand-awareness for Bosch as Employer
• Make Bosch preferred employer on campus
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