On completing my undergraduate degree in Economics with honors in 1998, I decided to specialize further in marketing as a function of business. This was in furtherance of my goal of becoming a leading marketing strategist.
Hence, I appeared in the all India Entrance examination of the prestigious Times School of marketing, New Delhi and was selected to their one-year (Full Time) Post Graduate Diploma in Marketing Management. The course was demanding and rigorous. It emphasized not only on academic but on hands-on experience as well. As a part of the curriculum I worked with three corporations to apply my classroom knowledge. The corporations, namely, were Motorola India Limited (India’s No.1 advertising agency with a billing of $300 million) and Lowe Lint’s (India’s No.2 advertising agency with bailing of $ 200 million).
This exposure made me aware of a subtle happening that was already being taken seriously by this organization. It was the arrival of the new medium. The internet (It may be mentioned here that Internet penetration in India grew only post 1999. This is different from the US scenario where high usage and broadband were common at this time.). I realized the importance of this new medium and how it would revolutionize business and so marketing. By the time the course concluded in Sep. 1999, I had decided to specialize in this emerging field of electronic business.
On conclusion of the course, I was offered a job by Times Internet Limited, the largest web publisher in India. During the placement discussions, the two job options which emerged were that of a site developer with the content team (an area of strength for me) and of a website marketer. Considering my long-term objectives, the latter made more sense to me since it provided an excellent platform to see how the new medium did as a business in India. In spite of a resource crunch with the organization in content development, they appreciated my inclination and capability towards marketing and placed me thus.
My stint here at Time Internet has given me tremendous exposure in the following areas:
- Potential of the Internet.
- Direct Marketing of the Internet as a medium.
- Evaluation of revenue models and their strengths and weaknesses.
- Perception of the Internet among different audiences.
- Operational aspects of advertising on the Internet.
As I tracked the growth of Internet in India, I realized that the euphoria that this medium created initially had misled many entrepreneurs to overestimate the revenues that net advertising would create. Moreover, most of them were constricted in their approach towards this medium by contemplating advertising to be the only source of revenues to a website. What I have realized is that the Internet cannot be a business, but it can definitely be used in business. A lot of knowledge base still needs to be created to support e-business. As mentioned above, I wanted to become a leading marketing strategist. Now, I want to be a leading Internet marketing strategist and for this, I need to acquire new skills.
I have selected Colorado Tech as the facilitator that will take me to this new level of competency. Its focus on entrepreneurial skills can give me a leading edge in taking calculated risks, dreaming big and carefully getting their . Your emphasis on quality, technology, and a global perspective in your program, makes the program highly conducive for me in meeting my objective (That you view e-Business as the structuring of an organization around technology to achieve a logical and flexible approach to meet operational and entrepreneurial demands puts things in the right perspective). You are one of the few institutes, anywhere in the world who have endeavored to promote an e-MBA that integrates technological and managerial skills.
By the time I expect to join, I would have completed two years in this assignment. This is the time when the internet is revolutionizing marketing by replacing linear communication methods with ones that are one to one, one to many and even many to many. I want to acquire further proficiency in e-marketing at this emergent stage itself and gain the first mover advantage.
“The future depends on what we do in the present”
NB: Do not use the above text in your letter of intent (also known as a motivational letter or statement of purpose). You are advised to create another one. It is shown here only for giving you clear idea and knowledge about how to write best creative and interesting letter of intent.
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