KCT Business School:

KCT Business School (KCTBS) is a constituent department of 37 years old prestigious Kumaraguru College of Technology. KCT is a vibrant unit of the large conglomerate, ‘The Sakthi Group’ which has presence in industries such as sugars, textiles, auto components, power, transport, soya, distillery services, finance, wind mill, dairy and education.

Boot Camp on Marketing 5.0

The consumer markets worldwide have become complex due to several reasons. One of them is the coexistence of around five generations as consumers in any market with their own unique expectations, attitudes, sensibilities and preferences towards products and services. The other major one being the purchasing power inequality among consumers belonging to different strata of society. What makes it challenging for marketers to reach such diverse consumers is the unpredictability of their respective media consumption habits and insufficient information on their access to technology. This makes the job of marketers unenviable while they attempt to formulate a winning marketing strategy in their respective markets. Marketing 5.0 is believed to provide the right solutions to marketers for managing such challenges, as it can supplement the human efforts and effectively influence the consumers during the various stages of their decision-making process. Philip Kotler et al. (2021) define Marketing 5.0 as the application of human-mimicking technologies to create, communicate, deliver, and enhance value across the consumer journey. It is predicted that the new emerging technologies such as Artificial Intelligence, Natural Language Processing, Sensors, Robotics, Augmented Reality, Virtual Reality, Internet of Things, and Block Chain will be the facilitators of change, as they can effectively influence consumers at their various points of contact with the marketers.

The Two-Day Online Boot Camp on ‘Marketing 5.0 – Leveraging Technology for Success’ will demystify the relevance of such technologies for possible real-life business uses. The programme will provide the participants with inputs related to the five components of Marketing 5.0 namely Data-driven Marketing, Agile Marketing, Predictive Marketing, Contextual Marketing and Augmented Marketing and their practical applications in real-life business situations.

Programme Structure

Day 1 Sessions

1. Improving the Digital-Readiness of Business Organizations – Challenges and Approaches   2. Contextual and Augmented Marketing with the application of Natural Language Processing, Robotics, Mixed Reality, Sensors and related technologies   3. Predictive Marketing with the use of AI, IoT, Block Chain, and related technologies   4. Creating Successful Brand Communications via Neuromarketing Analytics

Day 2 Sessions

1. Data-driven and Agile Marketing Practices for achieving dynamic market segmentation and targeting   2. Effective Execution of Marketing Strategy by achieving synergy between technology and human efforts

RESOURCE PERSONS

Dr. Anand Mahalingam Ph.D, is Vice President – Data Labs, HDFC Life, Bangalore. He has 20+ years Industry Experience in Information Technology & Data Science (AI/ML) domain. He has worked in Companies like Bharat Sanchar Nigam Limited (BSNL), TeleDNA Communications, Hinduja Global Solutions, British Telecom, Everteam & MyHealthcare Technologies in Matrixed, multi-Cultural environments across North America, Europe & Middle East and APAC Regions. He is highly Skilled in Digital Transformation, making use of Digital Technology (Artificial Intelligence, Machine Learning, Deep Learning, NLP, Data Analytics, Mobile, & IoT) to radically improve Business processes, Operational Efficiency and Customer Experience. Developed and Implemented several Artificial Intelligence based Products for Healthcare Industry.

Mr. Krishna Kumar is CEO of GreenPepper, a technology hiring company – that hired 2500+ resources for 200+ employers, over many years. He has done 300+ workshops to 50,000+ participants in digital economy leadership, innovation, and mental models. He also owns a team that has delivered 150+ projects in digital services. As a consultant, he worked with Fortune 500 companies to bootstrapped start-ups in strategic areas. He is a writer and authored a book on critical thinking called ‘Between Genes and Memes’. He was the speaker at Jerusalem Leaders Summit, Israel on ‘Why India Matters’. He also did a 12K km road expedition called The Great Indian Footprint and made 300K people participate across 9 cities in India in association with Young Indians (Yi). He was recently selected to Maven Course Accelerator based in the US for designing cohort-based courses in their platform. 

Mr. T S Mohan Krishnan, Ex-Senior VP, Kantar (IMRB), Member, [email protected] Lucknow; Advisor & Director, Enixta Innovations, Consultant, ML Infomaps, Current Visiting Faculty at IIFT and SRCC Mentor at Polyplex Accelerator Fund – Aspire Labs. He has three decades of experience in consulting, marketing research and analytics. He has advised both private, public sector & Govt of India in diverse sectors such as ICT, Energy, Environment, Logistics, Steel, Automotive, FMCG, IT and financial services markets. In addition, he is actively involved in academia, policy research and in start-up ecosystem. He advises several start-ups: Enixta applies Artificial Intelligence (AI) to enable consumer product decision-making using NLP on Consumer reviews on ecommerce sites. He is a mentor at Aspire Labs Innovation, an accelerator at Delhi (Noida) and Venture Studio, Ahmedabad University. He is currently on board of a few start-ups in healthcare and education.

Mr. Soudhakar Elumalai, presently Senior Data Scientist at SAP, Bangalore, has over 12 years of experience across various roles such as Product Marketing & Strategy, Business Development, Product Pricing Analytics, Competitive Intelligence and Business Analysis Expert at Dell. He has an MBA in Marketing & Operations from IIT, Madras. He has a keen interest in technology, product marketing & Strategy.

Mr. Shikher Chaudhary is the Director of the Indian division of Neurons Inc., a global applied neuroscience company. A graduate from King’s College London, Shikher specializes in research on human attention, emotion, memory, information processing and decision making. This enables him to explore how consumers make decisions and helps businesses align their messages with the interests, desires and moods of consumers and reach their target audience on a subconscious level.

Prof. Suresh Paul Antony, Indian Institute of Management, Tiruchirappalli

Prof. Paul is a Fellow of the Indian Institute of Management Lucknow. Besides, he holds a post-graduate degree in management from Madurai Kamaraj University. From 1985 he served across the country and gathered hands-on customer interface experience in the automotive, financial services, direct selling, and music retailing industries. His corporate experience spans business and consumer markets, rural and urban, and product and services marketing. Prof. Paul’s training & consulting interests lie in products, services and brands, and marketing strategy. In his training and consulting assignments he has worked with executives of Asian Paints, Chennai Petroleum Corporation Ltd., Hindustan Petroleum Corporation Ltd., Merck Serano, Optum Global Solutions, Saint Gobain, GMMCO Ltd., IFFCO Ltd., India Posts, Indian Railways, Khadi & Village Industries Commission, Sharptronics, Slicerooms.com, Small Industries Product Promotion Organisation Ltd., TVS & Sons Ltd., TVS Coach Ltd., and TVS Srichakra Ltd.

Target Participants

The programme will be valuable for the Industry Professionals, Faculty members of B-Schools and Research Scholars interested in understanding the concept of Marketing 5.0 and its application in real-life business contexts.

Programme Fee

A fee of Rs. 1750 + 18% GST will be charged per participant for attending the programme.

Registration for the Programme

Participants need to register for the programme through the link:  https://forms.office.com/r/X7PLP3ZZp8 or by scanning the QR Code given below on or before April 10, 2022, after paying the programme fee using the Netbanking facility.

Payee Bank Account details for making online Fund Transfer
o Name of the Bank: Karur Vysya Bank
o Branch: KCT Campus, Saravanampatti, Coimbatore
o Name of the Account Holder: KCT BUSINESS MANAGEMENT ACCOUNT
o Account Number: 1245135000000423
o IFSC: KVBL0001245

For any queries or further details, please get in touch with
Dr. K.R.Senthilvelkumar, Professor, KCTB-School |9894441143|[email protected]
Dr. B. Poongodi, Asst. Professor, KCT B-School |9843969405|[email protected]