KCT B-School organized a two-day online Boot Camp on “Marketing 5.0 – Leveraging Technology for Success’ on April 22 & 23, 2022, for Corporate Executives, B-School Professors, Research Scholars, and MBA students. The programme was attended by 38 external participants. The session on ‘Improving the Digital-Readiness of Business Organizations – Challenges and Approaches’ was delivered by Mr B.Soudhakar, Senior Data Scientist, SAP, Bangalore. He explained the range of technology options available for different sizes of business organizations.
Dr. Anand Mahalingam, Vice President – Data Labs, HDFC Life, Bangalore, was the resource person for the session on ‘Contextual and Augmented Marketing’ with the application of Natural Language Processing, Robotics, Mixed Reality, Sensors, and related technologies. Dr Anand demystified the advanced technologies and showcased their possible applications in business contexts.
The session on ‘Predictive Marketing’ with the use of AI, IoT, BlockChain, and related technologies was delivered by Mr Krishna Kumar, CEO, Green Pepper Consulting India Pvt Ltd. Mr Krishna Kumar elucidated the concept of Predictive Marketing and the approaches useful for understanding the current and future needs of consumers. He explained how e-commerce companies are mining the customer database for making valid predictions about their respective behaviour and accordingly can meet their upcoming demand effectively.
Mr. Shikher Chaudhary, Cognitive Neuroscientist, Director, Neurons Inc Asia facilitated a session on ‘Creating Successful Brand Communications’ via Neuromarketing Analytics. He illustrated the applications of neuromarketing in business firms using his own experiences.
The session on ‘Data-driven and Agile Marketing Practices’ for achieving dynamic market segmentation and targeting was facilitated by Mr.T.S. Mohan Krishnan, Founder Member, Centre for Marketing in Emerging Economies, IIM Lucknow, Noida Campus. Mr. T.S.Mohan Krishnan demonstrated through several examples how consumer big data can be analysed and the resultant insights can be leveraged for identifying most appropriate segments for marketers to target. He cited the examples of Swiggy, Licious, ITC and the like, to drive home the relevance of dynamic segmentation practices in business organizations.
Prof. Suresh Paul Antony, Indian Institute of Management, Tiruchirappalli was the resource person for the session on ‘Effective Execution of Marketing Strategy’ achieving synergy between technology and human efforts. Prof. Suresh Paul Antony made use of many real-life case studies to explain how marketing strategy can be effectively implemented. He described how organizations can focus on three value disciplines namely customer intimacy, operational excellence and product leadership for identifying, creating and delivering superior customer value propositions. The Two-Day Online Boot Camp was organized and conducted by Dr. K.R.Senthilvelkumar, Professor and Dr. B. Poongodi, Assistant Professor Marketing.