Industry CEO & CMO Panels Highlight Of Concluding Day Of AIM-AMA Sheth & Consortium Conference At MICA

Industry CEO & CMO Panels Highlight Of  Concluding Day Of AIM-AMA Sheth  & Consortium Conference At MICA

The final day of the AIM-AMA Sheth foundation doctoral consortium also included the conference for upcoming academicians and young scholars. The conference presentations were clubbed under two major tracks- consumer behaviour and strategic marketing & analytics in marketing. The young scholars and academicians got the opportunity to showcase their recent and ongoing research work and indulge in active discussion with students and scholars working in the same field.

Sheth foundation doctoral consortium

The highlight of the concluding day of the AIM-Sheth Foundation Doctoral Consortium & Conference at MICA were the industry panels. The first panel discussion "Marketing Communication Strategies for the Dynamic and Digital Business Environment" was an industry CEO roundtable moderated by Prof. V. Kumar, Regents professor at Georgia State University and actively contributed by Mr. Partha Sinha, managing director & vice-chairman of McCann World Group and Mr. Yogesh Bellani, CEO of FieldFresh Foods. Mr. Sinha brought out that while data was important, it cannot substitute the other important elements in advertising and reaching out to consumers. He stated that the issue and debate around ‘traditional’ vs ‘digital advertising’ was actually started and fuelled by digital media because it suited its purpose to do so. Mr. Bellani stressed on digital being contextually important to the marketing strategy and not the panacea for everything.

Sheth foundation doctoral consortium

The second panel discussion "Marketing Approaches in the Digital Age" was a CMO panel moderated by Prof. Jagdish Sheth, founder of The Sheth Foundation with interesting inputs from Mr. Ali Harris Shere, marketing director of Britannia Industries (Bengaluru), Ms. Bidisha Nagaraj, vice-president marketing of Schneider Electric (Bengaluru), Ms. Ritu Gupta , marketing director of Dell (Bengaluru), Mr. Pratik Mazumder, chief marketing officer, Times Internet (Gurgaon) and Mr. Sarthak Seth, chief marketing officer of Panasonic (Delhi). The major points of discussion was the influence of the digital world in all aspects of our lives including purchasing behaviour. They also mentioned a new paradigm in digital “CODE” which is “Content, Omni channel, Data and Experience” which drives and decides what a consumer journey in digital space would be like.

Sheth foundation doctoral consortium

The final day also included the conference for upcoming academicians and young scholars. The conference presentations were clubbed under two major tracks- consumer behaviour and strategic marketing & analytics in marketing. The young scholars and academicians got the opportunity to showcase their recent and ongoing research work and indulge in active discussion with students and scholars working in the same field.

The concluding session ended with the announcement of the best paper award-winner and the award was handed to Peishan Soon, Prof. Prof. Sanjaya S Gaur and Jessica Sze Yin Ho from Sunway University Business School, Malaysia by Prof. Shailendra Raj Mehta and Prof. Preeti Shroff. Nitesh Raj from MICA was awarded as the Runner up. The second runner up was a tie between three groups, namely Payal Trivedi from MICA, Brahma Raval & Ankita Sharma from MICA and Ruchi Gupta from University of Delhi.

 

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