Emerging Trends in Digital Media and Marketing Communications
December 20, 2019
11:30 – 13:30 IST
Hotel Taj President, Cuffe Parade, Mumbai
“Companies in every industry need to assume that a software revolution is coming. This includes even industries that are software based today”, said Marc Andreesen, in his 2011 article titled ‘Why software is eating the world’. The article retains its relevance today and formed the basis of Dr. Frank Mulhern’s introductory remarks during the discussion focusing on ‘Emerging Trends in Digital Media and Marketing Communications’. Jio Institute (JI) organized this interaction on December 20, 2019 in order to gain insights from academicians and practitioners about the changing nature of the digital sphere and the need for education programmes and curricula to evolve in tandem. During his talk, Dr. Mulhern even predicted the word ‘digital’ would soon become obsolete as a result of its ubiquity across academic domains and professional sectors.
Estimates indicate that as of 2019, more than 50 percent of India’s population is already online. This presents an opportunity to engage with more than 600 million digitally capable persons across geography and demography. As a result, marketing techniques are undergoing a paradigm shift with the proliferation of digital media platforms as well as the increasing pervasiveness of data. Both Dr. Mulhern and Dr. Dipak Jain, opined on the following broad topics
The data driven evolution of media and marketing domains
The impact on the job market
The need for education processes to catch up
Dr. Dipak Jain
Vice Chancellor, Jio Institute, India; Former Dean, Kellogg School of Management and INSEAD, Paris
Dr. Dipak Chand Jain is the European President and Professor of Marketing at CEIBS (China Europe International Business School). Dr. Jain is a globally recognized marketing and innovation expert whose insights have inspired a generation of business leaders to pursue success with significance. Dr. Jain’s influential career spans nearly four decades as an educator, a senior business school administrator, and a consultant to corporations and governments. Throughout his career, he had furthered a pedagogical model that combines academic excellence and business relevance to produce high-impact results with social significance.
Prior to being named Sasin’s Director in 2014, Dr. Jain served from 2011 to 2013 as Dean of INSEAD and former Dean of Northwestern University's Kellogg School of Management from 2001 to 2009.
An award-winning scholar in his own right, he has published more than 60 articles in leading academic journals and has earned the prestigious John D.C. Little Best Paper Award. Among the many distinctions for his teaching and service, Dr. Jain received the Pravasi Bharatiya Divas from the Prime Minister of India, an award that recognizes exceptional leadership contributions of overseas Indians.
Dr. Frank J. Mulhern
Associate Dean for Research, Medill School of Journalism, Media and Integrated Marketing Communications, Northwestern University, USA
Dr. Frank Mulhern is Professor, Associate Dean and Department Chair for Integrated Marketing Communications at Medill School of Journalism, Media, Integrated Marketing Communications, Northwestern University. He specializes in research on the economics of marketing, the impact of media technology on marketing communications and the role of employees in customer experiences. He holds the Hamad Bin Khalifa Al-Thani Chair at the Medill School.
Dr. Mulhern conducts research on marketing communications, media technology, the link between employee engagement and marketing, and the impact of economic factors on marketing communications. His research has appeared in numerous scholarly journals including the Journal of Marketing, Journal of Marketing Communications, Journal of Retailing, Journal of Advertising, International Journal of Research in Marketing, Journal of Interactive Marketing and Journal of Business Research. He is the co-author of the textbook, “Marketing Communications: Integrated Theory, Strategy and Tactics”.
He has taught numerous courses in Medill’s IMC program including Marketing Management, Integrated Marketing Communications, Media Economics and Technology, Database Marketing, and Marketing Research.
Dr. Mulhern conducts executive education and speaks at corporations and universities in the U.S., Europe and Asia. He was previously on the faculty at the Smeal College of Business Administration, Pennsylvania State University. He earned his Ph.D. in Marketing from the McCombs School of Business, University of Texas at Austin.