MASTERCLASS ON DIGITAL MEDIA AND MARKETING COMMUNICATIONS:  

HOW IS DIGITAL TRANSFORMATION

HOW DIGITAL TRANSFORMATION IS CHANGING MARKETING

15th October 2020

18:30 – 20:00 (IST) 

Dr. Arvind Rangaswamy

Professor, Jonas H. Anchel Professor of Marketing, Smeal College of Business, Pennsylvania State University, USA

CHANGING MARKETING

Introduction

Adopting and adapting to digital is more than an afterthought today. Given today’s dynamic economic and industrial needs, it has become imperative for individuals to use new technologies and methods to continually evaluate, innovate and redefine processes that lead to Digital Transformation.  

Digital Transformation provides the opportunity for Businesses to transform themselves by leveraging existing and emerging digital technologies such as big data (including text, audio, and video), Internet of Things (IoT), machine learning, and voice search. Digital transformation changes the business through digital content, business strategy, effective structures, talent development and industry engagement.

Using digital channels, organizations can optimize their business operations to drive agility, employee performance and provide a competitive advantage while reducing costs. The goal of digital transformation for marketing is to enable and highlight frameworks to help with reduction in expenditure and enhance customer experience.

The COVID-19 pandemic has added on an extra sense of urgency as business leaders grapple with how best to adapt and lead in this environment -- by developing new business models (e.g., subscription services), new forms of organization (e.g., digital business platforms), and new leadership mindsets.

As part of Jio Institute’s upcoming programme on Digital Media and Marketing Communications, we would like to invite you to an interactive and informative masterclass on: 


How is Digital Transformation Changing Marketing


 by Dr. Arvind Rangaswamy.

In his presentation, Dr. Arvind Rangaswamy will provide an overview of the digital transformations that have brought us to where we are today.

The session will also highlight the digital technologies that will shape the marketing landscape over the next few years including  research-based insights that will enable marketers to think through the next phases of implementing digital transformation in their organizations.

Speaker

Dr. Arvind Rangaswamy

Professor, Jonas H. Anchel Professor of Marketing, Smeal College of Business, Pennsylvania State University, USA

Arvind Rangaswamy (PhD, Northwestern University) is University Distinguished Professor of Marketing at The Smeal College of Business at Penn State. 

From 2009 to 2012, he was the Senior Associate Dean for Research and Faculty.  Before joining Penn State, he was a faculty member at the Wharton School (University of Pennsylvania) and the Kellogg School of Management (Northwestern University).

His research is focused on methods and models to improve the efficiency and effectiveness of marketing using information technologies.  He has published numerous professional articles on marketing analytics and online marketing in top academic journals and is among the world’s leading scholars in these areas.

He has also co-authored a widely used textbook in Marketing Analytics titled, Marketing Engineering.  He is a Principal and co-founder of DecisionPro, Inc (www.decisionpro.biz, www.enginius.biz), and has consulted for many leading companies including Abbott Labs, IBM, Johnson & Johnson, Pfizer, and SAP among others. 

He is currently Editor of the Journal of Interactive Marketing. His academic honors include Government of India Scholar Award, IC2 Fellow at the University of Texas at Austin, Robert B. Clarke Outstanding Educator Award, Thinkers50 India, and IBM Faculty Partner.  In addition, he is the only two-time recipient of The Jan-Benedict E.M. Steenkamp Award for Long-Term Impact given by the International Journal of Research in Marketing.

The masterclass will allow attendees to understand:

  • Key Concepts of How to Transform and Leverage Existing Digital Technologies in Marketing.

  • Digital Transformation Technologies and Future Trends

  • Frameworks for Value Creation and Innovation

  • How Digital Transformation is Changing the Current Marketing Landscape.

  • Much more..

Why Attend?

  • Students looking to accelerate their careers in Digital Marketing and Marketing Communications

  • Anyone looking to understand more about digital transformation and its future implications.

  • Anyone wanting to transition into working in digital transformation

  • Established digital professionals who want to advance their skillset

  • Consultants looking to broaden their set of consulting expertise in digital technologies.

Who Should Attend?

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© Jio Institute 2020