Prof. Saroj Mahapatra, Director, KSOM welcomed the esteemed guests on behalf of Dr. Achyuta Samanta, Hon’ble Founder,  KIIT and KISS. He introduced the theme and set the context of the conclave. He said that the challenge for organizations today is to save the human interface from being drowned under a deluge of algorithms.  He also expressed that the pandemic had fast-tracked the process of technology adoption in various fields of management.

Prof. Sasmita Samanta, Pro Vice-Chancellor, KIIT DU, in her address talked of human emotions and human interventions being extremely important behind all marketing studies and processes. She further added that data is and will enhance the knowledge of all stakeholders of an organization.

Prof. Hrushikesha Mohanty, Vice-Chancellor, KIIT DU, in his address, narrated his experiences with early forms of computer technology and AI. He opined that the human touch is very important when it comes to handling data and AI.

Mr. Yugal Sikri, Managing Director, RPG Life Sciences was the Keynote speaker. He said in the future the challenge would be to amalgamate physicality with technology, which he referred to as “phygital.” He emphasized that developing and distributing customized products for various customer segments has become important today.

Prof. Satya Narayan Mishra, Dean, KIIT School of Management, gave the vote of thanks and spoke about fusing the art of AI with the beauty of Human Relations to bolster marketing.

The inaugural session was followed by two panel discussions. The first panel discussion was on the topic – “Dynamics of Artificial Intelligence in Customer Relationship Management”. It was moderated by the Conclave Convener Prof. Joydeep Biswas, KIIT School of Management. The panel discussed the relationship between AI and CRM, as well as the importance of creativity in marketing and how the growth of AI would positively affect innovation in business. The panelists said that BFSI, E-commerce and OTT have been the forerunners in implementing AI.

The second panel discussion was on the topic – “Insulating Customers from Piracy of Private Data”. The various discussion points were the safety of business and consumer data, appropriate use of data and systems to protect data. The panelists concurred that for data privacy and to stop data piracy, both consumers and businesses have to be responsible.

The second half of the conclave consisted of nine interactive workshops on topics related to Influencer Marketing, Automation in Marketing, Data Mining and Market Research. The conclave provided students with an opportunity to interact with business leaders from the industry. It created a platform to connect industry professionals, academia and students.

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Prof. Anil Bajpai welcomed all the guests to the 10th edition of Marketing Conclave and spoke about how Marketing analytics is fundamentally changing both business and consumer marketing across the customer life cycle. He was of the strong opinion that analytics is going to form the backbone of new age marketing strategy and is going to result in better cash-flow.

This years’ conclave witnessed three Panel Discussions followed by Marketics – innovative group coaching sessions.

The first panel discussion was on the topic – ‘Mapping Customer DNA.’ The panel comprised of Mr. Navoch Mohanayak, Strategy Consulting Leader, Frost and Sullivan; Ms. Pallavi Palkar, National head – Tier 2 business, Bigbasket; Mr. Rajni Ranjan, Co-founder, Kraftbuy.com & Mr. Siju Narayan, GM – APAC, Loyalty Juggernaut Inc. are members of our first panel. Mr. Damandeep Singh Soni, Startup Growth Consultant moderated the discussion. The panel started discussing about how customer DNA has changed over the past decade. Consumers today have become more aware and informed because of exposure to various media. From the company’s point of view, data has been democratized and hence it becomes easy to carry out initial product testing without much cost in today’s world. The key insight from the discussion was that with a proper understanding of customer DNA, organizations will be able to bring customers to the center of the business equation, leading to greater loyalty and value.

The second panel discussion was on the theme – ‘Marketing Analytics will replace Marketers with Machine?’ The panel comprised of Mr. Lalatendu Panda, Sr.VP & CMO – Value Format, Reliance Retail; Mr. Parthasarathy Vallabhajosyula, Co-founder – Analytics Quotient; Mr. Rahul Sarangi, Global Head – Content and Business, The Viral Fever and Mr. Vinamra Pandiya, Founder & CEO – Qtrove. Ms. Banoja Acharya, Sr. VP – Nielsen moderated the discussion. The panel deliberated on various topics such as omnipresence of brands, the importance of network and 360 degree marketing approach. The panel agreed that in future we can expect more localized, personalized value offerings setting a globalized context for customer expectations. Thus, this ecosystem will become Glocal (global + local) in the future with both marketers and machines working side by side to offer greater value to the customers.

The third panel discussion deliberated on the topic – ‘Is Conventional Marketing getting Disrupted?’ Mr. Chiradeep Samal, Product Manager, Global Marketing Effectiveness – Nielsen; Mr. Vikas Lachhwani, Director and Co-Founder – MCaffeine & Mr. Yuvraj Mehta, Head – Corporate Brand Management & Communications – Larsen & Toubro were the esteemed panelists. Mr. Ramesh Krishnamurthy, CEO and Founder – Delight Foods acted as the moderator. The panel first discussed about conventional marketing topics such as market research, product development, product management, content & media and user generated content. The discussion then moved on to new age marketing tools like influencer marketing, digital and social media marketing. The panel agreed that though disruptive innovation is inevitable irrespective of industry segment, conventional marketing will always remain relevant.

The conclave was one of three national level conventions which are annually organized by KIIT School of Management in the areas of HR, Marketing and Finance, to bring industry closer to academia. This year’s Marketing conclave provided students with an opportunity to interact with business leaders for holistic learning. The conclave was received enthusiastically by industry professionals, academia and students.

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