11 Jan 2019 17:25 IST

AIM-Sheth Foundation hosts conference at MICA

The event included a conference for upcoming academicians and young scholars

The AIM-AMA Sheth Foundation doctoral consortium included a 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 highlights 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 V Kumar, Regents professor at Georgia State University. Partha Sinha, managing director & vice-chairman of McCann World Group and Yogesh Bellani, CEO of FieldFresh Foods took part in the panel. Sinha said that while data was important, it cannot be a substitute for the other important elements in advertising. 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. Bellani stressed on digital being contextually important to the marketing strategy and not the panacea for everything.

The second panel discussion, ‘Marketing approaches in the digital age’, was a CMO panel moderated by Jagdish Sheth, founder of The Sheth Foundation, with interesting inputs from Ali Harris Shere, marketing director of Britannia Industries (Bengaluru), Bidisha Nagaraj, vice-president marketing of Schneider Electric (Bengaluru), Ritu Gupta, marketing director of Dell (Bengaluru), Pratik Mazumder, chief marketing officer, Times Internet (Gurgaon) and Sarthak Seth, chief marketing officer of Panasonic (Delhi).

The event included a conference for upcoming academicians and young scholars. 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.