By Mohan Sawhney
Marketing in a Digital World
The objectives of this course are to:
- Provide students with an understanding of the impact of digital and social networks on customer behavior and marketing strategies
- Equip students with conceptual frameworks and analytical tools for formulating and implementing marketing strategies
- Expose students to understand best practices in digital marketing through cases, exercises and examples.
- Reimagining Marketing in a Digital World
- Understanding Customer Motives and Generating Insights
- Brand Storytelling in a Digital World
- Always-On Content Marketing
- Marketing Experimentation and Lean Analytics
TechVenture India is an experiential learning course focusing on technology trends in emerging markets. The course combines classroom sessions, a week-long field study trip and a research project to provide students with the concepts as well as real-world experience with technologies that are shaping emerging markets like India. The course focuses on four key topics – Technology Ecosystems, Mobile Technologies, Cloud Computing and Social Data and Computing. In each module, there will be an emphasis on how these technology trends and themes are playing out in emerging markets like India. The course is open to Kellogg EMBA students. All class sessions will be conducted on the Evanston campus. The field trip will include visits to large technology companies, multinational technology companies, technology startup companies and government organizations. Student teams will be asked to choose a research topic of their choice related to technology trends in emerging markets and they will be required to produce a publishable-quality white paper on their topics.
The concepts sessions will include the following modules:
In much the same way as biologists use the term ecosystem to describe a community of organisms interacting in their environment, a technology ecosystem refers to a cluster of individuals, institutions and organizations that dynamically interact with each other. Such interaction fosters the growth of an ecosystem. They talk, share, collaborate, team up, and grow together in a way that demonstrates the dependent nature of these relationships and how crucially they matter in the sustained development of a burgeoning ecosystem. A technology ecosystem comprises a number of ingredients, including entrepreneurs, venture capitalists, service providers, mentors, and incubators to name a few. The unique intellectual, entrepreneurial and financial inputs from the various players play a catalytic role in the growth and success of a technology ecosystem. In this module, we will begin by discussing the dynamic ingredients of an ecosystem, their relationships and the role of their inputs in fostering the growth of the ecosystem. We will then contrast the classic Silicon Valley ecosystem with newer ecosystems like Bangalore. We will analyze the factors that contribute to the formation of technology ecosystems and the role of various institutions in ecosystem formation. We will explore the critical success factors and criteria of innovation ecosystems. We will conclude with the role that governments can play in fostering the development of technology ecosystems.
The explosive growth of mobile technology in both developed and emerging markets has laid the foundation for large-scale social transformations. A typical mobile device today is much more than just a cellular handset – it is a web browser, GPS navigation system, instant messenger, and video gaming system. A mobile device today also means a tablet computer, smartphone, or web-connected reading device. In emerging markets, mobile technology is becoming an important channel for delivering services in banking, healthcare, agriculture and farming, banking and finance. In emerging markets, the surge of mobile technology is expected to improve job opportunities, working conditions, and improved training and learning. In countries that have witnessed a groundswell of grassroots technological innovation, mobile technology stands to revolutionize the lives of people particularly those in dire need of economic development. In this module, we will begin by discussing the mobile technology landscape, trends and key players and influencers. We will examine the application areas of mobile technology such as m-health, m-banking, m-agriculture, m-commerce and m-gaming. We will focus on the role that mobile technology can play in emerging markets in sectors such as farming, banking, and education. We will also discuss the market challenges inherent in the expansion of mobile to far flung areas of the world.
Cloud computing or the cloud refers to software and services that run on the internet instead of on computers. Examples of cloud services include Dropbox, Netflix, Apple iCloud, Google Drive, Salesforce.com, Microsoft Office 365 and Amazon Web Services. The cloud allows users to access services without regard to location, on an on-demand basis and without owning any infrastructure or software. While consumers were the initial users of cloud services, increasingly, businesses are turning to the cloud instead of relying on their internal servers and software. While the cloud is seen as a massive technology trend, it also comes with privacy and security concerns. In emerging markets, the cloud is seen as disruptive and offers the potential for small and mid-sized businesses to get access to world-class infrastructure and services at very low cost. In this module, we will first evaluate the value proposition of the Cloud. Why is it (or not) a better service for consumers and businesses? Next we discuss the key players in cloud services. We examine the different types of cloud such as public, private and hybrid cloud and what each brings to the table. We will also review cloud business models – EaaS (Everything as a Service). We also examine the critical issue of cloud security and privacy issues and the impact of data loss and breaches. Finally, we discuss the promise of cloud in emerging markets particularly for small and medium businesses.
Social media and social networks have transformed how we communicate, collaborate and shop. Facebook, Twitter, Pinterest and LinkedIn have grown into massive social communication platforms. Social media is becoming an important platform for marketing and customer engagement, with businesses assembling social media teams and incorporating social media into the core of marketing and stakeholder relations. Social media is seeping into the enterprise, as a tool for fostering teamwork and internal collaboration. Social media has also taken off like wildfire in emerging markets, with China, India and Indonesia leading the charge in social media adoption. In this module, we will begin by defining social media and examining trends in social media. We will look at how businesses can leverage social media in their business, from recruitment to product development to marketing to public relations. We will also examine the relationship between social media and Big Data, as social media produces data at far greater velocity, volume and variety. We will also look at the development of social networks and social media within the enterprise. We will conclude by examining the enormous potential of social in emerging markets and how these markets are outstripping the U.S. and other developed nations in using social media.