KSOM Organizes 12th National Marketing Konclave on “Human Face of Marketing in the Data-Driven Eraz”

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KIIT School of Management (KSOM) in association with Schools of Computer Engineering, Electronics Engineering, Electrical Engineering, Mechanical Engineering, Civil Engineering and KIIT School of Rural Management organized its 12th National Marketing Konclave on 21st August 2021.

Prof. Saroj Mahapatra, Director, KSOM welcomed the esteemed guests on behalf of Dr. Achyuta Samanta, Founder,  KIIT & 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.

In her address, Prof. Sasmita Samanta, Pro Vice-Chancellor, KIIT-DU 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 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 proposed 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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