Marketing Conclave - INCITE ' 21

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The marketing department of the School of Business and Management, CHRIST (Deemed to be University), Pune Lavasa Campus conducted the latest edition of the marketing conclave event Incite 2021 on October 1st. With this conclave, it was deliberated on how marketing has evolved in a post-COVID world and how aspiring managers should be equipped to succeed in these challenging times. The event was very insightful with the knowledge sharing by three eminent professionals from different industries. In the interest of the prevailing situation, the event was conducted in an online mode. 



The pilot speaker of the day was Mr Biju Dominic, the CEO & co-founder of Final Mile Consulting, Chief Evangelist of Fractal, and a Mumbai-based business consultant company. He delivered an extremely brilliant talk incorporating his years of experience in behavioral science and case studies. Early in his career, he understood the need to fundamentally re-look at the theory & practice of behaviour change. This realization led him to pioneer the practice of behaviour architecture: combining learning from new sciences, cognitive neuroscience & behavioural economics. This also led to Final Mile in 2008. The behaviour architecture employed there is Country, Category, and Culture neutral and is spread predominantly across India, Africa, UK & the USA. Mr Biju spoke about the importance of behavioural science and its cross-functional requirements in business and management. He explained how Cognitive Neuroscience, Behavioural Economics can be incorporated into the world of Design. He added that behavioural science can be applied to various situations and can replace many traditional problem-solving methods. Through his modern approach, we can handle many real-life complex problems like reducing road accidents by 64%, railway trespassing accidents by 81%, and mitigating girl trafficking. It made us aware of the facts that human behaviour can be influenced by scientific approaches and change from the traditional ways.


The second speaker for the day was Mr Partha Sarathy Roy, Ex - VP, Naukri, and current business head of Litmusblox, an AI-powered hiring platform. Mr Roy is a strategic thinker, problem-solver, and sharp executioner with enormous knowledge in sales and marketing and has seen how the phase of both functions has changed over the years. Mr Roy spoke about refocusing on the four Ps of marketing. He explained the transition in the phase of talent acquisition, the impact of AI, and the transformations in HR technologies. He also spoke about the adaptation and innovations in the field of marketing due to the Covid-19 pandemic. The topics of the business transition, technology taking over conventional ways while providing ease in operational ranges of marketing, and insights into career development in the Ed-tech industry were well explained by Mr Roy. He concluded with some ideas related to future scope in marketing.


The third speaker for the event was Ms Pooja Menon Vaidya. She is a passionate marketing professional with ten plus years of experience in digital marketing and advertising, ORM (Online Reputation Management), social media, and the performance marketing industry. While being a trendsetter in the industry, Ms Pooja believes that the recipe to success is hard work, dedication, and passion. After pursuing her MBA in Marketing from Welingkar Institute of Management, Ms Pooja started working as a marketing coach at Upgrad and NSDC (National Skill Development Corporation). She teaches digital marketing and social media courses and works as an Assistant Vice President in Digital Marketing at Kotak Life.


The talk gave valuable insight into the post-covid scenario, which included the shift in lifestyle, challenges faced by customers and brands, and the advancement of technologies. Ms Pooja widened the student's perspective on how operations are carried out currently and inculcated on how to find opportunities in every downfall or threat. The session was highly interactive, with curious questions from students and responses from the speakers. The amount of interaction explained how engaging the event was. It was a fantastic opportunity for students and marketing enthusiasts to gain immense knowledge about the innovations and latest trends in business and management.













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