Everyone must accept the fact that
modern technology has changed marketing forever. Although marketing has been around since the
industrial revolution, our lives, our communications, and our shopping habits have all changed since
the turn of the century. The Internet and modern technology are among the biggest and most obvious
reasons. Modern technology has made marketplaces to give way to market spaces. Prior to the 21st
century, a company may have launch a marketing campaign and it would have taken weeks to know
whether it was successful or not. Today, using the internet and social media, companies will be able
to learn about the success of their campaigns almost instantly.
Although ATL advertising is still used today, most advertisements are found on Facebook, Instagram,
and Twitter. Social media advertising has made the seeker and engagement channels a popular
marketing strategy. Whilst the complexity of managing the channels increase, it is possible to
measure the impact of every channel on marketing ROI; Thanks to Marketing Technology (MarTech).
MarTech tools have made it possible for companies to streamline and automate marketing
processes, collect and analyze data, and engage with its target audience in multiple ways. Through
continuous analysis that can help informed decision-making, MarTech has made marketing a far more
cost-effective function. Today, many marketers are looking to technology as a bright spot. According
to Gartner, technology currently accounts for the largest proportion of marketing budgets (26.2%),
compared to media (24.8%), in-house labour (24.5%) and agencies (23.7%). Companies need high-end
experts to enhance their existing MarTech strategy, as well as day-to-day specialists who know how
to implement newly integrated platforms and applications.
Keeping the changing trends in mind, JAGSoM has developed a specialized curriculum under the
Marketing Major of the PGDM program, named ‘Career Track in MarTech’. JAGSoM is the only business
school in India that offers students an opportunity to undertake a specialization in MarTech jointly
with Darden School of Business, University of Virginia with an opportunity to work on industry
problems in the MarTech domain under the ‘Learning by Solving’ initiative.
Yours being a modern organization that keeps pace with the technology and market trends, I
would like to invite you to build a meaningful partnership that is mutually beneficial. We look
forward to working with you to solve real life business problems through our unique initiatives
including Request for Problems (RFP) projects and Long duration Internships.
Track Chair
Digital Marketing Career Track
E-commerce has been experiencing significant growth in recent years due to the increasing availability of internet access and the convenience of online shopping. According to eMarketer, global e-commerce sales reached $4.2 trillion in 2020, up 27.6% from 2019, and it is projected to reach $6.4 trillion by 2024. A survey by Google found that 50% of consumers who conducted a local search on their smartphone visited a store within a day, and 18% of those searches led to a purchase within a day. The same survey by Google found that 84% of shoppers conduct online research before making a purchase, and 70% of shoppers use three or more channels to research a product before making a purchase.
Digital marketing has evolved significantly over the past few decades, with advancements in technology and changes in consumer behaviour shaping the way businesses market their products and services. Digital marketing has become core to an organizations pursuit of success in the market place.
For students looking to stay ahead in today's rapidly evolving digital landscape, our comprehensive digital marketing career track provides the skills and knowledge needed to succeed. From social media marketing to search engine optimization and content marketing, our course covers all the latest digital marketing trends and techniques, equipping students with the tools they need to create effective, data-driven marketing strategies. With hands-on experience and personalized instruction from industry experts, our course is designed to help students unlock their full potential and achieve their career goals in digital marketing.
JAGSoM is distinguished by a unique Curriculum 4.0 aligned to the needs
of Industry 4.0. The Curriculum is designed to groom ‘T-shaped professionals’ for new-age roles
in new-age companies and is delivered through the unique pedagogy of ‘Learning by Solving’.
The PGDM program at JAGSoM is delivered by domain specialist faculty, with professional
experience in the industry.
JAGSoM conducteda joint study in collaboration with the National Human Resource
Development Network (NHRDN) to identify the unmet needs of the industry and the skills required
for Industry 4.0.
The culmination and analysis of the results of the JAGSoM-NHRDN study
revealed that successful professionals of the future will be ‘T’ shaped professionals, combining
both a l wide breadth of knowledge across areas and in-depth knowledge in a specialised area.
The main focus of Curriculum 4.0 is to groom T-shaped professionals for new age roles in new age
industries.
As illustrated
in the figure above, the top bar of the ‘T’ represents the broad skills such as the people
skills, the social skills, and an appreciation of multi-functional capabilities and how the
functional areas play among themselves.
The Practice Courses at JAGSoM form an important part of the pedagogical interventions and are
accorded great priority. Almost one third of the total credits in the entire PGDM program is
assigned to practice courses. The Practice Courses are ‘Hands – On’ and serve to ensure that
students get ready for Industry 4.0.
The Majors, Minors and the Career Tracks make up the Vertical bar of the ‘T’.
In order to ensure that students are ready for Industry 4.0, Curriculum 4.0 includes Career
Tracks aligned to their professional goals. Students do a deep dive immersion in their Career
Tracks to acquire the required competencies and critical skills to become industry ready. The
Career Tracks enable the students to achieve depth of knowledge and skills in a specific area
pertaining to Industry 4.0.
The Curriculum 4.0 of JAGSoM includes 4 Majors – Marketing, Finance, Analytics & Digital
Business and HR, as well as 7 Career Tracks in MarTech, Sales & Service, FinTech,
Capital Markets, Banking, Business Analytics and Digital HR.
JAGSoM’sCurriculum 4.0 is delivered through the unique pedagogy of
‘Learning by Solving’ where students work in groups to solve real life problems supported by
Industry partners and mentored by domain specialist faculty.
The pedagogy of ‘Learning by Solving’ is operationalized by an integrated pathway consisting of
3 Key Interventions, in which every student at JAGSoM’s PGDM program participates.
Research/Innovation Incubation (RI/II): Students work in small groups either on Research
Projects or Start-Up Ideas, under the guidance of faculty mentors.
In the Research Incubation practice course, the focus is on research topics that impact practice
where students get an in-depth understanding of various domains through sector and company
analysis. The Innovation Incubation practice course is aimed at developing the entrepreneurial
mindset of students and at providing them a structured path to creating and launching their own
startups.
Career Track Program & Request for Problem (RFP) Project: The same student groups from
the Research Incubation and Innovation Incubation practice courses then move on to work on a
live industry project in the Career Track program. Students select a Career Track aligned to
their professional goals and do a deep dive immersion to acquire the required competencies and
critical skills to become industry ready. Career Tracks are offered to students in MarTech,
Sales & Service, FinTech, Capital Markets, Banking, Business Analytics and HR-Digital
Transformation.
The ‘Request for Problem’ (RFP) project is an integral component of the ‘Career Track’ Program.
Each year, JAGSoM invites industry partners to refer business problems that they are currently
facing which student consulting teams help to solve, each led by a fulltime faculty member (or
an interdisciplinary team of faculty members).
Industry Internship Program (IIP): The final step in the pathway is a 3-month long
Industry Internship where the students intern with new-age companies to get hands-on experience.
The IIP is an intensive immersion, enabling the students to apply the domain knowledge acquired
in Research/Innovation Incubation, Career Track and RFP projects, while also understanding
real-world industry applications.
A life-skill and lifestyle-oriented course that addresses issues of wellness and essential skills, like communication, negotiation, and cross-cultural orientation, to groom a holistic individual.
Corporate mentors guide students in goal setting and realization of their professional aspirations.
This course aims at enhancing the ability of students to address the challenges of collaboration, conflict resolution, timely and cost-effective execution of critical activities to achieve specific milestones in institution building activities.
Students undertake immersions with NGOs in rural areas. Students learn to design solutions for social problems through a Techno Economic Viability study, thereby enabling sustainable, socially positive, and measurable impact on UN Sustainable Development Goals.
In the Research Incubation practice course, students work in small groups on Research Projects under the guidance of faculty mentors. The focus is on research topics that impact practice where students get an in-depth understanding of various domains through sector and company analysis.Thispractice course is featured by AACSB in the list of best practices in the Asia Pacific.
This course empowers the participants to develop an entrepreneurial mindset and enables them to tackle business problems & challenges through creativity and innovation.Students work in small groups on Start-Up Ideas under the guidance of faculty mentors.The Innovation Incubation practice course is aimed at developing the entrepreneurial mindset of students and at providing them a structured path to creating and launching their own startups.
The PGDM program concludes with this 3-month long internship providing a transitioning bridge between theory and practice. The Industry Internship Program (IIP) is the final component of the RI-RFP-IIP Integrated Pathway for ‘Learning by Solving’.
Web Development, SEO and SEM
Integrated Digital Media Campaigns & Programmatic Advertising
E-Commerce Category Management
Marketing Technology: Digital Business and Consumer Insights (Darden School of Business, University of Virginia Module)
User Generated Content Analytics
Branding 4.0 - Masterclass
Capstone RFP Project
Digital Marketing
Marketing Analytics
Basics of World Wide Web, Digital marketing platforms on Web, Defining Marketing Goals
The Masterclass will be on how Brand Marketing has changed in today’s
‘phygital’ world and why. The new ways of practicing Brand Marketing, as
opposed to the conventional ways, will be discussed in detail with
relevant examples of Brand Campaigns. Each ‘new mantra’ will be followed
by a discussion on how brands are adopting these frameworks and the
opportunities to incorporate them in brand strategies going forward.
Associate Professor, Marketing Area at Jagdish Sheth School of Management.
Dr. Ambika teaches Digital Marketing course at JAGSoM. He had worked for twelve years in the industry in various roles in both services and manufacturing organizations.
Dr. Anitesh Barua is the David Bruton Jr. Centennial Chair Professor of Business
Dr. Anitesh Barua is the David Bruton Jr. Centennial Chair Professor of Business Distinguished Fellow of the INFORMS Information Systems Society, Stevens Piper Foundation Professor, University of Texas Distinguished Teaching Professor, and Associate Director of the Centre for Research in Electronic Commerce at the McCombs School of Business, the University of Texas at Austin.
Ronald Trzcinski Professor of Business Administration, Darden School of Business, University of Virginia. Author of The AI Marketing Canvas, Cutting Edge Marketing Analytics
Prof. Raj teaches "Marketing Technology Products,""Marketing Strategy" and Marketing Analytics at Darden School of Business, University of Virginia.
Professor, Marketing Area at JAGSoM.
Dr. Siva teaches Marketing Analytics, Marketing Research courses at JAGSoM. His research interests are Choice modelling, User Reviews, and cause related marketing
Dr. Suraj Commuri is Associate Dean and Strategic Initiative Lead at University at Albany School of Business.
His teaching and research interests include Marketing Research, E-Marketing and Consumer Research.
Adarsh Developers
Developing desirability index for understanding purchase intention of luxury homes.
This project is about developing a desirability index based on the customer expectations and preferences for amenities in luxury homes. The outcome of the project would be helpful for the company in deciding about the amenities in new projects.
Big basket
Analyzing the customer purchase behaviour for two product categories: Meat & fish, Beauty.
This project revolves around the need to understand channels of purchase & willingness to buy beauty and meat, fish categories from online platforms by segmenting customers into three defined cohorts for tier 1 cities.
Big Basket
Analysing the customer purchase behaviour for the Milk category.
This project involves understanding the triggers for non-customers purchases for the category of Milk by segmenting customers into three cohorts and understanding triggers of current purchase behaviour and willingness to buy milk from online stores.
LoanTap Financial Technologies
Building marketing strategy for Loantap using tech tools.
This project is about the use of Martech tools to effectively target customers and build awareness as well as drive engagement. Learning of Marketing tools used by the company and checking their readiness for the upcoming marketing campaign of the E2W marketplace.
Ninjacart
Analysis of inefficiencies of the supply chain across source & destination market.
This project is about the analysis of inefficiencies of the supply chain across the source & destination markets for onions. The inefficiencies consisting of unpredictable price variations for the onion commodity, operational delays in both source as well as destination markets. The ultimate aim of the project is to optimize the revenue for the onion market by addressing all the gaps in the supply chain.
Numly Inc
An Exploratory Study to Assess the Market Fit and Opportunity for Peer Coaching Based Co-Learning in India
An Exploratory Study to Assess the Product-Market Fit for Peer Coaching based Co-Learning in Indian Enterprises. The study aims to understand and analyse the key challenges to help formulate a strategy for Numly to win in the Indian market. The process is to understand current L&D practices of Indian Enterprises in the context of Numly’ s offering and its perceived relevance. Recommending the way forward for Numly, to leverage the drivers and overcome the inhibitors.
Peakmind
Developing GTM strategy for mental wellbeing product
Go-to-Market strategy for Peakmind with regards to "Teens and wellbeing" through social media and conducting engagement programs. The main objective is to increase the followers on the social media handles of the organisation and to get sales by conducting free engagement sessions on well-being.
Peakmind
Developing GTM strategy for emotional belonging product.
Go to market strategy for Peakmind (employee belongingness).The objective is to increase the brand awareness for the company on platforms like LinkedIn and to generate leads that were mainly HR managers of Companies.
Peakmind
Developing GTM strategy for emotional upskilling product.
Go-to-Market strategy for Peakmind with regards to "Teens and upskilling" through social media and conducting engagement programs. The main objective is to increase the followers in the social media handles of the organisation and to get sales by conducting free engagement sessions on upskilling.
Pristine Organics
Analyzing the role of product quality and channel on customer purchase behaviour for organic food products.
This study aims to understand the consumer behaviour related to organic foods which includes their buying behaviour, brand loyalty, the role of packaging and their awareness or understanding of existing organic certifications. This study also explores the perceived value of Blockchain certification (“provenance”) and the price premium attributable to them.
TEG Analytics
Talent Branding
This project aims at attracting a potential pool of candidates who would be fit for the company also help in strategizing the expenses in activities that can give the best outcome and to consider 'Social Media Reach' as a simultaneous activity along with a marketing plan with an allotted budget of Rs 2 lakhs for Talent Branding.
XOXO day
Building a GTM strategy for Integrated Product.
Integrations are an important component for any SaaS applications dealing with customer loyalty. Designing needful integration is a must to connect awesome digital incentives to companies' favourite platforms. By Integrating requisite platforms, this project aimed at increasing customers, leading to an acceleration in Xoxoday’s profitability.
