NICOM has been an annual event at Institute of Management, Nirma University (IMNU) providing a platform for an interactive discussion between academicians and industry veterans on a plethora of topics.
The 20th Nirma International Conference on Management (NICOM), organized by the Institute of Management, Nirma University (IMNU), commenced at 10:30 am on 5th January, 2017. NICOM has been an annual event at IMNU providing a platform for an interactive discussion between academicians and industry veterans on a plethora of topics under a common theme. In addition, the Conference will have academicians and practitioners from India and abroad, presenting their research in as many as 40 sub themes viz, Brand Management, Marketing Research and Analytics, Retail Marketing, Consumer Behaviour etc., in five track sessions spread across the three days Conference. Four plenary sessions are also arranged during which, the prominent personalities from the industry will be addressing the audience on various topics.
The chief guest for the inaugural session was Mr. M.G. Parmeswaran, Brand Strategist, Founder at Brand-Building.com and former CEO, FCB Ulka. Mr. Tarun Arora, COO and Director, Zydus Wellness Limited was the Guest of Honour for the occasion. The president of Nirma University, Dr. Karsanbhai Patel was also present for the inaugural session. Dr. Anup Singh, Director General, Nirma University was also a part of the function. The chairpersons for NICOM, 2017 were Dr. Jayesh Aagja and Dr. Sapna Parashar, professors of the Institute of Management, Nirma University (IMNU). Dr. M. Mallikarjun, Director In-charge, IMNU delivered the welcome address.
Mr. Tarun Arora began the session. He said that consumer behaviour, these days, is fast changing. The consumers have become more expressive and demanding than ever before.
Mr. M.G. Parmeswaran took over the session next. He discussed the role that emotional advertisements play in attracting consumers. He was of the view that more and more brands are taking up social cause to get connected to the consumers. Also, the essence of contemporary marketing amidst social and digital marketing should be change.
The books titled ‘Consumer Behaviour and Contemporary Marketing Strategy' and ‘Services in Emerging Economies' were launched during the session.
The first plenary session of Day 2 was presided by Mr. Aditya Agarwal, Joint Vice President (Sales), Credit Information Bureau (India) Limited.
The topic of discussion was Digitization in Banking – The Emerging Marketing Challenges. Mr. Agarwal was of the view that the economy has changed drastically over the past few years. Now, with demonetization, more and more customers are using digital modes of payments which move India to a digitized economy.
Mr. Agarwal said that new age banking firms should aim at becoming more intelligent and providing multiple channels, becoming more socially engaging and looking at the overall needs of the customers, both banking and non-banking ones.
The second half of Day 2 began with Plenary Session 2. The first speaker was Mr. Neeraj Hasija, Founder and CEO of Healthy Brown. He spoke on Contemporary Challenges in New Product Launch.
He started the discussion by focusing on the brand culture of any product. He emphasized how mass marketing has turned into niche marketing and consumers have changed from dormant state to an active state where they have involved themselves in the brand creation process.
The second speaker of the session was Mr. Sameer Pitalwala, CEO of Culture Machine. He spoke on Digital Marketing and the trends of late. He described how programming advertising has evolved over the years from being human driven to completely technology driven.
The first plenary session of Day 3 was presided by Mr. Rajendra Nargundkar, Professor, IIM Indore. The topic of discussion was Thoughts on Advancing Marketing Theory and Practice. He shared his views on how faculties, academicians and researchers can improve and elevate the level of marketing by various steps.
The chief guest, Mr. Saurabh Pandey, Founder and CEO, Dot Converse Social Media and Online Marketing. He had taken up the topic of Viral Marketing for the discussion. He said that word of mouth is a more powerful tool than brand advertising. People who buy a product because of the positive word of mouth it has, tend to stay longer with it. The challenge that a brand faces is the decay of trust with time.
Dr. Sapna Parashar then presented the vote of thanks. The guests, the presenters, the faculty colleagues and students were thanked for their contributions that made NICOM 2017 a grand success.
About Institute of Management, Nirma University
'The Institute of Management' is a constituent of the distinguished Nirma University of Science and Technology, Ahmedabad. The Institute was established in 1996 with a view to promote excellence in management education and to prepare young men & women to meet the challenges of the developing corporate world. It has been A+ status in rankings published by Business Standard. The flagship programme offered by the institute is the residential 2 years MBA program. It also offers MBA (Family Business and Entrepreneurship), MBA (Part-time), Doctoral programmes, Executive and Management development programmes. The institute has also started a 5 year integrated BBA program.
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