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| Session I: Social marketing as a catalyst for development in Emerging markets (issues covered: Need and advocacy, cause marketing, cases from emerging markets) (9.30 am to 11.00 am) Social marketing was "born" as a discipline in the 1970s, when Philip Kotler and Gerald Zaltman realized that the same marketing principles that were being used to sell products to consumers could be used to "sell" ideas, attitudes and behaviors. Kotler and Andreasen define social marketing as "differing from other areas of marketing only with respect to the objectives of the marketer and his or her organization”. Social marketing seeks to influence social behaviors, not to benefit the marketer, but to benefit the target audience and the general society. The same concept got extended to emerging markets where a large number of social entrepreneurs forayed into the hinterland with an objective of creating a new realm of business possibility with development also as a by product like profits. This session will have a couple of cases and ideas of well -known academicians and practitioners on this aspect of marketing. Session II: Emerging digital tools for not for profit marketing (Areas covered: Social media, mobile media, and the next digital trends) (11.30 am to 1.00 pm) This session primarily focuses on low cost, but effective, marketing tools having deep penetration and wide reach. In the current environment digital tools like the internet and mobile are being used extensively by marketers for reaching their target audience. The session would focus on the utility of Social Media (Facebook, LinkedIn etc.), viral marketing, Mobile marketing, Community radio, E-kiosk marketing through ICT etc. Lunch: (1.00 pm to 2.00 pm) Session III: Panel Discussion (2.00 pm to 3.30 pm) Social entrepreneurship in emerging markets - Crossing International boundaries: Roadmap for the future Most of the social marketing initiatives in emerging markets are designed considering low income group populations as target. In order to create economies of scope in such businesses by extending them to cross borders territories, a couple of generic models have been suggested by the researchers. There are around seven business models which focus on serving the low income consumers which could be identified as A Pay-Per-Use approach, No Frills service, Paraskilling, Shared Channels, Contract Production, Deep Procurement and Demand-Led Training. Such models could help marketers overcome common barriers to scale and look for opportunities of economies of scope also by replicating the business models for commercial viability in other similar markets. This session will have a panel discussion amongst social entrepreneurs from different markets and researchers on tougher questions about what works — and what doesn’t. |
Sponsors
Fees Structure (per participant)
Corporate /Delegates :Rs. 8000
Special Discount of 20% for members of American Marketing Association and Academy of Indian Marketing.
Contact Us
Birla Institute of Management Technology
Ms.Neha Arora
Manager- MDP & Events
Phone: 0120 - 2323001-10 Extn: 412
M: 9650977042
email: neha.arora@bimtech.ac.in
Prof. Dhruva chak
M.: 9811120376
E-mail : dhruva.chak@bimtech.ac.in
Plot No-5, Knowledge Park-II, Institutional Area, Greater Noida - 201 306
Phone: +91-120-2323001- 10
Fax: +91-120-2323022 / 25
Website: www.bimtech.ac.in