Organizations are facing a growing set of challenges including inflation, climate change and sustainability, the metaverse, new currencies, and hyper-competition. Marketing and branding play a critical role in how companies adapt to these challenges and how to find new creative ideas for gaining, keeping, growing customers, and building one's own brand.
ETMasterclass brings to you, Prof. Philip Kotler and Dr. David Aaker. In this two-day workshop, Prof. Philip Kotler will talk about the future of marketing while Dr. David Aaker will discuss the future of branding in today’s volatile world.
Marketing is going through a period of rapid change. The digital revolution introduced many new marketing tools, including artificial intelligence, algorithms, virtual and augmented reality, etc. Prof Kotler will talk about the need to blend these digital tools with the familiar tools of print, magazines, radio, and TV to achieve maximum impact on target markets
He would further talk about how marketers have to adapt to these new threats and at the end, he will review these new developments and propose strategies for achieving both satisfying profits and sustainability.
Dr. Aaker will be talking about how disruptive innovation and the creation of new subcategories will be more frequent, more relevant, and more substantial. He will discuss the key role of branding, how to position the new subcategory, grow it quickly, and build barriers.
He would also be discussing how a firm needs to create signature social programs that inspire and impact real challenges, and, importantly, advance the brand of the business partner. He would further teach you how to communicate in the digital age and breakthrough information overload and media clutter, there is a need to understand how to locate and leverage signature stories.
