Pariprekshya’20 aims to provide a dais, where industry veterans can interact and reflect with the budding managers on the recent trends and developments in the domains of Finance and Marketing. This year’s panel discussions are centred around the changing nature of business landscape in both – Financial and Marketing spheres due to new and disruptive technologies. The conclave aims to provide the student fraternity at IIM Amritsar a holistic view of how these fields are undergoing transformations from the perspective of both businesses and customers thus creating a generation of managers who will be equipped with a deep understanding that will help them navigate in today’s dynamic business scenario. In the Finance Panel, theme for discussion is “Future of Venture Capital Activities”, focusing mainly on the technological developments and innovations along with the long term outlook of Venture Capital investing in India and worldwide. The theme for Marketing Panel would be concentrating on “Marketing in New Normal” where change in marketing strategies and customer communication shall be discussed.
“Future of Venture Capital Activities”
The world of Venture Capital (VC) funding has grown exponentially in the last decade. Constant innovation and technological development in the recent past have presented investors with a number of opportunities all around the world. Although technology and innovation are expected to drive the change in the VC industry in the future, these are not the only factors that would be impacting the industry as we recover from the present pandemic. The effects of the COVID-19 pandemic are visible on the global economy. New industries will come to the forefront, the resilient ones will bounce back and as ever there will be a few which will not be able to sustain the current pandemic.
“Marketing in the New Normal”
The ongoing pandemic has had a significant impact on businesses and their communication with the customers. As marketers, we’ve had to roll up our sleeves to navigate the rapidly changing landscape and re-adjust our marketing strategies and plans. In the past few months, we have felt as the ground is continually moving under us. On the one hand, we may expect drastic changes in customer behaviour. On the other hand, the emergence of innovative, digital-centric competitors is adding to existing competition, making it more intense. The time has come to shift the focus away from the crisis and begin to think about recovery. To this end, marketing teams have to quickly see how their prospective customer is going to behave in the new normal and adjust their marketing strategies accordingly. The new normal might call for a shift in investment, resources, and, more importantly, in their existing strategic plans. The marketing playbook has to be rewritten day-by-day, considering digital and social channels as notable replacements to help understand and engage the customers.