BEA Ignite2015 - Khandelwal
-
Upload
michael-bruce -
Category
Education
-
view
93 -
download
0
Transcript of BEA Ignite2015 - Khandelwal
![Page 1: BEA Ignite2015 - Khandelwal](https://reader034.fdocuments.in/reader034/viewer/2022042716/55b0307d1a28ab4b268b45a7/html5/thumbnails/1.jpg)
Priyanka KhandelwalTexas Tech University
Teaching “Culture” and “Marketing Communication”
via Smart Phones in Undergraduate Level Courses
BEA IGNITE
![Page 2: BEA Ignite2015 - Khandelwal](https://reader034.fdocuments.in/reader034/viewer/2022042716/55b0307d1a28ab4b268b45a7/html5/thumbnails/2.jpg)
2
Priyanka Khandelwal
Texas Tech University
Ph.D. candidate
Teaching
Culture and
Marketing
Communicatio
n via Smart
Phones.
![Page 3: BEA Ignite2015 - Khandelwal](https://reader034.fdocuments.in/reader034/viewer/2022042716/55b0307d1a28ab4b268b45a7/html5/thumbnails/3.jpg)
WHAT IS NEEDED?
3
Interest in
1. Marketing
2. Culture
3. Social Media
![Page 4: BEA Ignite2015 - Khandelwal](https://reader034.fdocuments.in/reader034/viewer/2022042716/55b0307d1a28ab4b268b45a7/html5/thumbnails/4.jpg)
LEARNING OUTCOMES OF THE EXERCISE
4
1. Demonstrate Cultural
knowledge
2. Identify cultural
nuances
3. Assess Markets on
cultural products
4. Demonstrate the
ability to use smart
phones
![Page 5: BEA Ignite2015 - Khandelwal](https://reader034.fdocuments.in/reader034/viewer/2022042716/55b0307d1a28ab4b268b45a7/html5/thumbnails/5.jpg)
EXERCISE 1 “ GO OUT AND GIVE A SHOUT”
(GOGS)
Duration - 1 week
Venue – any place on campus
Team- comprises of 2/3 members
Culture – Choose a specific culture. E.g. Indian
Stage 1.
1. Identify any object that does not belong to your culture and look for how they make a fashion statement.
5
![Page 6: BEA Ignite2015 - Khandelwal](https://reader034.fdocuments.in/reader034/viewer/2022042716/55b0307d1a28ab4b268b45a7/html5/thumbnails/6.jpg)
6
![Page 7: BEA Ignite2015 - Khandelwal](https://reader034.fdocuments.in/reader034/viewer/2022042716/55b0307d1a28ab4b268b45a7/html5/thumbnails/7.jpg)
STAGE 2
7
A. Take a picture of the object and TWEET it
B. How expensive is the object ?
C. Is it a “fashion” statement?
D. Level of penetration among indigenous
population?
Geographic dispersal
Gender usage
E. Additional relevant information
REAL TIME
FEEDS
Tweet and inform
![Page 8: BEA Ignite2015 - Khandelwal](https://reader034.fdocuments.in/reader034/viewer/2022042716/55b0307d1a28ab4b268b45a7/html5/thumbnails/8.jpg)
STAGE 3.
8
1. Search for the “ethnic” object
2. Pull the online pages and look at the
prices
3. Convert the local currency into USD
4. Compare prices
![Page 9: BEA Ignite2015 - Khandelwal](https://reader034.fdocuments.in/reader034/viewer/2022042716/55b0307d1a28ab4b268b45a7/html5/thumbnails/9.jpg)
9
STAGE 3
CONTD..
![Page 10: BEA Ignite2015 - Khandelwal](https://reader034.fdocuments.in/reader034/viewer/2022042716/55b0307d1a28ab4b268b45a7/html5/thumbnails/10.jpg)
STAGE 3 CONTD..
10Students go online and search for “Ethnic/fashion” objects.
![Page 11: BEA Ignite2015 - Khandelwal](https://reader034.fdocuments.in/reader034/viewer/2022042716/55b0307d1a28ab4b268b45a7/html5/thumbnails/11.jpg)
11
Students are required to
observe and note down
the price of the object in
the foreign currency.
STAGE 3 CONTD..
![Page 12: BEA Ignite2015 - Khandelwal](https://reader034.fdocuments.in/reader034/viewer/2022042716/55b0307d1a28ab4b268b45a7/html5/thumbnails/12.jpg)
12
Price on Indian site:$ 32
Price on the U.S. site: $114
Differential pricing
Why?
How?
When?
STAGE 3 CONTD…
![Page 13: BEA Ignite2015 - Khandelwal](https://reader034.fdocuments.in/reader034/viewer/2022042716/55b0307d1a28ab4b268b45a7/html5/thumbnails/13.jpg)
STAGE 4
13
![Page 14: BEA Ignite2015 - Khandelwal](https://reader034.fdocuments.in/reader034/viewer/2022042716/55b0307d1a28ab4b268b45a7/html5/thumbnails/14.jpg)
STAGE 4: TWEET/FACEBOOK THE PRESENTATION
14
Ethnic
marketing
presentation is
here for you
We meet at 4pm
INCLASS next day.
![Page 15: BEA Ignite2015 - Khandelwal](https://reader034.fdocuments.in/reader034/viewer/2022042716/55b0307d1a28ab4b268b45a7/html5/thumbnails/15.jpg)
15
Peer evaluation
deadline is
approaching…