Students get a lesson from Schultz

For students of Mudra Institute of Communications, Ahmedabad (MICA), the changing market scenario and its implications on marketing services could be seen with a new landscape as Don E Schultz, considered the father of the concept of integrated marketing communications (IMC), visited the MICA campus to conduct a two-day seminar.

Speaking on the consumer, Schultz, who is presently Professor Emeritus of Service at Northwestern University's Medill School, US, said the power is today in the hands of the consumer who can make informed choices and treats the traditional means of communication as clutter.

Schultz demonstrated how this new reality is to be managed and the financial implications of the same.

He said the goal is to generate both short-term financial returns and build long term brand and shareholder value.

On the first day, Schultz spoke on the birth of marketing communication in a rapidly-changing American landscape and its subsequent acceptance among the South-Asian countries.

He addressed the importance of being customer centric, pragmatic and gave examples of firms he was associated with - notably IBM. He explained the five stages of the marketing communication process to get maximum returns.

On day two, Schultz spoke about aligning 'push and pull¿ marketing communications and potential solutions for marketers competing in such a scenario. He talked on the development of new communication methodologies and systems and the shift of power in the marketplace to the customer.

He ended his address by giving his views on how the firm should prepare itself for this new marketplace and gave a few insights from his latest book, Brand Babble.

Before coming to MICA, Schultz has just conducted a workshop at the Indian School of Business, Hyderabad and will now address senior managers on `Customers Seize Control: New Paradigm for Managing Brands' at Mumbai.