Konclaves serve as great platforms for knowledge sharing and co-creation between academia andindustry. Each year KIIT School of Management conducts different Konclaves i.e. National HRKonclave, National Marketing Konclave and National Finance Konclave where leaders from differentareas deliver keynote speeches, participate in different panel discussions and conduct area specificworkshops. These have proved to be a fountainhead of ideas with superb participation from theindustry, academia, and students.

The business world is no stranger to change. However, the pace of disruption in recent years has been unprecedented, driven by advancements in technology, evolving consumer behaviour, and a growing emphasis on social responsibility. This year’s 15th National Marketing Konclave, organized by KIIT School of Management (KSOM), delves into this dynamic environment with the theme “Marketing in the Age of Disruption: Thriving in a Changing Landscape.”

Disruption can be a double-edged sword. On one hand, it can threaten established business models and render once-successful marketing strategies obsolete. A 2023 report by PwC, “Strategy & Trends: Global CEO Survey 2023”, highlighted how 73% of CEOs globally are concerned about the potential for disruption in their industries. Entire industries have been reshaped by disruptive forces, with companies struggling to adapt or being overtaken by nimbler competitors.

On the other hand, disruption also presents immense opportunities. Businesses that can anticipate and embrace change can develop innovative solutions and capture new market share. A 2023 McKinsey & Company, “The State of Organizations 2023”, emphasized the importance of fostering a culture of agility and experimentation within organizations. Companies that can quickly adapt their marketing strategies to changing consumer preferences and technological advancements are poised to thrive in the age of disruption.

The 15th National Marketing Konclave will explore how marketing is being disrupted across several key areas. As per the reports from Data Reportal, “Digital 2024: Global Overview Report” the digital revolution has fundamentally transformed consumer behaviour, with a staggering 4.66 billion people using social media in 2023. Marketers need to develop strategies that leverage these digital channels effectively. Disruption is also fuelled by the explosion of data and advanced analytics, allowing for targeted and data-driven marketing strategies.

Furthermore, the traditional linear customer journey is a thing of the past. Today’s consumers navigate a complex path, requiring marketers to develop a holistic understanding and create seamless omnichannel experiences. Finally, in a disrupted marketplace, customer experience (CX) is more important than ever. A recent study by Salesforce, “State of the Connected Customer”, found that 84% of customers say that the experience a company provides is as important as its products and services. The Conclave will thus explore strategies for designing and delivering exceptional customer experiences, ensuring businesses can thrive in this dynamic environment.