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let's go into
into what is happening in the same many of you have been a business schools that
have taken the courses and
basic market
further marketing strategy courses etcetera
and uh...
since you've been out of school for a while it let me looking at them
so the first thing you see
uh... and again i'm not talking too much about india before
uh... differently here but the first thing we see as we see that finally
business schools and start to distinguish between
uh...
between the
picked her marketing
and philips fifty
somehow
somehow everything to be involved in sales
turned into marketing the work says these appeared
we start at the point marketing and of course gave us a little
and uh...
when you ask my colleagues and friends are
or in manufacturing
what did the marketing hartman there we celebrated the green
and that's
that's how all the fun
and you've been in business that's however
posted market
finally after many years
my colleagues around the world
we managed to get
our colleagues
and people in a large company who understand that
market wouldn't say marketing barely too
who bill maynes there is that
the domain the operation of the main
or what we call in our profession the marketing makes
the activities of saying about that
things like that
what little strategic marketing we cheese
if you want to be arun v of interaction with the custom
in other words
what we're saying is that
you have to let you have
you have a function call research and development
where the company and that function
visualized problem rejoins us product specification
how will they might be manufactured etcetera
and envy
and then told me
physical
aspect of making it
delivery that separates dot according to that vision and query
does blueprints
but as soon as it reached
the factory date
it became
and heart
majhi
another words that it was not
there was no system might be planning
visualizing as to why should itself
but you see the people inside the factory didn't care to compete
left the fragments of the gate
and what and what we're saying is somebody needs to also look at the rest
of the
role between the factory ended
the customer
and try to have a patient about crosses about white will be by how will be by
and lay down the blueprints
saga of the people who do the selling
emotion
yet but i think that's right
jenn harris
the guidance as to what the is that they need to do
because otherwise everyone is on their own everyone has a
there won't be
of the market everyone's of course polling
fashion
visualizing
arun eating
what happens beyond the company
beyond the factory gate
what the cost effective marketing and finally
it's getting recognition
and not
being conglomerate that together
on the sizzle
there are still very window honorable and and
and respect that
but uh... but this is what not strategic marketing pieces marketing operation
at the second
uh... trend that we see
uh...
in in again
people developing courses executive
education
seminars it's a trip
is technologies coming in
uh... see our agm
it becomes a very big see erin
is allowing us
to work on market segmentation inouye bit
that nobody had uh...
imagine
giving companies tremendously
tremendous advantage
their competitors
social networks
are also
allowing companies to find new ways to communicate with the market
so all of these tools were coming in
star-crossed fact
what people teach and considerable amount of time to spend
you know the courses
ought to be stools
not yet connecting very welcome strategy
we may discuss it later on
but people feel the need to put its coming one once it was coming notes here
uh...
so now so now people discussing developed uh... distilling frustrating
you walk out because we don't see exactly
how it works
we know it's big
and we know that one day
this hayes
would disappear and
and it will be well integrated indoors discussions about fifty mark
at the first thing that is becoming the
uh... very important
b two b uh... a strategic marketing teaching
and education ease
importance of integrating with other
in other words you conduct you cannot be effective in
in educating and because the marketing without understanding financial forms
point without speaking financial and weak
without dealing with people's in operation supply chain technology
you simply cannot do
and if you don't do these you are reduced to the operations look isn't
what's traditionally called marketing which was appealable
but when you want to move to a strategic uh...
you have to
be through anything
in all the other disciplines
and articulate well and have a good dialogue with them
and that is that things are moving that way
very clearly and uh...
i mean i think that
ledyard beans and professors uh...
and companies that use those services and i think you should insist on that
uh... you know
in your marking
you might be marking courses between boston
and her friend affords uh...
it very important trend
he's uh... something that
has started to happen the last i would say
here seven years something like that
and this is we start to see
uh... marking educators
appreciate
that it's not only about corporate
it's not only about
the content of the strategic plan
it's also
leadership
organizations are
because its people were doing
so if you are so weak if you are instructed needs to be could be market
and you are really changing
trading change agent q
you are bringing change and you are asking people to change the way they
think they've changed the way they behave
so you cannot just simply put together a marketing from content
brilliant content
and safe
now that i did my job to the general manager of a war
got too
contains a lot of people
uh... about
he'll wait understand where the barriers are
understand the strategy of change
assistant managers management with it
basically
lead beat
perhaps not beat you appreciate leader
i'm officially by the leader because you have the vision
so you have to understand how organizations change
and uh... and one of the process as well
important so that those are the four things that i see
coming
in the content
or b two b marketing courses and you can see
good segments of those courses starting to emerge
uh... with
professors thinking about this company is asking for you
they fight high-tech requirements etc with advanced industrial marketing
strategy
if i don't spend some time about organizations and people in probably at
least of these beautiful parts of the people to me
to teach me when you have people in the organization that have to do it
i would be a very bad grades
or rating uh... out of me
make houston
because they're very concerned
and the more the more we are convincing them about the cause of the more they
will ask about the process
so that is
there is something that has happened and i think they're into the process of the
pitching our process
of uh... of
imparting education
and i A
that one very strong effect that piece coming across and this is like a tsunami
across oval
teaching over men
use the online
online trim
uh... schools like harvard business school
m_i_t_ at stanford
uh... n_c_i_'s
and others coming up with programs
which basically democratized
everyone now has access to
to the basic courses
and of course when everyone has access to basic courses that puts pressure
the others who are
not working online to do an excellent job because mom
the benchmark is
i can sit at home i don't have to travel
uh... i don't need to invest and i will have access to the same material
and if i could be defect and document that i
dundee successfully
i can guarantee that companies will start reverting to
certification through
online methods that will be critical
that will be tremendous competition to be in the schools
because those programs are becoming
uh... better and better
but this is something to to watched
to integrate into
our plan our strategic planning
educate
second thing that uh...
is happening he's finally
uh... it's at the end of my career but finding something that i've worked on
for many years
he's finally emerging
with critical mass and this is the use of
use of many etsy relations
in management education
i started it in the late seventies
uh... developed the
assimilation holding destruct
industrial marketing
strategy simulation
used against the odds being used in into top schools by my colleagues disney used
in this country i used it with companies here
it is one simulation there is another simulation that you might be familiar
uh... mark struck another lease brought him up another visa
uh...
marketplace hokkaido simulations but
there was not get critical mass
but with more and more technology penetrating into the classroom
finally
far compete at least a caveat taking the risk of investing the learning meet
uh... and they get the rewards of
okay
of being effective in the classroom
and uh... and now we have come up with the momentum is starting to take place
the other sector that has woken up to his company's companies
are now asking
uh...
business schools
to train their managers when they send them to the business school
using simulations because they want them to really
make mistakes
without the company pain
like your flight simulator
i want them to crush a few times
and then they should trying my tried to me
and love companies are now waking up and demanding the use of the men
so this is becoming
i think that coming up
the enormous a
business with the patient across across the board
two things that uh... unfortunately uh...
make me and then be considered
one thing is because of the
fascination
uh... with the code
the continued uh... ease off research we begin in in people see
uh... because i think we have been at the you babe and babe
the need to property
uh...
and uh... and difference in asian
the with social media
as in general
we see less and less b two b cases
and you cannot sing that everything
you need unique case is unique to
port students and managers
into the shoes of
companies and replicate the type of dilemmas that people had
give them the diversity of experiences which assimilation doesn't deny
simulation give you a very deep experience but dont divers
anticipated the diversity
adhered added stream of uh... the stream of cases as well
so that's a concert that's a concern because
as i said
into footnote to my very first light
the majority
built the g_n_p_ east b two b
so we are now get where now sliding into a situation where
the demand for b two b
education is very very strong
uh...
business school
rules are powerful business school professors
converging on on ppc
which is going to create a problem
because we will be using all cases
that grupo faculty who
really will be experts and knowledgeable or maybe it would be
of course tuesday except that i think that many years we are very much in
demand
straight to the indictment
industry he's into needs
needs a supplier
*** babita
and uh... so that's a concern that i had and finally
and finally uh...
it is still
if you see the uh...
the most exciting field because of its complexity
way more complex it way more
indecency i think
excellent work is done there
uh... companies
and uh... i hope that the few thoughts here
provoke perhaps something by
leaders here
to see whether
whether you could be dot
member of your clients were sitting
so thank you very much david here are my thoughts