bea ignite2015 - khandelwal
TRANSCRIPT
Priyanka KhandelwalTexas Tech University
Teaching “Culture” and “Marketing Communication”
via Smart Phones in Undergraduate Level Courses
BEA IGNITE
2
Priyanka Khandelwal
Texas Tech University
Ph.D. candidate
Teaching
Culture and
Marketing
Communicatio
n via Smart
Phones.
WHAT IS NEEDED?
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Interest in
1. Marketing
2. Culture
3. Social Media
LEARNING OUTCOMES OF THE EXERCISE
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1. Demonstrate Cultural
knowledge
2. Identify cultural
nuances
3. Assess Markets on
cultural products
4. Demonstrate the
ability to use smart
phones
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.
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STAGE 2
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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
STAGE 3.
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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
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STAGE 3
CONTD..
STAGE 3 CONTD..
10Students go online and search for “Ethnic/fashion” objects.
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Students are required to
observe and note down
the price of the object in
the foreign currency.
STAGE 3 CONTD..
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Price on Indian site:$ 32
Price on the U.S. site: $114
Differential pricing
Why?
How?
When?
STAGE 3 CONTD…
STAGE 4
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STAGE 4: TWEET/FACEBOOK THE PRESENTATION
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Ethnic
marketing
presentation is
here for you
We meet at 4pm
INCLASS next day.
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Peer evaluation
deadline is
approaching…