He further elaborates on the importance of digital by saying that it works because it has made things easily accessible; in addition, it enhances value by reducing cost. Prof. Varma is also of the belief that the profile for marketing professionals is changing in today’s times. According to him, it is due to the changing demands of the consumer: “Today, it’s all about the orientation of the customer and not just marketing to him or her in the traditional, age –old ways. Therefore, the roles in the industry are changing dramatically. This is exciting in many ways, including the fact that it offers a new scope for future professionals.”
But of course, those who want to make a place for themselves in the dynamic marketing domain need to have certain skills and competencies. Prof. Varma sheds light on these skills, saying, “The first thing is that you need to be information-savvy to make the most out of marketing. Since customer behavior is changing a lot, you need to try and understand it to build trust and, above all else, loyalty. That’s the reason the emphasis should be on long-term approaches and tactics rather than crisis management.”
Prof. Varma, self-admittedly, is not a “conventional” academic and doesn’t like the use of the chalkboard in the classroom environment. Over the years, he has devised his own strategies and gotten into a comfort zone with PowerPoint that effectively replaces the conventional chalkboard. “I would never want my students to think that anything I am telling them is from some heavenly waves. I work hard to source and prepare my material as I present it to them,” he says with a smile. Given his popularity amongst students at the institute, his methods are clearly working.
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