BEA Ignite2015 - Khandelwal

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?

3

Interest in

1. Marketing

2. Culture

3. Social Media

LEARNING OUTCOMES OF THE EXERCISE

4

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.

5

6

STAGE 2

7

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.

8

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.

11

Students are required to

observe and note down

the price of the object in

the foreign currency.

STAGE 3 CONTD..

12

Price on Indian site:$ 32

Price on the U.S. site: $114

Differential pricing

Why?

How?

When?

STAGE 3 CONTD…

STAGE 4

13

STAGE 4: TWEET/FACEBOOK THE PRESENTATION

14

Ethnic

marketing

presentation is

here for you

We meet at 4pm

INCLASS next day.

15

Peer evaluation

deadline is

approaching…