ATLAS ISME Hosts Masterclass on Integrated Marketing Communications with Marketing Expert Ketan Bharati

In a world where industries evolve at the speed of light, academia faces the constant challenge of keeping pace with industry expectations. Bridging this gap between classroom learning and real-world application is paramount for students to thrive in their professional careers. As part of this endeavour, ATLAS ISME School of Management & Entrepreneurship recently collaborated with Marketing expert Ketan Bharati, Former VP Global Marketing Operations at Truecaller, to conduct a Masterclass on Integrated Marketing Communications.

Integrated Marketing Communications (IMC) is not just about crafting campaigns; it’s about creating cohesive, unmissable, unskippable and unforgettable experiences for consumers. Ketan Bharati’s session delved deep into the intricacies of IMC, providing students with invaluable insights into effective marketing strategies.

Navigating the Four Pillars of Launch Campaigns

The masterclass covered a wide array of topics, including the effectiveness, efficiency and efficacy leading to business success. Bharati emphasised the importance of impacting all stages of the consumer journey, from awareness to advocacy to sales. He outlined the four pillars of strategic frameworks for any launch campaign, ensuring that students grasp the holistic approach required for campaign success.

Framework for the Impactful Campaigns

One of the highlights of the session was the ‘Discover-Define-Derive-Deliver’ framework, which emphasised understanding business potential, defining target audiences, deriving key insights and delivering impactful campaigns. Bharati illustrated this framework using the example of Truecaller, shedding light on how the company identified market gaps and tailored its communication strategies accordingly.

Adapting Promotional Mixes to Consumer Trends

Furthermore, the masterclass delved into the evolving media landscape, emphasising the need for a dynamic promotional mix aligned with consumer preferences. From traditional TV advertisements to emerging digital platforms and podcasts, Bharati provided students with a comprehensive understanding of media consumption trends and the importance of adapting marketing strategies accordingly.

Balancing Brand-Building with Performance Marketing

A key takeaway from the masterclass was the concept of ‘Brandformance’ – the integration of brand-building activities with performance marketing. Bharati navigated through the ideal split between brand marketing and performance marketing, offering valuable insights into optimising marketing budgets for maximum impact.

Insights for Campaign Success

Moreover, Bharati’s session provided students with practical insights into competition mapping, performance marketing and the significance of understanding the entire consumer journey. By mapping out the full-funnel marketing process, students gained a holistic understanding of campaign planning, execution and measurement.

The masterclass on Integrated Marketing Communications conducted by ATLAS ISME School of Management & Entrepreneurship was a testament to the power of industry-academia collaboration. By bringing together academic expertise and real-world insights, students were equipped with the knowledge and skills necessary to excel in the ever-evolving field of marketing. As they embark on their professional journeys, they carry with them the invaluable lessons learned from this masterclass, poised to make a meaningful impact in the world of marketing and beyond.