Marketing and HR experts in Continuum 2010 at SJMSOM

SJMSOM conducted the second edition of Continuum 2010 on the theme 'Marketing 3.0: From Relationship to Collaboration' and 'Evolution of HR as a Strategic Partner' in a two day program held at B-school campus on July 24 and 25, 2010.

Noida, India (prHWY.com) August 4, 2010 - Shailesh J Mehta School of Management (SJMSOM), the B-School of IIT Bombay conducted the second edition of Continuum 2010 on Marketing and HR. The themes were 'Marketing 3.0: From Relationship to Collaboration' and 'Evolution of HR as a Strategic Partner' in a two day program held at B-school campus on July 24 and 25, 2010.
The first day of Continuum 2010 was dedicated to 'Marketing 3.0: From Relationship to Collaboration' and saw marketing experts from various industries enlightening on the theme.
Mahesh Murthy, CEO, Pinstorm, spoke of the state-of-the-art digital tools that can help manage brands in real time. Murthy said, "Using Google trends and ad-words, it is possible to determine which keywords are 'in' at any moment and then design an ad campaign around them- guaranteeing high online visibility."
Vikrant Khanna, VP, Bharti Airtel, discussed the use of social media in marketing today. He suggested that 'crowd sourcing' i.e., sourcing innovative advertising ideas from regular people rather than experts, has been experimented with, and will soon be the order of the day.
According to Atul Sinha, VP, Britannia, innovation from the public could be sought for products as well as for their packaging or advertising. He deplored the slow rate of innovation in the FMCG sector and hoped that this will soon improve.
Vivek Sharma, CMO, Philips India, stressed on the need for market research in order to reach out to the 'bottom of the pyramid' (BoP). He further suggested that products should be specifically designed for the rural consumer instead of merely stripping down an urban product to basic functionality. For a marketer, immersion in rural life could be very helpful in order to determine unstated needs of BoP consumers.
Sridhar T, AVP, Idea Cellular, also discussed BoP marketing and said that collaboration and customer engagement are essential and that an aura of intrigue surrounding a product can create interest.
The second day of the Continuum 2010 was dedicated to HR domain with 'Evolution of HR as a Strategic Partner' as its theme. It was attended by luminaries from the Human Resources domain.
The second day of the Continuum 2010 began with the inaugural address by Prof. S. Bhargava from SJMSOM. He set the tone of the event by posing some thought provoking questions about the dilemma faced by the HR department in the industry and HR academicians.
The keynote speaker was Suryanarayan Iyer, Director, Pre Sales and Human Capital Management Solutions, Oracle. He provided an insight into why organizations needed to lay more importance on their employees, viewing them as a capital, or a future investment and how technology can be used to their advantage.
Dr. Arvind Agarwal, HR Head, RPG Group elaborated on Talent Management at the RPG Group. He discussed the various tools and strategies followed at the RPG Group to find the best talent, to nurture and grow this talent.
It was followed by an interactive session by Prashant Srivastava, Country Manager & Managing Partner, Gallup. He talked about an emerging trend in HR that covered the entire "human value chain" - from the suppliers, to the employees to the customers.¬
The panel discussion was held on the topic 'Effective Talent Management: Methodological or Instinctive'.
The discussion was moderated by Rajesh Kamath, Head of Educational Programs at Society for Human Resource Management. Other members of the panel included Alok Ranjan, Head of Organization Development, SAB Miller; Jyotirmay Bapat, Senior Consultant - HCM at Oracle and Ashish Pandey, Astt.Prof. HRM, SJMSOM. The discussion brought out a conglomeration of diverse opinions and ideas on the ingenious concept of instinctive approach to Talent Management which provided an enriching experience to the young & aspiring Human Capital Managers.
The panel discussion was followed by a session by Alok Ranjan from SAB Miller India. He spoke about the relationship between culture and work environment He also discussed the roadblocks to Humane roadblocks to organizational efficiency being Confusion, Malicious Compliance, Sabotage, Easy Agreement etc.
Srihari Udupa, the Chief People Officer at PWC talked on the concepts of Ethics, Justice and Fair Treatment in HR Management. "While dealing with people the HR Manager should keep the following points in mind: Situation analysis, Dimension of ethics, Dealing with Relevant Issues and Social Justice," he said.
The final Speaker for the day was Sujit Bhuniya, Chief, Talent Management, Tata Steel. He talked about the vision embraced at Tata Steel for Talent Management. He also exemplified how Tata Steel with its strong focus on Values and Employee Good and Welfare is well coped up to managed the high pressures of Employee Engagement and Retention.
Stay tuned to MBAUniverse.com for more on B-School events.

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