Art and science have permeated the marketing industry today, with disruptive forces – such as digital media, mobile and gaming – shaping the constant battle for the consumer’s attention.
How has marketing education kept up with these changes? How do aspiring marketers ensure they have the right knowledge, skills and training to succeed in this new-age battleground?
Associate Professor of Marketing Ashok Charan is addressing these challenges, one innovation at a time. His prolific background as a global marketing expert in leading fast moving consumer goods (FMCG) companies, combined with his passion for relevant and hands-on marketing training, has led him to create an innovative tool for his students that provides real-world training through simulation.
Destiny© is a FMCG business simulator that imparts strategic marketing skills through a virtual consumer panel. By replicating consumer behaviours, it offers a holistic learning experience. Pit against one another, participants have to implement effective marketing and business strategies, and develop an understanding of what drives store choice and brand choice. In doing so, they become proficient in the use of market knowledge and financial data for day-to-day business decisions.