Published: June 18, 2018 | Times of India
The landscape of marketing in an interconnected world has changed drastically with unprecedented volumes of data becoming available to researchers. One of the major marketing goals for which such data is used is to understand, and as an extension predict, the behaviour of the target audience.
As a step in that direction, Mudra Institute of Communication, Ahmedabad (MICA) is in the process of setting up a behavioural research lab in collaboration with major US-based educational institutes. Dr Preeti Shroff, Professor and Dean , Head - MDP, MICA, said that the lab will focus on areas such as digital communication and marketing, sentimental analysis and customer interface.
Prof Shailendra Raj Mehta, director, MICA, said that one of the core focus areas for the institute is research and collaboration. “As part of the initiative, we have entered into partnership with major US-based varsities. A case study centre is already in the offing,” he said.
Shroff said that due to India’s demographics, world over, researchers are interested to understand the local market.
“While we are focusing on the use of digital platforms by youth in a project with Annenberg School of Communications, we have entered into collaboration for data analytics, luxury marketing and consumer insight with Emory University,” she said. MICA has collaborated with Michigan State University (MSU) and Northwestern University in the US for marketing management and integrated marketing communication respectively. With MSU, MICA will also conduct study of Indian students’ preference for education abroad. MICA has also tied up with World Bank and UNICEF for specific social campaigns and media education.