In the ever-evolving landscape of Marketing, staying abreast of the latest developments and honing one's skills is paramount to success. It is within this context that the “Adapting and Thriving in Marketing Communication- Theory to Action” was conducted, offering a unique opportunity for students and enthusiasts in the field of marketing and advertising alike to delve into the intricacies of Marketing Communications.

The workshop, held on 28th of October, brought together the students of I MA MMC, each eager to expand their knowledge, and share insights on the industrial phenomenon in the marketing field. The Guest Speaker, Mr.Naresh Kurup, Chief Marketing Officer, Translab, started the session with insights on what is expected of Marcom in the industry. He gave insights on how to build a product demand/ preference and the sales cycle. Throughout the workshop, students were immersed in a dynamic learning environment, guided by Mr.Kurup, who generously shared his expertise and experiences from almost 15 companies he has worked in.

This report aims to encapsulate the essence of the workshop by providing a comprehensive overview of the key topics covered, the methodologies employed, and the collective outcomes achieved.

Mr.Kurup started off with an introduction to the concepts like ‘Prospective Customer’, ‘Consumer insights’, ‘Cost of Acquisition’, ‘Return on Investment’, ‘Opting database’, and ‘Agency on Record(AOR)’ that are used in the industry. He elaborated on the distinction between Marcom firms, Creative Boutiques and Digital marketing companies, Media buying agencies, etc. and each of their functions within the industry. The various ways of revenue generation in marcom firms, their evolving structure and campaign automation tools was briefed about.

The students were intensely illuminated by the various roles and their characteristics within the firms to choose their careers wisely. Mr.Kurup also added the strengths and skills the students should be working on to survive and be versatile in the industry. The session ended on a note on how it is important to balance a good story and the essence of it being well said for an effective ad campaign. Mr. Kurup exuberantly answered the questions posed by the students on the internship opportunities and paycheque.

In conclusion, the workshop was an invaluable platform for fostering knowledge exchange, skill development, and strategic insights. The diverse range of topics covered has equipped us with a comprehensive toolkit to navigate the ever-evolving marketing landscape. As we implement the acquired knowledge into our campaigns, we anticipate a positive impact on our brand positioning and customer engagement. The workshop enhanced our individual capabilities and strengthened our collaborative spirit, laying the foundation for continued success in our marketing endeavours. We are excited to leverage these newfound skills and perspectives to drive innovation and excellence in our marketing initiatives.