Marketing Technology, or MarTech, is the term used to describe the software and tools that marketers use to plan campaigns, execute them, and measure their success. Marketing technology tools make it possible for a company to streamline and automate marketing processes, collect and analyse data, and engage with its target audience in multiple ways. Through the continuous analysis that can help informed decision-making, MarTech has made marketing a far more cost-effective function.
Marketers are looking at technology as a bright spot. According to Gartner, Technology currently accounts for the largest proportion of marketing budgets (26.2%), compared to media (24.8%), in-house labour (24.5%) and agencies (23.7%). The increased MarTech budget means increased
MarTech hires. Companies will need high-end experts for enhancing their existing MarTech strategy,
as well as day-to-day specialists who know how to implement newly integrated platforms and applications.
JAGSoM is the only business school in India that offers students an opportunity to undertake a
specialization in MarTech jointly with Darden School of Business, University of Virginia with an
opportunity to work on industry problems in MarTech domain under learning by solving initiative.
This track prepares the students to take up the roles in MarTech domain.
Web Development,
SEO, and SEM
Social Media Marketing and Content Development
Integrated Digital Campaigns and Programmatic Advertising
Digital Commerce
Marketing Technology : Digital Business and Customer Insights
Marketing Automation
Professor of Business Administration, Darden School of Business, University of Virginia
Prof. Raj teaches "Marketing Technology Products","Marketing Strategy" and "Marketing Analytics" at Darden School of Business, University of Virginia. Venkatesan's research focuses on analytics as it relates to marketing return on investment, customer lifetime value, mobile marketing and the global political economy.
Lecturer, Darden School of Business, University of Virginia
Charles W. (Chip) Ransler IV is executive director of HackCville, a non-profit entrepreneurial talent accelerator in Charlottesville, Virginia. At HackCville, he leads strategy efforts and teaches both start-up techniques and digital marketing to high-potential UVA undergraduates .
Associate Professor and Chair Marketing Area, at JAGSoM
Dr. Siva teaches Marketing Analytics, Marketing Research courses at JAGSoM. His research interests are Choice modelling, User generated content, and cause related marketing .
Professor, Marketing at JAGSoM
A corporate turned academician with over 30 years of leadership experience spanning Brand Marketing, Advertising, Consulting and Academics. He is an Alumnus of IIM Calcutta and BITS Pilani. He has successfully navigated leading Global and Indian brands, winning 2 Cannes and 3 EFFIE awards. In 2005, he was rated among the Top 50 Brand Marketing Professionals in the APAC region.
Associate Professor, Marketing at JAGSoM
Prof Rajesh Kumar has spent 18 years in the B2B service industry and has headed marketing for an engineering design and IT services company. His expertise lies in overlap of technology and marketing, and he has offered courses in these areas at IMT Ghaziabad and JAGSoM. He is an alumnus of BIT Sindri and IMT Ghaziabad.
Assistant Professor, Marketing at JAGSoM
Ambika Prasad Nanda has submitted his doctoral thesis (ABD) on the topic “Essays in Financial Well-being: An Emerging Market perspective” at S.P.Jain Institute of Management and Research (SPJIMR) - Mumbai. Before starting his doctoral program, he had worked for twelve years in the industry in various roles in both services and manufacturing organizations.
Adarsh Developers
Developing desirability index for understanding purchase intention of luxury homes.
This project is about developing a desirability index based on the customer expectations and preferences for amenities in luxury homes. The outcome of the project would be helpful for the company in deciding about the amenities in new projects.
Big basket
Analysing the customer purchase behaviour for two product Categories: Meat & fish, Beauty.
This project revolves around the need to understand channels of purchase & willingness to buy beauty and meat, fish categories from online platforms by segmenting customers into three defined cohorts for tier 1 cities.
Big Basket
Analysing the customer purchase behaviour for the Milk category.
This project involves understanding the triggers for non-customers purchases for the category of Milk by segmenting customers into three cohorts and understanding triggers current purchase behaviour and willingness to buy milk from online stores.
LoanTapFinancial Technologies
Building marketing strategy for Loantap using tech tools .
This project is about use of Martech tools to effectively target customers and build awareness as well as drive engagement. Learning of Marketing tools used by the company and checking their readiness for the upcoming marketing campaign of the E2W marketplace .
Ninjacart
Analysis of inefficiencies of supply chain across source & destination market .
This project is about analysis of inefficiencies of supply chain across source & destination market for Onion. The inefficiencies consisting of unpredictable price variation for onion commodity, operational delay in both source as well as destination market. The ultimate aim of the project is to optimize the revenue for onion market by addressing all the gaps in the supply chain.
Numly Inc
An Exploratory Study to Assess the Market Fit and Opportunity for Peer Coaching Based Co-Learning in India .
An Exploratory Study to Assess the Product-Market Fit for Peer Coaching based Co-Learning in Indian Enterprises. The study aims to understand and analyse the key challenges to help formulate a strategy for Numly to win in the Indian market. The process is to understand current L&D practices of Indian Enterprises in the context of Numly’ s offering and its perceived relevance. Recommending the way forward for Numly, to leverage the drivers and overcome the inhibitors.
Peakmind
Developing GTM strategy for mental wellbeing product .
Go-to-Market strategy for Peakmind with regards to "Teens and wellbeing" through social media and conducting engagement programs. The main objective is to increase the followers in the social media handles of the organisation and to get sales by conducting free engagement sessions on well-being.
Peakmind
Developing GTM strategy for emotional belonging product .
Go to market strategy for Peakmind (employee belongingness). The objective is to increase the brand awareness for the company on platforms like LinkedIn and to generate leads that were mainly HR managers of Companies.
Peakmind
Developing GTM strategy for emotional upskilling product .
Go-to-Market strategy for Peakmind with regards to "Teens and upskilling" through social media and conducting engagement programs. The main objective is to increase the followers in the social media handles of the organisation and to get sales by conducting free engagement sessions on upskilling.
Pristine Organics
Analysing the role of product quality and channel on customer purchase behaviour for organic food products .
This study aims to understand the consumer behaviour related to organic foods which includes their buying behaviour, brand loyalty, the role of packaging and their awareness or understanding about existing organic certifications. This study also explores perceived value of Blockchain certification (“provenance”) and price premium attributable to them.
TEG Analytics
Talent Branding .
This project aims at attracting a potential pool of candidates who would be fit for the company also help in strategizing the expenses in activities that can give the best outcome and to consider 'Social Media Reach' as a simultaneous activity along with marketing plan with an allotted budget of Rs 2lakhs for Talent Branding.
XOXO day
Building a GTM strategy for Integrated Product.
Integrations are important component for any SaaS applications dealing with customer loyalty. Designing needful integration is a must to connect awesome digital incentives to companies' favourite platforms. By Integrating requisite platforms, this project aimed at increased customers that can accelerate Xoxoday’s profitability.
