In his address to the students, he said that 21st century is an era of massive disruptions in markets, media, management approaches and business models. These disruptions are being caused by rapid technological changes on the one hand and tectonic shifts in customer preferences, expectations and societal behaviour on the other. To deal with these changing situations, marketing practices are required to be advanced and proactive. Marketing in era of disruption requires an innovative and disruptive approach to tackle competition and to deal with changing expectations of consumers. Marketing managers need to realign traditional strategies and develop new disruptive marketing strategies to create a new market space which ensures a protection from competitors or identify a new market space which does not attract competition. He shared examples of world’s leading organizations like Alibaba, Amazon, UBER, AirBNB, Facebook, YouTube, Instagram, Oyo rooms and the practices they follow to stay ahead of competition. He focused on desire, capability and persistence as pillars of success.

The students had an array of interaction befitting to the subject to which Prof. Atul Parvatiyar responded with suitable answers with industry examples.