天美传媒

The Business & Management Research Institute (BMRI) has organised a research seminar by Professor Prakash Chandra Jha on 31^st October 2017.

Professor Prakash Chandra Jha, Head, Dept. of Operational Research, 天美传媒 of Delhi, India, provided a research seminar 'Promotion Planning through Various Marketing Channels'.

Professor Jha focused on media planning issues for placing promotional advertisements in various channels including digital media channels. The basic concept of marketing essentially starts from the concept of the 4Ps of marketing. These are the right product, at the right price, with the right promotion and at the right place. This concept evolved to become more customer centric with the 4Ps being converted to 4Cs viz. the product as per customer, at the cost paid by the customer, with the correct communication and at the convenience of the customer. He explained several operational research models that considered novel constraints related to cross product effect and spectrum effect. The efforts are to obtain the optimal strategies for either the media or the advertisers advertising their products.

The seminar was attended by staff members, PGR students and MSc Digital Marketing students in the business school.