GNA University, Phagwara (Pb), - 144405...As influencer marketing for example matures, brands will...

GU GBS - Ambit Vol. 2 No.1, Feb-March 2017

GNA University, Phagwara (Pb), - 144405 1

Editor’s Message

Dear Readers, I feel immense gratitude along with the GBS family tolaunch the fourth issue of the Newsletter –Ambit. This issue brings innew flavor of poems, write up from our students of MBA Program.

The thirst for perfection has enabled us to be innovative, creative andforerunners of the term system in MBA Program. We have also movedfrom faculty designed newsletter to student designed newsletter. In thecurrent issue, apart from institutional reports, the Newsletter highlightsarticles on functional areas of management and business newscontributed by the Faculty of GNA Business School and poems and articlesfrom students. Students exhibit their creativity and writing Skill in thisNewsletter.There are reports of events like Industrial visit, workshop and farewellparty. This issue talks about the Digital trends in 2017 & 2018 that willredefine influence and interaction for marketers and Wealth inequality inNigeria. I would like to express my sincere appreciation to the studenteditorial team of Sakshi , Bhawni and Charanjeet for taking the initiative. Ifeel happy to share the articles and poems written by MBA Ist yearstudents.The editorial team will look forward to receiving contributions of news,announcements, obituaries, and essays not only from faculty membersbut also from the student fraternity. In future the newsletter designing,editing and coordinating will be completely handled by the students ofMBA.

I hope you will enjoy reading this issue!

Dr. Mahua DuttaHead of the department, GNA Business School

GBS – Ambit, Feb-March 2017

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Contents

Digital trends in 2017& 2018 that willredefine interaction formarketers– Pg 4

Denmark The Happy Way – Pg 7

The Truth of life– Pg 10 Student Corner – Pg 12

Two faces of Single World – Pg 20

Online Advertising & Marketing Decisions – Pg21

God’s mother Let me breath– Pg 22 Wealth inequality in Nigeria

– Pg 23

Word to the Wise- Pg 27


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Digital trends in 2017 & 2018 that will redefine influence and

interaction for marketersIn 2016, we've seen mobile completely redefine how people interactwith one another as well as with brands. And while social and mobilehave had an indisputable impact on marketing, communications andbusiness. In 2017, we're going to see old dogs with new tricks in areassuch as content mixed with new dogs who want to change the game alltogether. Below are some areas which we have identified -:

Conversational experiences

Messaging apps are becoming the new second home screen. Why now?There's a chatbot revolution going on, and it's primarily being fueled bythe adoption of chatbots by major social and messaging platforms likeFacebook Messenger, Google, Microsoft Skype, Salesforce, Slack, TwitterDM, WeChat, Kik and Line. Now that there are billions of daily users ofmessaging platforms who are accustomed to engaging with brands inthe feeds, the platforms hope they will enable marketers with theability to scale creative 1-to-1 engagement opportunities called"conversational experiences." These conversational experiences willbring together past revolutions in ecommerce and text services whilehighlighting the potential of artificial intelligence.

Immersive content

2017-18 are going to mark a turning point in the way audiences interactwith and consume video content. Through the releases of the HTC Vive,Oculus Rift, PSVR and Niantic Labs' Pokemon Go on Unity, virtual realityand augmented reality became important technological breakthroughsin 2016. In 2017, we anticipate significant improvements in immersivedevices as well as software. Also, look for efforts from brands with skinin the game to make using a headset culturally acceptable.

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Influencer marketing

According to eMarketer, 2018 is predicted to mark a major milestonefor digital advertising—for the first time, digital spending will surpassthat of TV. So where will those dollars go? Considering the challengesmarketers face with bot fraud, ad blocking, social algorithms andgeneral skepticism, influencer marketing will play a renewed andcentral role in the marketing mix for 2018. Influencer marketing isn'tnew, but it will mature in 2017-18 as we see brands not onlypartnering with digital savvy Snapchatters and YouTubers but co-creating original content that can't be found anywhere else.

Blockchain

What Uber did for on-demand auto transformation Blockchainpromises to do for financial transactions. And with $1.4 billion inventure-capital money in the past three years, 24 countries investingin Blockchain technology for government services, 90-plus centralbanks engaged in related discussions, and 10 percent of global GDPto be traded via Blockchain technology by 2025-2027, it is importantthat marketers understand the potential implications for theirbusiness. We believe Blockchain technology will be a part of TheNext Great Flattening and removal of middle-layer institutions.

B2B

Under increasing pressure to demonstrate tangible ROI on marketingand communications investments, business-to-business brandscontinue to adopt techniques including account based marketing, orABM, marketing automation and advanced targeting. In 2017, we seeB2B marketers aggressively moving away from basic awarenessmetrics toward identity-based KPIs that attribute high funnelmarketing activities to downstream sales engagements and revenuegeneration.


5

Sizzle meets steak: balancing what works today

with what will work tomorrow

There will be no shortage of steak or sizzle in 2017-18.

As influencer marketing for example matures, brands will

measure it with the same rigor applied to traditional, or

"tradigital," media. Content that has largely become a

commodity for brands and consumers will strive to

dazzle us in multiple dimensions, seeking to stand apart

from the crowd. For marketers and brand managers, our

remit is clear—we must master both the shiny and the

substantial as part of our everyday roles and

responsibilities. 2018 will be a year when we are tested on

both fronts: being able to execute what we know works

today with what we believe will work tomorrow.

Mr. Nikhil Luthra

MBA (2016-2018)


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Denmark - the happy way!!

“Whenever, I get gloomy with the state of the world, I think

about the arrivals gate at the Heathrow airport”, says Hugh

Grant in the classic scene, playing the role of prime

minister of France in Love actually. Grant talks about

happiness and exuberance one feels seeing the loved ones.

Pretty simple, isn’t? However, recently I stumbled onto

freely available world happiness report 2017. My nation

amongst the lowest in rankings as happy country, lower

than most of its neighbours. Sadly, I was not surprised. Still

it got me into research mode. Why Norway, Finland,

Switzerland, Denmark and Canada always rank amongst

happiest countries? Apart from their beautiful landscapes,

balanced politics and better gender equality, what makes

people generally happier in these countries? Well, the

most interesting was the case of little known Denmark.

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Smaller than Indian state of Punjab, Denmark hosts a population ofabout six million, with life expectancy of about 81 years and has morethan 58 thousand GDP per capita. These numbers seem to give an ideaabout what Denmark can offer to its people. Digging deeper I graduallyfound the reasons which makes people of Denmark fundamentally morecontent than the other developed economies.

Work-life Balance

In Denmark a normal work-week is 37 hours and Danish employeesbenefit from 5 weeks of holiday a year. This means that leisure time is ahuge part of the Danish culture, which is optimised in a great number ofways, let it be social gatherings, sports, taking a course, or joining thelocal book or theatre club. Leaving work on time, bicycling home orjumping on effective public transport, picking up your children from daynursery and having a cosy family dinner is happiness for most families inDenmark.

Sense of togetherness

The first is that Danes seem to value things, that places like the US andBritain seem to have lacked in 2016: Danes trust its government, supporta welfare state, and value gender equality. Part of what seems to makeDanes happy is a singular identity: speaking the same language andworshipping the same god. This sits somewhat awkwardly with anembrace of liberal-mindedness. Danish is the mother tongue of morethan 90 percent of the population in Denmark. Language is not just acommunication tool; it is a culture bearer

Philosophy of “Hygge”

Hygge” encourages people to enjoy life’s simple pleasures. “There’s no real translation into English,” said Richard Steggall. “It is a Danish phenomenon. It is a Danish thing. You know, for quite a large part of the year, it gets quite gray here, gets dark very early in the afternoon. And hygge, this sense of bringing light and warmth and friendship into a house, it’s trying to make things cozy and happy.

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Green, Clean, and Serene!Danes cycle everywhere. Danes have created elevated road forbicycles. Those Danes don’t have to fear for their lives on the streets –they can take one of the VIP lanes that offer them a smooth ride throughthe streets of Copenhagen. Danes can go on mountain bike rides withoutgetting achy legs. Denmark is practically flat In fact 50% of Copenhagen’surban commuters travel by bike. This means more daylight, more freshair, fewer traffic jams, less stress, lower fuel costs, more humaninteraction, and free exercise (which of course release endorphins thatmake them happy!)Denmark is a world leader in urban design and building cities that workfor people – bringing them together, increasing community and safety,and creating a ‘human scale’ where citizens come first.This urban philosophy is mirrored throughout Danish society with a hugefocus on sustainability. For instance, half of domestic electricityproduction will be wind power by 2020 (it is currently 20%), biomass isthe largest renewable energy source at 70%, and by 2050 Denmark isaiming for total energy supply based on renewable. Also, the connectivityamongst different cities is phenomenal and scenic.

Social Security and Low Income Inequality:From 1924 until 2001, the Social Democrats were Denmark’s largestparliamentary political party, which allowed them to lay the foundationfor a modern welfare state, with low income inequality and well-fundedsocial services. As Danes, they have what many refer to as a ‘safety net’which allows them to take bigger risks with what they want to do with ourlives, and they are one of the most socially mobile societies.They have benefits like state-funded education and up to a year formaternity leave (and dads can even take very generous paternity leave),and lower crime rates which are great for their stress levels! And even ifthey do get too stressed, they have public health care to fall back on.All of these things and more will mean, that if you ask a dane "are youhappy ?" He/she will think, I have no major problems, certainly notsomething I can't handle or cope with. So the answer will be "yes, I'mhappy".

Mr. Karan Vij

Assistant professor, GBS

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Truth of Life We always ask ourselves and others

That what life is? or Truth of Life?

But we never get to know exactly about what is truth of life

Life can be different for different person’s

Life is a Comedy for Rich

Life is a game for fools

A Dream for the wise

And a struggle for the poor

It is a Truth of Life. A better Truth. “Truth of Life”

God is a Great Examiner

We all are his students

This life is like a book

This world is a Examination Hall.

Time allowed is three hours only

The first bell is a ring in a childhood

The second bell rings in young age

And the final by God.

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The Examination is over

The Script is snatched.

And The Life meets its End.

Don’t try to deceive Him

By writing useless stuff.

You may lose marks

Write only what you know

Later do not say

“The paper was long”

And the time was short

It you fail.

You come back into same hall.

If you pass. You go to heaven

For not to attend any class.

Mr. Baljinder

MBA (2016-2018)

)


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Students’ Corner

• Farewell Party

• Industrial visits

• Guest Lectures

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Max Growth Guest LectureThe Faculty of Business Studies at GNA University organized a Great

knowledge sharing session by on the topic ‘Financial Instruments &

Financial Market'. The students of MBA 2nd semester and BBA

2nd semester were the target audience for this lecture.

Mr. Ajit Kumar opened his talk by demystifying about the field of

Financial Market. He also gave details about umpteen Financial

instruments in the market, which investors utilize to invest in the

market depending upon their risk appetite as every instrument has

different level of risk associated with it.

He concluded his session by giving some tips for investing in market

for beginners and also suggested that students should strive to

improve awareness about Business scenario in addition to their

subject knowledge as knowledge of this kind helps in creating a

good impression about their personality.13

Farewell@GNAuniversity

A Farewell Party was organized by the Department of GBS (GNABusiness School), GNA University, Phagwara for the final yearstudents of MBA.

The Vice Chancellor, Dr. Prem Kumar, Registrar Mr. Sunil Sarad, Headof Quality Assurance Ms. Monika Hanspal, Admissions head Mr.Sameer Verma and all the faculty members of the department werepresent at the occasion. Hon’ble VC sir congratulated the studentsand wished them good luck for their future. He also appreciated thestudents of MBA-1st year for organizing such an event.

After that there were various performances given by the studentssuch as: Bhangra by Prabhjot Kaur (MBA 1-st year), dude song bySumit Kumar & Lovepreet Kaur (MBA 1-st year) and mimicry andbeat boxing performance was also given by Karan Prabhakar.

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Then various activities and tasks were given to the students ofMBA -2nd year such as group activity “rapped the mummies“won by Amandeep Kaur & Onkar Singh. Gifts were alsodistributed to all the students along with suitable comments andtitles that suited their personalities, and various tasks were givento the students to perform.

After that students were given titles based on their performancein the various rounds of modeling. Karan Prabhakar won title forMr. Farewell, and title for Miss Fresher was won by Harman Kaurand the title for Miss elegant went to Amandeep Kaur whereasOnkar grab the title for Mr. Majestic.

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The party ended with Bhangra followed by cake cutting ceremony

which was also organized for the wining students in modeling.


Industrial Visit at RN Gupta & Sons

On 21 March, 2017 the students of masters of Business Administration of GNA

University went to RN Gupta company limited. It was a great opportunity for all of

them to learn more and get exposure of Industrial sector and observe the working

condition of it.

The company RN Gupta is located in Ludhiana which was established in 1948 and is

known for its better quality products. It fabricates and exports of forging both raw

and fully finished material, railway parts, tractor parts and auto components. It

manufactures forging made of various grades of steel including stainless steel which

are used for application like oil and gas automobile parts, pipe fittings, construction

and industrial forging.

The students were carried to each garage or tool room in order to make them

aware about the working conditions of the industry. By this the students had

chance to grab more knowledge as they were free to raise their questions and get it

answered by the experts who were with them every time. They went to garage

where forges were being manufactured which is used in the pipeline fitting. These

are prepare by hammering machine at a very high temperature. The fringes so

produced here are exported to different parts of the world like USA, UK, Canada,

Germany, Spain and Turkey.

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Pupils were also shown the CNC machine’s working which manufactures the

different parts of railway like wheels and also drills for tools in order to stop the

leakage of the petrol. The tower crane was also shown to them and information

about its different parts among all of which are being manufactured there was

discussed with them. The HR head of the industry also did interaction with pupils

who talk about the various facilities provided to the employees and the safety

measures which are being undertaken on order to ensure the security of every

employee. Every worker is being ESI insured so that in case of any miss happening

they may be get proper compensation about their disability both in case of

permanent or in temporary disability.

In the end Mr. Sukhwinder Singh who is head technician of the industry delivered

valuable lecture to the students. He shared his industrial experience with everyone

and the difficulties that can be faced in the industrial career and also the possible

solutions to it. Furthermore, he added the value of respect of customers in order to

be successful entrepreneur and calmness in the behavior of the businessman. He

also answered the queries of the students and added value addition to the

knowledge of the pupils. Then refreshment was also given to the students.

In conclusion, it was the wonderful exposure for the students which add experience

about the corporate world to the students and also resolve their queries. 17


Two face of single world

We have heard an idiom in hindu language i.e: Ishwar ki maya ,kahi dhoopkahi chaaya. This idiom is very much set on the case of arrest of Stayzillafounder Mr. YogendraVasupal.

Mr Vasupal founded Stayzilla, a home-stay marketplace like AirBnB, in 2005.Through four rounds, he raised $34 million. Last month, he said the businesswas shutting down.

Then, MrVasupal was arrested by policemen in plain clothes while he was outat night for a walk based on a complaint by a local advertising firm, JigsawSolutions, which owed 1.7 crores by Stayzilla. MrVasupal's family has allegedthat Jigsaw has political muscle and is using it, unfairly.

His application for bail has not been accepted. CEOs of top 100 techcompanies like PayTm, Ola Cabs etc have written an application to homeminister Rajnath Singh for supporting the bail of Mr. Vasupal

But, the main concern is that of the behavior of police and governmenttowards an emerging company’s entrepreneur. Will this incidence not affectthe people who are interested to start their own business? Wouldn’t itdiscourage people to invest money in new idea? Where’s the make in “Indiamission of government”.

On the other hand Vijay malya , ex-chairman of united spirit, has owed 7.000crore rupees from different banks is living an luxury life and the person whoowed only 1.7 crore rupees is treated in this kind of unpleasant manner.

So shall we not say - two faces of the single world !

Mr. Lucky Hans

MBA (2016-2018)

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Online Advertisings and Marketing Decisions

Online display ads can increase both online and offline retail sales,providing valuable insight for future marketing decisions, claims a newstudy undertaken by University of Rochester, US with an unnamednational apparel retailer to evaluate the effects of the retailer's onlineadvertisings.

In a large-scale field experiment involved over three million Yahoo usersfor two weeks, Yahoo users in the experiment's treatment group sawbranded apparel ads from the retailer whereas users in the control groupsaw ads for Yahoo Search. Relative to the baseline established by thecontrol group, the experiment showed that the retailer's campaignincreased sales by 3.6% or roughly three times the retailer's spending onads.

Importantly, the retailer combined customer-level online and offlinesales data with a controlled experiment that allowed them to assess howmuch the consumers would have purchased in the absence of the adcampaign. The findings from the study revealed that 84 per cent of thesales increase from the ads came from offline sales. Without theexperiment, the retailer could have erroneously concluded that the adsonly increased online sales and not offline sales. Ironically, this couldhave led to underinvestment in online advertising, the study highlighted.

Further, this research indicates that the novel experimental design usedin the study can be useful for companies seeking to measure onlineadvertising effectiveness. In this experiment, researchers used 'controlads' to determine which control-group participants would have seen theadvertisings. This approach allowed researchers to ignore the statisticalnoise from the purchases of consumers who never saw the ads. Theyalso discovered that retailers only need to look at sales after the first adbecause an ad can only affect consumers after seeing it.

Dr. Amanpreet SinghAssistant Professor, GBS

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Source: http://brandequity.economictimes.indiatimes.com/news/digital/online-ads-can-help-brands-future-marketing-decisions-study/56987063

God’s Mother: Let Me Breath.

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Innovation, occasion ,pacification and salvationi think the definationwhich is i amwho create them all oh yes...! I am...!I give it birthbut affectionate like momeven i trapped in lovestill feel warm of its womb...Other whom I bringthey just sent it into spambut somewhere i pinchwhy I did this touchy cram...I think I should learn themafter-all its my dutyI have to scanI remember who’s creatorI am I am oh yes I am......!!!!!!!

Wealth Inequality in Nigeria

Nigeria is the largest country in Africa with a

population over 180 million. It has experienced great

economic growth over the last 20 years and is projected

to be among the world’s top 20 economies by 2030. It is

a rich nation with vast natural resources and even with

this, the wealth gap in the country is getting bigger.

Nigeria has revenues of over $80 billion from oil reserves

alone, yet wealth inequality in the country is among one

of the worst in the world.

Poverty in Nigeria

Absolute poverty in Nigeria (earning less than a dollar a

day) has increased from 55% in 2004 to 61% in

2014.There are almost 16,000 millionaires currently

living in Nigeria, a 44% increase in the last 6 years. This is

expected to grow to 23,000 by 2017, which represents a

47% increase.

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In Lagos, which is Africa’s most populous city, wealth

inequality is most prominent and is home to 9,500

of these millionaires. These figures represent a huge

issue with wealth distribution in the country and are

attributed to a number of factors embedded within

the Nigerian culture, system and policies. Even with

its abundant oil resources amounting to $80+ billion

in annual revenue for the country, poverty is

increasingly becoming a major issue for a vast

amount of the population. Under these conditions,

many inhabitants are forced to live in slums with

limited access to food, education, electricity and

clean water. For Nigeria to grow as a nation and

become an economic powerhouse for the future,

these issues need to be addressed through the

introduction of social systems and policies that cater

to the disadvantaged members of the population.

Contributing Factors

The main factors that contribute to wealth

inequality in Nigeria are corruption and high

governance costs.22


Corruption

Corruption is a major issue that is contributing to

the increasing wealth gap between the rich and

poor in Nigeria. Corruption has been ever present

since the country’s independence in the 1960’s

and it now seems to be an issue that is attached

within the Nigerian system and culture. Fighting

corruption in Nigeria is basically referred to as a

‘battle’ and will take a great leadership in

exposing and prosecuting those that are

undermining the development of the Nigerian

economy. There is a need for transparency and

accountability in the Nigerian system and until

that is achieved, the wealth gap in the country will

continue to get worse.

Cost of Governance

As long as corruption is linked in the system, the

cost of governance will continue to remain high. A

report by the Sahara Reporters in 2012 found that

it costs Nigerians $8.3 billion to pay the salaries of

those in politics.23


In 2012, $7.4 was to be spent on developing

infrastructure, but only half of this was spent

towards its development. To put this into

perspective, it meant that for every dollar spent on

infrastructure development in Nigeria, two dollars

are spent on salaries of those in politics. Corruption

and high governance costs are the major factors

that are causing difficulties for the economic

development in Nigeria. Wealth distribution in the

country is unequal, as money that input into the

country, does not benefit the poorer members of

the population. Great leadership is needed to put

an end to these issues of corruption and until this is

done, we won’t see ‘real’ economic development in

Nigeria.

Mr. Munir AliMBA (2016-2018)

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Word to the Wise

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I always see that the people like us throw garbage

at public places. Let’s think for a moment is there

any benefit of our education?? Most of the time I

look people who are even educated do the same

thing. If we educated people don’t stop it then who

will?? I think our responsibility as a good citizen is

to clean our surroundings rather than to create

pollution for our earth. It puts a question mark on

our education when an uneducated or poor person

picks up the garbage thrown by us.

Without expecting anything in return, our earth

gives us food on which our survival depends, at

least for this sake don’t harm it. We all are born to

serve our nation instead of creating problems for it.

Think About It!

Ms. Pawandeep Kaur

MBA (2016-2018)

Ambit – Editorial Team

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Bhawni Rattu Sakshi Charanjeet

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