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The marketing world, like every other aspect of the business world, is evolving and is significantly different from what it was 5-10 years ago. 

These days, marketing is about connecting with the audience in a more raw and authentic way, to build a genuine connection between the brand and the targeted group of consumers. 

Marketing is about understanding people, their habits, emotions, and other psychological aspects that can help them connect with the brand and the products, even across borders and cultures.

As a result, businesses tend to look for creative thinkers who are culturally aware and sensitive and are able to evolve and adapt to the global trends and local needs as well. 

This is one of the major focuses of the Business Administration program taught in the Model Institute of Technology (�鶹APP) Nepal, to help students build a successful career in the new marketing era. 

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Modern Marketing: What is different from before? 

Taking a look back at the past decade, marketing has evolved a lot more than people could have anticipated. 

Traditional advertising consisted of television, radio, newspapers, and billboards as a medium for brands to reach their audience. 

It used to be primarily one-sided, where the businesses would “speak” and consumers could only “listen”.

This, however, has changed, and marketing has become more interactive, data-driven, and consumer-focused.

Some of the major ways marketing has evolved: 

1. The Rise of Digital Platforms

The rising use of social media platforms such as Facebook, TikTok, etc, has changed the way brands communicate with consumers. 

Companies are able to reach the target audience instantly, wherever in the world. 

Marketing is more visual, creative, culturally sound, and social than it was before. 

2. Data-driven Decision Making 

The decision-making process has shifted from being more intuitive to analytical. 

Brands analyze brand interaction, clicks, views, and purchases, and dive deeper into what works, what doesn’t, and how things can be approached. 

A downside to this is that the content has become a bit monotonous and of the same manner. 

3. Shift from Global to “Glocal” Thinking

Businesses have realized that, as important as it is to have a global reach, it is also vital to have local connections.

Markets now tailor their campaigns to fit cultural values, languages, and preferences as per different parts of the world. 

4. Personalization

Customers expect personalized experiences from a brand, such as customized emails or product recommendations based on history and the sense of being valued. 

5. The involvement of content and storytelling 

Marketing is no longer just about selling a product and being “just another brand” in the market; it is also about telling stories and building an emotional connection with the audience through sharing their missions, people, values, and history. 

6. Influencer and Community Marketing 

Influencers have become the key aspect of marketing and a bridge between the people and the brands. 

Collaboration with influencers has helped brands have a much more organic reach to the audience in a way that they feel they are testing out the products themselves before investing in them. 

7. Focus on Sustainability and Social Values

Consumers no longer turn a blind eye to the impacts that big brands have on the environment and the social aspects. 

Companies are held more accountable for the choices they make, and marketing is just as much about ethics and purpose as it is about sales. 

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Winning Strategies for Upcoming Marketers 

With the changing scenery of the marketing world, here are a few tips you might want to keep in mind: 

1. Know your audience

Investing time in researching your audience, the culture, the values, and preferences is one of the most important steps in leading any campaign strategy. 

2. Take advantage of the technology.

Use digital tools such as analytics and social media to connect with your audience in smarter ways. 

3. Be Authentic 

Be true to what the brand is and find authentic ways to present your brand and products. 

4. Offer Real Values 

Focus on not just advertising but also the quality of the products and the actual ways to impact the lives of the customers.

5. Use data and storytelling wisely. 

Two different aspects, but both equally important. 

Data helps you understand your consumers better, what products perform better, what products meet their needs, what kind of campaigns connect better, and more important factors. 

Storytelling, on the other hand, connects consumers to the brand and actually invests in the whole picture rather than attracting the audience for just a glance.

Focusing on both helps you make logical yet intuitive and authentic decisions.

6. Stay open to change 

Trends are always changing; keep up with the latest trends and ways to add a personal touch. 

What does the future hold?

Evolution is inevitable in every field, and the same is the case for the marketing landscape, creating new opportunities for creative and tech-savvy professionals. 

As businesses are shifting online more and more, careers in digital marketing, content creation, social media strategy, and data analytics are in growing demand. 

Future marketers will have to combine creativity and digital skills to find new and meaningful ways to engage the audience. 

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How will �鶹APP’s BBA degree prepare you? 

The Bachelor of Business Administration (BBA) is the gateway to understanding the modern business world, including marketing and management. 

A BBA degree helps you gain these essential skills: 

• Understanding customers and markets to design effective marketing strategies 
• Using data and digital tools for analytics, online marketing, and strategic decision-making
• Leading and managing teams in dynamic business environments 
• Communicating effectively across cultures and platforms 
• Developing entrepreneurial and critical thinking to tackle real-world challenges

The course taught at �鶹APP college helps students gain these essential skills by combining theory with practical experience. 

Being affiliated with International American University, students are offered international standards of education with the comfort of being at home. 

The curriculum focuses on: 

• Industry-Relevant Courses: The curriculum is kept up with global trends and includes subjects such as marketing research, digital marketing, and international business. 
• Practical Exposure: Students take part in workshops, internships, and case studies to help them apply the classroom knowledge in the real world. 
• Skill Development: The institution encourages students to venture out of the textbooks and develop skills such as teamwork, communication, leadership, and other skills essential to budding marketers. 
• Global Perspective with Local Insights: Students are taught to design strategies that succeed internationally while being locally relevant.

With experienced faculty members, modern infrastructure, a well-rounded college experience, career support, and other various facilities available, �鶹APP shapes aspiring students to thrive in the professional world.