BEA Ignite shares the best peer-reviewed enterprise ideas for the classroom.

1. Priyanka Khandelwal
Texas Tech University
Teaching “Culture” and “Marketing Communication”
via Smart Phones in Undergraduate Level Courses
BEA IGNITE

2. 2
Priyanka Khandelwal
Texas Tech University
Ph.D. candidate
Teaching
Culture and
Marketing
Communicatio
n via Smart
Phones.

3. WHAT IS NEEDED?
3
Interest in
1. Marketing
2. Culture
3. Social Media

4. LEARNING OUTCOMES OF THE EXERCISE
4
1. Demonstrate Cultural
knowledge
2. Identify cultural
nuances
3. Assess Markets on
cultural products
4. Demonstrate the
ability to use smart
phones

5. EXERCISE 1 “ GO OUT AND GIVE A SHOUT”
(GOGS)
Duration - 1 week
Venue – any place on campus
Team- comprises of 2/3 members
Culture – Choose a specific culture.
E.g. Indian
Stage 1.
1. Identify any object that does not belong to
your culture and look for how they make a
fashion statement.
5

6. 6

7. STAGE 2
7
A. Take a picture of the object and TWEET it
B. How expensive is the object ?
C. Is it a “fashion” statement?
D. Level of penetration among indigenous
population?
Geographic dispersal
Gender usage
E. Additional relevant information
REAL TIME
FEEDS
Tweet and inform

8. STAGE 3.
8
1. Search for the “ethnic” object
2. Pull the online pages and look at the
prices
3. Convert the local currency into USD
4. Compare prices

9. 9
STAGE 3
CONTD..

10. STAGE 3 CONTD..
10
Students go online and search for “Ethnic/fashion” objects.

11. 11
Students are required to
observe and note down
the price of the object in
the foreign currency.
STAGE 3 CONTD..

12. 12
Price on Indian site:$ 32
Price on the U.S. site: $114
Differential pricing
Why?
How?
When?
STAGE 3 CONTD…

13. STAGE 4
13

14. STAGE 4: TWEET/FACEBOOK THE PRESENTATION
14
Ethnic
marketing
presentation is
here for you 
We meet at 4pm
INCLASS next day.

15. 15
Peer evaluation
deadline is
approaching…