Marketing and Communication by Aviral Paudyal

On 4 th of July, Embark College was able to embrace another successful session titled “Marketing and Communication†breeding a challenging and intellectually gratifying session conducted by dynamic marketing professional and strategist Mr. Aviral Paudyal. This was one of the sessions being conducted by the college in its endeavor to fill the gap between academic and live industry knowledge more so in the new dynamic environment of marketing and digital communication.
Participants of the workshop were composed of students pursuing different programs and in most cases students who showed interest in business, branding, digital media, and entrepreneurship. The presenter (Mr. Aviral Paudyal) had several years of practical experience in marketing, brand strategy, corporate communication. The knowledge of conventional and contemporary market strategies provided the students with an effective and current outlook of issues and possibilities present in the discipline.
It started off with faculty warm introduction and welcoming note. Mr. The author started by speaking about the fundamental aspects of marketing, highlighting the idea that the concept is currently shifting the focus on products to be customer focused and experience oriented. He proceeded to discuss the interdependency nature of communication in the marketing success especially in the era of the digital first world.
The concepts of marketing vital to students included:
• Market targeting/The market segmentation
• Brand positioning and value positioning
• Consumer behaviour and psychology
• Integrated marketing communication (IMC)
• Trends and tools of digital marketing
• Brand building thru storytelling
• Reputation management, and crisis communication
With the help of colorful case studies of local and global brands, Mr. Paudyal explained how a proper communication process helps form a brand identity, customer loyalty, and long run business value. He also brought in some real-life cases of successful campaigns, marketing failures and strategic messaging as a way to elicit perception and sales.

The group activity, which was a practical one of the sessions, was one of the most engaging parts of this workshop in which students had to prepare a marketing communication plan of an invented brand. This activity stimulated being a critical thinker, brainstorming and working in teams. In their pitch the groups included such aspects as the branding strategy, the tone of messages, media choices and customer engagement tactics. Mr. Paudyal gave individual input by pointing out strength and areas of improvement in each group.
The session was interactive which prevented students getting bored during the session, and the student-friendly and enthusiastic style used by Mr. Paudyal enabled free discussion and inquisitiveness. The students also raised questions on the influencer marketing, social media marketing strategies and career opportunities in the field of marketing and how to stand out of the competitive digital environment. His words of wisdom about personal branding and how effective authentic communications could be especially hit the nerve.
Besides marketing expertise, Mr. Paudyal, also stressed the need pertaining to soft skills, including, empathy, flexibility, and storytelling, which, according to Mr. Paudyal were, in fact, the real currency of communication in the present-day business environment.
The college administration also voted thanks at the end of the session and was grateful to Mr. Paudyal in his time, enthusiasm and knowledge that he shared. Participation certificates were handed out, and the students showed excitement in using the knowledge they acquired when carrying out academic projects, engaging in internships, as well as when working in their future professions.
The session was also an important part of Engagement Series in the Embark College which strives to ensure that communication and business students are equipped to handle the dynamic business world. The Marketing and Communication lecture did not only improve the student knowledge of the topic, but also motivated most students to consider the field as an area of profession.
Embark College eagerly steps up to the mark to conduct additional such sessions where academic theory can be alive on account of wisdom taught by wisdom.