June 2024

In an era of rapidly evolving educational techniques, classrooms are embracing innovation like never before.

Employing a cutting-edge approach to learning, AR-powered assignments at the School of Business address real marketing challenges and complement units like Strategic Branding, which delve deep into the complexities of brand management. The unit integrates branding issues into overall marketing activities, equipping students with essential concepts and tools for building and managing brands to sustain a company’s reputation.

Recognising the importance of immersive technologies, Dr Omkar Dastane includes assessments like analysing a brand's AR strategy, developing AR art for brand positioning, and creating digital posters with AR elements. These tasks reflect current branding practices, encourage innovation, and involve practical applications.

Students developed projects such as AR-based QR-coded packaging revealing brand stories, Instagram filters for luxury brands such as Gucci and Prada, and impactful posters for campaigns like Environmental Day, highlighting ocean pollution. Marketing analytics are also used to track the reach and impact of these campaigns, ensuring they align with modern branding practices.

According to Omkar, implementing AR in the course offered several advantages, enhancing the learning experience by fostering immersion and making class activities more engaging. Working with social media and smartphones allowed students to learn interactively, clarifying complex concepts and making learning more relevant.

"The learning materials in the tutorials are very helpful and the use of AR is very interesting and innovative,” said a student involved in this assignment.

One of the highlight projects was created by a group that developed an AR-based Instagram filter to promote The Mad Alchemy coffee brand. This engaging AR filter went viral, and within just four days, it was accessed 9,300 times! This campaign was strategically targeted at Generation Z and millennials, and it’s working—nearly 70% of the users belong to these demographics.

“We couldn't be prouder of the students' hard work and the tangible impact their learning and innovation are having”, said Omkar.

Additionally, social media managers from companies like Grab and Dunkin’ Donuts have provided feedback on some of the students' work. Kiehl’s even rewarded the students with their products as a recognition of their hard work.

Omkar's dedication to creativity, collaboration, and new technologies continues to shape the next generation of marketing professionals, guiding them through the dynamic world of digital marketing. He is the Director of Honours/Postgraduate Diploma and Deputy Director of Postgraduate Studies of the School of Business at Monash University Malaysia His research, focusing on technological influences on businesses and digital consumer behaviour, has been published in top-tier journals and supported by significant research grants. He teaches MKW3000, Strategic Branding and MKW3301, Services Marketing and supervises research on topics like the metaverse, immersive technologies, and environmentally conscious consumption.