The New Four Ps of Marketing

Date and Time:

Monday, Sep 17, 2018
5:00PM - 7:30PM


Carlson School of Management, Room 1-115
321 19th Ave South, Minneapolis, MN 55455
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Marketing has always been, and will continue to remain, the art and science of firms creating journeys moving consumers from their current state to a future desirable state. What is new is that massive-scale digital and AI enabled disruption is underway that impacts all aspects of the traditional levers of product, price, placement, and promotion. And, that a new set of levers, in the form of prediction, participation, platforms and smartphones have emerged that we collectively label as 4 Ps of Marketing 2.0. We exemplify how the classical 4 Ps interact and get moderated by the new 4 Ps, and in the process, give markets a much needed roadmap for succeeding in the AI era. Mastering these levers and creating robust organizational structures and capabilities to leverage them is critical for firms looking to create truly personalized consumer journeys, brand intimacy, and market power going forward.

Of particular interest in this session is consumer participation. Consumers have a voice that carries far on digital platforms. Their opinions, reviews, and advocacy are key currencies for all aspects of marketing, especially product design. Take the case of Yoplait, a former market leader that was eclipsed by the upstart Chobani. Companies that do not invest in creating authentic, open-innovation based ideation communities run the risk of getting blindsided by the “next Greek yogurt”. We will share insights from the science of consumer participation that you can use to further your marketing.

Key Takeaways

  1. Inspire a new way of thinking for marketers potentially intimidated by the emerging digital, machine learning and AI based world, using a practical new 4 Ps framework
  2. Present several cases and evidence from our research and consulting in leveraging consumer participation to drive marketing outcomes
  3. Discuss potential organizational roadblocks and recommend best practices to get value from consumer participation

Join the reception in the atrium to network after the reception. Appetizers and cash bar during the reception.


5:00 p.m.-5:30 p.m. Registration and networking
5:30 p.m.-6:30 p.m. Presentation - The New Four Ps of Marketing
6:30 p.m.-7:30 p.m. Networking reception in the atrium


Ticket Type Price
Member (including student members) $10
U of M staff, faculty and students $15
Non-Member  $20


Parking ramps available. 

Cancellation Policy

All cancelled registrations received by the AMA Minnesota office 2 business days by 5 p.m. before an event are eligible for a refund. No refunds will be given for cancellations received fewer than 2 business days before an event. To cancel a registration please contact:

Professor Ravi Bapna

Academic Director of the Carlson Analytics Lab, Curtis L. Carlson Chair in Business Analytics and Information Systems, Associate Dean for Executive Education

Professor Ravi Bapna's expertise lies in helping companies reframe their understanding of analytics, AI, and machine learning, and then leverage that understanding for competitive advantage. His…

View Professor Ravi Bapna's Full Bio