Brave new worlds: How augmented reality transforms marketing<\/strong><\/p>\nThe free webinar series kicks off Wednesday, May 13 at 11 a.m. with a discussion on augmented reality (AR) led by Professor of Marketing, International Business and Strategy Joachim Scholz.<\/p>\n
\u201cAR is a relatively new channel for marketers, but there is a growing sense of urgency,\u201d said Scholz. \u201cMore consumers are expecting AR experiences, so in my opinion, time is almost up to experiment with this technology. We\u2019re leaving the phase where it’s okay to just play around.\u201d<\/p>\n
AR is often confused with virtual reality (VR), and although there are similarities between the two, Scholz says AR has more practical uses and benefits for businesses and consumers.<\/p>\n
\u201cAR augments the user\u2019s physical environment with a digital component,” he said. “You might use your phone to see what a sofa looks like in your living room, or how a garment fits your body, but everything else you see is in real life. In VR, everything is a virtual environment and all you see is the digital surroundings. VR is used more in gaming and entertainment.\u201d<\/p>\n
AR has also been used to enhance the packaging of products. For example, wine bottles have been designed with labels that are responsive to phone apps. The label comes to life to share a brand story, or other unique digital experience.<\/p>\n
\u201cAR turns a normal object into another media channel for the brand, and therefore, another way of extending the brand into consumers\u2019 lives.\u201d<\/p>\n
The ethics of exploiting loopholes<\/strong><\/p>\nThe webinar series continues Wednesday, May 20 at 11 a.m. with a discussion led by Professor of\u00a0Organizational Behaviour, Human Resources Management, Ethics and Entrepreneurship Paul Dunn on the ethics of exploiting loopholes.<\/p>\n
Dunn says that as governments act quickly to introduce new programs in response to the COVID-19 crisis, omissions and ambiguity in the regulations creates loopholes for people and businesses to exploit.<\/p>\n
\u201cA lot of this legislation is being created to help the needy \u2014 people who have been laid off or small businesses struggling to survive \u2014 but those who don\u2019t need the support are applying, even though they know they\u2019re not actually eligible. By looking for loopholes, some may be adhering to the letter of the law, while simultaneously violating its spirit,\u201d he said.<\/p>\n
\u201cEven though an action is not specifically mentioned as prohibited, it does not mean it is ethically acceptable. We must all take the moral high ground and act, not out of pursuing personal benefit, but rather for the common good.\u201d<\/p>\n
Managing through the unimaginable<\/strong><\/p>\nOn Wednesday, May 27 at 11 a.m., Goodman Dean Andrew Gaudes will address leadership and business sustainability in times of COVID-19.<\/p>\n
\u201cIt\u2019s unimaginable to think the world would go into hibernation because of global disease,\u201d Gaudes said. \u201cIn times like this, our foundational assumptions can be completely shaken. Without a strong foundation, we must focus on our core purpose.\u201d<\/p>\n
Gaudes offered the example of the University continuing to provide professional and personal fulfilment for students despite the limitations to offer face-to-face classes.<\/p>\n
\u201cIf the University\u2019s core purpose was to teach students in a physical classroom, we\u2019d have to permanently shut our doors,” he said. “Instead, we are using the resources and supports available to us, and within our control, to continue with our mission.”<\/p>\n","protected":false},"excerpt":{"rendered":"
Augmented reality in marketing, the ethics of exploiting loopholes and managing through the unimaginable are topics that will be discussed this month as part of a newly launched free live webinar series for the Niagara business community.<\/p>\n","protected":false},"author":5,"featured_media":65775,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":[],"categories":[39,7,1,4],"tags":[5726,5144,525,8983,7594,594,8982,6417],"_links":{"self":[{"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/posts\/65772"}],"collection":[{"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/users\/5"}],"replies":[{"embeddable":true,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/comments?post=65772"}],"version-history":[{"count":3,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/posts\/65772\/revisions"}],"predecessor-version":[{"id":65778,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/posts\/65772\/revisions\/65778"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/media\/65775"}],"wp:attachment":[{"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/media?parent=65772"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/categories?post=65772"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/brocku.ca\/brock-news\/wp-json\/wp\/v2\/tags?post=65772"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}