Designing for the Digital Consumer: Education Meets E-Commerce

Consumer behaviour has been significantly impacted by India's digital transformation, driven by cost-effective internet and smartphone access. Customers now search, evaluate, and buy things differently as a result of the rapid expansion of e-commerce sites. This is often done through social media content, influencer marketing, and targeted advertisements. Due to this transformation, educational priorities must change, with digital marketing taking precedence. 

 

 

Digital marketing is now a crucial tool. Consumers today mostly rely on digital content, tailored recommendations, and internet reviews. Educational institutions must incorporate digital marketing in their curriculum, educating students on e-commerce models, social media tactics, SEO, SEM, content production, and analytics. These tools are essential for corporate positions, budding entrepreneurs and evolving digital-first firms. 

 

 

Professionals with knowledge of digital platforms and consumer insights are in demand from startups, D2C brands, and established businesses that are going online. Due to this, a lot of institutions are collaborating with industry experts to provide workshops, internships, and real-world projects. By bridging the gap between theory and practice, these experiences help students become more employable and introduce them to real-world digital consumer behaviour. 

 

 

This is the approach of the Presidency School of Design (PSOD), which combines design education with marketing concepts. Students work on topics like sensory design and retail branding through experiential learning, honing their strategic and creative thinking. By ensuring that design students graduate with a strong understanding of marketing dynamics, PSOD equips them to develop solutions that are both consumer-centric and ready for the market. 

 

 

It is essential to incorporate digital marketing into education in today's e-commerce-driven world. It equips students to lead and innovate in the digital economy in addition to being able to participate in it. 

 

 

 

Mr. Madhusudana M. 

Assistant Professor 

Presidency School of Design