CX17 Leaders: Suran Ravi


Suran Ravi, CX Class of 2017

"This is marketing the way it should be: innovative, proactive, and disruptive."

What attracted you to MKTG 6800: Customer Experience Design?

When deciding to pursue an MBA I was determined in picking a school and program that would prepare me for the marketing world of tomorrow. Prior to applying to Schulich, I attended Professor Marcus Giesler’s session during the “Experience Schulich” Event. After this initial experience, I knew Schulich was the place for me, but more importantly I knew I HAD to take Customer Experience Design. I was introduced to the “Juila” framework during this brief session, and I will leave it there, not to spoil it for future students. CED promises students the opportunity to change their way of thinking, and I can whole-heartedly say, I am a better marketer today than I was six weeks ago. Traditional marketing courses will teach you how to react to the market, Customer Experience Design teaches you how to drive the market. This is not your grandmother’s marketing course. This is marketing the way it should be: innovative, proactive, and disruptive. 

What’s the biggest design challenge you want to tackle this fall?

I have always been interested in the Film industry. I consider myself a film aficionado and view the movie going experience to be one that is near and dear to me. It provides us with escapism and entertainment. With products such as Netflix, Amazon Prime Video, Apple TV, and Disney’s soon to be released platform, there are more ways than ever for consumers to enjoy a film. Exhibitors in North America will have a challenging time getting customers into their theatres going forward. Industry experts believe that the cinema as we know it today, will no longer be relevant in 20 years. However, I believe if exhibitors can address the concerns of customers and the marketplace, they may prove to be more relevant in 2027 then they are in 2017. My time in Customer Experience Design will be spent exploring what exhibitors can do to not just react to the market, but drive it. 

What are you looking for in a future employer?

I would like to be apart of an organization where words like “innovating” and “forward thinking” are not buzz words used in hiring materials, but are actions practiced in every decision the organization commits to. This does not mean every product or endeavour will be a market disruptor, but it is important for me to be apart of a culture where our next success is not measured against the competition, but measured against our own capabilities and competencies. I am interested in creating new market needs and wants. If this sounds like your organization, let’s talk! 


Markus Giesler

Markus Giesler draws on concepts from economics, technology studies, and sociology to inform his research in marketing. He determines how ideas and things (products, services, experiences, technological innovations, intellectual property, brands, etc.) are made valuable over time, with research focused on improving marketing strategy through an understanding of markets as evolving social systems. Giesler's research has been supported by the Social Sciences and Humanities Research Council of Canada (SSHRC) and the European Research Council (ERC) and published in top-tier academic journals such as the Journal of Consumer Research and the Journal of Marketing. Giesler has an extensive entertainment industry background. He founded his own record label at age 17 and has worked in various production and marketing responsibilities for over a decade. He lives in Toronto, Canada.