You know your strategy works. Now prove it!

It’s not all smoke and mirrors. Marketing metrics are now considered to be one of the most essential tools in every marketer’s toolbox. By applying the right metrics marketers can show their boards the value and impact of their strategies and the benefits of their investment to the business.

This taster session will be delivered twice by Jim Seligman, Senior Teaching Fellow in Marketing at the University of Southampton. The dates are:

Southampton – 30th March starting at 5.30pm

London – 2nd April starting at 9.30am

To book your place please call a member of our executive education team on 023 8059 8613 or email us at mgtmail@soton.ac.uk. Alternatively visit us on our stand (B38) at the TFM&A show at Earls Court (24th -25th Feb) to secure your place on this FREE event.

Marketing into, and out of the recession

Batten down the hatches, cut the costs and wait until it blows over – not this time! Now we are facing DISCONTINUITY. Normal service will not be resumed and your future depends on discovering how to satisfy customers in a “new reality”.

This taster session will be delivered twice by Dr Paul Fifield, Visiting Professor in Marketing Strategy at the University of Southampton. The dates are:

Southampton – 23rd March starting at 5.30pm
London – 2nd April starting at 3pm

To book your place please call a member of our executive education team on 023 8059 8613 or email us at mgtmail@soton.ac.uk. Alternatively visit us on our stand (B38) at the TFM&A show at Earls Court (24th – 25th Feb) to secure your place on this FREE event.

We will also be promoting our next series of FREE taster courses that will be running in Southampton and London during March and April.

Further information on the TFM&A show can be found on the organisers website at http://www.t-f-m.co.uk/

This free white paper from the University of Southampton School of Management introduces the concept of personal branding and explains its importance for job seekers as the so-called ‘Generation X’ move up the career ladder and Generation Y become established in the workplace. It demonstrates how various online services can be harnessed to develop and enhance a personal brand.

To receive your free copy of the white paper via email visit: http://www.management.soton.ac.uk/marketingdna/whitepaper.php

• companies and managers who make customer promises they can not keep
• sales organisations masquerading as marketing organisations
• mediocre companies who have eked a living (up to now) with undifferentiated offers, to undifferentiated markets and been just too lazy to change
• short term businesses that believe (are really convinced) that profits come first and customers second.

This recession looks like being even better than the last – we could be facing structural change this time so that normal service will not be resumed when its all over.

It is no good just worrying about what might happen, after such a long party, you can be sure that this hangover will be memorable. Equally, there is just no point following all the lemmings with their ‘patent cures’:

• cut costs
• pull in the horns
• beat up the sales force to sell more
• everybody work harder
• cut costs again.

This recession will demand, not only that you do things differently, but probably do different things. You will need to think through:

• what you are doing now
• what the different markets might want in and after the recession
• how you can find out
• what you can do to start re-aligning your organisation now –  before the markets change.

Should you want to hear more about this attend our next evening seminar.  Details can be found at:
http://www.management.soton.ac.uk/events/evening-seminar-marketing-in-the-downturn.php

He is interested in how companies use internet-based marketing tools to increase business. His research into electronic customer relationship management (ECRM) up to now has centred around small firms trading in Ireland, but future plans include working with larger companies in the UK.

Paul joined the School of Management because of its marketing specialisms. ‘Colleagues in the marketing team at Southampton are also involved in research in how firms use technological innovations to market themselves to customers,’ he said.

He studied for his Bachelors degree in Management with French at Queen’s University, Belfast, then took a Masters degree in Marketing with Entrepreneurship followed by a doctorate in Marketing at the University of Ulster. While completing his PhD, he taught marketing to undergraduates.

‘Research is vital for successful teaching,’ he said. ‘Marketing is a fast-moving subject and it is important to keep ahead of the game. Using current examples of successful marketing techniques keeps lectures and seminars real and stimulating for both academic staff and students.’

• 20th November – Punch above your weight
• 27th November – Marketing in the downturn
• 20th January – Your ‘Sat Nav’ for marketing

We are a very active marketing group here at Southampton so we will be announcing details of other events for marketers throughout the year.  Keep checking back at our blog or book mark the following events page so you don’t miss out: http://www.management.soton.ac.uk/events/default.php

Managing New Marketing Communications & Social Networking

The biggest problem many marketers face today is how to keep up to date with the rapidly changing marketing practice being driven by developments in technology.

This free white paper written by members of the marketing academic group at the University of Southampton explores how the use of blogs, social networks and other user generated content online, makes ‘word of mouse’ an even more powerful and far-reaching phenomenon.

It illustrates how consumers are taking control and preferring to trust the recommendations of their own networks more than the word of a supplier and how marketers can acquire and share knowledge by a more open and collaborative approach.

To receive your free copy of the white paper via email visit: http://www.management.soton.ac.uk/marketingdna/whitepaper.php

Keep an eye on this blog as we discuss the future role of marketing in companies.  We will share with you some of the latest research into marketing and how we do things here at Southampton.

We hope you find it useful and of some interest.