Developing a Marketing Strategy

The Enterprise Week was very beneficial and interesting to all students. There was a variety of events that were available regarding after graduation jobs.
The event that I personally found interesting was the Question Time Industry Panel.

In this event 5 members represented different agencies. The first member was Sue Elms, she was a executive vice president of the global media of Millward Brown. The second member was Sue Unerman, chief strategy officer of Mediacom. The third member was George Hutchinson, chair and managing director public affairs of Burson-Marsteller. The fourth member was Rik Haslam, group creative architect of WWV Rapp and lastly the fifth member was Matthew Chapman, international service and systems innovation director of Billetts.

The main discussion that took place in the event was about how communication has developed throughout the years. One of the main points that was discussed was how broadband developed throughout the years. Research showed that 81% of marketers stated that they use mobile marketing online as they find that easier to use, the advance technology has helped the business industry to grow. Sue Unerman, stated that businesses can lose up to £10,000 on Internet adverts if they do not send out a clear message to their audience. Also, David (a 3rd year student) stated that "three thousand nine million searches of adverts appear on Google".

Another topic that was discussed by the panelists was 'Brands'. The panel stated that customers value the price of the brand and the value of the brand adds quality to customers lives. For example, Cadbury adds value to the society's lives by being adventurous and it also adds joy.
The concept of brand is changing, as consumers tend to contribute to brands by talking about the brand in the 21st century, for example these days whatever Google tends to say the consumers believe it, before this never used to happen, this indicates that if someone typed in Google search "what are the top ten companies in Britain?" the companies Google states, there is a high probability the public will believe.

Political factors about products were discussed. It was stated that products have to live up to their own power in order the product to sell. Advertising communication was mentioned, as in integration marketing communication all brands are given a voice as consumers should understand what each brand delivers and the message it sends out. Controlling brand seems to be less in control of the environment as it's all about shaping a brand in people's minds as it will allow the consumers to remember the brand.

Overall, I thought the panelists discussed good topics as they related to my assignments and the discussions discussed in the event helped me understand the topics more in depth for example the topic on 'Brands'.

Each of the companies above have their own webistes and blogs, which you can go on and discover further information about the agencies. The links of each agency is given below:



Website: http://www.millwardbrown.com/Sites/millwardbrown/

Blog: http://www.mb-blog.com/



Website: http://www.mediacomtmb.com/



Website: http://www.burson-marsteller.com/default.aspx

Blog: http://www.burson-marsteller.com/Innovation_and_insights/blogs_and_podcasts/BM_Blog/default.aspx



Website: http://uk.rapp.com/home/



Website: http://www.ebiquity.com/uk/billetts/