Future of marketing discussed at annual BU communications lecture


Over 270 local business leaders, marketers and Bournemouth University (BU) students and alumni attended The Annual Mike Warne Marketing Communications Lecture, which took place at BU.

A trio of brand leaders presented the need for change and innovation in marketing practises to ensure marketers keep abreast of new opportunities

Final year BA (Hons) Marketing students at Bournemouth University (BU), who organise the annual event with the support of The Chartered Institute of Marketing (CIM), secured three speakers who gave an insight into what the future might hold for their industries.

They included Warner Bros Executive Vice President of European Film Marketing, Con Gornell, who heads up planning and implementation of marketing campaigns for all film releases.

Mr Gornell believes marketers can learn important lessons from the film industry. He explained: “The media has historically always been in a state of change – in our business it’s about identifying and continuing practices that make you a successful marketer that’s important.”

Bournemouth University alumni Sarah Bulling, Product Communications Manager at Bournemouth based LV=, oversees marketing campaigns across a wide range of channels including TV, press and direct mail.

Ms Bulling described how the impact of the recession has resulted in LV= adapting its marketing strategy over the last five years and how it is now positioned to seize new marketing opportunities to strengthen its position as one of the UKs top car insurers.

Jonathan Fraser, Global Head of Strategy and Ideas at Holler, also gave a fascinating insight into what the next five years may bring in terms of the types of media channels, consumer data models and technological advances we can expect to be experiencing in future.

CIM Chief Executive Anne Godfrey addressed the conference and told students of the great responsibility being a marketer entailed, adding “the ‘recession’ was a reality for most companies but marketers need to adapt to a new normal. Doing more with less, embracing change and innovation and driving growth presents a real opportunity for professional marketers.”

Marketing multi-award pathway gets thumbs up from BU students

A total of 114 BU students have signed up for The Chartered Institute of Marketing (CIM) Introductory Certificate in Marketing programme, which is currently one of the single largest cohorts studying for this qualification in the UK.

The launch of the programme follows the award of Multi Award Pathway (MAP) status by CIM earlier in the year to three of Bournemouth University’s degree courses; BA (Hons) Marketing Communications, BA (Hons) Advertising and BSc (Hons) Marketing degrees.

The programme offers students the opportunity to achieve CIM’s professional qualification, the Introductory Certificate, during the current academic year. Successful students will receive their award in the summer of 2014.

The programme has already met with a favourable reaction from students.

“I’m really keen to get the CIM qualification, as it will enhance my CV and help me get a great placement next year,” said Ben Ridsdale, first year BA (Hons) Marketing Communications student.

Students are already updating their CVs to include their participation in the MAP study programme and give themselves an edge in seeking placement interviews.

The programme was launched by Graham Goode, senior lecturer at Bournemouth University with support from CIM’s network managers; Emma Neale and Christine Boswell-Munday.

Graham, a senior lecturer in marketing communications, said: “The strong take-up from BU Marketing and Advertising students demonstrates the benefits of additional practice-focussed learning, obtained from studying for recognised professional qualifications alongside what are good academic degree programmes.

“Students see this value-added opportunity as a first step in engagement with their discipline’s professional body, CIM, and a way to enhance their future employment and placement prospects”.

The programme will be evaluated during the coming year to determine what shape it should take for 2014/2015. The evaluation will assess the potential for additional study programmes on higher level CIM qualifications, where students now hold exemptions under the MAP award.