Download The Oxford Future of Marketing Initiative

Oxford Saïd
Oxford Future of Marketing Initiative
The Oxford
Future of Marketing Initiative
Today’s business leaders face a very transformed marketing landscape. In recent years,
marketing has experienced nothing short of a technological revolution that shows no
signs of slowing. It’s exciting, but it also presents significant challenges.
The marketers who will be successful in the future will be those who understand how to quickly
adapt to these changes, determine how to make the most of new marketing technologies and
approaches before others, and look for long-term value instead of jumping on the latest trend.
At Oxford Saïd, we’re embracing the transforming world of marketing, which is
increasingly data driven and technology enabled. Through innovations in our curriculum
and research agenda, we are working towards our mission of inspiring and informing
current and future business leaders on the the importance and value of technologyenabled marketing in a rapidly digitised world, and helping them develop effective and
efficient marketing strategies for this ever-evolving environment.
OXFORD FUTURE OF MARKETING INITIATIVE
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Leading through cutting-edge
research and teaching
Combining research
and real-world practice
Led by Oxford Saïd’s L’Oréal Professor of
Marketing, Andrew Stephen, the team is
conducting influential and cutting-edge
applied scientific research that sits at the
intersection of marketing and technology.
The research agenda seeks to understand
the causes, types, and consequences
of complex, interwoven relationships
between businesses, consumers, and
new and emerging technologies. We
tackle world-scale problems, and aim
to shed an independent scientific light
on the challenges marketers are facing
due to digital transformation and new
technologies. Critically, this research
is informed by and informs real-world
marketing practice. Examples of recent
and ongoing future-focused, datadriven research at Oxford Saïd include:
Since joining Oxford Saïd in
2015, Professor Stephen has led
the school’s efforts in building a
future-focused marketing faculty,
research agenda, and curriculum.
Professor Stephen is a globallyrecognised expert on digital and
social media marketing, and is one
of the top marketing academics
in the world. Professor Stephen
works with organisations and
practitioners to understand the
marketing challenges they are
facing and how they can create
value for customers who are
‘always on, constantly connected’.
• Understanding how social media and
traditional media work together to
affect customer engagement and sales.
• Identifying unintended consequences
for brands, good and bad, of using
influencer-based word-of-mouth
marketing campaigns.
• Developing new ways for marketers
to use online communities and social
platforms for ‘crowdsourcing’ ideas and
product innovations from customers.
• Working out which types of mobile
ads work, for which types of products,
and why.
• Helping brands do a better job with their
social media content by understanding
how certain content characteristics
affect engagement on platforms such as
Facebook.
• Studying how using social media affects
consumers psychologically, and how this
relates to the ways in which they make
decisions – and shop – during and after
spending time on social media.
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OXFORD FUTURE OF MARKETING INITIATIVE
Creating a relevant
and future-focused
marketing curriculum
Starting in 2015, Oxford Saïd’s marketing
faculty have been implementing a
new marketing curriculum across all
programmes – Undergraduate, MBA,
Executive MBA, and Executive Education
– that combines the ever-important
fundamental principles of marketing with
an increased emphasis on topics related
to the future of marketing. Our goal is
to equip our students and programme
participants with relevant knowledge and
skills that help them understand not only
what marketing is and why it matters, but
also where it is heading, and what they
need to know in order to be effective
marketers in the future. Importantly,
this curriculum is constantly evolving,
reflects current issues in practice, and
places a premium on real-world critical
thinking and skills development.
Creating powerful partnerships
Introducing the
Oxford Future of
Marketing Initiative
No single organisation can take on the new
challenges of the digital transformation
of marketing on its own. And no business
school should conduct research and teach
current and future leaders without true
industry collaboration and partnership.
As such, Professor Stephen and Oxford
Saïd have launched the Oxford Future
of Marketing Initiative. This is a unique
approach in which we will forge strong,
mutually-beneficial ties between Oxford
Saïd and marketing and technology
industry leaders. Together, we will discuss,
debate, and address the challenges and
opportunities that lie ahead for marketing
in our increasingly digitised, socially
interactive, and technologically
complex world.
The aim of the Oxford Future Marketing
Initiative is simple: to build a world-class
community of like-minded academics and
practitioners with a deep interest in issues
that lie at the bleeding-edge of marketing.
We will bring together high-level industry
partners representing major brands,
agencies, and technology companies – the
key players who are shaping (and being
shaped by) the future of marketing.
Join a unique
partnership
To kick-start this initiative, we are
looking for partners who have an
appetite for influencing the future
of marketing through a collaborative
approach that blends the rigorous,
evidence-based, scholarly approaches
of academia with the real-world
problem-focused, results-driven
imperatives of practice.
Currently we are inviting carefully
selected organisations to join as
partners of the Oxford Future of
Marketing Initiative. These highlevel, industry leaders will be an
integral part of this initiative and can
be involved in the following ways:
• Inform and help set the research
agenda to ensure that both academic
and practice are aligned such that
research is rooted in real-world
problems.
• Participate in or collaborate on
mutually beneficial research with
Oxford Saïd faculty.
• Access the latest research findings
and whitepapers from the Oxford
Saïd marketing faculty.
• Be part of knowledge exchange
activities bringing together industry
partners, academics, and Oxford
students, including an annual Oxford
Future of Marketing conference.
• Participate in 1-2 meetings a year with
Oxford Saïd marketing faculty and the
industry partners, who will serve as an
advisory board for this Initiative. We will
openly and candidly discuss challenges
and opportunities in order to inspire
new areas of inquiry and priorities for
the Initiative.
We are asking each partner to provide
funding support, preferably with a
multi-year commitment, to directly fund
the resources needed to achieve our
academic mission of providing worldclass academic marketing research.
This is a unique opportunity to contribute
to, and work with, the exceptional
research faculty and students at Saïd
Business School at the University of
Oxford. For further information on how
to become a partner, please contact;
Tom Childs
Senior Development Officer
[email protected]
+44 (0)1865 288826
We are looking for partnerships where the brightest research minds
meet leading thinkers and experts from marketing practice. This is how we, a
world-class business school in one of the world’s leading universities, will stay
at the forefront of the exciting – and challenging – changes that are taking
place in the world of marketing, and how we can ensure that our research and
curriculum is relevant and addresses important, world-scale challenges.”
Professor Andrew Stephen
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Oxford Future of Marketing Initiative
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