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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 WWW.SBS.OXFORD.EDU 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. 2 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 WWW.SBS.OXFORD.EDU 3 Saïd Business School University of Oxford Park End Street Oxford, OX1 1HP United Kingdom Oxford Saïd Oxford Future of Marketing Initiative Saïd Business School Taught Programmes Executive Education Strategy, Risk and Reputation Saïd Business School at the University of Oxford blends the best of new and old. We are a vibrant and innovative business school, but yet deeply embedded in an 800-yearold world-class university. We create programmes and ideas that have global impact. We educate people for successful business careers, and as a community seek to tackle worldscale problems. We deliver cutting-edge programmes and ground-breaking research that transform individuals, organisations, business practice, and society. We seek to be a world-class business school community, embedded in a world-class university, tackling world-scale problems. MBA Leadership Oxford Scenarios Programme Oxford 1+1 MBA Oxford Advanced Management and Leadership Programme Consulting and Coaching for Change MSc Financial Economics Oxford Strategic Leadership Programme Oxford CIO Academy MSc in Major Programme Management Oxford High Performance Leadership Programme MSc in Law and Finance Women Transforming Leadership Programme Executive MBA Diploma in Financial Strategy Diploma in Global Business Diploma in Organisational Leadership Diploma in Strategy and Innovation BA in Economics and Management Research Programmes Finance Oxford Chicago Valuation Programme Oxford Private Equity Programme Corporate Affairs Academy Oxford Strategic Marketing Programme Oxford Programme on Negotiation Corporate Reputation and Executive Leadership Programme Custom Executive Education Oxford Real Estate Programme Oxford Impact Investing Programme DPhil Programme in Management Studies WWW.SBS.OXFORD.EDU OXFORD FUTURE OF MARKETING INITIATIVE WWW.SBS.OXFORD.EDU © 2016 SAID BUSINESS SCHOOL.