THE MaGIC of Marketing - UOW Master Class

On 27 March 2021 the first UOW Master Class for the 2021-2022 Leadership Illawarra Program cohort was presented by Associate Professor Venkat Yanamandram on the topic: Magic of Marketing.  The Master Class provided participants with a highly condensed one-day highlights session covering key marketing concepts that will be addressed in the assessment task. 

The lecture and discussion covered the definition of marketing in the current environment with an increased focus on technology, globalisation and social responsibility.  Participants were then introduced to the value chain, consumer behaviour theory and segmentation, targeting and position concepts. The day concluded with an introduction to branding principles and marketing communication theory, with some fun and memorable examples.  The session served as a taste and introduction to proven marketing concepts that Leadership Illawarra Program participants can read up on and explore further before implementing back at their place of work.

Guest presenter Natalie Chapman, Managing Director of gemaker, presented a thought provoking session on how different businesses ‘Died, Survived and Thrived’ during COVID-19.  Natalie is a STEM commercialisation and marketing expert who consults with businesses on how to “be ahead of the game and not behind it”, constantly scanning the national and international environment for trends, opportunities and connections.  She also took participants through an example of how to incorporate data and evidence based decision making into marketing strategy. 

LIP members who submit the assessment task are eligible for specified credit points towards a degree program offered by Sydney Business School, University of Wollongong.