Micro MBA - Session 7 - Marketing

Micro MBA from the #THEaward winning University of Chester Business School is a free short online course which anyone is welcome to join and comes with a free digital certificate: www.chester.ac...
In this session, we welcome Professor Morven McEachern who is Professor Sustainability and Marketing Ethics in the Faculty of Science Business and Enterprise. Building on a career in the agri-food industry, her extensive experience in academia has involved responsibility for sustainability research centres, teaching and learning, accreditation for responsible management education and doctoral research. Her areas of academic research revolve around the UN’s Sustainable Development Goals 1 (No Poverty), 2 (Zero Hunger), 3 (Good Health & Well Being) and 12 (Responsible Production & Consumption).
Session Overview
In this session, Morven aims to discuss the relevance and breadth of Marketing as a discipline and its importance to the success of organisations. Through a review of various Marketing theories and models, you will not only learn about the theoretical frameworks that underpin both B2B and Consumer Behaviour strategies but through insights from her own research, gain practical insights into how to apply these models in real-world business and management scenarios. This session will also touch upon the innovative uptake of research methodologies as a Marketing tool to secure valuable marketplace insights that enable businesses to adapt to current trends, innovate products/services and secure a competitive advantage in the marketplace.