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X-WR-CALDESC:Events for GSB Foundation
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DTSTART:20220101T000000
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DTSTART;TZID=Africa/Johannesburg:20221006T173000
DTEND;TZID=Africa/Johannesburg:20221006T193000
DTSTAMP:20261115T181143
CREATED:20220919T164543Z
LAST-MODIFIED:20230217T074602Z
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SUMMARY:GSB roundtable discussion: Marketing for the future – why today's best practices need to change
DESCRIPTION:GSB Alumni Relations event \nAccording to Prof. John Deighton (Harvard Business School\, US)\, there is more to marketing than communication – but not much more. So when the media of communication changes\, marketing changes. The pace of change has been extraordinarily fast since the birth of the internet. We have had to re-skill to use websites\, email\, texting like WhatsApp and Twitter\, social media\, new search options besides Google\, algorithmic media like TikTok and YouTube\, and\, before long\, Web3.  \nThese new marketing media talk in many directions – marketers talk to consumers\, consumers talk back\, consumers talk to each other\, and creators talk to anyone prepared to listen. The idea that the brand controls the conversation is quaint today to everyone except those myopic marketers who think that what their ads and PR say is what the market hears.  \nBesides this messaging mayhem\, the functions of marketing that are not communication-centric are also changing. Distributors used to exploit scarcity; now they must fight abundance. Digital content can be streamed; physical content can be “Amazoned“ or “Shopified“. No marketing leader can be confident that they control the path to purchase today. \nIn this roundtable\, the panel will explore – and debate with the audience – the best practices of today’s marketing. \nSpeakers: Prof. John Deighton\, Professor of Business Administration Emeritus\, Harvard Business School (GSB MBA ’72)  | Dr Caitlin Ferreira\, acting MBA Programme Director UCT GSB and senior lecturer | Alex Pryor (GSB MBA ’09)\, Head of Digital Innovation EOH and senior lecturer | Moderator: Kosta Kontos (GSB MBA 09/10)\, Chairperson UCT GSB Alumni Board \nRead more \nRegister here: https://www.gsb.uct.ac.za/event/register/224/marketing-for-the-future-why-today’s-best-practices-need-to-change
URL:https://www.gsbfoundation.org.za/event/gsb-roundtable-discussion-marketing-for-the-future-why-todays-best-practices-need-to-change/
CATEGORIES:Events at CPT campus,GSB events,Online events
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