Purpose - driven Marketing Management
Start Date: 06 Nov 2017
Start Time: 4:00 PM
End Time: 6:30 PM
Duration: 2 hours 30 minutes
Venue: Room Rolle 605, Rolle Building, Plymouth University, Plymouth, PL4 8AA › View map
This practitioner-focused workshop which is sponsored by the Chartered Institute of Management and the Chartered Institute of Marketing is a practical session to explore what it means to carry out marketing management in a way that is purpose-driven (primarily focused on serving society's long-term wellbeing - in a profitable way).
Private sector companies are increasingly seeking to clarify a higher meaning (purpose) above maximising profits. Companies like Unilever and PwC see this as a way to create a thriving organisation that can motivate and inspire stakeholders (customers, staff and collaborators). Marketing sits at the intersect between a company and society. It is therefore core to enabling a company to live out its purpose in a way that maximises societal benefit in a profitable way.
The workshop will take a practical approach to the role marketing can take in driving purpose-driven businesses. A framework will be presented, which progresses previous research into sustainable marketing. An example of how a company might use this framework will be presented. Participants will then be given the opportunity to think through how the framework might be used in their organisation, or those they are aware of to harness the power of marketing to realise their purpose.
The workshop will be co-run by Dr Victoria Hurth (Associate Professor in Marketing at Plymouth University), Carole Bond (of Gameshift and CIM board regional board member) and Nick Davies (CEO of Neighbourly – a leading platform connecting companies with their communities). It will offer practitioners, and those interested in the topic, a way to rethink and re-enact marketing in order to drive highly successful, meaningful and sustainable businesses.
Dr Victoria Hurth
Plymouth Business School
Associate Professor of Marketing and Sustainability
Victoria is an Associate Professor of Marketing and Sustainability in Plymouth Business School. She has a commercial marketing and consulting background with 3M and Accenture and has spent the last 10 years combining academic research, lecturing and consulting on sustainable business transformation. Currently she is working with colleagues from Cambridge Judge Business School on the ‘What, Why and How’ of purpose-driven organisations, interviewing some of the biggest household names who are undertaking a ‘purpose’ journey.
An environmental scientist, sustainability practitioner and marketing professional, Carole has more than 35 years’ business experience. She has worked in and for a number of key business sectors, has set up and run new businesses and advised many more. Carole has worked with corporates such as Unilever, B&Q and Carillion with public sector organisations such as the Environment Agency, as well as professional and academic institutions, government departments, government funded bodies and NGOs.
As principal of sustainability consultancy Carbon Data Resources since 1994 and founding partner of GameShift, Carole has instigated,
developed and delivered a number of circular economy, climate change and sustainable marketing initiatives and corporate transformation programmes.
Carole is a long-term Chartered Marketer and Sustainability Ambassador for the CIM.
Nick is an ex-agency marketer with 30 years experience helping brands create value. He has worked with some of the worlds best-known companies, creating campaigns to help them build reputation and sales. But the game has changed. Today’s companies must be authentic, collaborative and purpose-driven if they’re to remain relevant and successful.
Nick launched Neighbourly.com in July 2014 to help forward-thinking companies like Marks and Spencer, Unilever, Danone and The Body Shop find the right balance between value for shareholders and value for society. These companies use Neighbourly to manage volunteering and donate funds, surplus and products at scale, all through a single social platform.
Nick's mission is to make the simple act of ‘being neighbourly’ normal for people in the communities where they live and work. By making it simple, collaborative and fun Neighbourly hopes to align the interests of business and society to create a powerful force for good in the world.
Please be aware that some of Plymouth University's public events may be attended by University photographers and videographers, for capturing content to be used in University online and offline marketing and promotional materials, for example webpages, brochures or leaflets. If for whatever reason, you or a member of your group, do not wish to be photographed, please make yourself known to staff working at the event on arrival or to the photographer.
Questions about this event should be addressed to Networks Support at email@example.com or by telephone on 01536 207394.