Part 2 of 2: Here’s the introduction to my guest on this episode… again as it is part 2 of 2:
Mark Ritson is an adjunct professor of Marketing at Melbourne Business School, but his journey to this point in his career has taken many steps, from the University of Lancaster to developing a mini MBA with Marketing Week in which he also writes an award winning weekly column alongside contributing to various academic journals. Mark has also taught as MIT and London Business School to name just two and has also been the recipient of the Ferber Award for his doctoral thesis along with three other awards for his teaching. He has also worked as a private marketing consultant for some of the largest brands in the world such as Baxter, Loewe, McKinsey, PepsiCo, Subaru, Donna Karan, Westpac Group, Johnson & Johnson, Benefit, Amgen, Ericsson, Cloudy Bay, Unilever, KPMG and WD40. The list goes on but I’ll let me fill in the rest.
VR, AR, BitCoin, who-har and associated nonsense:
– Reality is, keep it simple, just because it isn’t new doesn’t mean its not exiting. Studying the changes in the market and developing strategies that can be activated with a range of robust tactics, and this is ever-changing and challenging
– Do your research, speak to your customers! If the Leeds rebranding teaches us anything, its that your market, your demographic will always tell you want it right for them… especially in an industry where your fans or supporters are so passionate. If you don’t, you may be damaging your brand and no one wants that!
– Every company at some stage will have to diversify, it’s nature(s) or Marketing’s law, even giants like coca-cola and M&S
– Oh and learn Maderin so you can read the original Sun Tzu’s ‘Art of War’ – zi jien
Top Tip – Block Out the Writers Block!
Trying to start an assignment, getting words onto paper and committing to it can be a difficult step sometimes. ‘There is always tomorrow’ says the demon in the back of your mind. But one of the best ways I have found to start writing an assignment or any daunting piece of work such as a strategy, plan or briefing is to not run before you can walk.
Start by focusing on one question at a time, this isn’t an exam, you have time to focus on individual questions before tying it all together. Don’t jump right in and start writing paragraph after paragraph with no clear direction. Instead, start by bullet pointing your answer and getting each of the main points you want to cover down in a simple list, this way you can make sure each answer has a start, middle and end, it is structured, makes sense, and hits all the main point you feel necessary to cover to gain top marks!
So to recap, break the assignment down into section, start off by bullet pointing a particular answer and away you go!
Music Featured on this Podcast:
Sleepy in the Garden
Lobo Loco www.musikbrause.de
Creative Commons License
Marketing Week Column: https://www.marketingweek.com/focus/mark-ritson/
Mini MBA: https://mba.marketingweek.com
Tango Ad: https://www.youtube.com/watch?v=iqVFnxHWnlc
Leeds Rebranding: https://www.marketingweek.com/2018/01/31/mark-ritson-leeds-united-rebrand/
Art of War Sun Tzu: https://amzn.to/2JD0yaf
Net Promotor Score: https://www.smartinsights.com/customer-engagement/customer-engagement-analytics/using-net-promoter-score-to-assess-marketing-effectiveness/