June 06, 2018

9:30 AM - Birmingham

Join and hear from the Chief Executives of the Chartered Institute of Marketing (CIM) and The British Academy of Management (BAM) at the second annual “future of marketing practice” conference, with an agenda that is both challenging and controversial. Our research reveals why marketing is under threat, why the profession requires re-shaping and why we need to start right now to develop a response to some serious challenges.
We’ll be discussing and exploring these important issues alongside dispelling some important myths around the “hype” of artificial intelligence and uncovering new and important trends in media consumption. Come along to find out more,  discover how we can develop new ways of working to improve marketing’s influence and discuss with senior figures in the marketing industry 'what we do next'.

Session 1: Marketing-as-Practice. 10.00am to 11.00am

Chris Daly (CIM CEO): The future of marketing practice: Each day, month and year the marketing profession develops and moves on. Hear from the CIM’s CEO on the latest CIM research, important emerging issues and the importance of the day’s conference themes .

Dr Keith Glanfield: Marketing-as-Practice – changing how marketers work: Our research into the influence of the profession, it’s professional standing and how it needs to change to stay relevant has significantly moved on. We’ve not only received extensive funding for the project from the Marketing Trust, we’ve also importantly found new and controversial findings that need urgent debate and discussion.

Coffee Break. 11.00am to 11.30am

Session 2: Dispelling the myths. 11.30am to 1.00pm

Is TV advertising history? : Have you heard the rumours millennials don’t watch TV, digital and social media are taking over and TV is dead! Really? Jason Spencer, Business Development Director for ITV introduces some facts to challenge these widely held beliefs!

Artificial intelligence, hyperbole or opportunity? : A I is everywhere! Where ever you look claims are made that A I will change and transform marketing forever! What can be believed? Richard Summers, CEO of Crowd Cat unpicks this debate, separating out fact from fiction and putting some boundaries around the use of AI to influence consumers.
Plenary: an opportunity to discuss “marketing myths” with the speakers and the Aston Business School Marketing and Strategy team, including any myths you’d like to challenge!

Lunch: 1.00pm to 2.00pm

Session 3: Professional development workshops 2.00pm to 3.00pm

Share and discuss your ideas, insight and best practice with other marketers on three important emerging issues that aren’t to be found in the marketing text books!
• Managing marketing politics: Overcoming the tensions and conflict involved in marketing work (Dr Keith Glanfield)
• Legitimising the profession: Collaborating and working with other professions (Dr Carola Wolf)
• Shaping the future of the profession: The skills, tools and practices of a “modern” marketer (Dr Gary Burke)

Coffee Break: 3.00pm to 3.30pm.
Session 4:  Takeaways, discussion and next steps 3.30pm to 4.30pm

Plenary: We’ll discuss what we’ve learnt about managing marketing politics, legitimising the profession and shaping it’s future, sharing the practical takeaways from each of the workshops.

The future practices of British Managers: The CEO of the British Academy of Management closes the conference by sharing BAM’s thoughts on how academic research has and can change the practices of the professions for the benefit of business and the economy.

CPD category: Customer experience
CPD duration: 6 hours

Registration and networking is from 09:30; the event starts at 10:00 and finishes at 16:30. If you are non-EU resident, please contact the Network Support team to make your booking.

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Aston Business School
Conference Aston Meeting Suite
Aston Triangle
West Midlands
B4 7ET
United Kingdom

Sector: Non-specific

Region: Midlands
Map link: click here

Speakers: Dr Keith Glanfield


Regional Events team


+44 (0)1628 427340


  • Member: £20
  • Studying member: £20
  • Student: £20
  • Non-member: £40

Prices shown include VAT with lunch and refreshments. If you have any special dietary requirements, please contact the Network Support team.

Please book online for this event. If you cannot do so, please call the Network Support team on +44 (0)1628 427340

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