June 11, 2019
10:00 AM - Hatfield
Marketing fraudulently claims to be the main creator of value for the benefit of Business, Society and the Profession. Guilty or not-guilty?
You are invited to take part in this intriguing courtroom drama (it is being played out in a real courtroom at the Law School in Hatfield). We will put Marketing (the accused) in the dock, Counsel will examine and cross-examine expert witnesses and Judge and Jury (you) will decide the outcome.
You will also be invited to contribute questions for cross-examination in real time, during the trial, using #cimtrial.
Why put Marketing on Trial? It’s because we believe the role of Marketing is under threat and there needs to be a Big Conversation about its true value - emerging perceptions are that:
• our professional influence inside business and organisations is waning
• other functions and professions are doing ‘marketing work’
• marketing professionals are, more than ever, becoming increasingly irrelevant in strategic decision making – marketing is becoming the colouring-in-department
• marketers are becoming more tactically focussed than ever before – as evidenced by the fragmentation of job roles, particularly in the digital marketing function
In essence, marketing and marketing professionals are culpable in allowing these ‘crimes’ to be committed.
As part of the CIM’s Big Conversation on the value of marketing, CIM East of England, Greater London and the Levitt Group have joined forces to put Marketing in the dock to defend the charge put before it.
The Charge. Marketing has fraudulently [or negligently] misrepresented its value to Business, Society and the Profession on two counts:
a) marketing has failed to demonstrate to business how it creates value for customers and shareholders of the business
b) marketing has failed to provide practicing and aspiring practitioners the skills they need to create
value for customers and shareholders of the business
The trial will take place in a real courtroom in the Law School at the University of Hertfordshire, Hatfield (as featured in many TV courtroom dramas).
10:00 Audience registration
10:30 The Charges
10:35 Presentation of Cases for Prosecution and Defence.
12:30 Summing up
12:45 Buffet lunch
13:30 Verdict and Sentencing
The trial will be presided over by a Judge (not a real Judge; it’s not a real trial) – the main players will be:
Judge. Clare Kemsley, UK&I Marketing, Retail and Sales Managing Director at Hays
Counsel. To be appointed.
Expert Witnesses. Richard Kenyon. Director of Marketing, Communications and Community - Everton FC. CEO - Everton in the Community; Anouschka Elliott, CFA, FCIM, Chartered Marketer. Global Head of Marketing & Brand, RBC Investor & Treasury Services and Gemma Butler, MCIM. Marketing Director, CIM. Other expert witnesses may be summoned.
Jury. The audience.
The accused will plead ‘Not-guilty’, but if found to be culpable Marketing would be sentenced to reflect on what needs to be done to achieve a successful rehabilitation into Business and Society.
Spaces in the public gallery are limited so you are advised to book without delay.
CPD category: Insights
Duration: 2.5 hours
Registration and networking is from 10:00; the event starts at 10:30 and finishes at 14:30. If you are non-EU resident, please contact the Regional Events team to make your booking.
University Of Hertfordshire
De Havilland Campus
- Member: £25
- Studying member: £25
- Student: £25
- Non-member: £50
The prices shown are inclusive of VAT with a buffet lunch and refreshments provided. If you have any special requirements please contact the Regional Events team.
Please book online for this event. If you cannot do so, please call the Regional Events team on +44 (0)1628 427340.Tweet