Marketing expert comes to Kent

Kent business people will have the opportunity to learn the latest techniques to promote their company at the fifth Kent Annual Marketing Lecture.

During the lecture, which is organised by the Kent branch of the Chartered Institute of Marketing (CIM) and Business Link, Industry expert Dr Paul Fifield will introduce a new concept which he has developed over the last decade and which will be included in the third edition of his highly successful book ‘Marketing Strategy’.

‘Scorpio’ is designed to help practising marketers implement the various activities required to create a practical marketing strategy for their organisation.

Key components of the model include: segmentation and targeting; who are our customers and what do they want from us; what do we have to offer to the customer that is unique; what are we doing to ensure that customers return to us; what brand values do we support; do we describe our business in industry terms or in customer terms; and what do we do to ensure we have the organisational structure to support a customer approach?

The lecture, which is open to everyone from students to experienced marketers, is being held on the evening of 18 October at the Ramada Jarvis Hotel, near Maidstone.

Kent CIM Branch Chairman Ian Lockyear said: “Dr Fifield is known for his straight-talking approach and avoiding the jargon that can so often mystify the world of marketing. This lecture will be a great insight into his latest theories and is a chance for delegates to pick up concepts that may improve their business or studies.”

Dr Fifield holds a degree in Business Studies as well as an MBA and a PhD in Marketing Strategy. He was elected a Fellow of the Chartered Institute of Marketing (FCIM) in 1988, an elected member of CIM Council 1999-2001 and was on the CIM International Board of Trustees from 2002 to 2004. He is currently President of the CIM Southern Region and a Fellow of the Royal Society for the Encouragement of Arts, Manufacturers and Commerce (FRSA).

Business Link’s Marketing Director Tony Buddin commented: “It is not often that we have the opportunity to hear the latest theories straight from the horse’s mouth. This is likely to be a popular event so I would urge those interested to book their tickets as soon as possible.”

For further information, or to book tickets for the event, which cost £19.50, visit www.eventskent.co.uk, email events@businesslinkent.co.uk or call 01732 878555.