As higher education becomes more competitive, financial and academic concerns coupled with a fluctuating economy affect student satisfaction. Customer-centric education acknowledges students as the main stakeholders with whose needs and preferences institutions should align themselves. The 7Ps of marketing (product, place, price, promotion, people, process and physical evidence) produce a holistic framework which can be…

As a Marketing professor at Woxsen University, I firmly believe that learning should go beyond the traditional confines of textbooks and lectures. Today’s competitive business landscape demands not only a deep understanding of theory but also creativity, critical thinking, and problem-solving skills. In my Marketing in Action course for second-semester BBA students, I introduced a…

As Business School Marcomms,  Alumni and External Relations professionals, we are all using or trying to use technology and generative AI, some probably more consciously than others. In doing so, we realise that just as Generative AI helps us to create content, understand data-driven trends, analyse social media trends and lifestyle patterns, and even decrease…

Early this year, I was pleased to attend the EFMD Marketing and Communications Conference at Cambridge Judge Business School. We covered many different topics, including building brand value, SDGs, and the strategic value of alumni relations. Afterwards, I found myself reflecting on one session in particular. Michael Johnson, Johnson Banks Design, cleverly started his session…

On 3-5 April, more than 80 communications professionals came together at the University of Cambridge Judge Business School to discuss “defining, creating, and communicating value(s)” at the 2023 EFMD Marcom, External & Alumni Relations Conference. While not every participant could name her or his business school’s values unprompted, the discussions went deeper than simply reciting…

In June, I had the pleasure of attending the EFMD Marcom, External Relations and Alumni Relations conference at Nyenrode Business Universiteit in the Netherlands. After months of restrictions, it was great to catch up with friends and colleagues from the business school world. The overall theme was: “Demystifying transformation”. Various sessions dived into what that…