Marketing Man takes off his Tie: Customers, Communities and Communication

Peter Reader, Director of Marketing and Communications University of Bath Marketing Man takes his tie off: Customers, Communities and Communication

Customers, Communities and Communication
What are we trying to address?
What do our customers actually want?
What are the problems and tensions?
What options are available?
So how can we meet this challenge?
Questions and answers, maybe

Marketing is human activity directed at
satisfying needs and wants through the
exchange process’
Kotler

Public relations is the planned and
sustained development of mutual
understanding between an organisation
and its publics.
Institute of Public Relations

What are we trying to address?
Positioning of universities
Developing our markets
Communicating our messages
Providing market intelligence
and much more…..

Who are our customers ?
Students
Prospective students
Staff
Government and funding bodies
and a million other stakeholders…...

What are the problems and tensions?
So whose web is it?
Who agrees priorities?
Which audience takes priority?
How do we measure success?
and what about social media…..

Most academics use language for which they should be hanged.
But journalists have to use cheap, crass, simple language of the people.’
Tim Radford, former Science Editor,
The Guardian

What are the options and challenges?
Word of mouth is still the holy grail
Rapid growth of social media
User generated content and citizen journalism
Huge challenges to institutional risk
and what is coming next……


Comment is free, but facts are sacred.
C.P.Scott

Peter Reader, Director of Marketing and Communications University of Bath Marketing Man takes his tie off: Customers, Communities and Communication

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Marketing Man takes off his Tie: Customers, Communities and Communication

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