INNOVATION AND MARKETING
A workshop prepared and delivered by staff from the UCS Middle East Research Centre (MERC)
Who should participate in the workshop?
Leaders in organisations with responsibilities for achieving results through innovation and marketing.
High-level managers responsible for innovation and marketing; and those about to move into senior
management.
Those involved in teaching, learning and development within innovation and marketing management.
What will the workshop deliver to Participants?
The workshop will ensure Participants:
Develop an understanding of the current dynamics in innovation and marketing management in the 21st
century with respect to the diverse challenges in dealing with complex, dynamically competitive and rapidly
evolving environments that incorporate high rates of innovation and high levels of uncertainty.
Develop an understanding of the fundamental concepts of marketing planning and analysis and how the
individual elements of marketing are interrelated with each other.
Develop an understanding of the crucial role innovation plays in marketing and delivering value.
Are better equipped to lead strategic thinking in the work place and create a high-performance organisation.
Who are the workshop Facilitators?
The workshop will be facilitated by Dr. Frank L. Bartels. Prof. Nabil Sultan will contribute ‘capstone sessions’ on
strategic management in the context of the Middle East.
Dr. Frank L. Bartels is Visiting Professor of International and Community Development at UCS, Founder and
Director of Innov-8 Policy Advisory Services Ltd. He has extensive high-level strategic management, industrial,
technical innovation expertise; Business School experience in International Business Management; and has
managed Economic Development and National Systems of Innovation for the UN. He has published extensively
on economic development and innovation and has wide-ranging consulting experience in Africa, Asia and
MENA.
Prof. Nabil Sultan leads MERC. He has extensive experience and knowledge of the MENA demonstrated
through a substantial body of published work on a range of management and leadership issues.
What will be the main themes of the workshop?
In interactive exploration of how concepts translate to innovation and marketing management and practice the
themes of the five day workshop will be:
Workshop introduction — Defining Marketing for the 21st Century
Developing Marketing Strategies and Plans
Capturing Marketing Insights — Information Scanning; Competition; Marketing Research & Forecasting
Analysing Markets & Industries — Consumer; Business and Global Markets & Industries
Identifying Market Segments & Targets — Creating Brand Equity; Crafting the Brand Position
Designing &Setting Product Strategy —Managing Services; New Market Offerings; Pricing Strategies
Delivering Value — Designing & Managing Integrated Marketing; Managing Retail, Wholesale & Logistics
Designing & Communicating Value —Managing Integrated Marketing Communications
In the interactive engagement there will be scope to use Participants’ experience to enrich learning and discourse;
and to customise content and coverage to reflect the requirements of Participants and their organisations.
For more information Contact MERC@ucs.ac.uk or 01473 338306.