The Future of Marketing Practice

Wednesday 14 June, 9:30 - 16:45
Conference Aston Meeting Suites


Join the Chief executive of the Chartered Institute of Marketing, the Chair of the British Academy of Management, high profile academics and fellow marketers to discuss "the way we do marketing is as much a part of our success as what we do". 

Do you agree? We'll be hearing from major brands on what they are doing differently to drive success, discovering how we can develop new ways of working to improve marketing's influence and discussing with senior figures in the marketing industry 'what we do next'.

Places are £15, which includes lunch.


Session 1 - Marketing Practice: What can we learn from other professions?

Professor Nic Beech, Chair, British Academy of Management (BAM)

Professor Nic Beech is Dean of the Faculty of Arts at the University of St Andrews and Vice Chair of the British Academy of Management. He has also held the posts of Head of the School of Management at St Andrews, Head of the Department of Management at the University of Strathclyde and Lead Fellow of the UK Advanced Institute of Management.

His research interests are in management practice, change and the construction of identity, principally in the creative industries. He has undertaken significant research projects funded by the ESRC, EU and industry partners and has published over 40 articles in peer-reviewed journals and over 20 chapters in edited collections.

Nic beech
Professor Katy Mason, Vice Chair of Management, Knowledge and Education, British Academy of Management

As well as Vice Chair of Management, Knowledge and Education at the British Academy of Management, Professor Katy Mason is also Professor of Markets, Marketing and Management at Lancaster University.

As part of her role at BAM, Katy supports and advances the creation and circulation of innovative and transformative activities that will enable their community to achieve excellence in teaching and learning as well as scholarly activities in the field of management Knowledge and education.

Katy Mason

Session 2 - Innovative Practice: New Insights

Neil Davidson, Managing Partner, Hey Human  

Seeing the customer differently: combining behavioural economics, neuroscience and the customer's journey

Neil joined Hey Human in 2008, having led and launched campaigs and agencies across Europe - on the board at Rainey Kelly Campbell Roalfe/Y&R, as a Director of The Farm and a Managing Partner of Rapp. He established the planning, innovation and data offer at Hey Human and believes the real opportunities for brands lie in focusing in their own behaviours, as well as those of people they want to connect with.

Neil Davidson
Susan Vidler, Head of Research, Harris Interactive

Reframing categories through branding

Susan is a commercial business leader with over 20 years' experience in the market research industry. She is driven to help clients use research to support strategic business decisions and has extensive experience in both qualitative and quantitative business-to-business and consumer market research.

Susan's industry sector experience is broad and includes financial services, public sector, utilities, IT and consutancy services. She specialises in branding, marketing communications and customer relationship management programmes. 

Susan Vidler

Workshops - Sharing Marketing best Practice

  • Improving marketing's internal influence, chaired by Dr Keith Glanfield, Lecturer, Aston Business School
  • Tools and models, secret weapon or self-indulgence, chaired by Dr Gary Burke, Senior Lecturer, Aston Business School
  • Networks, the role and value of agencies, chaired by Dr Carola Wolfe, Lecturer, Aston Business School

Session 3 - Keynote Address: The Future of Marketing Practice

Chris Daly, Chief Executive, Chartered Institute of Marketing

Chris was appointed as Chief Executive of CIM in February 2016, where he leads a dynamic and dedicated team.

Chris joined CIM in June 2001 as Operations Manager in its Training Division. Promoted to Director of Membership in July 2007, Chris had responsibility for the UK regional and branch network, and CIM's international operation, including the various Sector Interest Groups. In 2013, he became Director of Customer Experience where he was responsible for every CIM customer touchpoint.

Prior to his roles at the CIM, Chris acquired a broad spectrum of management and marketing experience ranging from roles in the City; the British Army and the Public Sector.

Chris Daly

Excellent Different Distinctive