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9 Feb 2005 15:15:41
A University of Luton Professor, who is a world expert on integrated marketing, can now claim he’s master of the integrated holiday.
Over five weeks, Professor Angus Jenkinson taught a Masters programme at an Indian business school, gave keynote speeches at two conferences in Mumbai, took photographs for an exhibition, enjoyed a seaside break – and escaped the terrible tsunami.
The Director of the University of Luton’s Centre for Integrated Marketing was such a success, he has been invited back by his Indian hosts next year.
Professor Jenkinson taught the Integrated Marketing Masters programme at the MICA business school in Ahmedabad, the first time Integrated Marketing has been taught in India at this level, and followed it up with keynote speeches at a British Council conference on design and a conference on Integrated Marketing.
He spoke to more than 60 senior business leaders about designing business for profit. He explained: “Whatever an organisation delivers, even the most basic thing like a basket for a market stall, it’s a consequence of design, whether it is consciously or unconsciously done.
“Unfortunately when you design unconsciously, you can do a lot of damage without realising it, and you certainly under perform. Companies need to be fully aware of how all areas of business reflect the design principles that govern them. For example, every policy is also a design concept that shapes performance.”
Between sessions, Professor Jenkinson took a well-earned break – escaping the tsunami in the backwaters of Kerala. “Thankfully we were kept safe by a barrier put up to keep the rising seas out,” he said.
The Professor is also an award-winning photographer and part of the trip was spent taking pictures for an exhibition he is to set up on India. “It is a wonderful and moving country to photograph,” he added.
The second keynote engagement was the All India Management Association (AIMA) conference in Mumbai – a two-day integrated marketing summit about managing markets in turbulent times set up especially as a result of his tour.
Professor Jenkinson spoke on managing business for profit and using integrated marketing as a means of creating sustainable differentiation.
He explained: “In an undeveloped economy, you can produce cars that simply work. But as time goes on, everyone makes those. As the economy grows, you have to find a sustainable advantage to survive in that market. The cars can’t simply work, they have to have unique value.”
This was Professor Jenkinson’s first trip to India and he was delighted that his hosts want him to go back next year. ”I would like to if I can, because I feel I can make a valuable contribution to a developing economy,” he said.
For further information, please contact Professor Angus Jenkinson on 01582 489303, at angus.jenkinson@luton.ac.uk or visit www.IntegratedMarketing.org.uk
Latest news» 2005» Feb» University of Luton Takes Marketing Skills to India
