Online event
From Ideas to Impact: Developing a marketing strategy that works!
Thursday 14 January at 11:00AM
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A great marketing strategy isn’t built on guess work; it starts with identifying the right problem to solve. This webinar provides a practical, structured approach to developing a marketing strategy that drives sustainable growth.
What you’ll learn
- Understand the nature of problems
- Understand how to apply Creative Problem Solving models
- Learn to apply ideation technique & Idea shortlisting
- Learn how to develop strategies for your organisation
Description
Participants will learn how to identify and define business challenges and opportunities, set clear and meaningful strategic objectives, and apply creative thinking techniques to generate innovative marketing ideas.
Moving beyond theory, the webinar explores how to evaluate and prioritise ideas before transforming them into a coherent marketing strategy that aligns with organisational goals, customer needs, and market realities.
Speakers
Dr Andrew Salmon
Senior Teaching Fellow in Marketing, Aston University
An entrepreneur at heart, having travelled overseas to gain some international experience I started my own consultancy which I ran for a decade before successfully executing a harvest strategy. I then worked with an international E-Learning organisation providing a learning portal to educational authorities and private institutions in Australia, USA, UK, South Africa, New Zealand, Hong Kong & Papua New Guinnea; serving over five million students.
Later I established and successfully managed the South Australian arm of the leading consumer facing IT services organisation in Australasia. At this point, I realised that what I really wanted to do was to help other entrepreneurs to start & grow their own businesses. Wanting to complement my business experience with an academic framework, I studied for a Masters Degree, graduating in 2008.
In August 2008, I returned to the UK and after establishing a training and consultancy company, split my time between delivering business training under ERDF contracts and working as Visiting Lecturer to Universities. I felt that my industry background lent itself to a problem - based teaching pedagogy and soon realised that my passion was for teaching those who would be making the big business decisions of tomorrow. In September of 2015 I was delighted to take up a full time teaching position as a Senior Lecturer at Birmingham City University.
Having enjoyed my role at BCU, in late 2022 I took the next step in my career, joining the team at Aston Business School as Senior Teaching Fellow. In 2023 I took on the role of Director for the MSc Strategy and International Business Programme and saw this as an opportunity not only to make a positive impact upon students through teaching, but also having an impact by shaping the programme in order to respond to an ever changing environment. In January 2025 I took over leadership of our MSc Strategic Marketing Management Programme.
In April 2026 I completed my doctoral research, successfully defending my thesis and receiving the award of Doctor of Business Administration.