Third Strathclyde Roundtable ‘Middle East Marketing Academia Meets Practice’

Date(s) - 18/05/2013
9:30 am - 3:30 pm

University of Strathclyde, Dubai Campus


09.30amRegistration, coffee, tea
10.15amAcademic keynote: Scenarios on the future of social media, Dr Ronald Bradfield, Strathclyde Business School
11.15amParticipants join their track (see track descriptions on the next pages), select a facilitator and a rapporteur. Each participant can present a poster of their interests, past findings, questions about the track’s topics. The ‘poster’ can be a one-page flip chart or other display format, but no powerpoint slides please... Posters will be displayed around the track’s room and later around the plenary’s room. They are to help people get to know one another’s areas of interest, so their production is less important than their content.
11.45amThrough collaborative discussion, the members of each track prepare a short presentation (powerpoint) on the findings from their track. The presentation might include: 1. Areas of expertise in the group, 2. Insights shared, 3. Main current issues in the Middle East as they relate to the track’s theme, 4. Collaboration ideas and research agenda.
12.30pmLunch at the coffee shop.
01.30pmPractitioner keynote: Reflections on the cultures of the Middle East, Ali Faour, PR Director at Memac Ogilvy
02.15pmAll participants together in plenary; rapporteurs from each track present a summary of their track’s discussions and findings.
03.15pmClosing notes, actions, thanks.

Academic Keynote speaker: Dr. Ron Bradfield

Dr. Ron Bradfield

Dr Ron Bradfield

Dr Ron Bradfield is the Associate Dean (Global MBA) within the University of Strathclyde Business School and Director of the University of Strathclyde Business School campuses in the UAE, with overall responsibility for the management of the Business School’s postgraduate programmes in the Gulf.

Outside of his academic activities, Ron is an active practitioner in the area of scenarios/foresight and strategy and has led scenario/strategy projects with a wide range of public and private sector organisations in many countries in diverse industry sectors ranging from Airports and Airlines to Pharmaceuticals and Railways.

Ron has published in scholarly and practitioner journals, chapters in books, and has been an invited speaker to numerous management conferences. He is a founding member of the Centre for Scenario Planning & Future Studies at the University of Strathclyde Business School, a member of the World Futures Society and Futurists Network, and a co-author of the book “The Sixth Sense: Accelerating Organisational Learning with Scenarios”, published by Wiley in 2002.

Ron is currently resident in the UAE, although much of his time is spent traveling, and prior to relocating to the UAE he spent 6 years in Singapore and 3 years in Shanghai.

Practitioner Keynote speaker: Ali Faour

Ali Faour

Ali Faour
PR Director
Memac Ogilvy PR
Riyadh, Saudi Arabia

Ali is an expert Public Relations, Corporate Communications, and Marketing professional with over 19 years experience handling communications for blue-chip accounts across the Middle East.

Currently leading the Memac Ogilvy Public Relations practice in Riyadh, Ali contributes a wealth of experience gained from working across a wide range of industries including FMCG, energy, healthcare, government, finance, technology, and professional services.

His accomplishments include: Crisis management for McDonald’s; product launches for Nivea (Beiersdorf), corporate communications and media relations for Coca-Cola; public relations strategy developmentfor Jumeirah International; the conceptualization and organization of the World Future Energy Summit; the launch and positioning of Masdar and Masdar City; the communications strategy development for Etisalat; the development of strategic Public Relations for Starbucks; event management for Qatar Gas; and media relations for Proctor & Gamble.

Ali, a dual citizen of the US and Lebanon, holds an MBA in International Business from George Washington University, and is a graduate of Business Science from the Lebanese American University. He is married and has three boys.

Track synopses

Branding in the Middle East
The Middle East offers specific challenges to branding professionals and researchers – both in terms of developing new Middle Eastern brands, and in terms of managing international or regional brands in such culturally varied markets.
This track will aim to identify some of the critical issues around the practice of branding in Middle Eastern markets, as well as identifying particular revelatory cases and discussing possible means of dealing with such issues.

Islamic marketing & its relationship to other forms of marketing
Islamic marketing enables Muslims to integrate their religious beliefs and principles in their consumption decisions. As Muslims have grown in population and in the affirmation of their religious principles, so has the relevance of Islamic marketing. This track will explore what makes Islamic marketing different from other forms of marketing, and which particular needs among Muslims (and other consumers) this form of marketing attends to.
What is the most important about Islamic marketing – what should marketing practitioners and academics pay attention to, research and develop?

Social media routes to market
The emergence of social media has transformed the manner in which marketers, consumers and other stakeholders interact. On one hand, they have reduced the control that marketers have on messages relating to their brands and expose them to the danger of negative messages spreading quickly. On the other hand, they offer new possibilities when marketers are able to tap into consumers’ natural social networks, or when positive messages go viral. Importantly, they are also an enormous source of insights.
How can listening to social media help Middle East marketers?

Cultures of the Middle East: Retailing, service marketing, satisfaction and loyalty implications
The UAE is one of the most multicultural environments in the world. In the public place, in the workplace and in the marketplace, multiple cultures coexist and interact. This track will explore the nature of some of the challenges that marketers face, with a particular focus on the areas of retailing and service marketing. In particular, how do issues around customer satisfaction and loyalty become problematic when catering to a variety of cultures. Drawing from the experience and expertise of track members, this track aims to identify the critical issues and suggest a number of ways these issues have been addressed or can be addressed. Where possible, case studies or examples will be sought in order to illustrate these specific issues.

Registration to the event is now closed

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