Seneca

Backend Key to Newspaper’s Future

Backend Key to Newspaper’s Future

In 1998-1999, I was privileged to work for the brilliant Darcia Joseph and head up New Products for the Globe and Mail. Our top aim then was to add (conventional) content strategically, by Reader Segment (solid research courtesy of Luke Sklar’s team) and blunt the launch of Conrad Black’s highly touted National Post. The nation [...]

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Social Media: A Primer

Social Media: A Primer

Just created & posted a  slideshare deck on Basics of Social Media. Hope it helps students (and Boomers!). Two cautions: Social Media (SoMe) is changing fast, so parts of this content will age quickly; All errors & omissions are mine   Included at the end of the deck is my subjective assessment of 2 very different [...]

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A.T.a.R. Or AVATAR?

A.T.a.R. Or AVATAR?

Being a part-time academic is like being a voyeur -peaking between the blinds at the private world of Academia. I’m pleased to be teaching, yet also feel an obligation to nudge ‘academic theory’ towards Reality at times. Some notable tactical differences- just to get started. 1. Academic textbooks, and even some teachers, still emphasize ‘markup’ (profit as a [...]

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The Hot Fields?

The Hot Fields?

At times, my Consulting & Teaching worlds overlap, but not often. Consulting projects emerge from market needs for my core expertise: 5 year plans, growth strategies, new product development, channel management, customer research, data analysis. A project typically requires skill in many ’functions’ (Market Research, Marketing Communications, Strategy) that traditional Academia consider as separate ‘functions’ tidily split into distinct disciplines. [...]

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Students Made Victorious by Intense OCMC

Students Made Victorious by Intense OCMC

Two months of privilege have finished; the privilege of working with a superb team of OCMC competitors- Anna & Naima – who displayed remarkable dedication, skill, poise & resourcefulness in training for, and competing in, the Ontario Collegiate Marketing Competition, a huge event hosted graciously by Centennial, and chiefly held at the Delta Hotel in [...]

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Social Marketing Examples: The List Grows & Grows…

Social Marketing Examples: The List Grows & Grows…

Attention Seneca Students: Here’s a short list of links to some of my past articles on Social; some old, some new (none borrowed, but some blue). Since every day there are more & more examples being created, I expect this post will be subject to plenty of ongoing updates:   Practical / Positive Use of [...]

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Presentation Tips, Anyone?

Presentation Tips, Anyone?

Public Speaking is a duty so dreaded by many. Thanks to the Kinsmen & Rotary Clubs sponsoring public speaking events in my tiny hometown, and teachers who supported those events; I received an early start at public speaking, and remained comfy with it, since. Speak to an industry symposium? Sure. A congregation? Sure. Give out [...]

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Customer Service Is Driven by Values

Customer Service Is Driven by Values

Fourth semester Seneca Global Marketing students made Group Presentations yesterday; I wasn’t at all surprised they were well prepared and did a terrific job; their Prof is Tim Richardson. What DID surprise me was their emphasis on the VALUES of the companies they investigated. Starbucks was lauded for its ethics eg fair trade practises. The [...]

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Power of the Pentagon: 5 P’s

Power of the Pentagon: 5 P’s

Not so long ago we had never heard of Marketing’s ’5th P’, Public Input, but we occasionally felt its wrath. Public Input ‘happened to’ Marketers and they adjusted. Smart marketers now turn it into an advantage, actively seeking ‘Public Input’,  just as they solicit/ manage Consumer Research & Product Development Design. In the ‘public’ sector, [...]

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Channeling Success

Channeling Success

I finished my Marketing Channel lectures this week; lots of big changes & challenges in the ‘Place’ part of Marketing’s 5 P’s. A good time to sum up; first -the Classics. I urge clients & students alike to take into account 3 Classic Considerations: Structure! What is the ideal structure of the channel(s) for my [...]

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