Marketing experts are gathering at the University of Stirling over the next three days to discuss the challenges facing the industry in a changing world.
The theme of the 51st Academy of Marketing 2018 conference – which is being held from today until July 5 – is Marketing the Brave.
Conference Chair and Professor of Marketing, Julie Tinson, said: “We are excited to be hosting such a significant marketing conference with genuine global appeal.
“Given the substantive issues for marketing, policy makers, and society at large, from a changing and destabilising world environment, this event is important as it is designed to see how marketing can offer an understanding of, and explanations to, these broader issues.”
It is the first time the University has hosted the conference since 1999 and includes 70 sessions, the presentation of 240 papers and keynote speeches by two internationally-renowned speakers.
Professor Russell Belk, York University Distinguished Research Professor and Kraft Foods Canada Chair in Marketing, will deliver the keynote speech 'Consumers and Technology: What is Changing?' on the first day of the conference.
He will also chair a workshop on ‘Full Immersion’ to show how to unpack consumer phenomena through ethnographic research.
Mick Doran, Head of Research, Planning & Brand, at Sainsbury’s Bank will question whether 'Mightier is the Mongrel?' in his keynote speech on Wednesday.
As current Chair of the Marketing Society Scotland, Mr Doran will provide a contemporary viewpoint, following 20 years of industry experience seeking to understand the needs of consumers across the globe.
The University is also hosting five ’special sessions’ that will take place across the main conference, ranging from debates on fake news and the associated marketing implications, to marketing education and vulnerable audiences.
In addition, the conference will include 12 expert-driven workshops, each addressing a cutting-edge theoretical, methodological or pedagogical issue in marketing. These include workshops on: artificial intelligence in marketing; gender, marketing and consumer research; and who will be the retailers of tomorrow?