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Top companies share B2B insights with Cass MBA students

Event gave students privileged look into the world of Marketing and Operations

Brandishing his favourite article from the Financial Times with gusto at an event earlier this week, Visiting Professor Stefan Stern energetically explained its merits to an audience of MBA students.

Their task was to write a similar piece this week at Cass.

The day, chaired by Professor Vince Mitchell, was designed to give students ideas about what business to business firms might want to read about.

Featured companies included Accenture Digital, Deutsche Bank, Fujitsu, Homebase, Old Street Labs, Rushmore group Visa Europe and the Worshipful Company of Marketors.

Business Anthropologist John Curran spoke of the changing nature of market research. He discussed the migration from providing data and insight, to helping companies with their product strategies.

Another hot topic was marketing automation, with a presentation on the subject given by software company Marketo.

Jun Iwasaki, a Cass MBA student from Japan said, "This has been a great educational experience. I come from a finance background, so studying Marketing and Operations is very enjoyable, although it is a steep learning curve!"

Concluding his article writing advice, Stern said: "I'm a Brit and Brits like brevity; keep your writing brief, as less is more!"

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