Industry view: Marketing theory in practice


The University of South Wales’s MSc Marketing aims to give students a sound theoretical base so they can contextualise marketing practice and contribute significantly to the business world.

Gary Gillespie, Customer Relationship and Business Development Manager at BT, recently delivered a guest lecture to students about how consumers use technology to interact with brands and organisations. 

This lecture from an industry perspective explored how product and service deliverers now have to meet customer demands in a way that was inconceivable 20 years ago. The world is now a multi-channel experience, so organisations have to work out how to meet customers’ expectations using telephony, mail, SMS, social media or personal video communications.

BT is one of the world's leading communication service-providers, meeting the needs of a customer base in more than 170 countries. It has six customer-facing lines of business – BT Global Services, BT Business, BT Consumer, EE, BT Wholesale and Openreach, with BT Consumer supplying telephone services, broadband and television services to approximately 18 million customers in the UK.

Students were keen to put their questions to Mr Gillespie. Christin Witzøe commented, “As a marketing student, I felt this presentation added to my knowledge from a business perspective.” MSc Management student, Eme Giwa-Amu, added: “The session was very interesting and enlightening – it showed us how theory works in practice and we loved it.”

Dr Elizabeth Lloyd-Parkes, MSc Marketing Course Leader, said, “It is our aim to provide our students with theoretical knowledge on which they can base their understanding of practice, and contribute to developments as part of their careers. It was incredibly enlightening to hear of the challenges BT face in light of the changing nature of the contemporary consumer, and to see evidence of how robust market research has informed the company’s responses.”