Professor Emeritus Carol Scott is hosting a one-time only marketing panel later this month at the Bay Area headquarters of Google. The panel’s topic is “Marketing – Then, Now and Next.” Scott’s guests are a “who’s who” of marketing experts all of whom are UCLA Anderson alumni: David Burk (’87), a partner with Fleishman-Hillard; Guy Kawasaki (’79), author and former Apple evangelist (and UCLA Anderson’s 2012 commencement speaker) and Susan Wojcicki (’98), a Google senior vice-president. The panel is scheduled for Thursday, February 16.
We had an opportunity to speak with Scott earlier today, to get a preview of the panel. She spoke to the panelists yesterday.
“The topic is Marketing – Then, Now and Next and what better place to have it than at Google,” Scott says. “All three of the panelists have been entrepreneurs and also worked at large companies, so they are uniquely positioned to talk about marketing on both sides of the coin.”
Scott noted that all three of the panelists went straight into marketing after graduating from Anderson and she plans to have them briefly talk about what the field was like when each began. “We plan to spend more time talking about the current tools and technology, which have changed vastly since they began,” Scott says. “And even more important than the tools, I plan to pose some questions about how the relationship between marketing, companies and consumers has changed, what that new relationship is and how it’s different than before.” Scott also plans to spend part of the panel discussing what’s next in marketing as these relationships continue to evolve. “We’ll be talking about ‘social search.” I’m not even sure what that is yet, but Guy believes it’s going to be a big deal,” Scott says.
“David Burk is with (Fleishman-Hillard), the largest public relations agency in the world,” Scott says. “and the PR world has seen more changes than anything in the mix, as paid advertising becomes less effective and people want different perspectives, the press becomes more important. So, I’m sure we’ll get David’s thoughts on how PR has been impacted and its growing importance.” Scott says the panel will also spend some time on the tools and techniques of the trade and what tools and techniques might be essential in the future.
After discussing the panel, we asked Professor Scott if she had any recollections of any of the panelists from their student days – and she recalled Kawasaki very well. “Guy always talks about my marketing class,” Scott says. “Guy was really ahead of his time even then. I remember one case we discussed, someone wanted to develop a tennis club. The case was a real estate deal and I was concerned with consumers. Guy was already thinking about the environmental impact and how it he would bring in various entities from the city, state and ton. He was already thinking about marketing as a broad activity and how to involve numerous activities.”
To learn more about the panel and register, click here.
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