The Department of Marketing and Entrepreneurship (DoME) of the University of Ghana Business School (UGBS) conducted a seminar as part of the Distinguished Marketing Practitioner Seminar Series, on the 29th of February, 2020. Mr. Michael Hagan, Regional Brand Manager at Nestlé Central and West Africa, was invited to speak on “Marketing Practicalities in Multinational Businesses”
After introducing himself, Mr. Hagan started off drawing out his journey throughout the field of marketing and management. He highlighted the positions he occupied to get to where he currently is; from Management Trainee in Marketing, to providing Marketing Service, to Assistant Brand Manager, a bit of Sales and, finally, a Regional Brand Manager.
His experiences, he mentioned, taught him a lot about Marketing on a multinational level. He did well to fully explain, first, the main aspects of Marketing, and then the sub categories related to his work at Nestlé. He then highlighted a bit on Media Consumption, Communication and Transportation of products.
Mr. Hagan used Cerelac, a Nestlé product targeted at infants, as a means to further elaborate on the unique marketing factors one must focus on when properly trying to sell a product on a multinational level. Students engaged him using scenarios pertaining to complicated issues related to the positioning of a product and market research. He also pointed out some critical actions one must always remember in order to boost the success rate of a company’s marketing campaigns.
Professor Robert E. Hinson, Head of the Department of Marketing and Entrepreneurship, made sure to provide a conducive environment, with informative yet light hearted banter, to keep the seminar going and the students readily engaged.
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