The Marketing and Entrepreneurship Students Association (MESA) of the University of Ghana Business School (UGBS), on 16th October 2017, held a corporate session to launch the association’s annual week celebration at the executive hall of UGBS. The event is under the theme: The Digital Paradigm and the Emerging Trends in Marketing. Miss Venus Tawiah of Now Available Africa and Mr. Andrew Ackah, CEO - Dentsu Aegis Network Ghana were the guest speakers.
In his welcome address, Dr. Mahmoud A. Mahmoud in the stead of Dr. Ernest Yaw Tweneboah-Koduah, Head of Department of Marketing and Entrepreneurship indicated that technology and the digital redefinition in the marketing industry should inform students to sit up and study more. He also stated that it is important for students to develop their skills in various ways. He entreated students to attend seminars to be exposed to industry players. This he said, would enable them to be more abreast of the emerging trends.
Dr. Kobby Mensah, in his speech, stated that the digital space has become a dominant force in marketing communication, resulting in the emergence of brand journalism or what others call content marketing. Referring to McDonalds, as an example, Dr. Mensah observed that the adaptation of content marketing as a strategy led to a wider reach in audience and reversed its declining fortunes. He emphasised that the strategy seeks the overarching objective of allowing businesses to target customers with useful, tailored editorial content while promoting their brand values and products.
Miss Venus Tawiah of Now Available Africa indicated that the internet is a major marketing tool. According to her, internet has rapidly grown in Africa citing Kenya, Tunisia and Nigeria as some of the top fast growing internet countries in Africa. The internet allows people to recreate in a local environment and share. She said digital internet penetration is growing thus, people should create content with identity which will sell in a positive way.
Mr. Andrew Ackah, CEO - Dentsu Aegis Network Ghana said “We are actually in the digital paradigm.” The key thing however is how to take advantage of this change, and this is most important for marketing students especially when it comes to identifying opportunities within this scope.
The launch ended with an interactive question and answer session, and socialisation between faculty and students.
copyright © 2016 University of Ghana Business School. All Rights Reserved