24 October 2007
Bradford University School of Management has won a contract to teach British MPs and Peers the principles of marketing and its relevance to UK businesses.
Only one in five MPs has any experience of business, yet the government has significantly increased the laws and regulations which affect businesses and their marketing activities.
’Secrets of Marketing’, is launched this month by the Industry and Parliament Trust (IPT). The IPT is a charity dedicated to fostering mutual understanding between business and Parliament for the public benefit. It is independent, non-partisan and non-lobbying.
The course, consisting of six half days sessions between now and February next year, will be run by Bradford University School of Management. It will cover the practice and application of marketing, look at examples of world-class and not-so-classy marketers and the impact of legislation on marketing activities.
The School beat 10 other top institutions in a rigorous tender process. The course will be delivered by marketing expert Julian Rawel, director of executive education, and his team of five academics from the School.
Explaining what MPs and Peers will get from the course, Julian Rawel said: “We will be teaching MPs to understand that good marketing is the foundation of long term business success and how government decisions on legislation and business support affect how businesses can market themselves.
“We will be discussing big picture issues – such as open skies, carbon footprinting and organic food issues, off shoring and the success of ‘UK PLC’ – as well as the fundamental marketing principles which underpin the success of any organisation - understanding who your customers are, who your competitors are and ensuring that you satisfy your customers better than your competitors.”
Ian Stewart, MP for Eccles, in Salford, one of the first to sign up for the course which starts on 24 October. Recognising the importance of MPs developing their business skills, he said: “I know nothing about marketing, yet I represent companies in my constituency and help them to develop their businesses. I need to understand the business pressures and modern techniques for promoting British business locally and globally.”
Mr Stewart, a founding member of the All Party Parliamentary Group on China, added: “Marketing is important to businesses in my constituency, not just for maintaining employment but for growing employment.”
The Rt Hon Lord McNally, former director of the British Retail Consortium, said: "The more that politicians and businesses understand each other and speak the same language, the better it will be for the British economy.
“This course will help cross fertilise business experience into legislation, the management of government and the support we offer to businesses. Advertising, public relations and marketing are key to business success. Yet they are too often viewed with suspicion by Parliamentarians."
Sally Muggeridge, Chief Executive of IPT said: “Bradford University School of Management impressed us with their knowledge, their professionalism and their understanding of what we aim to achieve with the course. They have a strong track record of marketing education and have picked an impressive team of experts to deliver the course.”
Julian Rawel who devised the bespoke course said: “We are delighted to have won such a prestigious national contract against such stiff competition which demonstrates the high quality of business education at Bradford.”
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