Online Tutor Celia (Betty)
Celia (Betty)
PhD Tourism, Hospitality, Consumer Behaviour
$78/hr
Have tutored and lectured in Marketing, Business management, Sponsorship and Events management, Partnerships and Hospitality
Celia (Betty)0 classes
University of Surrey - PhD - Tourism, Hospitality, Consumer Behaviour
Have tutored and lectured in Marketing, Business management, Sponsorship and Events management, Partnerships and Hospitality
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About Me
My time in major companies (American Express, Unilever & Cadbury) as both a product manager and a regional marketing manager taught me the multiple skills that are of benefit to teaching students about their opportunities in the workforce. Firstly, helping them understand the reality of being a marketer within a services or product based company; how to translate the theoretical aspects of the course into valuable learnings for the commercial world. This is done by having them firstly understand the concepts and then try to apply to a product that they buy or enjoy using. It is this adaptation of theory into mock practice that brings the concepts to life.
Another facet of my experience is helping the student understand the importance of coordinating with multiple stakeholders to bring about project development and in some cases problem resolution. Secondly, working within a large organisation and adjusting projects to better suit the evolving strategy of the business. Thirdly, to be accountable for one's own business responsibilities. Finally, to work in a collegiate and constructive manner with third party suppliers such as advertising agencies or research businesses, to ensure that the optimal outcomes for the business are achieved. These skills can be transferred to the classroom in group exercises and group assignments and teamwork is a bedrock of the marketing role.
My experience at APM and at Surrey has been to ensure where possible that the content I was teaching was coordinated or complementary with that of my colleagues, to ensure the optimal learning experience for the students.
Tutor Experience
Teaching Management and marketing modules at the University College London (UCL),
Have taught at tertiary level within the University of Surrey (UK) and the APM College of Business and Communications (Sydney, Australia).
Courses taught include the Principles of marketing, Marketing Fundamentals, Direct and digital marketing, Sponsorship and Events marketing
1. Fundamentals of marketing
12 week course covered the fundamentals of marketing from a theoretical construct perspective including:
o The scope of marketing
o Developing marketing strategies and plans
o The use of research to determine product development
o Forecasting demand
o Creating customer value and loyalty
o Customer behaviour
o Customer segmentation
o Market segments
o Brands and brand equity
o Brand positioning and why this is important
o The 7 Ps
2. Direct marketing course
The second 12 week course was the role and impact of direct marketing or digital marketing
o The role of marketing communication
o SEO/Effective targetting
o Role of above the line and below the line advertising
o Integrated marketing programmes
3. Sponsorship & Events Marketing
- This course focused on how to use sponsorships and partnerships to grow a brand. This included the selection of the appropriate sponsorship property for the company, the contract negotiation, the implementation process and the integration of the property with the company’s marketing and communication programmes
o Included teaching specific theoretical aspects of marketing for example segmentation and why this factor is important in marketing planning and strategy.
o Students are encouraged to develop an understanding for how the principles impact their actual place of work or a theoretical place of work.
Topic Expertise
My expertise lies in all aspects of Marketing - from both a theoretical and commercial aspect.
My Masters degree (1:1) was in Marketing and my recent PhD experience has provided me with the skills and experience to teach the following subjects: all aspects of marketing, research development, selection of appropriate research methodologies; qualitative research analysis; quantitative research analysis in SPSS and PLS-SEM.
Core subjects:
o The scope of marketing
o Developing marketing strategies and plans
o The use of research to determine product development
o Forecasting demand
o Creating customer value and loyalty
o Customer behaviour
o Customer segmentation
o Market segments
o Brands and brand equity
o Brand positioning and why this is important
o The 7 Ps
o The role of marketing communication
o SEO/Effective targetting
o Role of above the line and below the line advertising
o Integrated marketing programmes
Sponsorship & Events Marketing
- Selecting a sponsorship
- evaluation of the sponsorship
- the contract negotiation,
- the implementation process
- the integration of the property with the company’s marketing and communication programmes
Research
- evaluation of appropriate methodology
- qualitative research methods
- quantitative research methods
- qualitative research analysis methods
- quantitative research analysis methods
Tutoring Subjects
Qualifications
Undertaking the HEA qualification at UCL
Teaching Management studies at UCL 2020/21 semesters
Taught the Principles of marketing at University of Surrey 2020
Taught Marketing Fundamentals, Direct Marketing and Sponsorship & Events Marketing syllabus at APM College (Sydney)
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