Agenda
Marketing Executive
Level 4
10:00
Charl Sevel
Experiential Marketing
(Brief Synopsis of the lecture from my experience as an ex-Disney Executive perspective) Disney didn’t just join the market; they defined the “guest experience” as a measurable business asset. Disney is often cited as the “North Star” of experiential marketing. What sets them apart isn’t just the size of their parks, but their transition from a service provider to an experience architect. In academia, this is frequently analyzed through the lens of the Experience Economy, a concept popularised by Pine and Gilmore, which suggests that businesses must orchestrate memorable events for their customers to remain competitive.
11:00
Femi Falodun
Frameworks for Campaign Reporting
The session will offer useful frameworks and practical tools for evaluating and reporting marketing programmes and campaigns. The session will cover the key elements that must be included in a marketing campaign report, metrics to highlight, methods of evaluation, and how to delight stakeholders based on their interests and goals.
The masterclass will be useful for senior marketing, PR and corporate communication managers leading teams, or marketing and comms executives working solo or on small teams.
12:30
Dr Juliane Thieme
Tourism Marketing & Development
Juliane Thieme, who completed her PhD and MA at Kent Business School and King’s College London, specializes in sustainable tourism marketing. She has lectured on tourism development and co-supervised a field trip to Greece with marketing tourism students. Fluent in English, German, and Spanish, Juliane brings a global perspective to her session, which focuses on tourism marketing and sustainable practices.
14:30
Keith Rowland
Current Trends in Marketing
Keith Rowland, a Marketing tutor and coach, brings over 32 years of experience in medical sales and marketing. He is a Chartered Marketer and Fellow of the CIM. After transitioning to teaching, Keith now focuses on coaching CIM Diploma and Marketing Manager apprentices. His session will include:
• AI- opportunities & threats
• Sustainability- greenwashing and potential costs
• Influencer marketing- including micro-influencers and AI influencers
16:00
Uwaye Soetan
The Marketer Who Doesn't Use AI Won't Exist in 5 Years
This 30-minute masterclass reframes AI from a future trend into an immediate, practical skill essential for Level 4 Marketing Executive students, demonstrating its integration across the entire curriculum from CRM to analytics. Through live demonstrations of content creation and data processing, the session illustrates a highspeed commercial funnel where AI’s primary value lies in its ability to close the gap between lead interest and conversion at scale. While addressing critical risks like data privacy and hallucinations, the session emphasizes that AI provides speed and volume while humans retain control over strategy and creativity, ultimately urging students to adopt these tools immediately to ensure professional competitive advantage.
Marketing Manager
Level 6
10:00
Nathan shields
SOSTAC Framework in Digital Marketing
Dr. Nathan Shields will provide key insights into the SOSTAC framework, a strategic
approach to planning in digital marketing. He will cover the essential components of
SOSTAC, including Situation Analysis, Objectives, Strategy, Tactics, Action, and Control.
With over 20 years of experience in the field of digital marketing, Dr. Shields will discuss how
businesses can use this framework to design, implement, and evaluate effective marketing
strategies. He will also share his professional experience as a Marketing Strategist and
Consultant, shedding light on the practical application of SOSTAC in real-world scenarios.
11:00
Aaron & Rachel
Apprenticeships and Career Development
Join industry experts Aaron Goodall and Rachel Thomas for an
insightful session on apprenticeships and career development in the digital marketing and
education sectors. Aaron, Head of Qualifications at CIM, will delve into the qualifications and
assessments landscape, while Rachel, an experienced professional in partnerships development,
will share her insights on building effective partnerships and advancing career pathways. This
session promises to equip you with valuable knowledge and guidance on the opportunities
available through apprenticeships, boosting both personal and professional growth.
This session will be ideal for those interested in understanding the apprenticeship process, its
impact on professional development, and how these qualifications can lead to enhanced career
prospects.
12:30
Keith Rowland
Current Trends in Marketing
Keith Rowland, a Marketing tutor and coach, brings over 32 years of experience in medical sales and marketing. He is a Chartered Marketer and Fellow of the CIM. After transitioning to teaching, Keith now focuses on coaching CIM Diploma and Marketing Manager apprentices. His session will include:
• AI- opportunities & threats
• Sustainability- greenwashing and potential costs
• Influencer marketing- including micro-influencers and AI influencers
14:30
Dr Juliane Thieme
Tourism Marketing & Development
Juliane Thieme, who completed her PhD and MA at Kent Business School and King’s College London, is an expert in sustainable tourism marketing. Fluent in English, German, and Spanish, Juliane has guest lectured on development and co-supervised field trips. Her session will focus on sustainable tourism marketing and best practices for engaging tourists.
4:00
PM
Kim Hopkins
Are you a Commander?
16:00
Femi Falodun
Frameworks for Brand Content
The session will offer marketing managers and executives practical frameworks, models and tools for designing a content and storytelling strategy to drive user acquisition, brand reputation, audience engagement, and business growth. The session will be useful for senior marketing and communications professionals and marketing executives responsible for brand management, channel management, and corporate communications.
Project Control
Professional Level 6
10:00
Nigel Smith
Are you a Commander?
11:00
Eddie Obeng
From Project Controls to Perfect Projects
Eddie Obeng (World-Class Motivational Speaker: TED Global, Google Zeitgeist, Million Dollar Round Table. Voted by Meetings Net association of global conference organizers 2014 top ten speaker. Selected the Daily Telegraph’s 10 best TED talks) His session will include: Adapting to project types to deliver perfect projects. His session will focus on risk removal, the perfect execution approach, and techniques for learning from challenges to improve project outcomes.
12:30
Ray Mead
Being More Human in the Age of AI
AI is already reshaping how projects are delivered, how decisions are made, and what organisations expect from their change leaders. For project managers and transformation professionals, the question isn’t whether AI will affect your role — it’s whether you’ll be ahead of it or behind it.
In this session, Ray explores the real opportunities AI presents for PMs and change leaders, the pitfalls that are already catching organisations out, and the practical steps you can take now to stay relevant and effective. But the central argument is this: in a world where machines can plan, analyse, and report — the professionals who will thrive are those who lead with the distinctly human qualities that AI cannot replicate. Judgement. Relationships. Adaptability.
14:30
Andrew Millington
Insights into Project Management
16:00
Stephan jenner
Session on Project Portfolio Management
Join Stephen Jenner, esteemed author and expert in portfolio
management, for an engaging session on Project Portfolio Management: What, Why,
and How? In this session, Stephen will delve into the fundamental principles of
managing a project portfolio, explaining why it is essential for aligning projects with
organizational strategy and how it contributes to overall business success. Drawing
from his extensive experience and insights from his books Managing Benefits and
Managing Portfolios, he will guide you through the processes, techniques, and best
practices for effective portfolio management.
