Professional aspirations and musings.

On Saturday, February 11, 2017 at the Flora Grand Hotel in Dubai I joined two colleagues from American University in the Emirates (AUE) — Dr. Konrad Gunesch and Dr. Paul Mears — at the 6th International Conference on New Challenges in Management and Business.

The Conference addressed a range of critically important issues and themes relating to the management and business. The main topics of the conference will be held in two main fields and different panels:

  • Business Management and Strategy
  • Marketing Management

At the conference, in addition to enjoying learning about the research of fellow academics and researchers from all around the world, I presented my proposed paper, “Strengthen Your Social Media Marketing with Live Streaming Video.”  The abstract from my paper follows:

“Live streaming video is an emerging option marketers can use to connect with and convert consumers, especially via mobile devices. Mobile video is particularly promising: Cisco (2015) reveals 80 percent of Internet traffic will be video by 2019 and Brightcove (2016) reports that 74% of consumers are more likely to make a purchase after watching a branded video; 46% have done so. However, recorded video is costly and cumbersome to produce; live streaming video increases engagement and decreases costs (Piontek, 2015) while giving marketers increasing influence: Yeung (2016) reports that more than 110 years of live video is watched daily on Periscope. Facebook launched a live streaming service and YouTube has now followed suit (Hockenson, 2016). Recognizing that individuals and organizations alike can strengthen their social media marketing with live streaming video, this paper reviews the rise of social media, previews live streaming video, and shares live streaming video survey results.“

Watch the recorded Facebook Live broadcast of my presentation (originally shared on my Facebook page) below; slides from the presentation are available via Slideshare and follow after the video:

 

Slides from the presentation are available via Slideshare and embeded below for your review and reference.

According to a quote attributed to Confucius, “Choose a job you love, and you will never have to work a day in your life.”

Given that my personal motto is “learn continuously, live generatively,” teaching and training are a fitting profession for me: I learn something every day about myself, the people in my life, the world in which I live, and the subjects in which I am interested.

Learning isn’t always easy, but it is always rewarding intrinsically. It is for that reason that, when asked why teaching is my tenure, I explain, “I embrace education as my profession because it empowers me to help shape the lives of others, while giving my own life greater meaning.”

Occasionally, however, teaching is extrinsically rewarding as well: On Thursday, February 23, 2017 it was announced that I had won the “College of Business Administration (COBA) Program Development Award” for the 2015 to 2016 school year at the American University in the Emirates (AUE).

Notably, I was personally selected to receive this award by Professor Muthanna G. Abdul Razzaq, President and CEO of the American University in the Emirates (AUE).

coba-program-development-award-2015-2016-matthew-adam-gilbert-20170223

Reasons for my having been chosen for this honor include:

  • Contributing my editing, writing, and organizational abilities to COBA’s accreditation efforts with the Association to Advance Collegiate Schools of Business (AACSB).
  • Designing “INV 300, Innovation and Entrepreneurship,” a new compulsory undergraduate course in compliance with Ministry of Higher Education and Scientific Research (MOHESR) requirements.
  • Developing the syllabus for a proposed new Mobile Marketing course for our MBA program.
  • Editing a 300 page report for the reaccreditation of College of the Business Administration (COBA) with the United Arab Emirates (UAE) Commission for Academic Accreditation (CAA).
  • Enhancing my classes with interactive exercises, class discussions, and worksheets that challenge students to actively engage the course curriculum.
  • Launching two university level guest speaker series, “The Business of Marketing” and “Management Matters,” — and inviting other speakers to my COBA classes.
  • Managing large undergraduate classes of up to 49 students efficiently and effectively.
  • Reviewing and revising syllabi for undergraduate management and marketing courses every semester to ensure they present the most current and useful information.
  • Suggesting improvements to COBA policies and procedures, along with overall enhancements to the student experience.

I am thankful to have received such an honor and am grateful for the opportunity to have made the above contributions to AUE, COBA, and, most of all, my students.

“It’s the teacher that makes the difference, not the classroom.” — Michael Morpurgo

On Monday, February 13, 2017 I invited the world to join my MKT 200, Principles of Marketing class at American University in the Emirates via a Facebook Live broadcast.  Watching the video — which, for some reason, is unfortunately a low quality — you can get a feel for how I teach along with the way I manage my classroom and students, both engaged and disruptive.

There is even a related discussion about product design and human-computer interaction in addition to some real-world examples of my younger years playing Pong and an early version of Castle Wolfenstein with a friend!

I invite you to watch the video below (originally posted on my Facebook page):

 

Primarily this class was a review for a quiz that I gave to my students two days later, but it also offers an overview of foundational marketing concepts, including the following:

  • Core Beliefs and Values: persistent and are passed on from parents to children and are reinforced by schools, churches, businesses, and government.
  • Customer Lifetime Value: the value of the entire stream of purchases that the customer would make over a lifetime of patronage.
  • Customer Relationship Management (CRM): the overall process of building and maintaining profitable customer relationships by delivering superior customer value and satisfaction.
  • Demands: Wants backed by buying power.
  • Exchange: the act of obtaining a desired object from someone by offering something in return.
  • Macroenvironment: consists of the larger societal forces that affect the microenvironment—demographic, economic, natural, technological, political, and cultural forces.
  • Market Offerings: some combination of products, services, information, or experiences offered to a market to satisfy a need or want.
  • Market Positioning: the arranging for a product to occupy a clear, distinctive, and desirable place relative to competing products in the minds of target consumers.
  • Market Segment: a group of consumers who respond in a similar way to a given set of marketing efforts.
  • Market Segmentation: the division of a market into distinct groups of buyers who have different needs, characteristics, or behaviors and who might require separate products or marketing mixes.
  • Market Targeting: the process of evaluating each market segment’s attractiveness and selecting one or more segments to enter.
  • Marketing Environment: includes the actors and forces outside marketing that affect marketing management’s ability to build and maintain successful relationships with target customers.
  • Marketing Management: The art and science of choosing target markets and building profitable relationships with them.
  • Marketing Mix: the set of tools (four Ps) the firm uses to implement its marketing strategy. This set includes product, price, promotion, and place.
  • Marketing Strategy: the marketing logic by which the company hopes to create customer value and achieve profitable customer relationships.
  • Marketing: a process by which companies create value for customers and build strong customer relationships in order to capture value from customers in return.
  • Microenvironment: consists of the actors close to the company that affect its ability to serve its customers—the company, suppliers, marketing intermediaries, customer markets, competitors, and publics.
  • Needs: States of deprivation.
  • Target Marketing: Which segments to go after.
  • Value Proposition: the set of benefits or values it promises to deliver to customers to satisfy their needs.
  • Wants: The form that needs take.