Thanks to Oti Ukubeyinje from Diageo for the inspirational talk he gave to the MSc Marketing students at Kent Business School, University of Kent. Oti graduated from Kent in 2010 and returned to help the new generation of students as they look to start their careers.
His passionate talk provided numerous insights into Diageo’s over 200 brands, and how data driven consumer insights, creativity and curiosity are used to delight customers.
Oti shared how Diageo strive to be the world’s best brand builder, leading the way in premium drinks. Building on the legacy and integrity of the likes of Arthur Guinness, famous for his support of the Dublin Guinness workers, Diageo continues to champion the communities it works with, from raw materials, to production and sales of their iconic brands.
We also learned how Diageo’s Consumer Choice Framework integrates consumer motivations with the use of millions of datapoints to delight consumers on key occasions.
The module convenor, Dr Des Laffey, commented:
“Oti is an engaging speaker and showed the students how they could apply theory to the iconic brands of Diageo”.
The talk was invaluable to the students, in the words of Ella Mayes, MSc Marketing student.
“I thoroughly enjoyed our guest lecture with Oti, he gave a really engaging and inspiring talk about his marketing career journey, starting with KBS to his current role at Diageo. A big thank you to Oti and Diageo for this opportunity, it was fantastic to hear from someone who was in my position not too long ago! ”
To learn more about Diageo visit the Diageo website.
To learn more about the MSc Marketing course at Kent Business School please visit the MSc Marketing course page.