On Monday 8 November 2021, former MBA student and Marketing Director for James Villa Holidays, Susie White, returned to the Canterbury campus to deliver a Marketing Masterclass to our MBA Class of 2021-22.
The talk covered strategy during a global pandemic and offered the current cohort valuable take-home advice on changing direction within marketing to reflect what is going on in the world.
Susie delved into the vacation rental sector, pre and post-pandemic including sector forecasts, and where opportunity lies for the industry. Susie uncovered the ins and outs of her role and the challenges James Villa has faced at such an unprecedented time.
She also encouraged students to really think about what to consider within the marketing mix including a mini-masterclass on Goole SEO and PPC. A key theme and takeaway from the talk was to use data in building the marketing strategy, even if it’s basic, base your strategy on what you can quantify with data.
“As a business, we have to adapt to the new travel and leisure market and changing consumer habits and intent. Returning to work after maternity leave I had the opportunity to review our entire marketing strategy, mix, and messaging; creating a marketing plan from scratch,” explains Susie.
“In my experience of an MBA, some of the best weeks of study were the ones where we got to hear from external speakers and Alumni, it really brings to life the learning objectives and really helps facilitate the transition from academic learning to the real world.
“I hadn’t done any public speaking for a long time, probably since doing the MBA! Even people like me get nervous but I really enjoyed it – I will be back!”
If you are a KBS Alumni and would like to return to share your experience or deliver a masterclass, get in touch with us!