Mark your calendars for Thursday, April 27th, at 18:00. Anglo-American University’s School of Business Administration would like to invite AAU students, teachers, alumni and supporters for the next MBA Open lecture with František Koutský, MA.

František has extensive experience in the field of marketing, local activation, brand development, strategic marketing, and he will present his interesting topic of “Brand Social Purpose & Commerce.”

About the lecturer: After finishing his BA studies at AAU (2006), František progressed with his MA in International Business and Management at the University of Bradford, U.K. František has lived in 5 different countries and spent almost 7 years at Unilever, where he held various local and global roles. František is currently based in Geneva with General Mills where he holds a regional brand development role covering the EUAU region. Working with General Mills has provided him with a wide array of knowledge that he is ready to share with you at his open lecture!

About the topic: 73% of people would not mind if brands disappeared from their lives, but 92% of people would be willing to do business with a brand with which they can find a common purpose and beliefs. This is a tough new environment for brands, which have lived for a very long time in a cozy world of one way communication. The proliferation of the internet and social media has dramatically upended the game, and global brand giants recognize and fear the nimble smaller players, which have started to chip away at their dominant positions. How does a brand survive in this environment? One of the keys to brand survival is to have a clear brand social purpose.

We are going to discuss the following topics:

  • What has changed from the 360° campaign to the consumer first approach?
  • How do you target consumers in a fast paced world?
  • What do they want / not want to see?
  • How can you win consumers over (or at least give it your best shot)?
  • What are strategies to sell to consumers once you get them hooked?

The MBA Open Lecture will take place at Anglo-American University, Letenská 5, in room 2.07. Light refreshments will be provided. Please register via Facebook or e-mail at mba@aauni.edu. We look forward to seeing you all!