The prominence and role of the disciplines of marketing and business development within firms is essential to ensuring the organisation promotes itself appropriately to both internal and external stakeholders and clients.

However, failure to accommodate for the unique challenges faced by practitioners in this field means that the efficacy of the message can become distorted or compromised, costing the organisation in more ways than the bottom line.

A crucial factor in effectively developing and executing campaigns is the ability of marketing professionals to demonstrate the role that marketing plays in the long-term success of the organisation, particularly in regards to business building, the cultivation and maintenance of a coherent organisational culture and branding. Also essential is to promote the benefits of positioning the marketing function in both an internal and external-facing position that not only generates business, but is also essential for continued customer relationship management.

This two-day conference will examine the issues and suggest solutions for marketing and business development professionals to:

• Exploit the changing role of marketing
• Work with other business units to develop and promote the message
• Gain continued support from managers and partners
• Retain and build the client base
• Engage the right people to develop and promote marketing strategies