In July this summer I am giving a new course at UPEI on the ideas behind the term the market is a conversation.
Here is a link to a site that will show you how I have put the ideas and the tool together. The course itself will be a conversation and we will draw mainly on the blogs of many who I believe are in the vanguard of a revolution in business.
Here is the premiss:
Marketing as we know it is under siege and may not survive in anything like its current form.
The foundation of mass media is eroding rapidly. The channels that mass media rely on are being disintermediated by direct web channels or by other media. Brand power is leaving the corporate centre and is being replaced on the web by the voice of the consumer. Trust in corporate and government leaders is falling. Customer attention, buffeted in a maelstrom of advertising noise, is falling.
A web-based and consumer-driven alternative is emerging rapidly.
The resulting fall-out in the advertising and mass media industry will be cataclysmic. The opportunities for those understand the new market will be tremendous.
This course will justify this claim and will take you inside the minds and behind the actions of the revolutionaries. You will not only see what is going in real time, you will meet and talk to the key figures. You will be among the few who know that is going on.
