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Marketing Guru Professor Philip Kotler Presents his New Marketing Theory at AUK

World renowned marketing expert Professor Philip Kotler delivered his first certified training seminar in Kuwait, in cooperation with Al-Raya Group and The American University of Kuwait (AUK), as he discussed the importance of values driven marketing.

Professor Kotler's one-day certified training seminar, Marketing 3.0 - Values Driven Marketing, was held on April 4 at the AUK Campus and was organized by the Center for Continuing Education at AUK. It encouraged corporations to review how they market themselves and their products to clients and consumers, and provide a very special learning opportunity to students of Marketing in Kuwait.

Professor Kotler, who invented the four Ps of Marketing and Social Marketing, designed the concept of values driven marketing in the wake of the disastrous global financial crisis to assist companies rebound, reset growth potential and address challenges of doing business. His new model of marketing (Marketing 3.0) treats customers not as mere consumers, but as the complex multi-dimensional human beings that they are. Customers, in turn, are choosing companies and products that satisfy deeper needs for participation, creativity, community, and idealism. Leading companies realize they must reach these highly aware, technology-enabled customers and that the old rules of marketing won't help them do this. Instead, they must create products, services and corporate cultures that inspire, include and reflect their customer's values.

Director of the Center for Continuing Education, Ms. Jeanne Al-Failakawi said the American University of Kuwait was delighted to host Professor Kotler for his ground-breaking seminar. "The Marketing 3.0 seminar is an exceptional way to get university students thinking about themselves as individuals, as well as members in a global market," she said.

Al-Raya Group's Training and Consulting Manager, Abdul Rahman Al-Haddad, described the seminar as "a life-changing experience; a must see."

The one-day seminar covered such topics as dealing with business challenges and opportunities, generating new ideas and innovating successfully, improving branding power, and developing a superior company reputation through sustainability-driven thinking.

About Professor Philip Kotler

Philip Kotler is the S.C. Johnson & Son Distinguished Professor of International Marketing at the Kellogg School of Management, Northwestern University, USA.

Professor Kotler, who is the inventor of the "4 Ps" of Marketing (which he has now transformed to "7 Ps") as well as the inventor of "Social Marketing", has been involved in the research & development of marketing for the past 55 years. He is the author of Marketing Management (Prentice Hall), now in its 13th edition, and the most widely used marketing textbook in graduate schools of business around the globe, with more than 20 million copies sold to date. He has authored over 50 other successful books and he has published over 150 articles in leading journals.

He received his Master's degree at the University of Chicago and Ph.D. at M.I.T., both in Economics, and has also received 12 honorary PhDs.

He is the only three-time winner of the coveted Alpha Kappa Psi award for the best annual article in the Journal of Marketing. Professor Kotler has been named among the Top 50 business gurus since 1998. In 2008 & 2009 Professor Kotler was ranked amongst the top 10 Business Thinkers of the World by The Thinkers 50. See www.thinkers50.com

About The Center for Continuing Education

The Center for Continuing Education offers programs and services which complement those of the College of Arts and Sciences and the Intensive English Program at the American University of Kuwait. Moreover, CCE has programs and courses to meet the growing demand for workforce development training.

The Center's target audiences include adults wishing to advance or change their careers, update or upgrade their knowledge, skills and abilities, or achieve professional credentials or certifications. It also caters to young adults who wish to prepare for university studies, prepare for exams such as the TOEFL, IELTS, and SAT, and participate in enrichment programs.

The Center for Continuing Education offers programs throughout the year. The majority of programs are offered at AUK's Salmiya Campus, but some may be offered at community sites or in specialized off-campus facilities. For more information on CCE, please visit the CCE website: www.auk.edu.kw/cce/index.html , email us at cce@auk.edu.kw or call 1-802040 / (+965) 2224-8399 ext. 123, 124.

Professor Philip Kotler on stage at the American University of Kuwait Auditorium as he delivers his seminar 'Marketing 3.0'

Professor Philip Kotler is presented with the AUK Coin by Vice President for Administrative and Student Affairs Dr. Carol Ross-Scott

Professor Philip Kotler delivers his seminar 'Marketing 3.0' in front of a packed audience

A participant addresses a question to Professor Philip Kotler

Released by the PR & Marketing Department on the 07th April 2011

Photography by the AUK Public Relations & Marketing Department (C) 2011

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