Business
June 9, 2015
Students anywhere in the world can now learn the art and science of marketing by studying the craft beer industry through the second online course offered by the University of Portland’s Pamplin School of Business.The course, Marketing Intelligence, is part of a continuing education certificate titled “Master Strategist Certification: Craft Beer Business.” It will be taught by Ian Parkman, assistant professor of marketing. Parkman researches knowledge based-industries and new product development, with a particular affinity for creative industries like product design, architecture, and advertising.
“I am relatively new to Portland and the craft beer industry,” says Parkman, “but the parallels between craft beer and the industries I study makes this an exciting course for anyone seeking to understand marketing and communications at the intersection of art and commerce.”
“The craft beer industry is a lot like many industries in Portland” Parkman adds. “There isn’t a lot of variation between products, firms compete on knowledge and consumers’ interpretation of a brand’s authenticity; competitive advantage stems from branding, story-telling, and a transparent commitment to truthfulness – it isn’t all about the beer.”
Sam Holloway, associate professor of strategy and entrepreneurship, notes, “When I approached Ian for help developing the course, we wanted to design something for working professionals that combines the traditional aspects of consumer behavior, marketing strategy, and consumer research into a more strategic interpretation of marketing. Marketing Intelligence is a new, more strategic and tactical synthesis of traditional topics and Ian’s expertise in this area is precisely why we brought him to campus a couple of years ago.”
Under Dean Robin Anderson, the Pamplin School of Business has made a concerted effort in recent years to connect more closely with the local business community. Outreach efforts include Pamplin School professors offering business training with partner firms such as Providence Medical Group, Cambia, US Bank, and many others. Parkman himself is very integrated into Design Week Portland and organized a panel last year with Evolve Collaborative, a leading product design firm.
As Anderson notes: “The new Online Master Strategist Certification: Craft Beer Business offers another option for us to increase our impact in the business community. Anyone seeking to understand marketing intelligence, in any industry, can enjoy the challenges and opportunities within the craft beer industry to learn new ways to market their own products and services.”
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