Will Fleming started practicing his career in marketing in the mid 1980’s, initially working for British Gas Scotland in Marketing Planning and Marketing Research. He moved to Wales to become Neath Rugby Club’s first ever Commercial Manager. From here he moved to Swansea City Football Club as their Commercial Manager. He then took a change of direction from football and moved to the brewing industry when he became the Marketing Services Manager at Crown Buckley until he took up the post of Freetrade Marketing Manager at S.A. Brain & Co. in Cardiff. It was from here he entered academia as a Senior Lecturer in Marketing and Course Director for the Chartered Institute of Marketing (CIM) professional qualifications.

As a full member and designated Chartered Marketer of the CIM Will is a great advocate of the professional body. It is no surprise that his research interests are concentrated on the practicalities of implementing marketing within organisations and he has investigated the efficacy of promotional practices, the use of co-operative marketing strategies and the challenges within the field of marketing to meet the sustainability agenda.

Teaching

  • MN-2010 International Marketing

    The module provides an overview of the key concepts in international marketing.

  • MN-3560 Strategic Sales Management and Selling

    The course covers the fundamentals of strategic sales management and selling. The course is split into two halves. The first part of the course covers the frameworks and strategies that underpin a successful strategic sales management operation. This includes an examination of the varying types of organisational structure that might be adopted, recruitment and training strategies as well as an overview of sales force motivation, reward and finally evaluation. The second part of the course is more practical in nature and covers the fundamentals of selling. Students will explore the importance of `process in practice┬┐ this includes the importance of building trust, how buyers evaluate suppliers, how to communicate strategic value, presentational sales skills and the key aspects of pitching, negotiation and closing. Structured lectures and interactive seminars utilise video and team role play furnishing students with practical sales knowledge plus a rich set of high value communication skills. The skills learned on the course are transferrable to almost any business situation or industry from the outset.

  • MN-M052 Integrated Marketing Communications

    Integrated marketing communication (IMC) is becoming pervasive both in the marketing discipline and in marketing activities. IMC aims to establish, deliver and maintain consistent and effective communication with stakeholders. However, as the module will discuss in details, this is challenging and not easy to achieve. The module enables students to study essential concepts with in the IMC subject area; to build coherent and consistent brand images; and, to apply to theoretical knowledge into practical skills. This will be achieved through a mixed approach of assessment methods.