Mr Will Fleming

Senior Lecturer in Marketing, Business

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Office 317 - 317
Third Floor
School of Management
Bay Campus

Available For Postgraduate Supervision

Research Links

https://orcid.org/0000-0002-6571-2960

ResearchGate

About

Will Fleming started practising 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 Commercial Manager negotiating deals for their first ever club and kit sponsor. He moved to on to Swansea City Football Club before taking a change of direction into the brewing industry when he became the Marketing Services Manager at Crown Buckley and then 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.

Areas Of Expertise

Marketing Information systems
Sponsorship
The Beer industry
Marketing partnerships and networks
The Sustainability agenda

Career Highlights

Teaching Interests

Will teaches at under-graduate and post-graduate levels as well as CIM professional qualifications at certificate, diploma and post-graduate diploma level.

The subject areas he has covered include:

Marketing Management
Marketing Communications
Corporate Communications
International Marketing Strategy
Marketing Information Systems
Sales Management & Selling
Contemporary Issues in Marketing Management
Consultancy
Dissertation supervision

Research Award Highlights

Taught Modules

MN-2570 International Marketing

The module provides an overview of the key concepts in international marketing.
MN-2576 Integrated Marketing Communications

This module builds on MN-1016, providing the necessary knowledge and understanding of a core marketing activity. Integrated marketing communications (IMC) is an essential element in the strategic marketing plan. IMC aims to establish, deliver and maintain consistent and effective communications with an organisation¿s stakeholders. However, in today¿s fast moving, changing environment this can be challenging to achieve. Therefore, a good understanding of IMC is critical to business success. This module enables students to study essential concepts within IMC; to build coherent and consistent brand messages; and, to apply theoretical knowledge into practical skills.
MN-3516T Marketing Ethics

This module will explore a range of ethical issues in marketing theory and practice. Specifically, the module will examine issues concerning the ethics of markets and marketing, ethical marketing and decision-making, ethical consumption and the ethics of consumption, power relationships between producers and consumers, as well as ethical philosophy and frameworks that facilitate the analysis of ethical issues in marketing.
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.
MN-MB05P Creating Sustainable Value

The module combines case-based teaching with an introduction to the key MBA fields of technology management, operations management and marketing. The module takes an integrated approach to managing key aspects of technology, operations and marketing activities within an organisation. Rather than proceeding along conventional MBA disciplinary lines, as this method can often obscure the fundamental connections between them, the module takes a holistic approach to the way value is perceived and realized. This is a case-based module, organised around the evaluation of management and business practices for enabling sustainable competitive advantage. Recognising that sustainable development in all its forms is a dilemma beyond the capacity of any single organization, business or state to meet, this module draws on the UN Sustainable Development Goals to guide a flexible and topical curriculum that can keep pace with international news. We will give students an experience where the various perspectives that derive from their own professional experience, cultural and national diversity and traditional MBA fields are brought to bear on cases of the challenges of economic and social sustainability.
MN-MBA05 Creating Sustainable Value

The module combines case-based teaching with an introduction to the key MBA fields of technology management, operations management and marketing. The module takes an integrated approach to managing key aspects of technology, operations and marketing activities within an organisation. Rather than proceeding along conventional MBA disciplinary lines, as this method can often obscure the fundamental connections between them, the module takes a holistic approach to the way value is perceived and realized. This is a case-based module, organised around the evaluation of management and business practices for enabling sustainable competitive advantage. Recognising that sustainable development in all its forms is a dilemma beyond the capacity of any single organization, business or state to meet, this module draws on the UN Sustainable Development Goals to guide a flexible and topical curriculum that can keep pace with international news. We will give students an experience where the various perspectives that derive from their own professional experience, cultural and national diversity and traditional MBA fields are brought to bear on cases of the challenges of economic and social sustainability.
MNXN013 Planning Campaigns

This module covers the planning of effective marketing campaigns and the processes for developing relevant marketing activities to influence customers. The module comprises of three units: the first unit develops knowledge about the campaign planning process; the second unit develops the skills and knowledge to prepare and implement an effective marketing campaign plan; and the third unit develops knowledge and application skills to measure and monitor the results of marketing campaigns.
MNXN015 Innovation in Marketing

This module develops knowledge and skills to both understand digital innovation approaches and embed innovation throughout the marketing function. The module covers three units: the first unit develops knowledge and understanding about factors influencing innovation and disruption; the second unit develops skills in evaluating options and building business cases for marketing innovation; and the third unit develops planning skills for implementing innovative marketing and communications to support the launch of marketing innovations.

Key Grants and Projects

KTP (Lead Academic) – Heatherton County Park 2004 - 2007

Through the creation of a marketing department the project took the company through the million pound sales barrier, with Colleague as support academic, £80,000

Career History

Senior Lecturer , SIHE/ SMU/ UWTSD - Swansea

March 1999 - June 2019

Affiliated Positions

Moderator, University of Wales

2010 - 2013

Other Roles

External Examiner, Edgehill University

2014 - 2018

Invited Presentations, Lectures and Conferences

Erasmus: International Days

April 2020

University of Brest, IUT Quimper, France

Mr Will Fleming

Email address

Twitter Account

Research Links

About

Areas Of Expertise

Career Highlights

Taught Modules

MN-2570 International Marketing

MN-2576 Integrated Marketing Communications

MN-3516T Marketing Ethics

MN-M052 Integrated Marketing Communications

MN-MB05P Creating Sustainable Value

MN-MBA05 Creating Sustainable Value

MNXN013 Planning Campaigns

MNXN015 Innovation in Marketing

Key Grants and Projects

KTP (Lead Academic) – Heatherton County Park 2004 - 2007

Career History

Senior Lecturer , SIHE/ SMU/ UWTSD - Swansea

Affiliated Positions

Moderator, University of Wales

Other Roles

External Examiner, Edgehill University

Invited Presentations, Lectures and Conferences

Erasmus: International Days