Academia Meets Industry: Engaging for Impact




There is a gap between what students are being taught and what industry needs. Both educators and practitioners have become increasingly aware of this. 

In the context of marketing, and more specifically digital and data-driven marketing, this is even more evident given the pace of change. Now is the time to understand and begin to bridge the gap. 

The event will bring together educators and practitioners. The aim is to understand their respective worlds and requirements, with a view to identifying the nature of the gap between teaching and practice and how to reduce it.

The first session will include presentations by Tracy Hunt-Fraisse, Programme Associate Head of Department at BBS, Ian Atkinson, Marketing Director of Sun Life Insurance, and Ian Bates of the DMA.

After a networking break, The second session will be a discussion of the issues raised chaired by Dr Keith Glanfield of Aston University, Chair of the BAM Marketing and Retail SIG



5 June 2019 - 17.00 to 20:30


Who Should Attend

Academics and practitioners interested in digital and data driven marketing and e-commerce


Benefits of Attendance

• Practical recommendations for improving the connection between academia and industry (both individual businesses and the DMA), with a view to building relationships that lead to on-going interaction. 
• A curriculum at business schools that is current, co-created and endorsed by industry, and more likely to equip students with the hard and soft skills that employers are seeking. 
• The opportunity for industry to influence the content and activities of individual marketing modules and to shape the marketing programme so that graduates leave with the skills to make an immediate and positive impact as marketers.



Bristol Business School
University of the West of England
Coldharbour Lane
BS16 1QY


Provider Information

Bristol Business School, University of the West of England, Direct Marketing Association, BAM Marketing and Retail SIG, BAM E-Commerce SIG

The event is sponsored by Bristol Business School (BBS), the Direct Marketing Association (DMA), and the Marketing and Retail and E-commerce SIG's of the British Academy of Management (BAM), and hosted by BBS.


Travel Information

The closet Railway station is Bristol Parkway which has a regular bus service to UWE

The Campus is close to Junction one of the M32. Please enter via the North Entrance. Map:



For specific information about this event, please contact the workshop facilitator:
Dr Adam Poole, Bristol Business School
0117 32 83105 

For general enquiries, please contact Linh Dang at the BAM office on 02073837770, or at


Event Fee 

Free for BAM members
£5.00 for non members



Registration deadline: 3rd June 2019

If you are not a BAM member and would like to join BAM or find out more about the benefits of being a BAM member, please go to BAM membership.



Cancelation Policy - Should you wish to cancel your place, you will receive a full refund if your cancelation is made 4 weeks prior to the event. After this, full payment will be required.  BAM reserves the right to cancel the event if there are not enough people to justify running the workshops.


5th June 2019   through   8:30 PM
Event Fee(s)
BAM Member Fee £ 0.00
Non-BAM Member Fee £ 5.00
Event Information
Product Code 415338
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