Speaker Profile 

Dr. Mihaela Bishop is a Senior Lecturer in Marketing and Management at the University of Exeter. She serves as Programme Director for the MSc Management—one of the Business School’s three flagship programmes—and also oversees the University’s study and work abroad programmes (WYA). 

Passionate about advancing education, she is dedicated to exploring innovative assessment methods and continuously enhancing the learning experience for her students. Her goal is to ensure they are well prepared for the dynamic, ever-evolving world that awaits them after graduation. 

Dr. Bishop will be travelling especially to Bangkok to lead this exclusive series of events. 

ITINERARY

Day 1: Strategic Foundations and Market Dynamics

1. Marketing  

Overview: Explore the core principles of marketing, including market segmentation, targeting, positioning, and the marketing mix (7Ps)  
Discussion Topics: What makes a brand successful? How do companies identify customer needs?  

2. Innovation  

Overview: Understand the role of innovation in business growth, types of innovation and how to foster a culture of creativity  
Discussion Topics: Why do some innovations fail? How can companies encourage innovative thinking?  

3. Culture  

Overview: Examine how organisational culture influences behaviour, performance, and change. Includes cultural dimensions and cross-cultural management.  
Discussion Topics: How does culture affect decision-making? What challenges arise in multicultural teams?  

Group Activity: “Design a Startup” Challenge  

Objective: Apply concepts from marketing, innovation, and culture to develop a compelling business idea.  

Instructions 

• Students are divided into small teams (5–6 members).  
• Each team must create a concept for a new startup, including:  
  • Marketing strategy: Define the target audience, value proposition, and marketing mix (7Ps)  
  • Innovation element: Introduce a unique product or service  
  • Organisational culture: Describe the company culture and how it supports innovation and customer engagement  
• Teams will prepare a short pitch (10 minutes) and present  
• Optional: Include a visual aid (e.g., poster, slide, infographic)  

Learning Outcomes 

• Understand how marketing, innovation, and culture intersect in real-world business planning  
• Practice teamwork, creativity, and strategic thinking  

Day 2: Leadership, Decision-Making, and Management Tools

1. Business Analytics  

Overview: Learn the basics of data-driven decision-making, including descriptive, predictive, and prescriptive analytics.  
Discussion Topics: How can data improve business outcomes? What are the risks of relying too heavily on analytics?  

2. Management  

Overview: Cover the functions of management (planning, organising, leading and controlling) and how managers contribute to organisational success.  
Discussion Topics: What are the biggest challenges managers face today? How do managers balance strategic and operational roles?  

3. Leadership  

Overview: Introduce leadership styles, emotional intelligence, and the difference between leadership and management.  
Discussion Topics: What makes a great leader? How do different leadership styles impact team performance?  

 
Group Activity: “Leadership Simulation: Crisis Response”  

Objective: Use leadership, analytics, and management principles to solve a business crisis.  

Scenario: A mid-sized tech company is facing a sudden drop in customer satisfaction due to a product failure. The leadership team must respond quickly to manage internal teams, communicate with stakeholders, and decide on a recovery strategy.  

Instructions 

• Students are grouped into leadership teams (5–6 members).  
• Each team receives:  
  • A brief company profile.  
  • A dataset with customer feedback and performance metrics.  
  • A description of the crisis.  
• Teams must:  
  • Analyse the data to identify key issues (Business Analytics). 
  • Assign leadership roles and decide on a response strategy (Leadership).  
  • Develop a short-term action plan and a long-term management strategy (Management).  
• Present their response plan in a 10-minute presentation  

Learning Outcomes 

• Apply leadership styles and decision-making frameworks under pressure  
• Use data to inform strategic choices  
• Collaborate effectively in a simulated business environment  

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