Experts from Google Canada and Groupe Dynamite Share Marketing Strategies with Students
HLOs: 
Bachelor of Commerce – Marketing degree students in the MKTG 4007: Advertising and Public Relations class had the privilege of gaining valuable insights from industry experts in two interactive sessions.
Laura Pearce, Head of Marketing at Google Canada, shed light on the decision-making process behind marketing strategies at one of Canada's most influential brands. Laura highlighted the selection process that led to actor Simu Liu becoming the ambassador for Google Pixel 6 in Canada, citing his acting career and relatable style as a perfect fit for Canadian consumers.
Students were intrigued to learn about the omnichannel launch of Google Pixel 6, featuring Simu in various settings, including on-set and with his family. Laura also discussed key Google marketing initiatives such as Key Opinion Formers and emphasized the importance of protecting Canadian technology infrastructure. A memorable takeaway from Laura's visit was her insight that Google values recent graduates for the fresh perspectives they bring, encouraging Marketing students to consider applying for Google internships in the Spring.
David Stevens, Chief Technology Officer at Groupe Dynamite (Dynamite and Garage clothing brands), delivered an engaging presentation highlighting how these Canadian brands deeply understand their customers. Stevens showcased how Groupe Dynamite leverages fundamental marketing concepts, such as maintaining consumer personas and articulating brand sentiment, to cultivate a 360-degree view of the consumer. He underscored the importance of technology in establishing an omnichannel relationship with consumers, a key element of Groupe Dynamite's success. A notable takeaway from Stevens' presentation was his emphasis on the significance of data-driven marketing, encapsulated in his advice to aspiring marketers: "If you are going to be a marketer, be a data marketer."
Special thanks to Professor Yvonne Yip-Berkenblit for facilitating these learning opportunities for the Marketing students.
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