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Professori Philip Kotlerin tervehdys

To Kymenlaakso University of Applied Sciences, Business Department

I send my greetings to your Annual Symposium “Developing the Business Education at Universities of Applied Sciences.”

Business Education is in need of a makeover, a re-invention at this time. The Great Recession revealed that many managers graduating from important business schools and going into leading banks became more involved in profiteering than in profitability planning blended with a concern for the public good. Our growing consciousness of the planet’s fragility and limited resources call for a new consciousness in the training of future business managers and leaders. The rapid growth of social media and the Internet is transferring market power from companies to their consumers whose words to other consumers will have a greater impact than all the fine ad copy that company ad agencies can create.

We must ask: What makes a competent business manager in terms of knowledge, attitudes, skills, and ethics? What makes a great company in terms of innovativeness, efficiency, trustworthiness, and social concern?

Even in regard to my field of marketing, what should marketing’s role be? How can we judge good marketing? How can marketing help a company generate steady and growing sales and profits while minimizing the damage to the ecosystem?

I am pleased that my friend Doctor Seppo Rainisto will be speaking about branding. He has been an excellent contributor to our understanding of “branding” places so that these places can grow and thrive.

My best wishes to your university in arriving at new solutions to the problem of creating innovative and socially responsible graduates to serve Finnish industries as they compete in the challenging world economy.

Philip Kotler
S.C. Johnson Distinguished Professor of International Marketing
Kellogg School of Management
Northwestern University
2001 Sheridan Road
Evanston, Illinois 60208
Tel. 847 491 3522