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Taster session for new Glyndŵr University Executive MBA provides insight into irrational and emotional consumer behaviour


10 April 2013 Body text

Coffee-scented spray which helped to increase sales of a global coffee brand in South African supermarkets filled the room at a business breakfast in Wrexham – to demonstrate how customers are irrational and easily influenced by smells and emotions.

George Savva, a businessman with more than 20 years’ marketing experience, explained the technique during a taster session for a new Executive MBA degree course at Glyndŵr University.

Savva helped to increase sales of Nescafe when working as a marketer in his native South Africa by placing the brand’s products in unusual areas of supermarkets and releasing a coffee-scented aroma as customers walked past.

He later explored how valuable existing customers are to every business and how consumers are irrational when buying products due to the way the human brain works.

By understanding and tapping into these psychologies and consumer buying behaviour, said Savva, companies can harness the power of their customers –their most important asset.

The talk marked the final session in a series of tasters for the university’s new executive MBA, which will uniquely be delivered by industry professionals.

Savva is one of eight tutors currently working in the business world who will be delivering the programme.

Chris Jones, head of the business school at Glyndŵr University, said: “George’s talk was hugely insightful and interactive and exactly the type of high calibre session which will feature on the executive MBA.

“George has tremendous pedigree as a marketer and now as a business trainer and we’re delighted to have him on board.”

An experienced marketer with more than 20 years’ experience in below the line marketing, George Savva followed two passions in South Africa. Firstly, people development with the Dale Carnegie Organisation (avocationally) and secondly, as a marketing and sales professional in the branding, packaging and below-the-line marketing industry.

Since arriving in the UK in 2004, George has worked with entrepreneurs in the Business Networking Industry, training them to understand and develop ‘customer power’ programs and strategies to grow their businesses.

Mike Denison, an executive coach who developed advanced lean leadership while working for Toyota, has also delivered a taster session for the new executive MBA.

He will be joined with George Savva and branding expert Sid Madge, of Mad Hen, who launched the new course last year, as tutors on the degree.

For more information about the Executive MBA contact the Glyndŵr University Business School online; by emailing in-business@glyndwr.ac.uk or by calling 01978 293439.

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