Class is in Session

Headshot of Muhammad Ali Khan

July 12, 2021

Muhammad Ali Khan, associate director of creative and strategy at Spectrum VMLY&R in Pakistan, recently authored two articles for Aurora magazine — Pakistan’s leading advertising and marketing publication.

“Bringing the Marketing Function to Class – and Vice Versa” is a call for better collaboration between academics and practitioners. While there are differences in practical and theoretical approaches to marketing functions, they should be complementary rather than competitive. Academic findings should add value to business challenges, while businesses should create environments that offer academics better insight into day-to-day realities.

“So You’re in Marketing?” dives into what it takes to be an ideal marketer in today’s evolving marketing landscape. From brand positioning and strategic planning to business development, product innovation, and consumer experience, this article explores how the ideal marketer must consider all facets of business in a step-by-step fashion.