Event Details

Unveiling the Greatest Marketing Campaign of the 20th Century

Lancaster University Management School (LUMS) invites you to this special Undergraduate Marketing Taster session in celebration of Valentine’s Day.

The art of marketing strategy rests in our ability to create a market. Market creation is an intricate exercise in branding, stakeholder mobilisation, and creating a ritual.

In the session on "Diamonds, Love & Engagement Rings”, taking place on Wednesday, 9 February, you will take a look behind the scenes of the greatest marketing campaign of the 20th Century: The DeBeers campaign known for "A Diamond Is Forever". The interactive session invites you to critically investigate one of the most powerful manifestations of market creation: The myth of diamonds as a culturally, historically, and socially approved seal of love.

Dr Jekaterina Rindt will deliver a 30-minute lecture, followed by a 15-minute case study analysis and Q&A session. This webinar will be of interest to all those considering studying a Marketing bachelor’s degree at University.