B&TB&TB&T
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Search
Trending topics:
  • Cairns Crocodiles
  • Nine
  • Seven
  • Cannes Lions
  • State of Origin
  • WPP
  • NRL
  • B&T Women in Media
  • Thinkerbell
  • Pinterest
  • AFL
  • imaa
  • Anthony Albanese
  • Meta
  • Spotlight on Sponsors
  • AI
  • ARN
  • TV Ratings
  • Radio Ratings
  • Sports Marketing

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
Reading: One-on-one With Business Academic & MSM Speaker Justin Pierce
Share
B&TB&T
Subscribe
Search
  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Technology
  • Regulars
    • Agency Scorecards
    • Best of the Best
    • Campaigns of the Month
    • CMO Power List
    • CMOs to Watch
    • Culture Bites
    • Fast 10
    • New Business Winners
    • Spotlight on Sponsors
  • Jobs
  • Awards
    • 30 Under 30
    • B&T Awards
    • Cairns Crocodiles
    • Women In Media
    • Women Leading Tech
Follow US
  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise
© 2025 B&T. The Misfits Media Company Pty Ltd.
B&T > Marketing > One-on-one With Business Academic & MSM Speaker Justin Pierce
Marketing

One-on-one With Business Academic & MSM Speaker Justin Pierce

Staff Writers
Published on: 12th July 2017 at 9:10 AM
Staff Writers
Share
4 Min Read
SHARE

We’re less than a week away from the Ministry of Sports Marketing conference, we thought we’d interview another speaker for the event. Here, Justin Pierce, director of MBA programs at Torrens University Australia, discusses how sporting administrators and their athletes can bring their skill sets into 2017.

What can we expect from your presentation at the upcoming Ministry of Sports Marketing conference?

In short, practical, down-to-earth advice. I am an academic, yes, but one who focuses on learning rather than on esoteric nonsense. I want to remove the veil on digital marketing by exposing it for what it really is – merely an additional channel to connect with people.

What skills do sporting administrators and their athletes require in this day and age? What are they currently lacking?

One thing we often do is put up cliques around our profession and over time it has meant that people who want to change industries have a hard time convincing a recruiter that they have transferrable skills and will be able to transition quickly. There certainly contextual differences between industries, but there are more commonalities. These are soft skills: working with others, making decisions, strategic and systems thinking, and the increasing need for entrepreneurial zeal. Sporting people already have great skills in community engagement, and developing these will be key to future success.

How do they go about acquiring these skills?

A qualification is, of course, a good way to start. But there are ways to develop skills such as critical thinking. We don’t need universities for content because people can spend a weekend on YouTube and practically learn the basics of whatever they need. Universities are needed to collate the information to provide credentialing, challenge ideas and to be the custodians of knowledge generation. Other ideas include getting yourself a coach – not the traditional skills-based coach, but somebody who will challenge you to develop as a professional and as a person.

How good or bad are Aussie sporting teams in helping their marketers and players develop the skill set they need to succeed and help promote their respective sponsors?  What can they be doing better?

If we’re talking about the mainstream, then I would say very good. At the grassroots level, there is still a way to go, mainly because these people do it out-of-hours and with limited skills. The professional collateral is generally visually rich but simple, employing a graphic artist and simple things like staying within a given colour palette. Branding is important, and the professionals know this. Getting better at it means (again) looking at other industries, and this is because promoting is an activity that transcends industries. We have a product and it needs to capture the attention of our consumers.

What does the sports marketer for the future look like?

Probably not a lot different to how they look now – they’ll just have different skills. But they might have a background in marketing credit cards (it’s pretty tough marketing a credit card) and think it’s Christmas getting a chance to market a sporting code or club!

If you want to learn more from Justin Pierce on how sporting administrators and their athletes can bring their skill sets into 2017, click here to secure your ticket to the Ministry of Sports Marketing conference on Tuesday 18 July in Sydney.

Join more than 30,000 advertising industry experts
Get all the latest advertising and media news direct to your inbox from B&T.

No related posts.

TAGGED: Collaboration, Ministry of Sports Marketing 2017, MSM, MSM 2017, New developments
Share
Staff Writers
By Staff Writers
Follow:
Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

Latest News

Cindy Rose Appointed WPP CEO
10/07/2025
Dame Lisa Carrington.
Zespri Teams Up With World Champion Kayaker Dame Lisa Carrington In Global Partnership
10/07/2025
Agency Scorecard: EssenceMediacom
10/07/2025
Agency Scorecard: It’s Friday
10/07/2025
//

B&T is Australia’s leading news publication magazine for the advertising, marketing, media and PR industries.

 

B&T is owned by parent company The Misfits Media Company Pty Ltd.

About B&T

  • About
  • Contact
  • Editorial Guidelines
  • Privacy
  • Terms
  • Advertise

Top Categories

  • Advertising
  • Campaigns
  • Marketing
  • Media
  • Opinion
  • Technology
  • TV Ratings

Sign Up for Our Newsletter



B&TB&T
Follow US
© 2025 B&T. The Misfits Media Company Pty Ltd. All Rights Reserved.
Welcome Back!

Sign in to your account

Register Lost your password?