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Wilfrid Laurier University Lazaridis School of Business & Economics
October 26, 2016
Canadian Excellence


Lazaridis School of Business & Economics

Top Toronto Firms Give Boost to Laurier Brand Communication Program

Jul 19/07


Angela Forster, SBE Director of Marketing and Communications, 519-884-0710 ext. 3145

WATERLOO - Established through Laurier's School of Business and Economics, Canada's first university chair and BBA/MBA degrees in Brand Communication, is now one step closer to achieving its target funding of $2.5 million, thanks to donations made by leading Toronto area organizations. Brad Davis, associate professor of marketing at Laurier, and Ginny Dybenko, dean of the School of Business & Economics, accepted a cheque on behalf of the Marketing Communication Education Trust (MCET) for $250,000 from Rupert Brendon, the program's chair and trustee.

The goal of the Laurier Brand Communication program is to foster marketing talent by providing university level marketing communications training. MCET chose Laurier's School of Business & Economics as their partner of choice because Laurier has the largest business school in Ontario and because most of Canada's top marketing firms recruit on their campus.

"The reception we have received from the Canadian business community has been remarkable," said Laurier professor of marketing and the driving force behind MCET, Brad Davis. "Now when we approach organizations they look at the fact that companies like Unilever, Pepsi-QTG, Molson, Cadbury Adams, Dare, Cossete and Cara International and about 20 other leaders in their fields have provided financial support. It validates what we are trying to build and provides incentive to jump on board and not be left behind."

Rupert Brendon created the Marketing Communications Education Trust by initially donating $50,000 of his own money to kick start the funding process.

"Rupert Brendon has done a remarkable job spearheading the fund raising for this initiative," said Laurier dean of business and economics, Ginny Dybenko. "Aside from nearly $2 million in pledges he has generated for the trust, he has probably generated twice that amount in positive relations for the school."

The MCET was created after growing frustration from Canada's brand building organizations signaled that there exists a lack of appreciation of the importance of brand and brand communications in building sustainable competitiveness amongst new recruits The United States has more than 200 Universities which grant degrees in Advertising and Integrated Marketing Communication. To date marketing communications training in Canada has been taught exclusively at community colleges, despite the fact that big business recruiting traditionally takes place at the University level.

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