On 17 October, students from the Digital Marketing BA Honours, International Marketing BA Honours and Marketing Communication with AI Integration BA Honours courses enjoyed an insightful and engaging guest lecture by Arlinda Mezini, Director of Product Marketing, Sustainable Finance at S&P Global Ratings and former Head of Marketing at BloombergNEF (BNEF). As an industry expert, she shared her wealth of experience in product marketing, providing valuable insights into key areas such as customer research and successful product launches, leaving students with a deeper understanding of the field.
The highlight of the lecture was Mezini’s explanation of the product launch framework, a strategy that has been tested and refined. She emphasised the importance of aligning product features with consumer needs, a process that begins with gathering critical customer insights. To achieve this, Mezini introduced students to industry approaches in designing the Buyer’s Persona, which is a detailed fictional representation of a company’s ideal customer based on market research and real data about existing customers. According to her, building these personas requires in-depth research, including interviews, surveys and analysing consumer behaviour patterns. This allows marketers to tailor their product messaging to speak directly to their target audience, increasing the likelihood of a successful product launch. Mezini also shared her personal journey in obtaining a career in marketing and thoughts on the broader marketing landscape, particularly in today’s digital-first world. She emphasised the importance of adaptability, staying ahead of trends and continually refining customer research methods.
The guest lecture concluded with a Question and Answer session, where students asked Mezini about her approach to market research, product launch phases, overcoming challenges in highly competitive industries, and advice for young marketers starting their careers.
Arlinda Mezini said: “I appreciated the opportunity to discuss the role product marketing plays during product launches, emphasising the importance of taking a customer-focused approach. I was impressed by the students' insightful questions and their interest in the topic. Thank you to Maria and the University of Westminster for hosting me.”
Among the students that were involved was Lana Mclaughlin, a second-year Digital Marketing BA Honours student, who said: "I had the amazing opportunity to attend a guest lecture by Arlinda Mezini, Director of Product Marketing at S&P Global Ratings. Her insights into breaking into the marketing industry, consumer behaviour, and market trends were truly inspiring. It gave me a deeper understanding of real-world strategies and motivation for my career and course research. I'm grateful to have learned from an industry expert and gained firsthand knowledge about the career field I aspire to enter."
Another student who was involved was Aliyah Babajide, a second-year Digital Marketing BA Honours student, who said: "It was truly inspiring to hear from Arlinda Mezini during the lecture. She described her unconventional journey into product marketing, a field that I'm now eager to explore further. From her talk, I learned the importance of being open to new opportunities and her insights have motivated me to consider different career paths for after graduation. Thank you for this enlightening lecture!"
Lecturer Maria Bortnovskaya, module leader of the Consumer Insights module, who organised the session, added: “Industry connections like these are invaluable, as they bridge the gap between academic theory and real-world practice, giving students a unique opportunity to see how their studies apply in professional settings. Engaging with industry experts, like Arlinda Mezini, not only deepens student understanding, but also equips them with the skills needed to thrive in the professional world."
This industry guest lecture directly contributes to the United Nations Sustainable Development Goals (SDG) 4: Quality Education and 8: Decent Work and Economic Growth. Since 2019, the University of Westminster has used the SDGs holistically to frame strategic decisions to help students and colleagues fulfil their potential and contribute to a more sustainable, equitable and healthier society.
Find out more about the Marketing courses at the University of Westminster.
