In this episode of the Greenwich Means Business Podcast, host Nataly sits down with Octavio, lecturer and researcher at the University of Greenwich, to unpack what marketing really is — and what it definitely isn’t.

The conversation covers everything from debunking common marketing myths (no, marketing isn’t just posting on Instagram, and it can’t save a bad product), to understanding the difference between qualitative and quantitative research, to how AI — including the rise of Agentic AI — is reshaping marketing education and the profession.

Drawing on his international background and academic expertise in consumer behaviour, Octavio shares insights on studying marketing, choosing the right master’s degree, building a future‑proof career, and why strong fundamentals and cultural understanding matter more than ever in an AI‑driven world.

Perfect for students, aspiring marketers, and anyone curious about the future of marketing and education.