Phil Harman, of Harman Consulting, is an expert in business planning and market research. Phil will provide real market and consumer insights while examining branding and marketing for the services sector including arts and tourism. Phil has worked extensively within the tourism industries and is adept at tailoring research and marketing strategies to meet the needs for cost effective communication. He will examine market segments critical to Australia’s cultural and tourism industries and employ examples of product and service marketing to illustrate Environmental Scans, SWOT Analysis and developing a Marketing Mix, the key ingredients of any communications strategy.