Professional Workshop Series

Marketing majors will complete three blocks of classes. The first block is the foundation set of four courses that all marketing students must complete. The second block is the concentration, marketing management, sales management or integrated marketing communications. The third block is the professional experience. As a part of the professional experience, students will have a choice between 3 credit Internship or three 1-credit professional workshops.

The Professional Workshops will be taught by area business executives and will explore specific cutting edge marketing topics in-depth from an executive perspective. A description of each workshop and the time it will be offered is listed below. If you choose to take one or more of the workshops listed below, please note the section number, return to registration and complete the sign-up. The Monday and Wednesday workshops will run for five weeks. The Saturday workshops will run for two weeks.

View a PowerPoint presentation designed for workshop instructors.


Workshop Schedule for Spring 2017

Designing to Sell: The Synergies of Effective Design and Sound Marketing Strategy (13694 6600:491-981)

Time: Saturday, 9:00 am – 4:30 pm
Instructor:Jeff Staats, Owner, SpinVista Marketing
Meeting Dates: 1/28/2017 & 2/4/2017
Workshop Description: We all know that for a marketing campaign or program to be successful, many things need to work perfectly together...the right strategy, the right design, the right audience and the right execution. This usually involves more than one person, an entire department and/or external resources. As a marketer, how do you effectively communicate your vision of what the campaign should be to a team of designers that will make it come to life? As a graphic designer, how do you effectively "get into the head" of the marketer to make sure the graphical representation hits the mark? This is a common obstacle in many companies which could result in extra rounds, missed deadlines or inefficiencies.

In this workshop, we will uncover various pain points to make marketers and graphic designers work better together by:

  • Understanding the "business" of design and how it differs from traditional design strategy
  • Learning where creative and design should fit into marketing strategy
  • Listening to real world examples of the marketing campaign process
  • Creating an efficient campaign process combining strategy and design

Digitization of the Enterprise (13807 6600:491-982)

Time: Saturday 9:00 am – 4:30 pm
Instructor: Steve Colvis, Director, Social Business and Business Intelligence, GOJO Industries
Meeting Dates: 2/18/2017 & 2/25/2017
Workshop Description: This workshop will explore the various ways that digital technology is enabling interaction between internal and external stakeholders (including customers). We will explore how emergent technologies can and will provide efficiencies within existing business processes, entirely new ways of working, and even disruptive new business models. Topics to be covered will include:

  • Knowledge management: how to capture and retrieve what we already know.
  • Big Data/Analytics: determining what has happened, why it happened, and predicting what will happen in the future.
  • Social technologies: how can Facebook/Twitter types of applications be used to enhance how various collaboration, engagement, and product development efforts.

Intent will be NOT to focus on the technology details, but rather the implications of how it might be used through both discussion of cutting edge research, real life applications, and classroom exercises.

From Marketing to Sales: Covering the Grey area of Inbound Marketing and Inside Sales (13808 6600:491-983)

Time: Saturday, 9:00 am – 4:30 pm
Instructor: Matthew Cole, Director, Sales & Marketing Support
Meeting Dates: 3/11/2017 & 3/18/2017
Workshop Description: If you ever felt that Sales roles were intended for bold personality-types and Marketing roles were only meant for the creative, this is the workshop to bust all myths and perceptions. There is a grey area between Sales and Marketing containing essential job responsibilities that can launch career paths across multiple fields and industries. Learn and understand the needs of both worlds and how to be an innovative and strategic thinker in a fast-paced environment.

In this workshop, participants will discover:

  • B2B and B2C Inside Sales: It’s more than a Phone Call
  • Website Lead Generation from Inbound Marketing Strategies
  • Global Campaign Attribution & Client Campaign Services
  • Business Development roles, responsibilities and tools
  • CRM 101: Best practices, Reporting, and career opportunities among the big CRM players and their respective technology partners
  • Data Normalization, Hygiene & Segmentation between Marketing and Sales leads

Digital Marketing for B2B Marketers (13809 6600:491-984)

Time: Saturday 9:00 am – 4:30 pm
Instructor: Sean Wenger, President, Fathom-Education
Meeting Dates: 4/15/2017 & 4/22/2017
Workshop Description: Driving impact to your customers through digital marketing should be built on a strong foundation of knowledge about their business. The top marketers not only have a mastery of marketing, but also business strategy. Your ability to interact and tie marketing practices to your customers business strategy will be the difference between a vendor and a partner relationship. In this workshop we will review several keys to success in B2B marketing while applying a hands-on consultative approach. Through the course of this workshop, students will cover the following topics:

  • Explore concepts and best practices in B2B digital marketing
  • Evaluate underlying business strategies
  • Apply consultative approach to concepts and tactics
  • Review case studies highlighting specific strategies
  • Build and present marketing strategy canvas