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 2016

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

Time: Saturday 9:00 am – 4:30 pm
Instructor:Jeff Staats, Director of Direct Marketing – Hartville Group &
Todd Bertsch, President and Owner of Evolve Creative Group
Meeting Dates: 1/30/16 & 2/6/16
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 (6600:491-982)

Time: Saturday 9:00 am – 4:30 pm
Instructor: Steve Colvis, Director, Social Business and Business Intelligence, GOJO Industries
Meeting Dates: 2/20/16 & 2/27/16
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.

Digital Marketing for B2B Marketers (6600:491-983)

Time: Saturday 9:00 am – 4:30 pm
Instructor: Sean Wenger, President, Fathom Manufacturing
Meeting Dates: 4/2/16 & 4/9/16
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

Emerging Trends in Marketing: Automation and Programmatic Buying (6600:491-984)

Time: Saturday 9:00 am – 4:30 pm
Instructor: Valerie Coleman, Senior Account Executive, IgnitionOne
Meeting Dates: 4/23/16 & 4/30/16
Workshop Description: Digital marketing is growing rapidly, and something that is a trend today can become the standard tomorrow. This course will give an overview of two of the fastest growing trends in the industry today, marketing automation and programmatic buying. Both of these processes are relatively new to the digital marketing industry, but their popularity is quickly growing due to the increased efficiencies they have to offer.

This workshop will evaluate these two trends and provide students with an overview that will allow them to understand the application of these marketing trends in the workplace. In addition to the history of both marketing automation and programmatic buying, the workshop will dive into specifics elements related to each. For marketing automation, students will learn how to perform engagement scoring, segmentation, and learn about the variety of vendors in the marketplace. The session on programmatic buying will give students an overview on developing content and learn how marketing agencies purchase inventory through real-time bidding.

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