Professional Workshop Series

Beginning in the fall of 2011, 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. Note: If you are a subject to the ‘old’ curriculum requirements because you are a continuing marketing major, you may choose to take one or more workshops as electives.

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.

Schedule for Fall 2014

Topics in Marketing Management Executive Speaker Series (76787 6600:491-981)

Time: Tuesday: 5:20 pm – 7:50 pm
Instructor: James McKelvey
Meeting Dates: 8/26, 9/2, 9/9, 9/16 & 9/23
Workshop Description: Each week features different area firms and sales executives who will speak about issues facing their firms.  Each week will also introduce a new topic in sales and/or sales management on which these executives will offer their insights and point of view.

Digitization of the Enterprise (75877 6600:491-982)

Time: Wednesday: 5:20 pm – 7:50 pm
Instructor: Steve Colvis, Director of Social Business and Business Intelligence, Gojo Industries, Inc.
Meeting Dates: 8/27 – 9/24
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 the organization already knows
  • 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.

Fisher Institute Professional Sales Series (75875  6600:491-983)

Time: Wednesday: 5:20 pm - 7:50 pm
Instructor: David Payne
Meeting Dates: 10/1, 10/8, 10/15, 10/22 & 10/29
Workshop Description: This workshop features Fisher Institute for Professional Selling Executive Advisory Board Companies.  Each week two Board Companies will detail how their salespeople handle and manage five “key topics” virtually all salespeople face on a daily basis.  A sample topic is Prospecting for new Business.

Getting to Yes: Fundamentals of Persuasive Copywriting and Content Creation for Cross-channel Digital Marketing   (75876 6600:491-984)

Time: Saturday: 9:00 am – 4:30 pm
Instructor:Patti Renner, Director of Marketing Knotice, an IgnitionOne Company
Meeting Dates: 9/6 & 9/13
Workshop Description:"Getting to Yes" will take participants through the fundamentals of persuasive communications used for commercial (B2B/B2C) marketing campaigns. Session 1 will explore the foundation, principles and essentials of direct-response copywriting and how those apply to today's cross-channel outbound campaigns and inbound content marketing with actual case-study examples. Session 2 will build upon those principles for crafting effective subject lines, emails (including writing for responsive design content considerations), landing pages and customer-focused content, with additional detail on orchestrating messaging for each touch along the buyer's journey.

Going Mobile: Developing a Strategy that Works, Starting with the App (75945 6600:491-985)

Time: Saturday: 9:00 am – 4:30 pm
Instructor:Jeffrey Staats, Director of Marketing at Hartville Group and Co-Founder at SnapBatch
Meeting Dates: 9/20 & 9/27
Workshop Description: 91% of US citizens have their mobile device within reach 24/7! The way consumers connect with brands and each other is changing because of the explosive growth of mobile over the recent years. This has created exciting opportunities and new channels for marketers, but definitely doesn’t come without its challenges. Smartphone users, armed with 24/7 internet access, location-finding software and an ever-growing list of social media outlets, continue to demand immediate attention to their needs, personalized offers and more ways to voice their opinions.

In this workshop, we will review current companies’ mobile strategies and look to tackle the following topics:

  • Overview of the “new” mobile experience
  • Understand how to add mobile to an existing marketing strategy
  • Learn most effective ways to track, measure and optimize mobile tactics –QR codes,users, conversions
  • Build a mobile app through defining the user experience roadmap

Marketing with Data and Content   (78524 6600:491-986)

Time: Saturday: 9:00 am-4:30 pm
Instructor:Ken Weiss, Director of Direct to Consumer Sales, E-Commerce Manager, Little Tikes & MGA Entertainment-Hudson, Ohio
Meeting Dates: 10/4 & 10/11
Workshop Description:“Marketing Automation” and “Content Marketing” are two of the most talked about concepts in business. Sure, the ideas are hot, but do they work? Marketing professionals are being asked to do more with ever-shrinking budgets. This does not leave a lot of room for experimentation. The goal of this workshop is to provide a framework for constructing and understanding data and content driven marketing programs in a way that produces results. We’ll start with the basics and move to more advanced and innovative models.

The workshop will include:

  • Discovering and leveraging internal data for new customer acquisition and retention
  • Finding and using third party data for marketing programs
  • Working with third party data providers
  • Creating a content strategy that fuels social media and search engine optimization
  • Using content as point of difference in competitive markets

ST-Marketing:  The Use of Direct/Interactive Marketing in Politics (78773  6600:496-001)

Time: Saturday: Monday: 5:20 pm – 7:50 pm
Erik Byers, Director of Creative Strategy–Fundraising Divisions, Infocision Management Corporation
Meeting Dates:
9/8, 9/15, 9/22, 9/29 & 10/6
Workshop Description:
The Use of Direct-Interactive Marketing in Politics is intended to help students develop a familiarity and understanding of how both candidates and political advocacy groups utilize direct marketing to achieve campaign goals. Specific focus will be paid to fundraising, advocacy, new media, and messaging strategies.