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.

Workshop Schedule for Fall 2015

Digital Marketing for B2B Marketers (75968 6600:491-981)

Time: Saturday 9:00 am – 4:30 pm
Instructor: Sean Wenger, President, Fathom Manufacturing
Meeting Dates: 9/19 & 9/26
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

Designing to Sell: The Synergies of Effective Design and Sound Marketing Strategy (75314 6600:491-982)

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: 10/3/15 & 10/10/15
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

Content Marketing: Bridging the Gap between Marketing, Sales and the Consumer Experience (75313 6600:491-984)

Time: Saturday 9:00 am – 4:30 pm
Instructor: Eric Kinaitis, Editor/Director of Content Marketing, American Endowment Foundation
Meeting Dates:10/17/15 & 10/24/15
Workshop Description: The workshop will look at the role of content marketing in the B2B and B2C arenas and how it integrates with traditional concepts of sales and marketing. Analysis will include a history of content marketing, the role it plays in educating prospects on a topic, and how it aids in turning inquiries into sales.
Topics to be covered and discussed will include:

  • An analysis and understanding of the broad range of content marketing.
  • Understanding the concept of owned, earned and bought media.
  • The defining and development of the buyer persona and the data involved in determining that.
  • The collaboration of marketing, sales and customer service insights to derive relevant content.
  • The ability to use metrics to measure and guide prospects through the information gathering process toward a sales conclusion.

Through lecture, class discussion, and a focus on real-life examples, students will determine and understand the value of content marketing and its intent of achieving bottom line results for business performance.

Mobile Marketing: Develop a Cutting Edge Strategy from Apps to Wearables (78029 6600:491-983)

Time: Saturday 9:00 am – 4:30 pm
Instructor: Jeff Staats, Director of Direct Marketing – Hartville Group
Meeting Dates: 10/31/15 & 11/7/15
Workshop Description: 89% of ages 18-24 check their phones immediately after waking up! 68% don't go an hour without checking their phones. We are quickly evolving into a mobile world. As a result, the way brands connect with consumers is rapidly changing and companies need to think "mobile first." 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, wearable technology, 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:

  • Learn about the mobile consumer and "new" mobile industry
  • Get an understanding of how to think "mobile" first in a sales or marketing role
  • Learn most effective ways to track, measure and optimize mobile tactics –QR codes, users, conversions
  • Introduction to new mobile strategies, including wearable technology
  • Build a mobile app through a sales/marketing point of view

Developing Video Content for Marketing (75374 6600:491-985)

Time: Saturday 9:00 am – 4:30 pm
Instructor: Scott Rainone; Director, Communications & Government Affairs at Austen Bio Innovation Institute in Akron (ABIA) / Partner, Advocacy and Engagement at Fahrenheit Strategic
Meeting Dates: 11/14/15 & 11/21/15
Workshop Description: From storytelling and contemporary art, to documentation and training – video content is utilized nearly everywhere in today’s world, and can be a very effective marketing and communication tool when done well. A simple 2 or 3 minute video has the potential to tell a story better than any other form of communication. This workshop introduces the fundamentals of video production and its application in digital media. Participants will examine the importance of video as a method of storytelling for marketing and communications campaigns, and the various stages, techniques and aesthetics of video production with a focus on the following:
The use of video content for marketing and communication campaigns

  • Pre-Production (Importance of Pre-Pro; Research, Scriptwriting, Storyboarding, Interview Questions, and more)
  • Production (The Basics of Setting Up a Shoot, Working with Equipment, Directing, Framing, Lighting, Audio, and more)
  • Post-Production (Transferring Footage, Editing Basics, Working with Music and Narration, Layering, Using Effects, Rendering and Exporting, Encoding and Distribution)
  • This introductory course is suitable for any student pursuing a career in marketing with a desire to understand video production as a commonly used marketing & communications tool. Upon completion, students will understand the basics of all aspects of a production.

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