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 Fall 2016

Social Media Marketing (75221 6600:491-981)

Time: Saturday, 9:00 am – 4:30 pm
Instructor:Julia Hada, Social Media Coordinator at Hartville Pet Insurance Group
Meeting Dates: 9/10/2016 & 9/17/2016
Workshop Description: As of January 2014, 74% of online adults use social networking sites according to Pew Research Center. Social media has changed the how we get the news, connect with friends, and even shop. While the platforms may change, the basic principles and practicalities of marketing through social media remain the same. Strategy, content, management, and innovation are all key components for success, whether it is on Facebook, Twitter, Instagram or Snapchat.

In this workshop, participants will learn how to:

  • Design a social media marketing strategy
  • Develop content for a variety of audiences
  • Foster and manage social media communities

Designing to Sell: The Synergies of Effective Design and Sound Marketing Strategy (74723 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: 10/1/16 & 10/8/16
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

Fundamentals of User Experience Research, Design and Usability Testing (74722 6600:491-983)

Time: Saturday, 9:00 am – 4:30 pm
Instructor: Eric Kinaitis, Editor / Director of Content Marketing, American Endowment Foundation
Meeting Dates: 10/22/16 & 10/29/16
Workshop Description: Are you interested in web or mobile application design? In order to build the most effective product, the best strategy is to understand the customers' needs and build one centered on them. And to discover the proper approach, an effective user experience (UX) plan needs to be introduced that combines the best techniques of research, design and testing during the creation of your product. Learn first-hand how to successfully integrate and apply a user-centered design (UCD) process into a web and application design project. To compete in today's marketplace, having a strong UX skill set is a top commodity and understanding how to apply it to an existing process is even more important. Learn the basics of usability testing, improve the development life-cycle, and make customers happy.

In this workshop we will review several keys to success in developing a strong user experience strategy while building a product. Students will cover the following topics:

  • Evaluate an effective research process
  • Discover what usability tools should be used at point in a project
  • Explore concepts and best practices in user-centered design and analytics
  • Understand how to run and operate an effective usability test
  • Hear from local experts on how they apply these techniques to their business
  • Apply these consultative approaches to web and app development
  • Build and present a user-centered project plan
  • Review case studies highlighting specific strategies

Content Marketing: Bridging the Gap between Marketing, Sales and the Consumer Experience (76442 6600:491-984)

Time: Saturday, 9:00 am – 4:30 pm
Instructor: Marc Majers, Senior User Experience Designer, Hyland, creator of OnBase
Meeting Dates: 11/12/16 & 11/19/16
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.