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.


Spring 2018 Professional Workshops in Marketing

Designing to Sell: The Synergies of Effective Design and Sound Marketing Strategy (13383 6600:491-981)

Time: Saturday, 9:00 am – 4:30 pm
Instructor:Jeff Staats, Owner, SpinVista Marketing
Meeting Dates: 1/27/2018 & 2/3/2018
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

New Product Development: A Process Overview (13484 6600:491-982)

Time: Saturday 9:00 am – 4:30 pm
Instructor: Kreena Modi, Marketing Consultant (formerly a Design Engineer, Marketing Manager, and Mergers & Acquisitions Manager at Johnson & Johnson)
Meeting Dates: 2/17/18 & 2/24/2018
Workshop Description: As a consumer, have you ever wondered what it takes to get your favorite product into your hands? In business and engineering, New Product Development (NPD) covers the complete process of bringing a new product or service to market based on market opportunity. This class serves as an introduction to the new product development process.

Topics to be covered and discussed will include:

  • Marketing opportunities and its intersection with the firm’s strategy
  • Innovation
  • New Product Development stages from design to manufacturing
  • The marketing process
  • Brand and product prioritization and obsolescence

Class will be taught through lecture, case study, real-life examples, class discussion, and group work. students will learn about the new product development process from the beginning of a product life cycle to its end.

Writing for Marketing: No One Reads the Copy Anyway… or Do They? (13485 6600:491-983)

Time: Saturday, 9:00 am – 4:30 pm
Instructor: Lee Murray, content writer, SDMyers & Annie Murray, copy director, WhiteSpace
Meeting Dates: 3/10/2018 & 3/17/2018
Workshop Description: There is a saying in the marketing world – “No one reads the copy anyway.” Of course, in the last decade, the industry has shifted from a design-focused field to one of rich and collaborative storytelling. Copy is no longer an afterthought but a driving force behind any campaign or marketing initiative. Understanding narrative and audience, as well as the art of a sentence, is a superpower any marketer can benefit from. Whether B2B or B2C, print or digital, clean and engaging copywriting is often what helps brands cut through the clutter. Workshop topics will include:

Workshop topics will include:

  • The four Cs of copywriting (clear, concise, correct, consistent) and other best practices
  • Messaging hierarchy (both across a campaign and within a single tactic)
  • Audience persona development and the resulting voice and tone choices
  • Differences between traditional copywriting and writing for web
  • In-depth analysis of real-world marketing campaigns
  • How to develop a messaging platform “with legs”

A combination of lecture, discussion, editing exercises and workshop, the course will help students grow as both writers and strategists with the ability to craft messages that command to be heard.

Introduction to Digital Video Production for Marketing (13486 6600:491-984)

Time: Saturday 9:00 am – 4:30 pm
Instructor: Michael Adams, Owner, Digital Chops
Meeting Dates: 4/14/2018 & 4/21/2018
Workshop Description: In the world of digital marketing, there’s no doubt content is king. With Snapchat and Instagram, Periscope and Twitch, YouTube and Facebook, Netflix and Hulu--consumers are enjoying more video content than ever before; and marketers are looking for more ways to incorporate video into strategy. But could it be as easy as pressing record on your smartphone? In this workshop, we’ll look at professional tools and fundamentals of video production, as well as analyze creative uses of the medium in marketing campaigns.

In this workshop, Students can expect to learn:

  • How professionals get the most out of their cameras
  • How a shoot looks and works
  • Editing tools and effects
  • The process from pitch to export