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 Spring 2015

Digitization of the Enterprise (14541 6600:491-981)

Time: Saturday: 9:00 am – 4:30 pm
Instructor: Steve Colvis, Director of Social Business and Business Intelligence, Gojo Industries, Inc.
Meeting Dates: 1/24 & 1/31
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.

Going Mobile: Developing a Strategy that Works, Starting with the App (14708 6600:491-982)

Time: Saturday: 9:00 am – 4:30 pm
Instructor: Jeffrey Staats, Director of Marketing at Hartville Group and Co-Founder at SnapBatch
Meeting Dates: 2/7 & 2/14
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

Developing Video Content for Marketing (14709 6600:491-983)

Time: Saturday: 9:00 am – 4:30 pm
Instructor: Scott Rainone; Director, Communications & Government Affairs at Austen BioInnovation Institute in Akron (ABIA) / Partner, Advocacy and Engagement at Fahrenheit Strategic
Meeting Dates: 2/21 & 2/28
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.

Integrated Marketing Communications Executive Speaker Series (14710 6600:491-984)

Time: Tuesday: 5:20 pm – 7:50 pm
Instructor: Jacob Farrar, Director of Taylor Institute
Meeting Dates: 3/3,3/10,3/17,3/31 & 4/7
Workshop Description: Each weekly session will feature different marketing and IMC professionals from NE Ohio who will speak about issues facing their organizations. Each week students will be introduced to a new topic in Integrated Marketing Communications on which these local leaders will offer their insights and point of view. Each speaker will also be bringing in a specific business problem that students enrolled in the workshop will help solve that week.

Fisher Institute Professional Sales Series (14711  6600:491-985)

Time: Wednesday: 5:20 pm - 7:50 pm
Instructor: David Payne
Meeting Dates: 2/18, 2/25, 3/4, 3/11 & 3/18
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.

Topics in Marketing Management Executive Speaker Series (14712 6600:491-986)

Time: Wednesday: 5:20 pm – 7:50 pm
Instructor: James McKelvey
Meeting Dates: 1/14, 1/21, 1/28, 2/4 & 2/11
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.

ST-Marketing:  The Use of Direct/Interactive Marketing in Politics (17460  6600:496-800)

Time: Monday: : 5:20 pm – 7:50 pm
Erik Byers, Director of Creative Strategy–Fundraising Divisions, Infocision Management Corporation
Meeting Dates:
1/26, 2/2, 2/9, 2/16 & 2/23
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.