Certificate Program in Marketing and Branding

Transcription

1 Certificate Program in Marketing and Branding Brand Management Business Intelligence Database Marketing Digital & Social Media Profitable Customer Engagement Innovation & Implementation

2 Program Overview Certificate in Marketing and Branding Brand Management, Business Intelligence, Database Marketing, Digital & Social Media Marketing, Profitable Customer Engagement, Innovation & Implementation The Certificate Program in Marketing and Branding focuses on the creation and management of profitable long-term relationships with customers by building brand equity. The sessions emphasize the use of information and communication strategies in researching, selecting, entering, and competing in global markets. Attend this program and you will discover new approaches to strategic business models for relationship marketing; the acquisition and retention of profitable customers through direct and interactive techniques; and the use of appropriate multichannel communications for creating higher profits for the firm and higher degrees of customer loyalty and customer satisfaction among the profitable customers. What is special about this program? Professor V. Kumar, Ph.D. (pictured at right), who is consistently recognized as one of the world s foremost experts in marketing and branding, and his team of world-class marketing professors have designed an innovative certificate program that offers the following: Experiential Learning: By covering real-time topics, issues, and challenges facing the industry this program enables participants to identify real-world solutions. This will provide participants an experiential approach to learning new concepts and theories. Cutting-Edge Information: The program prides itself in offering the latest knowledge-based empirical research, often questioning conventional wisdom. This new-age knowledge enables participants to keep themselves abreast of the most recent developments and set them apart from the competition. World-Class Researchers and Innovators: The topics in this program not only contain cuttingedge information, but are also offered by the world-renowned researchers and innovators who created the content in the first place. This provides participants a first-hand access to and an opportunity to interact with the knowledge creators. Real-World Application: Exposure to real world implementations of marketing and branding case studies in business-to-business and business-to-consumer markets. Dan Stotz, Senior Director, Executive Education GSU Robinson College of Business dstotz@gsu.edu Page 2

3 Program Benefits This fast-paced and highly-interactive program features today s hottest marketing and branding topics. The program facilitators offer thought-provoking content using multi-media presentations, relevant case studies, and small-group exercises. Attend this program and you will: Learn successful, empirically-tested strategies that are driving many corporations to achieve profitability. Build and enhance relevant marketing skills that can accelerate your career. Understand and implement the power of digital marketing and incorporate it in your business. Grow and nurture lasting profitable growth relationships with current and future clients. Gain a competitive leverage through superior knowledge of the latest tools, techniques, and best practices in the domain of marketing and branding. Maximize your ROI through efficient and effective marketing practices. Program Description The program content is designed and taught by award-winning professors who have extensive experience in teaching marketing to working professionals. The overarching goal is to help you deal with any real-world business challenge in the domain of marketing and branding after successful completion of this program. This unique certificate program covers all of the tools, concepts, application and integration for a successful career in marketing and branding. Dan Stotz, Senior Director, Executive Education GSU Robinson College of Business dstotz@gsu.edu Page 3

4 Program Content Topic One: Business Intelligence The importance of adapting the business intelligence to the global environment will be a major focus of the kick-off session. Good marketing intelligence has wide-reaching impacts by changing what managers do, sparking new intellectual insights, and accelerating the reallocation of resources. You will learn data-oriented techniques for business intelligence and corporate decision making. Key topics include an overview of business intelligence framework, business process management and application-based business analytics and reporting. Topic Two: Database Marketing We live in a world of Big Data. However, the challenge faced by most firms is successful application of tools and techniques to get the necessary insights from the data. This session will focus on the importance of data and database management. Participants will be exposed to different segmentation techniques and will learn how to transform insights (from data) to actions in the form of customer-centric marketing strategies. The overarching goal will be to emphasize the importance of making managerial decisions that are data driven rather than from instinct or gut feel. Topic Three: Brand Management From opportunity identification to following a new product from concept to introduction, this session will familiarize participants with applications of new product management, planning and policy techniques. Participants will conduct business analyses for new products and understand concepts and processes involved in new product development, test marketing, and product introduction. Additionally, the session will emphasize product portfolio decisions, marketing planning models, and the translation of marketing decisions to financial criteria. The importance of brand building is emphasized throughout the course. Topic Four: Profitable Customer Engagement This session introduces the Customer Engagement Value (CEV) framework for measuring and maximizing customer engagement. This framework includes four key metrics: Customer Lifetime Value (CLV), Customer Referral Value (CRV), Customer Influence Value (CIV), and Customer Knowledge Value (CKV). As a result, the total value from a customer s engagement could evolve from the aggregation of CLV, CRV, CIV, and CKV of that customer. This ensemble of metrics helps firms assess the degree (in value terms) to which a customer directly or indirectly impacts a firm or its product, with the goal of increasing the profitability of the firm. Topic Five: Digital and Social Media Marketing Digital and Social Media Marketing is a specialized form of marketing where companies employ the Internet, online social media, and other digital platforms such as mobile phones to implement their marketing strategies. Driven by advances in technology and shifting consumer preferences, digital and social media marketing has witnessed an impressive growth rate in recent years. This is coupled with the fact that the effectiveness of the traditional forms of marketing have been steadily declining over time. Consistent with the developments in the marketplace, this session will focus on principles, metrics, platforms, and business applications relevant to digital and social media marketing. Topic Six: Innovation, Interaction, Integration and Implementation During this part of the program you will react to the concepts presented and attempt to implement, integrate, and apply the relevant concepts learned during the program to solve your high-priority business problems. More specifically, based on the discussions covered in various topics of the program, you will identify two strategies (a) one that can be readily implemented in the participant s division/company, and (b) one that can be implemented at a later stage (long term planning). Dan Stotz, Senior Director, Executive Education GSU Robinson College of Business dstotz@gsu.edu Page 4

5 Program Faculty The professors and practitioners who facilitate the Certificate Program in Marketing and Branding change from program to program but typically include the following: Dr. V. Kumar (VK) is the Regents Professor; Lenny Distinguished Chair Professor of Marketing; executive director, Center for Excellence in Brand & Customer Management; and Director, Ph.D. program in Marketing at the J. Mack Robinson College of Business, Georgia State University. VK has been recognized with seven lifetime achievement awards in Marketing Strategy, Inter- Organizational Issues, Retailing, Business to Business Marketing, and Marketing Research, the Paul D Converse Award, and the Gary L Lilien ISMS-MSI Practice Prize Award among others. He is a popular instructor in the College s Executive MBA program, Executive Doctorate in Business program, and the College s executive certificate programs. VK has published over 200 articles in scholarly journals in marketing including the HBR, Sloan Management Review, Journal of Marketing, Journal of Marketing Research, Marketing Science, Management Science and Operations Research. His books include Managing Customers for Profit, Customer Relationship Management (CRM), CLV, Marketing Research, Statistical Methods in CRM, and International Marketing Research. Recently, VK has been conferred the title of a Legend in Marketing and is featured in the Legends in Marketing series, where his papers have been published as a 10-volume collection with commentaries from the marketing scholars worldwide. Dr. Denish Shah is an assistant professor of marketing and the assistant director of the Center for Excellence in Brand and Customer Management. Dr. Shah s research focuses on substantive research issues that relate marketing strategies to firm performance. His research has been published in journals such as the Harvard Business Review, Sloan Management Review, Journal of Marketing, Marketing Science, Journal of Retailing, Journal of Service Research, Journal of Interactive Marketing and has been selected for three best-paper awards. Dr. Shah has worked for multinational corporations in the USA and India. He received his Ph.D. from the University of Connecticut. Dr. Nita Umashankar is an assistant professor of marketing at the J. Mack Robinson College of Business of Georgia State University in Atlanta, USA. Dr. Umashankar s research focuses on services and cross-selling in product recovery encounters. She also has research interests in public policy and marketing. Her research has been published in journals such as the Journal of Service Research. Dr. Umashankar s dissertation received first place for the Fisher IMS & AMA SERVSIG Dissertation Award. Dr. Umashankar also has consulting experience with firms including Delta and AirTran. She received her Ph.D. from the University of Texas at Austin. Dan Stotz, Senior Director, Executive Education GSU Robinson College of Business dstotz@gsu.edu Page 5

6 Program Location The Leadership Development Program is held at the GSU Buckhead Center located in the heart of Atlanta s business and financial district. The Executive Education Center is located on floors 4, 5 and 6 of the Tower Place 200 building (pictured at lower right) and offers easy access to I-85 and Georgia 400. The Center offers 12 high-technology classrooms, 28 breakout rooms, and an Innovation Lab. Upper Left: Floor plan for the 6 th floor, GSU Executive Education Center. Left: Map displaying the location of the Center in relationship to GA- 400, Peachtree Road, and Piedmont Road Above Top: Photo of the exterior of the GSU Executive Education Center. Above: Photo of the executive education classrooms in action. Dan Stotz, Senior Director, Executive Education GSU Robinson College of Business dstotz@gsu.edu Page 6

7 Program Details Certificate Program in Marketing and Branding When: Location: Cost: Discounts: October 14-17, 2014; Tuesday through Friday, 8:30 AM to 4:30 PM Georgia State University, Robinson College of Business, GSU Buckhead Center Tower Place 200, Suite 600; 3348 Peachtree Road NE, Atlanta, GA $3,950 per person, standard registration fee The discounts are listed below. Please send an to or call to confirm eligibility and to obtain the appropriate discount code. Early-Bird (30 Days Prior) 5% Non-Profit Organizations 10% Military and Veterans 10% Companies sending a team of three or more 10% Past GSU Exec Ed Program Participants 10% GSU Students or Alumni 25% GSU Staff Members 50% About the J. Mack Robinson College of Business The largest business school in the South and part of a major research institution, the J. Mack Robinson College of Business at Georgia State University is located in Atlanta, an epicenter of business and a gateway to the world. With programs on four continents and students from 150 countries, the College is world-wide and world-class. Its part-time MBA program is ranked #7 in the nation and has been in the top 10 for fourteen consecutive years. The College has 200 faculty, 7,400 students and 65,000 alumni. Noted for an emphasis on educating leaders, GSU has produced more of Georgia s top executives with than any other school in the nation. About the Center for Excellence in Brand and Customer Management The enter is the acknowledged world leader in the study of profitable brand and customer management through the use of a forward-looking metric, Customer Lifetime Value (CLV). Using proprietary marketing-mix, predictive sales response models among others, sophisticated data analysis, and CLV techniques, the center helps firms determine how best to increase sales, profits, customer and brand value by applying the most effective marketing strategies and actions. To register online visit or contact: Shelley Nelson, Program Coordinator, Executive Education, Robinson College of Business Office: ; snelson30@gsu.edu; or register online at Dan Stotz, Senior Director, Executive Education GSU Robinson College of Business dstotz@gsu.edu Page 7