iMedia: Brand Positioning Lead Generation Sales Implementation Marke...
http://www.exed.wisc.edu/marketing/im/default.asp
iMedia
How powerful is the Web?
Yes, you have a Web site. But how customer-friendly is it? How easy is it for customers and prospects to find it when they do a search? Are prospects connected in ways that convert their leads into sales? The Web can be a powerful tool, but only if you know how to use it. That’s what this course is all about. During this intensive three-day course, our industry experts will teach you how to create an effective blend of online and offline marketing to reach your customers and increase sales and productivity.
About This Customer Communications Course
Introduction Outline/Schedule Faculty Download brochure Dates and Fees Offered: 6/11/2008 - 6/13/2008 ENROLL (#8465) - $1690 11/12/2008 - 11/14/2008 ENROLL (#9464) - $1690 2/18/2009 - 2/20/2009 ENROLL (#9465) - $1690
After attending this brand positioning, lead generation and sales implementation course, you will be able to:
Generate more (and better!) leads Help targeted prospects find you by making your Web site “search-engine friendly.” Establish more effective e-mail campaigns and touch points. Check and improve your link popularity. Test the growing number of Web 2.0 tools to find one that works for you. Move prospects through the buying cycle Develop relevant value propositions. Engage customers with logical relationship management techniques. Establish “offers” that make sense and fit your business model. Build robust follow-up efforts to close the sales loop. Define relevant analytics Go beyond basic clicks and hits. Evaluate multi-touch best practices. Establish and test metrics and systems. Think Six Sigma. Create a bridge to your business brand and goals Determine when products require different sales approaches or types of interaction. Align your Web activities with business strategy. Build a 360° view. Break down silos between marketing, sales and IT.
Fee includes: *daily breakfast buffet *daily networking lunch *dinner evening before course and Days 1, 2 and 3
Marketing Management Training Programs for Professional Progress: Develop your career with classes from the University of Wisconsin-Madison Executive Education View other courses in this sequence
Who should attend?
This course provides excellent insights for directors, managers and executives involved in: Digital and interactive marketing Marketing, sales and advertising Communications Business development New media planning Product and brand management Strategic planning Customer acquisition/retention IT and Web site development
Optimize your learning experience when you attend this course with a team of your coworkers. Return to your office ready to use your new skills and implement what you learned!
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iMedia: Brand Positioning Lead Generation Sales Implementation Marke...
http://www.exed.wisc.edu/marketing/im/default.asp
The University of Wisconsin-Madison, as a member of the University Continuing Education Association (UCEA), authorizes this course for 1.4 Continuing Education Units (CEUs) or 14 hours.
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iMedia: Marketing Management Executive Education, Schedule
http://www.exed.wisc.edu/marketing/im/outline.asp
iMedia
Day 1
About This Customer Communications Course
Introduction Outline/Schedule Faculty Download brochure Dates and Fees Offered: 6/11/2008 - 6/13/2008 ENROLL (#8465) - $1690 11/12/2008 - 11/14/2008 ENROLL (#9464) - $1690 2/18/2009 - 2/20/2009 ENROLL (#9465) - $1690
RELATIONSHIP MANAGEMENT
Reaching out to customers
Analyze and refine market segmentation based on buying cycle behavior Create a holistic lead-generation and qualification system Improve the effectiveness of online research for marketing strategies Develop, manage and track e-mail marketing communication programs
Elevating Web site design and content
Customer-centric value propositions Copywriting, interactive tools and messaging ROI impact assessment View other courses in this sequence
Day 2
REACHING CUSTOMERS
Search engine marketing
Making your site “search engine friendly” “Pay-per-click” search advertising Benchmarking, competitive intelligence and ROI analysis Trends in contextual, behavioral and local advertising
Creating a buzz — viral marketing
Blogs, RSS feeds, forums, wikis and more Harnessing “word of mouse” to enhance your brand Identifying the “sneezers” who will spread your viral message
Web analytics
Day 3
FRAMEWORK
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5/28/2008 2:26 PM
iMedia: Marketing Management Executive Education, Schedule
http://www.exed.wisc.edu/marketing/im/outline.asp
Establishing an integrated perspective
Take a 360º look at customers and channel partners The importance of integrating direct and traditional marketing with e-marketing Link online strategy to business strategy
Internal communications
Establish a partnership between marketing, sales and channel partners Team up with IT Break down silos
Schedule
Evening before course — 5:30 a.m. – 7:30 p.m. Optional dinner for those arriving early Days 1 and 2 — 8:15 a.m. – 4:30 p.m. Session Day 3 — 8:15 a.m. – 3:00 p.m. Session
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5/28/2008 2:26 PM
iMedia: Brand Positioning Lead Generation Sales Implementation Marke...
http://www.exed.wisc.edu/marketing/im/faculty.asp
iMedia
Michael Gee
Michael Gee is Marketing Process Leader for the Dow Corning Corporation, a global leader in silicone-based technology with 25,000 customers worldwide and 2005 sales of $3.9 billion. During his 12 years with the company, Michael has held various positions in marketing, technical service and corporate governance. In his current role, he is responsible for leading the development, implementation and management of the corporation’s global marketing processes and tools. His projects and responsibilities at Dow Corning have covered a wide range of topics including knowledge management, product commercialization, project/portfolio management, market research, marketing operations management and e-marketing. He holds Master of Business Administration (MBA) and Master of Science in Information Systems (MSIS) degrees. His business and information technology studies provide him with a comprehensive foundation and unique perspective for understanding Internet marketing. Since 2001, Michael has also taught part-time as an adjunct professor in the College of Business at Central Michigan University. “Great stuff!”
Chris Shepard, e-Business Manager, Clarcor, Roscoe, IL
About This Customer Communications Course
Introduction Outline/Schedule Faculty Download brochure Dates and Fees Offered: 6/11/2008 - 6/13/2008 ENROLL (#8465) - $1690 11/12/2008 - 11/14/2008 ENROLL (#9464) - $1690 2/18/2009 - 2/20/2009 ENROLL (#9465) - $1690
View other courses in this sequence
Stephan Spencer
Stephan Spencer’s blog describes him as a “scientist turned Web marketing virtuoso.” And that he is. Stephan is founder and president of Netconcepts, a full-service interactive agency that has helped companies make the most of opportunities online since 1995. Clients include Gorton’s, Cabela’s, Verizon, REI, InfoSpace, Kohl’s, The Sharper Image, Wella, Sara Lee Direct, the American Marketing Association (MarketingPower.com) and MP3.com. In 1999, Stephan decided to test the concept that a true Web company has global connectivity, and moved with his wife and four daughters to New Zealand where he established a production arm for his business. Browns Bay featured everything a staff would want in a job location — cafes, retail shops and, of course, the beach! Today, Stephan continues to operate a U.S.-focused business from New Zealand, with corporate headquarters in Madison, WI. Stephan received his M.S. in biochemistry from the University of Wisconsin-Madison and has presented at hundreds of Internet conferences and symposia in locations around the world, including London, Berlin, Santiago, Auckland, Toronto, San Francisco, New York, Boston and Atlanta. "Stephan is the '411' of search engine optimization!"
Jessica Jacobson, Marketing Coordinator, Nercon Engineering & Manufacturing, Oshkosh, WI
Karen Breen Vogel
At a recent Business Marketing Association program on B2B search engine marketing best practices, Karen Breen Vogel “packed the house,” as she has at similar events. Karen is a highly regarded industry thought leader on the Internet’s impact on the future of marketing, and president and CEO of ClearGauge, an organization that helps companies with complex buying cycles leverage the Internet. Clients include GE Corporate Financial Services, Siemens, Dow Chemical, Gateway Computers, Demco and John Deere Commercial Division. Prior to joining ClearGauge, Karen launched IBM’s B2B publishing segment initiatives and led e-business consulting assignments that included
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5/28/2008 2:26 PM
iMedia: Brand Positioning Lead Generation Sales Implementation Marke...
http://www.exed.wisc.edu/marketing/im/faculty.asp
Newsweek and Paddock Publications. While at Accenture, a management consultancy, she designed just-in-time manufacturing applications. Karen received a B.S. IE from Bradley University, where she was elected to the university’s Engineering Hall of Fame, and she is a graduate of the IBM Executive Program, co-sponsored by Harvard Business School. An active educator for university interactive and e-marketing programs, Karen serves on the Direct Marketing Association’s B2B Conference Advisory Council and the Interactive Marketing Advisory Council for the University of Wisconsin, Executive Education. Karen also teaches Interactive Marketing for DePaul’s Kellstadt Interactive Certificate Program. “Very nice. She should have a three-day class to herself! I have a lot of new ideas now."
Alex Nejako, Marketing, ESRI, Redlands, CA
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