Presentation on theme: "WE DID IT, YOU CAN TOO… BUILDING BRIDGES VIA REAL-WORLD APPLICATION."— Presentation transcript:
WE DID IT, YOU CAN TOO… BUILDING BRIDGES VIA REAL-WORLD APPLICATION
STUDENTS NEED EXPERIENCE TO GET JOBS We have experiential programs— Professionally-oriented academics Are involved in the local market business community We will let you see some stuff we are doing that is easy for you to replicate… Eastern Michigan University, Emerson College, Pace University and Christopher Newport University marketing departments offer a range of internships, student run “agency” opportunities, “real client” classroom campaign projects, international travel in addition to having our students compete and often times win in the Collegiate ECHO challenge.
THE CHALLENGE Managing the logistics of a significant number of “non-academic” activities Insuring quality control and value for all participants Establishing the appropriate balance of student engagement across academic and “real world” endeavors
STUDENTS CLINICALLY PRACTICE MAKING PROFITABLE STRATEGIES Professional Market Research tools, such as Idea Map (www.ideamap.net) that is endorsed by renown speakers such as Malcom Gladwell http://www.youtube.com/watch?v= wh29TZ4i1Hs&feature=related are being used by students to define scientifically generated marketing communications, the same ways as companies like Prego and Campbell’s dowww.ideamap.net http://www.youtube.com/watch?v= wh29TZ4i1Hs&feature=related Students translate research into target market defined messages for local business clients to be used in direct mail, brand ads, email marketing, website design, social media and others. Students are gaining an enriched experience outside of the classroom, The development effort starts in the classroom … the theory…and carries over to non-classroom real time internships for students to apply the theory of integrated marketing communications to local, small business clients who need their help. As a result the students are prepared to enhance profitable marketing for prospective employers upon graduation. They go to job interviews and say “Would you like to see how I can make you money, strategically.?” and show what they did in these programs.
LET’S HEAR FROM THE PANEL THE VALUE OF THIS PANEL WILL BE TO SHOW OTHER SCHOOLS “HOW TO DO IT”.
THE PANEL … Donald Hurwitz, Ph.D. Interim Chair, Department of Marketing Communication Emerson College Boston, MA 02116 firstname.lastname@example.org Harvey Markovitz, MS Clinical Associate Professor of Marketing, Founder and Director of the Integrated Direct Marketing (IDM) Lab, Pace University, Lubin School of Business, NY, NY 10038 email@example.com David W. Marold, M.B.A. Professor and Author Department of Marketing College of Business Eastern Michigan University West Virginia University, IMC Program firstname.lastname@example.org Dennis Sandler, PhD. Associate Professor of Marketing, Pace University, Lubin School of Business email@example.com Lisa Spiller, PhD. Professor of Marketing Leading author of best selling IDM Text Book Joseph W. Luter, III School of Business Christopher Newport University firstname.lastname@example.org email@example.com
THE FORMS OF EXPERIENTIAL PROGRAMMING The Experiential Program “Ladder” 8 Program TypeActivity FocusExperience Class projectsSpecialized subject matter: research & analysis, creative, etc. Supplement, application CapstonesCampaign conception to salesSurrogacy InternshipsRoles within organizationsWitness, Apprenticeship Co-curricular agencyRequested campaign to execution Rehearsal for post- graduation
THE VALUES OF EXPERIENTIAL PROGRAMMING Experiential Programming offers a range of value for multiple constituencies 9 ConstituencyAdded Value +Win/Win =Mission Accomplished! Students Supplements exposure, tests theory; enriches resources, contacts, and support; informs choices and commitments Enhances education, career preparation Low cost linkage of purposes, goals and outcomes FacultyGenerates connections for class, consulting DepartmentServes community, builds reputation SchoolInforms positioning and planning
THINK BEFORE YOU LEAP! 10 ConsiderationIssuePotential Solution GeographyAccess to quality experiences in appropriate quantity? --Scale to what’s manageable --Partner LogisticsResources to identify, brief, match, monitor and improve --Centralize via service office, dept. role, faculty time allocation QC & value$ or credit? Requires monitoring and occasional intervention --Establish norms --Value of central info collection, monitoring Engagement balance Unspoken messages and scheduling --Program statements before-the-fact --Reflections, discussion, redirection after-the-fact
BEGIN WITH DMEF ECHO Challenges and Case Writer’s Workshop Get Involved with ECHO Challenges As Client and Educator Mazda, Scholastic, Bing, Charity Water, SkyMall Case Writers’ Workshop Domino’s Case
DOMINO’S Case Writer’s Workshop Matt Sauber, Alicia Anderson and David Marold wrote case 2 years ago. – Won Bronze Award at CW Workshop Included in marketing books published in 2012 – Contemporary Direct and Interactive Marketing by Lisa Spiller and Martin Baier – The IMC Handbook by Steve Kelly and Susan Jones Developed relationship with Domino’s VPs Lecture in classes, company tours and selected EMU as one of 5 universities to recruit from for Hqs. Internships marketing jobs Review WVU IMC best student cases
MOTOR CITY CASINO AND VALASSIS Motor City relationship through DMA-Detroit – Replaced Greektown Casino – Student AMA tour (4-7:30 pm) including SVP lecture on Casino Marketing 101 and dinner/refreshments – Had internships with Greektown and working on them with Motor City Valassis relationship through DMA/DMA-Detroit – Provide Open positions to EMU – Student AMA tour 9-1 including senior leadership – Working on internships
TRAVEL GIVES WORLDWIDE PERSPECTIVE Student Real-World Exposure via Overseas Field Trips London Brussels Copenhagen Stockholm
STUDENTS WORK ON PROJECT GET INTERNATIONAL PERSPECTIVE 15-20 students 4 in-class sessions during semester post trip evaluation session travel after final exams group country analysis individual post-trip reports
EUROPEAN INTEGRATION: VISITS TO COMPANIES ORGANIZATIONS EU Council, EU commission Coca-Cola, Microsoft European Business School Direct marketing Association (UK) TESCO Landor
COPENHAGEN/STOCKHOLM: UNDERSTANDING “SUSTAINABILITY” FROM A GLOBAL PROSPECTIVE Danish Design Center Danish Marketing Association Copenhagen Business School Novozymes SAS Airlines, Prime Advertising Group, PostNord
BENEFITS Content knowledge of EU Effect of culture on marketing Direct marketing activities interntionally Effect on student attitudes (e.g. ethnocentrism) Develop relationships with organizations
SCREENING & SELECTING “CLASS CLIENTS” “THINK SMALL” Potential clients: – Small businesses – Non-profit organizations (museums) – Local trade associations – University groups & programs – Sports teams – Local schools (pre-school, elementary, high school) – Local camps & programs – Local authors, artists, musicians – Special events (golf tournaments)
THE KEY TO SUCCESS: SETTING REALISTIC EXPECTATIONS Based on initial needs assessment Mutually agreed upon deliverables (show samples) Detail timeline – semester calendar Explain project launch & presentation dates Clarify team contact & interaction – “team leader” Discuss the importance of “gratitude” Client appreciation … Student motivation Explore the subject of token “thank you” gifts Bottom line: “Doable” for student success ?
RECENT EXAMPLE Olivia’s in the Village (restaurant) Twice Told Tales (bookstore) Gloucester Arts on Main (art store & gallery) Goodman’s (antique store) Yolanda’s on Main (women’s specialty clothing store) Rosemary & Wine (restaurant, microbrewery and wine shop) Class clients include 12 local retail businesses such as:
BUILDING BRIDGES… – A “WIN-WIN” FOR ALL Win for Students Hands-on experiences Resume builders Potential career positions Win for University Public Relations Service learning Accreditation Win for Clients Valuable marketing assistance Fresh perspectives Good community interaction Win for Community Successful businesses Economic development
BECOME A PART OF YOUR CITY Joined with the Small business Agency of City of NY Assist small businesses Offer pro bono consulting services Students are consultants Companies recognize students are doing “clinical work” Clients get involved with the students to accomplish objectives Success with minority business owners gaining loans by presenting marketing plans
CLASSROOM THEORY TO REAL-WORLD Start by teaching the basics of IMC and Direct and Interactive Participate in the DMEF Collegiate Echo Pattern consulting work after the ECHO process Students have dossiers to take to interviews Clients have completed strategies
REAL TIME CONSUMER RESEARCH IDEA MAP research process Founded by Howard Moskowitz, proven to work for Pepsi, Prego, Campbell's, others Genomics of mind in preference to messages Students learn state of art research techniques Companies get actionable research results
DEFINES 3 SEGMENTS Boca Lago Challenge 3 SEGS How likely are you to join a private Country Club based on these elements? 1 2 3 4 5 6 7 8 9 Highlighted >+9 winners & <-9 losers Total Sample Country Club enthusiasts Social Country Clubbers Serious Players Percentage Share of Total Sample100%33%39%28% Base Size151505942 Constant23262025 27 prestine golf holes, 20 har-tru tennis courts, state of the art fitness club, aerobics, olympic size pool 115241 Dining includes multiple venues in sports bar atmosphere, casual dining, fine dining or catering a private party 11823-2 You don’t have to live here to enjoy it 97714 Club is a beautiful sub tropical paradise of Green Grass lush tropical vegetation, exotic birds and miles of mirrored lakes 911104 Club is located in beautiful South Palm Beach County just minutes away from state of the art shopping mall, two major interstates and two international airports 81645 Warm, embracing "No Airs" members and no need to "Keep Up With the Jones" 74811 Personal trainers and Yogis available to help you be fit 73711 Membership to suit your needs 7947 Complimentary golf and tennis clinics throughout the year 7-3817 Make a tee time that suits when you want to play 60910 Golf Schools to improve your game 6486 Clubhouse is newly renovated with with state of the art game room for kids of all ages, WIFI, sauna and massuese parlor 61503 Complimentary bagels for breakfast 6394 All skill level challenge on golf courses 6927 Easy access to tennis court times 6612-5 Specialty Clubs including Art, Books, Chorus, Computer, Dance, Drama, Photography, Mah Jong, Canasta, Bridge and duplicate bridge championship tournaments 5412-4 Design diversity with Tif-Eagle greens on a pristine property providing a fair, but challenging experience to golfers of all skill levels 5117 Non resident members feel at home 5726 Newly designed locker rooms and sauna, showers and full service compliments 5114-5 Major golf club manufacturer demo days 5-5811 Lap pool for the swimming enthusiasts 51220 Easy access to golf tee times 4112 USTPA professionals on premises to improve your tennis game 4734 Licensed masseuse to relax your muscles 4563 Seven Day automated advance tee time Privileges 4254 Reciprocal play available at other South Florida Country Clubs 4127-11 Well outfitted pro shop with clubs, clothing and accessories for all activities 328-3 PGA professionals on premise to improve your golf game 344 9 hole women’s golf league 2-11610 Member owned and operated private club 24-24 Member-guest golf and tennis tournaments 137-11 Social programs include theatrical shows, group day trips, specialty clubs like canasta, photography, discussion groups, poetry classes 039-16 Pro Supervised Men & Women's Daily Leagues for most skill levels 0-55 Facilities to clean golf shoes 2-5 Where equity membership is important -31-6-2 You must live here to enjoy it -3 -61
TYPING TOOL FOR MARKETING MESSAGES http://mjiweb.com/ mjitt/Boca/Boca.ht m
IDEA MAP FOR YOU Easy for students to learn Develop clear messages Get great jobs with cutting edge practice
QUESTIONS YOU TOO CAN EASILY APPLY CLINICAL EXPERIENCE FOR STUDENTS TO SUCCEED