Erivan K. Haub School of Business

Center for Consumer Research

Marketing Certificate Program

 

Open your mind ...

Be inspired ...

Learn to market in color!

 

 

CERTIFICATE IN MARKETING EXCELLENCE


 

 

 

In late 2010 the Center for Consumer Research in conjunction with the Philadelphia Chapter of the American Marketing Association launched a Certificate in Marketing Excellence program. 

The Certificate Program offers in-depth, hands-on sessions to marketers, who have responsibilities for strategic or tactical execution of an organization's products and services, to master the components that go into effective strategic planning.

Each session (6 in total) combines academics with practical, real-world experiences to provide you the tools needed to succeed in today's competitive professional environment.

Each session provides an unbeatable combination of solid conceptual foundations and best practices, coupled with a hands-on experience that attendees will be able to apply when they return to their jobs on Monday morning. 

 

WHAT YOU'LL LEARN

  •  The fundamentals of creating and executing a marketing strategy.
  • How to develop a marketing plan that considers product, price, place & promotion
  • How to use over 20 different pricing formulas, schemes, and methodologies
  • Understand how place (channels, distribution, logistics) brings it all together
  • How to engage your target customer using traditional and social media.
  • Best practices and techniques for determining your performance.

WHO SHOULD ATTEND

  •  Marketing professionals, business managers and entrepreneurs who want to master the components of strategic marketing.
  • Experienced marketers who want to brush up on their skills and learn new strategies in today's internet connected world.

BENEFITS OF THE PROGRAM

  • Invest in your career
  • Refresh your marketing skills
  • Learn leading edge techniques
  • Interact with your peers
  • Capture insights you can take back and apply on the job immediately
  • Have fun!

 

Session 1: March 22nd

STRATEGIC PLANNING

A process for creating value for your customers, employees, owners and community.

For more information, click here.

Speaker: Jay Minkoff, President and CEO, First Flavor, Inc.

Learn how to define and measure the various dimensions of value and how to make sure that your firm has a purpose. Understand how to "think strategically," how to identify and organize the firm's resources and exploit opportunities and respond to threats in the environment, and how to recognize the key issues of strategy implementation. Instructor: John B. Lord, Ph.D.

 

Session 2: April 5th

NEW PRODUCT DEVELOPMENT AND BRAND MANAGEMENT

Love your product, love your brand: Finding the sweet spot in a crowded marketplace.

For more information, click here.

Speaker: Ed Harris, Director of Marketing, True Action, an eBay Inc company

Find out about new techniques for uncovering what customers really want, building a brand portfolio, and delivering maximum value to your customers. Learn the strategic fundamentals of a marketing plan as it relates to product and the "4 Ps" in marketing. Instructor: Diane Phillips, Ph.D.

 

Session 3: April 19th

STRATEGIC PRICING

Price your way into the market, not out of it!

For more information, click here.

Speaker: Theresa Rivello, Theresa Rivello, Regional Marketing Director, Panera Bread

Review over 20 different pricing formulas, schemes and methodologies and learn which ones are applicable for your business. Attendees will learn about pricing strategies like price premium, reservation price and percent good value, price elasticity demand, optimal pricing and linear and constant demand. Instructor: Neill Crowley

 

Session 4: May 3rd

DISTRIBUTION AND CHANNEL MANAGEMENT

Hidden in plain sight: How better marketers see their 4th P.

For more information, click here.

Speaker: Michael Ford, VP Regulatory Compliance, BDP International

You've got the product, price, and promotion. Yet, you may not understood how place (channels, distribution, and logistics) brings it all together? Learn how the 4th P can help your company sustain its vitality in the marketplace. Instructor: Brent Smith, Ph.D.

 

Session 5: May 17th

PROMOTIONS AND MARKETING COMMUNICATIONS

Create the right media mix to tell your brand story effectively.

For more information, click here.

Speaker: Marie Casimir Fallon, Regional Marketing Director, Nationwide Insurance

Discover how to set clear communication objectives to engage your target customer using traditional and social media. You'll cover how to identify the best form of media to tell your brand story. In addition, the application of the next generation of "new media" to all brands brands will be highlighted. Instructor: Kim Richmond

 

Session 6: May 31st

IMPLEMENTATION, EVALUATION AND ROI

We have a metric for that! Track and measure your market performance.

For more information, click here.

Speaker: Jim Lenskold, President, Lenskold Group

Learn how to prioritize different ROI formulas and measure ROI. Formulas and applications for over 20 different marketing metrics will be discussed, including customer profitability, gross margin return on investment, return on sales, economic profit, net present value, internal rate of return, and return on marketing investment. Instructor: Neill Crowley

 

 

 

All sessions are 8:00 a.m. to 4:00 p.m.

 

Sessions 1 & 6 will be held at Saint Joseph's University,

Haub Executive Center,

5th Floor, McShain Hall,

5600 City Line Ave., Philadelphia, PA 19131

 

Sessions 2 - 5 will be held at Group Dynamics in Focus, Inc.

555 City Avenue,

6th Floor, Bala Cynwyd, PA 19004

 

CLICK TO REGISTER

SPACE IS LIMITED

 

FULL PROGRAM PRICING

 $950 for members/SJU alumni

 

 $1195 for non-members

 

INDIVIDUAL SESSION PRICING

 $250 for members/SJU alumni

 

 $295 for nonmembers

 

 

Registrants of the full program who are unable to attend a scheduled session during the Fall program will be allowed to attend the same session of the next scheduled program.

 

 

 



Past Conferences:

 

Fall 2011 - Certificate in Marketing Excellance

 

Fall 2010/Spring 2011 - Certificate in Marketing Excellance

 

May 1-2, 2008 - Virtual Social Identity and Consumer Behavior