Your Investment of Only 5 Days Will Deliver a Lifetime of Knowledge.
Direct and interactive marketing will never be the same in your company. Your managers will return ready to:
Inject new thinking into your strategy
Plan, structure and deliver messages in fresh, innovative ways
Implement a new class of technology-based tools to revolutionize your approaches to advertising, selling and distributing products and services
Conduct and measure the results of multimedia campaigns
They’ll also demonstrate the new ability to:
Translate “theory” into “practice” to build lasting one-on-one customer relationships
Make the most creative – and profitable – use of advanced search engine marketing techniques
Bring productivity gains to your multi-channel marketing, interactive databases and the Internet
Integrate the Internet into your marketing mix
Adopt rules for success in the digitized world to win more territory
The Agenda Is Full of “Roll-Up-Your-Sleeves” Learning Experiences.
Participants will:
Take on some of the biggest challenges confronting direct and interactive marketers today – everything from database marketing to financial services
Delve into real problems occurring today in the real world
Perform analyses, compare options and recommend plans
Probe, challenge and debate the issues with their colleagues and the experts
Exchange ideas with marketers from various business segments and find out how they do it
Strategize
Think
Problem-solve
Innovate
Live and study in a beautiful, campus-like setting away from phones, e-mail and day-to-day pressures
In addition to the Harvard Case Studies, participants will be working in teams on representative corporate issues. This will give participants very timely and practical experience applying the learnings from the course to problems encountered in their own corporate marketing/advertising efforts.
Take-home materials include:
A comprehensive course manual – the workshop “bible” packed with key points, plans and ideas to take home and share with colleagues throughout the year
The DMA’s 2004 Statistical Fact Book presenting the latest DM facts, figures, statistics, trends and projections ($395 value)
All cases used in program
Over $1,000 in new DMA resource materials, including state-of-the-art research studies on marketing trends
Certificate of Achievement, a testament to the participant’s new direct and interactive marketing expertise
PLUS, each company that registers will receive one FREE DMA seminar ($1,800 value) for themselves or a colleague to use at a later date. One seminar per company.
Bookmark and watch this Web site for specific program details, speakers and topics.
www.the-dma.org/dmefyeckPotential HBS Case Studies for the 2005 Program Include:
Google
Bookspan
TiVo
Nectar
Topics & Speakers include: *Subject to change
Fusion of Brand & Direct
Jon Roska, CEO & Chief Creative Officer, Roska Direct
Database Marketing
David Shepard, David Shepard Associates
Search Engine Marketing
Marc Cote, Yahoo, Search Marketing Solutions
Data Mining
Michael Berry, Data Miners
“Drilling Down”
Jim Novo, President, The Drilling Down Project
Customer Loyalty
Stephen Vowles, Stop & Shop
Privacy Issues & Strategies
James Koenig, Co-Leader, Privacy Practice, PWC
What Matters to Consumers: Service & Ethics in Direct Marketing
Liz Kislik, President, Liz Kislik Associates LLC
Financial Services
Scott Hildebrand, VP, Direct Marketing, Capital One
Music Marketing
Chris Hoerenz, VP Marketing, eMusic
Acquisition Strategy Innovation
Susan Goodman, CEO, Goodman & Company
Multichannel Marketing
James McQuivey, Boston University
RFID
John Greaves, Deloitte Consulting LLC
Issues in Measuring Customer Lifetime Value
Dr. Pete Fader, Professor of Marketing, Wharton School, University of Pennsylvania
Dr. Bruce Hardie, Associate Professor of Marketing, London School of Business
Breakthrough B2B Advances in Direct Marketing
Robert Stagno, Manager, Relationship Marketing, Microsoft Corporation
