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University Teaching Center (UTC) room 4.104 |
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10:10-11:40 |
11:50-12:50 |
12:55-1:30 |
1:30-2 |
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Innovations in Marketing Panel: Dell, AT&T, C3 |
Channel Marketing: Tracey Nelson |
Online Marketing Measurement: Jenn Craft |
Lunch: Special Events Room in the McCombs School of Business |
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University Teaching Center (UTC) room 4.132 |
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9-10 |
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11:50-12:50 |
12:55-1:55 Creative Brief and Reviewing Creative: Wal-Mart
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Brand Media Planning and Effectiveness: Frito-Lay |
Marketing Research Overview: Lieberman Research Worldwide |
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Topic |
Speaker Format |
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Innovations in Marketing Panel: new ways to break through the clutter (flagship session); questions will be submitted in advance and taken during the session. Overview of topics: · Mobile marketing: what are some current and projected ways of advertising through mobile phones? Through mobile content? Text Messaging/SMS? · Social Networking: views on receptivity to marketing within this environment, different ways to leverage this growing medium. · In-game, advergame, virtual advertising: marketing within Second Life or online games. Is this proving to be lucrative? · Interactive innovation: podcasts, wikis, online video ads · PR: any specific tactics insights on how to get positive media attention in a relevant, subtle manner? · Viral marketing: insights and innovations in this space · Traditional media: any new ways of executing the old tactics in innovative ways? For all of the topics, insights on the following: · General receptiveness to these forms of advertising · How can these tactics be optimized? Are there certain considerations marketers should be aware of before using these tactics? (ie used for awareness, best if combined with other tactics, certain targets that the tactics are most effective against) · Current challenges or factors leading to the use of these tactics (ie Tivo/DVR reducing exposures to commercials) |
Sean McDonald, Dell, Director of Community/ Conversations; social networking, online communities, social media
Glenn Broderick, AT&T, VP, subject matter expert in gaming (in-game advertising) and social networking
Michael Feferman, C3 Productions, Director of Interactive Marketing Programs
Facilitator: Professor Kate Mackie
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Writing a Creative Brief & Reviewing Creative: assigning creative to agencies, effectively communicating your visions; assessing creative concepts, what makes advertising communications effective, what should you look for as a marketing manager, specific techniques/ways to review |
Kirsten Evans, Wal-Mart
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Brand Media Planning and Effectiveness: CPG focused; using a specific brand, will demonstrate optimal media planning and subsequent performance metrics that are used to ensure media efficiency. 25% of discussion will be focused on ad testing and copy effectiveness as it relates to media effectiveness. Some ads will be shared. |
Marissa Jarratt, Marketing Manager for Cheetos, Frito-Lay |
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Online Marketing Measurement: uncovering valuable nuggets; cookies, page views, etc.; how to use to optimize online marketing plans |
Jennifer Craft, Director of Marketing, local Austin online startup |
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Marketing Research Overview: qualitative vs. quantitative tactics, overview of methodologies for each, process for conducting research, how then utilized by the marketing team. |
Kristen Resor, Research Manager, Lieberman Research Worldwide |
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Channel Marketing: how does this differ from direct to consumer marketing, importance to success of marketing plan, tactics for effectively utilizing the channel |
Tracey Nelson, Independent Consultant, new Brand Management Professor |