BUILDING BRIDGES VIA
REAL-WORLD
APPLICATION
WE DID IT, YOU CAN TOO…
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 do
• 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 PA NEL WI LL 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
donald_hurwitz@emerson.edu
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
hmarkovitz@pace.edu
David W. Marold, M.B.A.
Professor and Author
Department of Marketing College of
Business Eastern Michigan University
West Virginia University, IMC Program
dmarold@gmail.com
Dennis Sandler, PhD.
Associate Professor of Marketing, Pace
University, Lubin School of Business
dsandler@pace.edu
Lisa Spiller, PhD.
Professor of Marketing
Leading author of best selling IDM Text
Book
Joseph W. Luter, III School of Business
Christopher Newport University
lspiller@cnu.edu
DON HURWITZ
THE FORMS OF EXPERIENTIAL
PROGRAMMING
• The Experiential Program “Ladder”
Program Type
Activity Focus
Experience
Class projects
Specialized subject matter:
research & analysis, creative,
etc.
Supplement,
application
Capstones
Campaign conception to sales
Surrogacy
Internships
Roles within organizations
Witness,
Apprenticeship
Co-curricular agency
Requested campaign to
execution
Rehearsal for postgraduation
8
THE VALUES OF EXPERIENTIAL
PROGRAMMING
• Experiential Programming offers a range of value for
multiple constituencies
Constituency
Students
Faculty
Department
School
Added Value
+
Supplements
exposure, tests
theory; enriches
resources,
contacts, and
support; informs
choices and
commitments
Win/Win
=
Enhances education,
career preparation
Generates
connections for class,
consulting
Serves community,
builds reputation
Mission
Accomplished!
Low cost
linkage
of purposes,
goals and
outcomes
Informs positioning
and planning
9
THINK BEFORE YOU LEAP!
Consideration
Issue
Potential Solution
Geography
Access to quality experiences
in appropriate quantity?
--Scale to what’s
manageable
--Partner
Logistics
Resources 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
10
DAVE MAROLD
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
DENNIS SANDLER
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
LISA SPILLER
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
Class clients include 12 local retail businesses such as:






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)
BUILDING BRIDGES… – A “WIN-WIN”
FOR ALL
Win for Students
Win for University
Hands-on experiences
Resume builders
Potential career positions
Public Relations
Service learning
Accreditation
Win for Clients
Valuable marketing assistance
Fresh perspectives
Good community interaction
Win for Community
Successful businesses
Economic development
HARVEY MARKOVITZ
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
BUILD AWARD WINNING PROGRAM:
THE IDM LAB
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
3 SEGS
Boca Lago Challenge
How likely are you to join a private Country Club based on these elements?
1
2
3
4
5
6
7
8
9
<-- Not at all likely to join -- Very likely to join -->
Total
Country Club
Sample
enthusiasts
Social
Country
Clubbers
Serious
Players
33%
50
26
39%
59
20
28%
42
25
5
24
1
8
23
-2
Highlighted >+9 winners & <-9 losers
Percentage Share of Total Sample 100%
Base Size 151
Constant23
27 prestine golf holes, 20 har-tru tennis courts, state of the art fitness club, aerobics, olympic
11
size pool
Dining includes multiple venues in sports bar atmosphere, casual dining, fine dining or
11
catering a private party
9
You don’t have to live here to enjoy it
Club is a beautiful sub tropical paradise of Green Grass lush tropical vegetation, exotic birds
9
and miles of mirrored lakes
Club is located in beautiful South Palm Beach County just minutes away from state of the art
8
shopping mall, two major interstates and two international airports
7
Warm, embracing "No Airs" members and no need to "Keep Up With the Jones"
7
Personal trainers and Yogis available to help you be fit
7
Membership to suit your needs
7
Complimentary golf and tennis clinics throughout the year
6
Make a tee time that suits when you want to play
6
Golf Schools to improve your game
Clubhouse is newly renovated with with state of the art game room for kids of all ages, WIFI,
6
sauna and massuese parlor
6
Complimentary bagels for breakfast
6
All skill level challenge on golf courses
6
Easy access to tennis court times
Specialty Clubs including Art, Books, Chorus, Computer, Dance, Drama, Photography, Mah
5
Jong, Canasta, Bridge and duplicate bridge championship tournaments
Design diversity with Tif-Eagle greens on a pristine property providing a fair, but challenging
5
experience to golfers of all skill levels
5
Non resident members feel at home
5
Newly designed locker rooms and sauna, showers and full service compliments
5
Major golf club manufacturer demo days
5
Lap pool for the swimming enthusiasts
4
Easy access to golf tee times
4
USTPA professionals on premises to improve your tennis game
4
Licensed masseuse to relax your muscles
4
Seven Day automated advance tee time Privileges
4
Reciprocal play available at other South Florida Country Clubs
3
Well outfitted pro shop with clubs, clothing and accessories for all activities
3
PGA professionals on premise to improve your golf game
2
9 hole women’s golf league
2
Member owned and operated private club
1
Member-guest golf and tennis tournaments
Social programs include theatrical shows, group day trips, specialty clubs like canasta,
0
photography, discussion groups, poetry classes
0
Pro Supervised Men & Women's Daily Leagues for most skill levels
-1
Facilities to clean golf shoes
-3
Where equity membership is important
-3
You must live here to enjoy it
7
7
14
11
10
4
16
4
5
4
3
9
-3
0
4
8
7
4
8
9
8
11
11
7
17
10
6
15
0
3
3
9
6
9
2
12
4
7
-5
4
12
-4
11
-1
7
7
1
-5
12
1
7
5
2
12
2
4
-11
4
3
2
14
8
2
12
3
6
5
7
8
4
6
-2
7
6
-5
11
0
-1
4
3
4
-11
-3
-1
10
4
-11
3
9
-16
-5
-1
1
-3
5
2
-6
-6
-1
-5
-2
1
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