CeMA Presentation
October 2001
High Schools
and Colleges
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What Is CeMA?
• The certified emarketing associate program (CeMA) is an
industry developed and funded program to provide high
school and college students with a certification designed
around the needs of business. Working with educators and
marketing executives the program provides resources as
well as certifications.
• CeMA is a entry level or basic credential. The exam and
preparatory materials and performance standards
concentrate on processes of implementation of emarketing fundamentals.
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CeMA
Volunteer Industry Panel
Note: The CeMA Industry Panel Will Interact With Students Via a
Online Bulleting Board, additionally They Will Provide Direction
for the CeMA Program. The Panel Was Approved by the Board of
Directors of the Emarketing Association in September 2001. The
Members Listed Are Confirmed As of October 1, 2001. There Are
Over 24 Applications Pending for Membership on the panel. The
Final Group Will Consist of 30 – 50 E-marketing Executives.
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•
Sarah Autrand
President and CEO
Market 4 Demand, Inc.
Sarah Autrand, CEO and president, was formerly the director of marketing and corporate communications for
Pakana corporation, a supply chain services firm. Prior to that she was the CEO of SellSoftware, a technology
marketing consultancy that helped launch several startups. Sarah has over 18 years of marketing and sales
experience and has held management posts at digital equipment corporation (Compaq), Delrina (Symantec)
and Nordstrom. She earned her bachelor's degree in English from san Francisco state university where she
graduated with honors.
•
Al Berrios
President
Al Berrios iMarketing
Al Berrios is creator of the iMarketing program. With over 5 years experience marketing clients online, he was
able to create a program that yielded amazing results at low cost. Al joined Xceed, inc, where he began working
intensely on online strategic alliances; Co-founded events marketing and sponsorship firms a&AproductionsT in
summer of 1998, TEIAMT entertainment in fall of 1999; Then was recruited by urban box office in spring 2000
to be their executive director in charge of all internet marketing ventures. Al Berrios has been the recipient of
venture capital for his first start up as an award for third place at the second all university entrepreneurial
competition at new York university. Al Berrios has received his bachelors from stern school of business at new
York university with a double major in economics and marketing.
•
Clint Kaiser
co-Founder
Blue Ink Solutions
As co-founder of online marketing firm blue ink solutions, Clint develops the company's service offerings and
oversees all client projects. Clint gained his knowledge of the email and online markets at Exactis.Com, serving
as manager of product marketing and director of new products. He received his MBA from the university of
Minnesota and his bachelor's degree in finance and marketing from the university of Evansville.
•
Susan Kindel
VP Marketing
Active Education
.
Ms. Kindel handles all of ActiveEducation’s marketing, brand management, and public relations. She handles the
ActiveEducation web site as well as all print and electronic collateral, sales tools, and promotion activities. Ms.
Kindel has 14 years of marketing experience and received her master of international management from
thunderbird - the American graduate school of international management.
•
Sandra Rosenberg
Intel Corporation
bio pending.
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•
Darold J. Rydl
Executive Director of eCommerce
Direct Source Distributing
Darold holds a bachelor of business administration from Harding university and has 12 years experience in
marketing and sales. He currently heads the eCommerce department of direct source, a national distributor of
computer products and consumer electronics. Darold oversees internet operations and business development as
well as the marketing and merchandising of direct source products on some of the top computer etail sites in
the industry.
•
Dan Shannon
Publisher
eMarketing Magazine
.
Dan has more than two decades of experience in B2B magazine publishing and marketing, including serving as
president of custom press, a custom publishing company, vice president/ editorial director of Gralla publications
(now part of miller freeman USA), editor-in-chief of inside print and senior editor of promo magazine. Dan is the
publisher and editor of emarketing magazine, the industry's how-to print publication, and also launched
www.emarketingmag.Com and the bi-weekly SmartMoves e-letter.
•
Laura Sharp
project manager, web practice
e-commerce marketing instructor.
Darden Sharp Institute
Laura holds a bachelor of arts from Texas Lutheran university and brings 10 years of valuable experience with
her including multimedia and web design, marketing, business imaging, advertising and e-commerce.
Laura is on the marketing committee and an ambassador with the north silicon valley Newark chamber of
commerce. She is also a member of American business women’s association, the world organization of
webmasters and the international association of web masters and designers and the eMarketing Association.
•
Chris Speicher
Product Manager - Internet Systems
Prometric
Mr. Speicher handles a wide variety of e-business responsibilities. As product manager, Mr. Speicher manages
the prioritization of internet initiatives within and across the Prometric business units. Additionally he represents
Prometric as a member of the Thompson learning web council. He is familiar with a large variety of software
applications, and received a bachelor of science degree in business administration from Towson state university. 5
•
Sandra Tozke
president,
IMC conferences
bio pending.
•
Jim Wood, CeM
adviZers
I'm a navigator by nature. It's a passion for me that finds expression in things like sailboat racing and rock
climbing…and navigating through the myriad channels of modern marketing. For me, it's all about strategy,
tactics and execution.
Marketing effectively is a passion, too. Once I recognized the universal personal appeal of the internet, I
immediately became immersed in its marketing strength. In all my years of practicing the art and science of
marketing I have not encountered anything that compares to it.
Emarketing is where I've been professionally since march of 1999. In may of 2001 I established a strategic
emarketing consulting practice called Advizers, www.advizers.Com. For the two years before that I served as
international director of sales at StockHouse.Com, www.stockhouse.Com, where I dealt successfully with
countless agencies and clients in a very competitive market.
Prior to my involvement with the internet, I experienced ten years of progressive growth in radio, TV, and direct
mail advertising and marketing. My background also includes strategic business planning and business
management. As a certified e-marketer and professional member of the e-marketing association, I am
absolutely committed to leveraging my experience and knowledge to help companies get what they want.
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Extracurricular Activities Help
High School Students Get Into
College
“Even for the best applicants, the odds of getting bad news
are growing. Harvard receives applications from about 350
students a year who, like Pastor, have the top SAT score of
1600, and the university turns down about half of them
because, like most selective schools, it puts great
emphasis on extracurricular activities”.
Newsweek –August 2001
7
There Is a Need for Credentialed
Marketers
• 350 IT certifications yet e-marketing
employs more people.
• Certification recognizes initiative,
motivation, professional development and
competency.
• Employers/colleges place a significant
value on individuals with certification.
8
Internet Related Employment Is
Expanding Rapidly
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Supports more than 3.088 million workers
Double the amount employed in real estate
60,000 more than the insurance industry
Internet related jobs grew 29% during the period
from Q199 to Q100
• During the same period, not-internet related jobs
expanded by only 6.9%
• Of all internet related jobs – marketing and sales
employ the largest segments
9
Internet Related Jobs Are Not Just in
Information Technology, Most Are in
Marketing
Admin
10%
IT
28%
Finance
12%
Operations
17%
MARKETING/Sales
33%
SOURCE: Center for Research in
Electronic Commerce, Graduate School
Of Business, University of Texas
10
CeMA Adds Value to
E-commerce Curriculum
• Higher student involvement and motivation.
• Puts e-commerce students on equal terms with IT students
that have many certifications available to them.
• Unprecedented access to marketing executives through an
online bulletin board. As well as other resources.
• Provides students with a credential demonstrating
competency on collage admissions applications,
scholarship applications, employers and clients.
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A Wealth of Resources for
Students
• Access to industry leaders through a student
bulletin board.
• White papers, resources, links, and exercises on
the student web site.
• Discounts on trade publications and association
memberships.
• Application for certification not required to access
resources – open to all e-commerce students.
12
Certification Students Are
Recognized As Leaders
• Students passing the certification examination receive a
high quality personalized certificate of certification
• A 14K gold plate and enamel CeMA pin
• Inclusion on the eMA certification verification database
• Opportunities to serve on student advisory committee
• Opportunities to network with industry leaders
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CeMA Performance Indicators
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E-mail marketing
Viral marketing
Online advertising (banner, pop-ups, buttons)
Publicity
Coordination of online and offline marketing
Alliances and partnerships, cross promotions
Search engine and directory techniques
Legal implications of e-marketing
E-commerce site design development
Transaction methods
Bulletin boards and online conferences
14
The Process Is Simple
• Teachers receive kits with a full explanation of the
program as well as brochures, posters and
necessary forms.
• All student materials will be in the kit.
• Students applying for certification will have
access to an 5 step online CeMA emarketing
course to help them prepare for the examination.
• Examinations are given by the teacher.
15
Fees Are Reduced for Approved
Schools
• CeMA certification online requires $195.00 in
fees.
• Students at approved schools pay only $40.00
total.
• This program is funded in part through private
educational subsidies, to minimize the cost to
students.
• Schools pay nothing to participate, fees are due
from the students enrolled.
16
Student/teacher Materials Are
Comprehensive
• Student guidebook on certification
• Application for certification
• Wall posters
Online information sheet
17
No Organization Other Than the eMA Brings Together Such a
Complete Package of Tools, Resources and Expertise for Emarketers. As an Employer, I Have Faith That Job
Candidates With eMA Certification Really Know Their
Stuff. As a Consumer, I Know That I Can Trust eMA Certified
Websites."
Sandra Rosenberg
Intel Corporation
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eMarketing Association Partners
•University of California
•ADWEEK Magazine
•Institute for International Research
•Federal FirstGov Silver Partner
•Sun Microsystems
•The Coca Cola Company
•eMarketing Magazine
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