The TiDE Conference Informational Brochure

TiDE

Thriving In the Digital Era

the conference

The New Wave of Marketing

Undergraduate Marketing Organization | AMA Chapter American Marketing Association Regional Conference, Fall 2010

A Message from the UMO Co-Presidents Dear Marketing Professionals and Students, On behalf of the Undergraduate Marketing Organization (UMO) and the Tepper School of Business, we would like to welcome you to Carnegie Mellon University and the first annual Pittsburgh regional collegiate marketing conference - TiDE (Thriving in the Digital Era); The New Wave of Marketing. We have been anticipating this day of collaboration and we hope that you leave gaining valuable insights and new connections.

We would like thank our speakers who have donated their valuable time to share their knowledge with us today. Your support has been invaluable. We would also like to thank the Tepper School of Business Administration, Student Government, and the UMO executive board for your financial assistance and for your guidance throughout this planning process. We would also like to recognize the Regional Conference Directors - Cindy Wang and Chris Streeter - who spent countless hours planning and organizing this fabulous day. We are so thankful of your commitment. This day would not be a success without you.

This week, the UMO celebrated marketing week by learning about "Marketing through the Ages". This journey began on Sunday night with the early Advertising Agency days and throughout the week we moved closer to present day marketing. Today we have scheduled a wonderful series of speakers to discuss marketing today in the innovative digital era. We are very excited to share this day with our colleagues in the Pittsburgh region. We hope that this can serve as the beginning of many communications between Universities and professionals so that we could collaborate more in the future.

Please feel free to contact us; We look forward to working with you again soon.

Welcome,

Stephanie Schneider & Malavika Gopal

conference

10 11

Simon Auditorium Baohong Sun | Social Media

Mellon Auditorium Kiersten Maryott Online Tools for Marketing Research

Simon Auditorium Michael Smith | Digital Distribution

12 01

Simon Auditorium Panel Q&A

Outside of Simon Auditorium Networking Lunch

schedule

speaker Baohong Sun

Carnegie Mellon University Tepper School of Business Baohong is the Carnegie Bosch Professor of Marketing at Carnegie Mellon University. She has received numerous awards for her work and research in the areas of rational and strategic consumer choices and dynamic structural models, and dynamic and interactive marketing mix strategies. Baohong received her Bachelor’s degree from the Renmin University of China and her Ph.D. from the University of Southern California.

Michael Smith

Carnegie Mellon University Heinz College Michael!D. Smith is an Associate Professor of Information Systems and Marketing and Co-Director!of the Center for!Digital Media Research at Carnegie Mellon University.

He!holds academic appointments at Carnegie Mellon!University’s School of!Information Systems and Management and the Tepper School of Business. He!received a!Bachelors of Science in Electrical Engineering (summa cum laude) and a Masters of Science in Telecommunications!Science from the University of Maryland, and received a Ph.D. in Management!Science from the Sloan School of!Management at MIT. Professor Smith has!received several notable awards including the National Science!Foundation’s!prestigious CAREER Research Award was recently selected as one of the top 100!“emerging!engineering leaders” in the United States by the National Academy of!Engineering.

Kiersten Maryott University of Pittsburgh

Katz Graduate School of Business Kiersten Maryott joined the faculty of the Katz School of Business at the University of Pittsburgh in 2009. Previously she taught at the University of Richmond, Virginia Commonwealth University and the University of Central Florida. She received her Ph.D. from Duke University and two Bachelor’s degrees from Virginia Tech. Dr. Maryott's research focuses on consumer behavior issues specifically as they impact trust, credibility, and consumer welfare. For example, Dr. Maryott has a stream of research which investigates online gambling. The goal of this research is to understand consumer behavior in online gambling with the goal of protecting consumer welfare and potentially providing public policy suggestions. This research was presented at the 2009 American Marketing Association's Summer Conference. Dr. Maryott's research has appeared in the Journal of Service Research and the Journal of Relationship Marketing. Additionally, her research has been presented at such conferences as the Association for Consumer Research, the American Marketing Association, and the Society for Consumer Psychology. Dr. Maryott also serves as the faculty advisor to the University of Pittsburgh American Marketing Association collegiate chapter.

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panel John Mather

Carnegie Mellon University Tepper School of Business As Executive Director of Masters Programs in the Tepper School of Business at Carnegie Mellon University, John Mather manages two Masters degrees including the MBA and Computational Finance. He coordinates with a staff the planning, development and execution of admissions, services and career placement for all masters students. In addition, Dr. Mather is a teaching professor in the marketing area. His primary courses are business-to business marketing strategy, channel strategy and a marketing project course.

Prior to joining Carnegie Mellon, Dr. Mather spent over twenty years in business, most of which was with Ketchum Communications, where he served as a corporate Executive Vice President of Marketing Information and Strategy. The remaining years in industry provided marketing experience in the telecommunications, consumer products and marketing research industries.

At Carnegie Mellon he is very active with technology-based start-ups and local area incubators, providing advice in the marketing strategy area and business planning. Also a participant in Executive Education programs for the business school, Dr. Mather remains active in the not-for-profit sector. He earned a BA in Chemistry from the University of Rochester, an MBA from Ohio University and a PhD from the University of Arizona.

Barbara Donehue

Carnegie Mellon University Tepper School of Business Barbara has worked with the Tepper School for seven years, recently taking on the oversight of the school’s interactive marketing. She coordinates the website (tepper.cmu.edu), social networking (facebook, twitter, flickr, iTunesU, YouTube), as well as facilitating online advertising and branded emails and posting editorial content (video, photography, stories). Prior to her position at Carnegie Mellon, she worked for the Carnegie Museums of Pittsburgh Marketing and Information Systems department. Barbara earned a BFA in Art History from the University of Colorado, Boulder.

Micah Paul Keith

H.J. Heinz Company

Micah graduated with his undergraduate degree in Finance from Southern Utah University and an MBA from the Tepper School of Business. !His experience after his undergraduate program was with a start-up consulting firm which primarily worked with real estate developers for large-scale commercial and residential projects. !He entered Tepper and switched careers to brand management after a successful internship with Heinz, where he now works.

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panel Nuvan Dassanaike Account Director BarkleyREI

As Account Director, Nuvan is responsible for strategic and tactical management of key digital marketing initiatives of key clients. Nuvan brings with him over 10 years of digital brand marketing experience with expertise in consumer packaged goods (where he launched & managed national brands) and pharmaceutical marketing. !

Most recently he was the Global Digital Marketing Manager at GlaxoSmithKline (GSK) where he was the lead digital marketer for global consumer brands. He introduced global web metrics, supported key global launches, implemented digital marketing initiatives & set up an ecommerce framework that doubled revenues year over year. !

While at GSK, Nuvan led search engine optimization and CPC campaign implementations.

Additionally he was tasked with evaluating and introducing globally viable web 2.0 channels. As a result he introduced mobile marketing, eSampling and digitally driven loyalty/relationship programs (closed loop marketing) that drove brand loyalty and compliance. Nuvan was twice awarded Global Marketing Innovation awards for developing breakthrough digital marketing strategies.! !

In his free time, he enjoys spending time with family, distance running, and landscaping. On sunny weekends you are sure to run into him at North Park enjoying the outdoors. !

Bob Kushner

AMA Pittsburgh Chapter Directions Research, Inc. Bob has over twenty years experience in marketing research on both the client and supplier side with organizations as Good Samaritan Hospital in Cincinnati and Smithfield Foods. !Bob is currently Vice-President of Client Service for Directions Research, a honomichl top-25 research consultancy based in Cincinnati, Ohio where he works with clients in consumer packaged goods, financial services and technology industries. !He has a BS in Marketing from The Pennsylvania State University and an MBA with a concentration in Quantitative Analysis from the University of Cincinnati. !Bob also serves as the Vice-President of Collegiate Relations for the Pittsburgh Chapter of the AMA.

introduction