SVAMA Special Events:
SPRING 2006 MARKETING SEMINAR SERIES
- Approach your marketing challenges more strategically
- Get the edge on your competition
- Add new skills to your marketing repertoire
- Improve your personal marketability
Sharpen your marketing know-how with SVAMA’s Marketing Essentials Series! These sessions are open to anyone wishing to update their marketing knowledge. Attend 1 or 2 sessions or all 6. Designed as preparation for AMA's Professional Certified Marketer™ designation, these seminars highlight the essential elements of key marketing topics in the context of real-world experiences shared by expert practitioners of the topics. As a result, the Seminars are an excellent source of comprehensive information streamlined for today's busy executives. Join us for these fast-paced information-packed sessions!
BRING A FRIEND OFFER
Refer a friend to the Marketing Seminar Series and you both benefit! When you refer a friend to the series and they register to attend, both you and your friend will receive your choice of book from the book list. Be sure both you and your friend notify Lynn Hunsaker by sending an e-mail to lynn@clearaction.biz to request one of the books listed.
Pre-registration is encouraged, although we will make every attempt to accommodate walk-in attendees.
SESSIONS & SPEAKERS
SESSION 1
Customer Focus Essentials
Tuesday, April 18, 6-9pm
Explore buyer behavior, segmentation, market research, and customer satisfaction.
INSTRUCTOR: Brian Gleeson
SESSION 2
Product Marketing Essentials
Tuesday, April 25, 6-9 pm
Explore positioning, branding, product management, service management.
INSTRUCTOR: Liz Gasser, Openwave Systems
SESSION 3
Pricing Essentials
Tuesday, May 2, 6-9pm
Explore value, pricing, forecasting, and return on marketing investment.
INSTRUCTOR: Dave Mills, Adobe Systems
SESSION 4
Channel Marketing Essentials
Tuesday, May 9, 6-9pm
Explore wholesale and retail channels, trade promotions, alliances, and global marketing.
INSTRUCTOR: Adi Berglez, Sun Microsystems
SESSION 5
Promotion Essentials I
Tuesday, May 16, 6-9 pm
Explore public relations, advertising, customer promotions, and personal selling.
INSTRUCTOR: Rick Burgess, Seagate Technology
SESSION 6
Promotion Essentials II
Tuesday, May 23, 6-9 pm
Explore Internet marketing strategies and emerging technologies.
INSTRUCTOR: Andreas Mueller, Bloofusion
VENUE
University of Phoenix
3590 North First Street, San Jose, 95134
NOTE: A minimum of 12 pre-registered attendees is required; SVAMA reserves the right to cancel any session per this requirement.
PRICES
Standard Pricing (after April 11 and at the door)
SVAMA members:
$395 for all 6 sessions ($65/session)
$75/session for 4-5 sessions
$85/session for 1-3 sessions
SPECIAL PRICE for 2 or more people per registration:
$360 per person for all 6 sessions ($60/session)
SVAMA guests:
$495 for all 6 sessions ($82.50/session)
$90/session for 4-5 sessions
$100/session for 1-3 sessions
SPECIAL PRICE for 2 or more people per registration:
$450 per person for all 6 sessions ($75/session)
SAVINGS! Advanced Pricing by April 11
SVAMA members:
$360 for all 6 sessions ($60/session)
$75/session for 4-5 sessions
$85/session for 1-3 sessions
SPECIAL PRICE for 2 or more people per registration:
$330 per person for all 6 sessions ($55/session)
SVAMA guests:
$450 for all 6 sessions ($75/session)
$90/session for 4-5 sessions
$100/session for 1-3 sessions
SPECIAL PRICE for 2 or more people per registration:
$420 per person for all 6 sessions ($70/session)
Note: Classroom setting; food and drinks not provided. Vending machines available. Acceptable to bring food into classroom.
Note: A minimum of 12 pre-registered attendees is required; SVAMA reserves the right to cancel any session per this requirement.
Questions? contact Michael (Ming-Yu) Wong, cell 510-579-0652, mingyuwong@yahoo.com, or Catherine Burt, cell 650-619-5360, cat@catherineburt.com
HOW TO BECOME A PROFESSIONAL CERTIFIED MARKETER™
You have the knowledge and experience -- Isn’t it time you got recognized?
The Professional Certified Marketer™(PCM™) program gives marketers a tangible way to demonstrate and validate their marketing knowledge and expertise to both clients and employers. PCM™, a program of the American Marketing Association (AMA), was developed with input from hundreds of marketing experts and meets the strict criteria for professional certification programs nationwide. Once the AMA has confirmed education and experience criteria, applicants take a comprehensive five-hour exam which covers the five key areas of marketing. Applicants who successfully pass this exam may use the PCM™ designation and distinguish themselves as highly skilled, knowledgeable and committed marketers. For more information on the PCM™ program or to apply, visit www.MarketingPower.com/pcm.
NOTE: The PCM™ exam is managed separately by AMA; seminars separately by SVAMA.
SPEAKER BIOS
CUSTOMER FOCUS ESSENTIALS
Tuesday, April 18, 2006, 6-9pm – SESSION 1
Brian Gleeson
These elements of the AMA Professional Certified Marketer exam will be covered in this session: buyer behavior, market segmentation, marketing research, customer relations.
PRODUCT MARKETING ESSENTIALS
Tuesday, April 25, 2006, 6-9 pm – SESSION 2
Liz Gasser, Openwave Systems
These elements of the AMA Professional Certified Marketer exam will be covered in this session: strategic marketing objectives, SWOT analysis, differentiation, positioning, brand development, product lifecycles, packaging, trademark and copyright laws, labeling laws, quality management, customer service, service delivery mapping.
Elizabeth Gasser, Director of Marketing, is responsible for driving client and server go-to-market programs at Openwave Systems. In her former role she led value proposition development, product launch planning and communication of key messages to internal and external channels for the company's client business. Elizabeth led the launch of Openwave's next generation software platform for Linux-based phones, resulting in its public announcement and demonstration at DEMOMobile 2003. She also developed and implemented Openwave's first in-house primary research panel, which monitored local teens over a 6-month period tracking their attitudes to mobile data. Previously, Elizabeth was a consultant for Adventis, where she built out the company's thought leadership on the business implications of wireline and wireless high data rate networks.
PRICING ESSENTIALS
Tuesday, May 2, 2006, 6-9pm – SESSION 3
Dave Mills, Adobe Systems
These elements of the AMA Professional Certified Marketer exam will be covered in this session: creating value for customers, supply and demand model, pricing principles, pricing research techniques, profit/loss analysis, ROI maximization, forecasting tools.
David Mills, Entrepreneur in Residence, sizes new and potential market opportunities, positions product concepts against the competition, and identifies new revenue streams by leveraging or expanding Adobe's technical and marketing assets and by inspiring others to make things happen in the early stages of the product development process. Prior to his current role, Dave was Senior Director of Worldwide Research and Planning at Adobe, where he oversaw customer research, market sizing, forecasting, and the corporate information resources functions. Previously, Dave held various positions at Dataquest/Gartner Group, including director of worldwide research operations. He started his career as a direct marketing analyst for a large financial services company. Dave graduated from San Diego State University in Political Science, and earned his MBA from Santa Clara University with an emphasis in economics and finance.
CHANNEL MARKETING ESSENTIALS
Tuesday, May 9, 2006, 6-9pm – SESSION 4
Adi Berglez, Sun Microsystems
These elements of the AMA Professional Certified Marketer exam will be covered in this session: marketing channel management, trade promotion, global marketing strategy vs. customized marketing strategy, exporting, trade agreements, licensing, strategic alliances.
Adi Berglez, Senior Channel Strategy Group Manager with Sun Microsystems' worldwide reseller partner program, has more than 15 years of marketing and related operational experience in Silicon Valley, with 8 years focused on channel management. Previously he managed the services alliance relationship with Sun for a strategic partner. Adi has also held positions in international customer service and account management, Asia-Pacific services sales support and development, product marketing, and services marketing. Adi began his career in Germany and France, and he earned his MBA degree in International Marketing on a Fulbright scholarship with University of San Francisco.
PROMOTION ESSENTIALS I
Tuesday, May 16, 2006, 6-9 pm – SESSION 5
Rick Burgess, Seagate Technology
These elements of the AMA Professional Certified Marketer exam will be covered in this session: integrated marketing communications, public relations, advertising, messaging strategies for product life cycle and adoption curve stages, customer promotions.
Rick Burgess, Senior Director of Marketing Communications, is responsible for all Seagate marketing communications, the external focused web sites and the Seagate brand. He has spent the last 20 years in various outbound marketing roles at leading Silicon Valley companies including HP, 3Com, Cisco and Quantum. Rick began his high tech career as a major account sales rep and sales manager with IBM in Los Angeles. He has an undergraduate degree from the US Naval Academy and an MBA from the University of Massachusetts. He is a recreational endurance runner and triathlete.
PROMOTION ESSENTIALS II
Tuesday, May 23, 2006, 6-9 pm – SESSION 6
Andreas Mueller, Bloofusion
These elements of the AMA Professional Certified Marketer exam will be covered in this session: internet marketing, CRM, internet commerce, legal and security issues, e-marketing measurement, emerging technologies.
Andreas Mueller, Co-Founder and President, is chief strategist for Bloofusion, Inc., an online marketing agency that enables companies to take
advantage of search engines, turning web sites into effective sales and marketing
channels. By focusing on Search Engine Marketing as a long-term strategy,
Bloofusion helps drive potential clients to corporate web sites. Andreas'
roots are firmly planted in global marketing. In addition to 16 years in
Germany, he has lived and worked in France, the UK and Japan for
organizations such as Seagram & Sons, the French software firm Esker, as VP
of International Marketing, and JSB, a UK-based software firm, as VP of
Marketing.