Connecting Business and Design
Introduction
AIGA Atlanta in collaboration with Emory Marketing Institute at Emory University's Goizueta School of Business has developed a custom certificate program that will provide advanced knowledge on brands and brand management from leading scholars at the Emory Marketing Institute. The two and half-day intensive course will be a combination of lectures, workshops and discussion to help participants gain an understanding into business strategy and how design impacts the broader context of marketing and business performance.
What's new this year?
After the successful and sold out launch in 2008 and based on attendee feedback, much of the course content and format will remain the same, but the time frame will be extended by half a day to allow for more interaction and workshop time. Also, in recognition of current economic conditions fees have been reduced by 25% across the board.
Who should attend?
- Design agency principals and creative directors who are seeking to add value to their clients business beyond creative services.
- Senior management in related businesses such as advertising, public relations, direct marketing and other firms that work closely with designers.
- Vice presidents, directors and managers in enterprises who manage the design function.
Curriculum
The schedule is geared towards providing an intensive learning experience. Due to the robust schedule please do not plan on getting other work done during the program. Preparation time is needed a few weeks in advance, for which materials will be provided.
1. Essentials of Marketing (1/4 day)
- Marketing Strategy
- Segmentation, Targeting, Positioning
- Customer Value Creation
- Go-To-Market Strategies
- Customer Acquisition and Retention Processes
2. Essentials of Branding (1/4 day)
- Brand Positioning
- Building Brands: Managing Brand Development and Launch
- Balancing Push and Pull Strategies - Family versus Individual Branding, Brand Portfolios
- Positioning Brands in Business Ecosystems (Complimentary products)
3. Role of Design in Brand Development and Go-to-Market Strategies (1/2 day)
- Brand Positioning - Role of Graphics
- Aligning Design with Integrated Marketing Communications
- Value Creation and Role of Design in Creation
- Design and Customer Experience
- Consistency of positioning across geographies and products
4. Design, Brands and Business Models (1/2 day)
- Managing Integrated Marketing Communications
- Understanding the Customer's Business Better
- Understanding the Customer's Customers
- Design and Business Models: (Justification of Design)
- Aligning Design and Business Strategies
- Value of Brands: Iconic roles of product configurations
5. Managing Clients (1/4 day)
- Extracting Value from Design: Pricing
- Managing Clients and Go-To-Market Strategy for Agencies
- The Business of Design: Creating Value for the Client
- Managing the Design Process (Gating, Time, etc)
6. Managing Agency Relations (1/4 day)
- Communication of Marketing Needs
- Managing the Design Process
- Aligning Design with Communications and Distribution Channels
- Aligning Agency Compensation to Business Performance
Typical Daily Schedule
8:30-9:00 a.m. Breakfast
9:00 - 10:30 a.m. Lecture session
10:00 - 10:15 a.m. Coffee break
10:15 - 11:50 a.m. Workshop session
12:00 - 1:00 p.m. Lunch and Guest Speaker
1:00 - 4:00 p.m. Case Study/Workshop session
4:00 - 5:30 p.m. Class review, next day preparation
5:45 - 7:00 p.m. Cocktail reception or social interaction
Faculty
The Connecting Business and Design course is taught by a team of Emory University faculty who are recognized as leading researchers and teachers in the field of marketing and branding. The faculty team members have all achieved accolades as research investigators, consultants, and teachers and will provide a highly engaging experience.
Dr. Rajendra Srivastava Goizueta Chair in Marketing, Emory University Professor Srivastava is a leading authority on brand and marketing strategy and is well known for his contributions to marketing metrics. He is considered a pioneer on topics such as returns on strategic marketing investment and strategies for driving shareholder value. His work on the impact of market-based assets on shareholder value in the Journal of Marketing received both the 1998 Maynard and MSI/Paul Root Awards for the article judged to contribute most to the theory and practice of marketing, respectively, and more recently the Sheth Foundation Award for long-term contributions to the Marketing discipline-the only time a single article has won all three awards. He is also the recipient of AMA's Mahajan Award in recognition of career contributions to marketing strategy. He has developed and implemented senior executive programs for leading companies in North America, Europe and Asia-Pacific. He has conducted executive training for companies like 3M, AT&T, American Airlines, Citigroup, Deutsche Bank, Dow Chemicals, GE, H-P, HSBC, IBM, Johnson & Johnson, LG Electronics, Microsoft, Motorola, Nokia, Texas Instruments and Xerox Corporation. He holds a B.Tech. from Indian Institute of Technology and MBA and Ph.D. from the University of Pittsburgh.
Dr. Sundar Bharadwaj Professor, Emory University Professor Bharadwaj has published in the Journal of Marketing, Management Science, Journal of Academy of Marketing Science, the Journal of Business Research, the Journal of Product Innovation Management, the Journal of Services Marketing, the Journal of International Consumer Marketing, the Marketing Education Review, and Vikalpa. He has been recognized and honored with many awards including: (1) The MSI/PAUL ROOT AWARD for best paper published in the Journal of Marketing having an impact on managerial practice in 1999, (2) Best Paper Published in the Journal of Academy of Marketing Science in 1996, (3) Best Services Article in 1993, presented by the Services Interest Group of the American Marketing Association (AMA) and (4) The Best Services Article in 1993 in the Journal of Services Marketing.
Guest Speaker on May 14 at 7:00PM (free to Brand Academy registrants)
Dev Patnaik Founder, Jump Associates, San Mateo, CA
Author, Wired to Care
Lunch Guest Speaker on May 14
To be announced
Lunch Guest Speaker on May 15
To be announced
About the Emory Marketing Institute
The Emory Marketing Institute (EMI) pursues the advancement of brand-driven business performance. It is a unique collaboration between first-rate scholars and forward thinking corporate partners. EMI's scholars lead the development of innovations for managing profitable brands. EMI works collaboratively with its sponsors, other universities, associations, and research organizations to devise cross-disciplinary solutions for managing real-world problems in brand management.
EMI is based at Emory University's Goizueta Business School. The Goizueta Business School is a top-tier business school. It is recognized as one of the best business programs in the world by BusinessWeek, with the Evening MBA ranked #2, the Executive MBA ranked #7 and the BBA program ranked #4.
More information about EMI here www.emorymi.com
Qualifying for Admission
Enrollment in this program is limited to insure the best learning experience.
Enrollment in Brand Academy's Connecting Business and Design is restricted to a select group of high achievers who have involvement in leading design projects and are interested in developing their business skills. Application acceptance is subject to the approval of the Admissions Committee, which is comprised of both AIGA executives and EMI faculty members. Professional achievement and level of responsibility are the main criteria for admission to the Brand program. There are no formal educational requirements.
Enrolling in the Program
To enroll in the Program register first, then download application form, fill out and send along with your current resume by fax to: (404) 727-1082 or Email to: Bettye_Neal@bus.emory.edu
The Admissions Committee will give priority to applications received by May 1, 2009. Since space is limited, late applications will be considered only if space permits. Final registration deadline is May 8, 2009.
Registration Fees
The program fee includes tuition, course materials, meals and refreshments
Until May 1, 2009
Individual AIGA Members: $1,800
Non-members: $2,000
Groups of 2 or more AIGA Members from same company: $1,650
(Email zia@aiga-atl.org for group registration)
May 1-8, 2009
AIGA Members: $2,000
Non-members: $2,250
Groups of 2 or more Members from same company: $1,800
(Email zia@aiga-atl.org for group registration)
Important Dates
Early Registration (10% discount): May 1
Registration Closes: May 8
Program Dates: May 13, 14 and 15
Unconditional Guarantee
EMI is offering a 100% satisfaction guarantee. Meticulous efforts have been exercised to achieve excellence in the delivery of this program.
Transfers and Cancellations
Substitutions of enrolled delegates may be made at any time. If you are unable to attend, please notify us IN WRITING. Cancellations received more than two weeks prior to the commencement of the program are not subject to cancellation penalty. Cancellations received after that date will not be refunded:
Location and Directions
Emory University's Goizueta Business School is located just 10 minutes from downtown Atlanta in the tree lined neighborhood of Druid Hills. Detailed directions with information on parking are available at: http://www.emorymi.com
Event address:
Room W100
Goizueta Business School
(entrance next to Einstein Bagels)
Emory University
1300 Clifton Road
Atlanta, GA 30322
Accommodations
Accommodation and transportation costs are not included in program fees but participants may avail of the two facilities convenient to the venue. Due to the extended hours and intensity of this program we recommend that Atlanta based participants also consider taking advantage of this facility. The Emory Conference Center and Emory Inn are both conveniently located on the Emory University campus close to the Goizueta Business School. To make reservations call 800-933-6679 or go online to: www.emoryconferencecenter.com
Dress code
We recommend business casual attire.
For more information about this program, please contact: Zia Khan - zia@aiga-atl.org
