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Bentley College Announces Spring Lecture Series in Information Age Marketing

January 24, 2001

WALTHAM, Mass.- Bentley College has announced a Special Topics Series in Information Age Marketing for Spring 2001. The sessions are designed for entry level to senior management professionals with interest in the most-up-to-date developments in marketing and information technology. Participants may select individual sessions or enroll in the entire five-part series, which runs from April 6 - May 11, 2001.

Participation in the full series is counted as an elective in the Information Age Marketing Certificate program offered by Bentley's Center for Executive and Professional Education. Discounts are available to New England Direct Marketing Association Members. Individually each seminar is $375, or $1575 to attend all five. Organizations may register for the series and send a different individual to each session.

How the Future of Loyalty Marketing is Affected by the Internet and Marketing's New Product Model

April 6, 2001

8:30 a.m. to noon

LaCava Campus Center, Room 325ABC

Presenter: John Groman

The Information revolution is changing the nature of product marketing as we know it. Companies are struggling to integrate the Internet and loyalty and database concepts into their traditional brand or product structure. In this session, you explore the major trends in marketing and business, how they will affect marketing in the future and how companies can integrate them into business strategies. We also explain and put into context loyalty marketing jargon and the loyalty paradigm.

John Groman, co-founder of Epsilon, is president of Groman & Company, a consultancy in customer relationship management and permission marketing.

 

The New Assets: Bits Not Bricks

April 13, 2001

8:30 a.m. to noon

LaCava Campus Center, Room 325ABC

Presenter: Tracy Emerick, PhD

Information chaos is putting pressure on the traditional business model: either your company is headed into chaos and opportunity, or into oblivion as that model becomes irrelevant. Find out how to spot the signs of your organization's direction. This is the time for revolutionary action not evolutionary tip-toe increments. Companies that don't move to bits from bricks are sure to become the case studies for the century - they never realized they were in the transportation business and not in the railroad business. What business are you in? Will it survive?

Tracy Emerick, PhD, is an Internet marketing entrepreneur and consultant.

 

Beyond Permission Marketing: How Traditional Advertising and Direct Marketing Strategies can Destroy Brand Equity when Applied to E-Mail Marketing

April 27, 2001

8:30 a.m. to noon

LaCava Campus Center, Room 325ABC

Presenter: John Groman

When technology affords us the new paradigm, there is a tendency to apply the truths of the current model. There are numerous examples in history of inaccurate of how technology will be adopted and used. This session outlines the evoluation of thinking regarding web marketing. The critical diefferences between an indirect and direct approach (as traditionally used) are discussed, and the challenges of the web (our first truly "personal media") are explored.

John Groman, co-founder of Epsilon, is president of Groman & Company, a consultancy in customer relationship management and permission marketing.

 

The Application of Data Mining to Customer Relationship Management

May 4, 2001

8:30 a.m. to noon

LaCava Campus Center, Room 325ABC

Presenter: Michael Berry

More and more companies claim to be making customer relationship management (CRM) the center of their business strategies. This session discusses the implications of this shift in focus, with the special attention to the role that data mining can play in a customer-centric organization. This discussion is organized around the customer lifecycle, beginning with targeting and new customer acquisition and; strategies for increasing loyalty and wallet share with existing customers; and retention efforts for profitable customers who are at risk for attrition.

Michael Berry is an internationally known author and expert on data mining, data marts and data warehouses.

 

Building Lifetime Relationships with your Customers

May 11, 2001

8:30 a.m. to noon

LaCava Campus Center, Room 325ABC

Presenter: Arthur M. Hughes

Customer loyalty is at the heart of all marketing strategies. In this session, we discuss how to compute customer lifetime value and use the data to evaluate the success of your marketing strategy. We explore how to design marketing strategies whose effectiveness can be accurately determined in advance of the rollout. All topics are illustrated via a dozen case studies from a variety of industries. Participants have ample opportunity to ask questions.

Arthur Hughes, vice president of strategic planning, M/S database Marketing, has been designing and maintaining marketing databases for Fortune 500 companies and others for the past 16 years.

For more information or to register contact the Bentley College Center for Executive and Professional Education, 175 Forest Street, Waltham, MA 02452-4705 or by phone at 800/866-2201 or 781/891-2800. New students and continuing education students may also register online, call or check the website for details.

Directions to Bentley College are available online at www.bentley.edu or by phone at 781/891-2100.

BENTLEY UNIVERSITY is one of the nation’s leading business schools, dedicated to preparing a new kind of business leader – one with the deep technical skills, broad global perspective, and high ethical standards required to make a difference in an ever-changing world. Our rich, diverse arts and sciences program, combined with an advanced business curriculum, prepares informed professionals who make an impact in their chosen fields. Located on a classic New England campus minutes from Boston, Bentley is a dynamic community of leaders, scholars and creative thinkers. The Graduate School emphasizes the impact of technology on business practice, in offerings that include MBA and Master of Science programs, PhD programs in accountancy and in business, and customized executive education programs. The university enrolls approximately 4,100 full-time undergraduate, 140 adult part-time undergraduate, 1,430 graduate, and 43 doctoral students. Bentley is accredited by the New England Association of Schools and Colleges; AACSB International – The Association to Advance Collegiate Schools of Business; and the European Quality Improvement System, which benchmarks quality in management and business education. For more information, please visit www.bentley.edu

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