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Bentley College Announces Special Topics Seminar Series in Information Age Marketing

March 3, 2002

WALTHAM, Mass. -Bentley College's Center for Executive and Professional Education is offering a seminar series in Information Age Marketing this spring. This series contains programs for both the traditional marketer looking to learn more about marketing in the information age or the web-savvy professional searching for new ideas. The programs will introduce you to industry experts and offer insight on marketing via new mediums. The first session is April 3, 2002. Enroll for all three sessions, or choose the topics of interest to you or your company

What Every Information Age Marketer Should Know About Privacy

April 3, 2002
9:00 a.m. to 3:30 p.m.
Presenter: Mary Culnan, PhD

This full-day seminar will provide participants with the skills and knowledge needed to navigate the privacy space successfully, including: Analytic tools and frameworks for addressing privacy concerns, and how to use the tools in different contexts An overview of public policy approaches to addressing privacy (laws and self-regulatory programs that affect marketers) Current privacy issues in marketing (online privacy, financial privacy, medical privacy, marketing to children) Privacy as an important cross-cultural issue in the global economy The role of technology, especially P3P, in protecting privacy

Successful CRM Implementation: Best Practices of the Customer Centric Firm

May 1, 2002
9:00 a.m. to 3:30 p.m.
Presenters: Joby John, PhD and William Schiano, DBA

Every firm faces the daunting task of acquiring and retaining profitable customers. Many have implemented customer relationship management (CRM) technology as a solution to maximize customer loyalty. This full-day session details the challenges that cause such failures and explores strategies for overcoming them based on the best practices of successful CRM efforts, beginning with the conceptual foundations of customer focus in managing customer relationships and then covering all stages of CRM programs- from conception through design, construction, implementation and use from both managerial and technical perspectives. The session concludes with design and analytical techniques in customer retention management

CRM is Here to Stay: What's Your Plan?
June 12, 2002
9:00 a.m. to 3:30 p.m.
Presenter: Elizabeth Rech

This full-day workshop discusses how one-to-one CRM strategies can help you stay ahead of the curve. It explores the fundamental steps of CRM, including identifying customers and constituents, understanding each one's value, and deploying an appropriate relationship strategy. More importantly, you'll try a number of CRM tools and tactics that will make you think differently about the way you currently view your own business. The workshop also discusses: Maximizing customer data Finding and growing profitable relationships through interactive, consensual dialogue Building the barriers to exit in a collaborative manner

Cost and Registration

Each seminar costs $395, including handout materials; attend all three seminars for $895. Organizations may register for the series and send a different individual to each session. Individual participants have the option of selecting individual sessions or taking the entire series. Participation in the entire series is counted as an elective in the Information Age Marketing Certificate program. Discounts are available to New England Direct Marketing Association (NEDMA) members.For more information, contact Kathleen McCoy, program director, by phone at 781-891-2800 or via e-mail at

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

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