2009 Marketing Symposium A New Era of Opportunity: Engaging the Customer

Saturday, April 25

About the Kellstadt Marketing Group

Kellstadt Marketing Group (KMG) at DePaul University is a community of

graduate students, faculty, alumni and industry experts who are interested and

involved in the practice and learning of marketing.

It was founded in the spring of 2008 by a group of graduate students and alumni,

and was designated an official DePaul student organization in the fall of 2008.

KMG provides our members with the resources, knowledge and opportunities

to be successful marketing professionals through idea sharing, social forums and

experiential learning programs. KMG is committed to upholding and promoting

the highest professional standards.

The mission of the Kellstadt Marketing Group is to foster the relationship

between Kellstadt students, alumni, faculty and industry experts by providing

opportunities that help facilitate the exchange of ideas, information and

resources.

For more information: www.kellstadtmarketing.com.

Marketing Symposium 2009 - Overview

Saturday, April 2510 a.m. - 4 p.m.DePaul Center8th Floor Conference Center

PlaceTheme: New Era of Opportunity

Theme Attributes:• Optimism• Proactive

• Forward thinking• Change/New direction

• Sustainable• Innovative

Tagline: Engaging the Customer

Benefits:

• Network with engaged marketing professionals• Provide opportunities for learning and idea-sharing• Build a community of student and professional marketers

Target Audience:

Multi-disciplinary DePaul Graduate Students

- Marketing

- Sales Leadership

- Management

$125 individual and corporate guests ($150 regular)

$65 graduate students ($75 regular) - includes KMG lifetime membership and one free event at a later date

$25 KMG members and DePaul alumni ($35 regular)

Faculty Free (limited space available)

Pricing

Early Bird Special ends April 17, then goes to regular rate above ()

4

Marketing Symposium 2009 - Agenda

9:30 - 10:00 a.m. Registration

10:00 - 10:20 a.m.

12:30 - 1:30 p.m.

10:20 - 10:30 a.m.

10:30 - 11:15 a.m.

11:30 - 12:30 p.m.

Opening Address: The Changing Face of MarketingGoogle -- Jim Lecinski, Managing Directory, Central Region

Panel Session #1

Lunch Address2016 Chicago – Mark Mitten, Chief Brand Officer

Opening CommentsDr. Sue Fogel, Chair, Marketing Department

1:30 - 2:30 p.m. Panel Session #2

2:30 - 2:45 p.m. Break

2:45 - 3:30 p.m. Closing Address: Marketing’s Role in Challenging TimesDawn Foods – Chip Potter, DirectorDr. Iqbal, Associate Professor, Marketing

Reception Following

11:15 - 11:30 a.m. Break

Welcome RemarksDr. Ray Whittington, Dean, College of Commerce

5 panel topics:1. Here to stay. How are

companies using emerging social media channels?

2. Behavioral targeting at what cost?

3. What is the role of the customer in creating sustainable businesses.

4. Where will companies look for growth? The do and do nots of doing business internationally

5. How customer trust is more important than ever for creating ambassadors.

Opening Address [10:30 am - 11:15 am] : Jim Lecinski, Managing Director, Central Region

Jim Lecinski is managing director of the Central Region for Google. He leads the advertising business with Google's major Central Region clients and media agency partners. Heading up Google's Chicago operation, Mr. Lecinski is a seasoned advertising and marketing expert, with nearly 20 years of integrated marketing and online advertising experience. He has expertise in brand and creative strategy, marketing plan development, consumer lead generation, marketing analysis, optimization and consumer insights. Additionally, he has a strong background in retail and consumer packaged goods.

Morning Panel Sessions

11:30 am – 12:30 pm

7

#1: Tropicana Beverages NA, Pepsico | Andrew Hartshorn, Sr. Marketing Manager

#2 Pink Line | Vincent Ma, Director of Marketing

#3 Motorola | Jacqueline Janus, Marketing

#4 Molex | Sam Cremin, Director of Advertising and Communications

Panelist:

The emergence of global markets is one of the most significant global marketing developments, and competition for this new consumer is fierce. Global markets offer unlimited opportunities. To be successful, companies must learn to operate and compete as if the world is one large market, yet at the same time, be keenly aware of the economic, cultural and political contrasts of each country. Learn some of the missteps and opportunities from a variety of companies who are entrenched in this global marketplace.

Panel Session #1a:Theme: Emerging Global Markets

Title: Marketing to Millions with Changing Tastes

Moderator: Luis Larrea

Panel Lead: Agung Koesnanto

Time: 11:30 am - 12:30 pm

Details:

8

#1: Zocalo Group, Omnicom | Michael Stern, Director

#2 Pabst Blue Ribbon and Flying Dog Ales | Neal Stewart, Brand Manager

#3 Tribune Interactive | Daniel Honigman, Senior Social Media Strategist#4 Edelman Digital | Phil Gomes, SVP, Digital Strategies & Services

Panelist:

Panel Session #1b:Theme: Social Media and Marketing

Title: It ‘s Not A Fad Anymore

Moderator: James Moore

Panel Lead: Bill Fergus

Time: 11:30 am - 12:30 pm

Details:Apply today’s social media concepts to engage your customers, build your brand. No longer are companies completely in control of their marketing message. Increasingly consumers area. In blogs, YouTube or at the local coffeehouse. Consumers are talking about brands and their advocacy is proving to be one of the marketers biggest competitive advantage. This panel will explore what’s new in social media and how companies are successfully navigating the strategic advantage and disadvantages of it.

Lunch Address [12:30 pm – 1:30 pm] : Chicago 2016 – Mark Mitten, Chief Brand Officer

Mark Mitten is chief brand officer for Chicago 2016. In this role, he oversees the marketing and brand strategy of the bid, including creating and producing all official bid videos. Mitten has been a member of the 2016 team since the bid’s inception in 2006.

Prior to joining Chicago 2016, Mitten was a producer for Mark Burnett Productions. In this capacity he produced episodes and structured integration deals for NBC’s hit television series, The Apprentice, during seasons two and three. In this role, Mitten worked directly with clients such as P&G, Pepsi and Pontiac, among others.

Afternoon Panel Sessions

1:30 pm – 2:30 pm

11

#1: Grainger | Erik Engman, Interactive Media Manager

#2: Nielsen Company | Blaine Ross, VP Business Development

#3: McDonald’s | Steve Levigne, VP US Consumer & Business Insights

#4: Prophet | Eloy Trevino, Senior Engagement Manager

Panelist:

It was only a few years ago that people were frightened of cookies placed on their computer, but that scare has long since died down. Now we fear web publishers analyzing and tracking our behavior on their websites for whatever they use it for. Disappearing are the mindless banners and fake flash games; now we find ourselves bombarded with ads that actually appeal to us. Many find this scary. Online behavioral segmentation is growing quickly in the marketers’ toolkit with approximately $4 billion projected to be spent by 2011. A strategy of tracking what people do, where they go and then presenting them with ads targeted to their interests is still fraught with challenges and rich with opportunities. Consumers, meanwhile, may struggle with these “Big Brother” techniques and other relationship dilemmas of how ads are served up to them. Drawing upon real stories, learn where those lines are and how to avoid crossing them

Panel Session #2a:Theme: Online Behavioral Targeting

Title: Targeting Consumers in a Multi-Media World

Moderator: Dr. Sue Fogel

Panel Lead: Bency Thevalakara

Time: 1:30 pm – 2:30 pm

Details:

12

#1 Threadless | Mark Hodes, former CMO

#2 Think Tank Advisers | John Digles, President/Senior Adviser

#3 Wrigley | Paul Chibe, VP Marketing

#4 Edelman | Kevin Cook, Managing Director – Chicago Office

Panelist:

Amid bank failures, tainted toys and auto companies teetering on collapse, trust is down significantly in nearly every major industry. Today’s consumers will demand transparency and consistently high levels of quality, safety and service. They will cling to the long-standing, nostalgic brands they know and love, looking for products with a real sense of familiarity. For many companies, the road to rebuilding trust with consumers will be long and difficult. In this session, learn from seasoned brand executives, in their opinion, how trust marketing is essential to long-term, sustainable growth.

Panel Session #2b:Theme: Brand Trust

Title: Where Did All the Brand Trust Go?

Moderator: Daniel Strunk

Panel Lead: Paul Stark

Time: 1:30 pm - 2:30 pm

Details:

13

#1: Grainger | Don Scheibenreif, VP of Marketing Strategy

#2: Midas | Garry Rosenfeldt, VP of Marketing Research

#3: Motorola | Suzanne Martin, Senior Director, Home & Networks Mobility Marketing, Motorola

#4: Message One/Impact Venture Partners | Satin Mirchandani, Co-Founder/General Partner

Panelist:

Stay the course with existing customers, or re-orient the ship to find new customers? Marketing executives need to predictably keep up with customers’ needs to drive growth. Trends or changes in the customer base may prompt executives to adapt their business models. Learn how these companies created or adapted their business models to find new customers and sustainable growth.

Panel Session #2c:Theme: Strategic Marketing

Title: To Be or Not To Be: Buildings Sustainable Business Models

Moderator: Dr. Zafar Iqbal

Panel Lead: Lewis Santos

Time: 1:30 pm - 2:30 pm

Details:

Closing Address [2:45 pm - 3:30 pm] : Dawn Foods – Chip Potter, Director

Mr. Potter leads the overall marketing efforts for Dawn Food Products, Inc., a leading global manufacturer and distributor of top quality bakery products. His assignment at Dawn is unique, as he is charged with re-defining the company’s marketing capabilities and how it executes marketing plans across multiple retail channels.

Mr. Potter joined Dawn after nearly twelve years with Kraft Foods, and has over 23 years of marketing, advertising and sales experience.

Networking Reception

immediately following closing remarks!

A very special thanks to our corporate sponsors!

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