November 17-18 at the Michigan League in Ann Arbor, MI
The annual Ross Marketing Symposium is the premier MBA marketing event at the Michigan Ross School of Business. With six panels, three breakout sessions, two major speakers, and the career fair, you will be able to connect with recruiters and students to learn about the latest industry and job market trends from experts in their respective marketing fields.
This year, we are proud to welcome two Ross MBA alums to speak to us: Marc Robinson, President of Pfizer Consumer Healthcare; and Howard Handler, Chief Marketing Officer of Virgin Mobile USA.
Please review the links below for more event information. You can also download a copy of the symposium agenda HERE.
We look forward to seeing you at the Symposium!
The 2005 Symposium Co-Chairs
Karen Bernhardt, Kate Mescal, and Tom Young
mcsymposium@umich.edu
2005 Symposium Title Sponsor 
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Registration is now open for Marketing Symposium 2005.
Please click the link below, and fill out the form. Thank you.
Thank you very much for your interest!
| Schedule is subject to change. | |
| 6:30pm | Registration |
| 6:30pm - 8:00pm | Networking Cocktail Reception |
| 8:00pm - 9:00pm | Marketing Career Panels co-sponsored by HLBSA, ERB, HLS |
| 9:00pm - 10:00pm | Networking Cocktail Reception |
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| 7:30am – 8:00am | Registration / Breakfast |
| 8:00am – 8:45am | Breakout Session I |
| 9:00am –9:45am | Keynote Speaker Presentation: Howard Handler, Chief Marketing Officer, Virgin Mobile USA |
| 10:00am – 10:30am | Breakout Session II |
| 10:45am – 11:45am | Panel Presentations |
| 12:00pm – 1:00pm | Networking Luncheon |
| 1:15pm – 2:00pm | Afternoon Speaker Presentation: Marc Robinson, President, Pfizer Consumer Healthcare |
| 2:00pm – 4:00pm | Career Fair |
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Thursday, November 17
Social Marketing: How Corporate Social Responsibility Has Changed the Marketing Game
(sponsored by Erb Institute for Global Sustainable Enterprise)
Corporate social responsibility is a growing movement in business. Its growth begs the question of how to best communicate corporate social responsibility initiatives to customers and shareholders. This panel will explore how marketing environmentally and socially friendly products and company actions can help companies attract new consumers and retain old ones. Panelists will discuss their experiences with social marketing and its challenges and rewards. Is social marketing different from regular marketing? And is it a trend, or is it the future of business?
Healthcare Marketing 101
(sponsored by Healthcare & Life Science Club)
Healthcare marketing is increasingly multi-faceted: campaigns targeting consumers, primary care physicians, specialists, payers, and other decision influencers are increasingly the norm. Marketing for device, prescription, and OTC brands focus on each of these groups to varying degrees, depending on a variety of characteristics including treatment price, anticipated effect, health issue severity, and end decision makers. This panel will discuss how marketing campaigns differ across healthcare segments and how this mix will change going forward.
Marketing to Hispanics: the Challenge and the Strategy
(sponsored by Hispanic & Latin Business Students Association)
Hispanics represent 13.3% of the U.S. population and $581 billion in consumer spending. They are the largest and fastest growing consumer market in the United States and will reach 25% of the total population by 2020. Spanish-speaking people constitute a huge community that shares products, services, and culture, and offer businesses and institutions unique growth potential. Leading companies must understand common characteristics among Hispanics; they must understand the idiosyncrasies behind their purchasing behavior to successfully create and deliver the right products and services. This panel attempts to discuss the various strategies and tactics that leading companies will execute in their attempt to conquer such an important business market.
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Friday, November 18
Measuring Effectiveness of Non-Traditional Marketing
With the advent of DVR (TiVo) and satellite radio, fewer consumers today are reached by radio and television ads. Companies are now spending their ad budget elsewhere and using unconventional methods to reach consumers bombarded with marketing messages.. However, the cost of these innovative campaigns is large and it is difficult to determine the ROI of the spend.
Creating a Brand Essence
Quickly--What comes to mind when you think of Porsche? Of Apple? Of Listerine? What these brands conjure up in your head is not by accident. Marketers labor to create the exact "essence" of their brands in order to make the coveted personal connection with the brand's targeted consumers. What exactly goes into the creation of the brand essence?
Melding Product Innovation with Consumer Insights
In today's world, staying on the cusp of innovation is crucial to a company's success. However, ensuring that the innovation matches and fulfills consumer insights can often prove difficult, and historically, large companies have had very limited success with innovation, relying on different flavors and varieties, rather than fulfilling new consumer benefits and needs. It therefore becomes crucial to adequately identify and pursue innovative growth opportunities.
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The 2005 Marketing Symposium will be held on November 17 and 18 on the University of Michigan campus at the elegant Michigan League.
Please see the following websites for logistics information:
Directions to the Michigan League
Campus Map
Hotels in Ann Arbor
(Limited rooms for our corporate guests are at the Bell Tower Hotel, which is a 5-minute walk to the Michigan League.)
Transportation in and around Ann Arbor
(Valet parking is provided at the Bell Tower Hotel for hotel guests, and at the Michigan League on November 18 for our corporate guests.)
Dining in Ann Arbor
Football Tickets
(Michigan vs. Ohio State; Saturday, November 19)
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2005 Symposium Co-Chairs (mcsymposium@umich.edu):
- Karen Bernhardt, kbern@umich.edu
- Kate Mescal, kmescal@umich.edu
- Tom Young, swimswim@umich.edu
Marketing & Logistics Committee
Melissa Vasilev, Lead
Scott Aronow
Maisie Chan
Vivian Chan
Arun Kumar
Meg McCusker
Kristin Ulmer
Panel Committee
Tiphanie Maronta, Lead
Nidhi Chandra
Ann Thai
Registration Committee
Angelita Mantilla, Lead
Margaret Codan
Stephen Zielinski
Break-Out Session Committee
Jennie McConaghy, Lead
Christine Llewellyn
Jessica Rosenbloom
Volunteer Coordinators
Ana Archbold
Terri Schroeder
Career Fair Committee
Quinn Kilhury, Lead
Sanger Agarwal
Sharad Agrawal
Mark Bailey
Yeonji Choi
Jee Sun Hwang
Amol Kulkarni
Ashok Lakkavaram
Efram Lebovits
Shyam Pawar
Zheng Yong Shan
Huey Wen Teng
Phantitaya Vichitkulwongsa (P.Mae)
Sue Vicko
Jane Wu
Day-Of Registration Committee
Second Year MBAs
Feedback Committee
Merrill Guerra
Joni Payne
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For more Marketing Club news and information:
Ross Marketing Club : Official Site
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