Welcome to Northwestern University and one of the classrooms that you will be visiting this week. My colleagues and I at Northwestern welcome you to one of the key centers of management, marketing and business education in the United States. For most of your time in Chicago you will be with your own classmates, but we will bring you together as we are doing this morning to listen to our most senior and prestigious faculty. For several business visits you will be with your classmates but for a unique visit to the Chicago Stock Exchange, a brand new opportunity to visit Navistar Headquarters who make international harvester trucks. You will hear from a manager Mr. Zheng on .....issues of world finance. You will also be together for a special wine party with several luxury stores including Louis Vitton and a Rolex jewelry store in a world class shopping mall.
During the week you will also visit Motorola for a meeting with their leadership as well as the world's largest publicly traded distribution company Grainger. There will be some variation in your You will be with Don Schultz this morning. Don Schultz who has been called been called one of the emperors of branding in a recent book featuring his work and the father of integrated marketing communications will speak with you this morning. Don has traveled all over the world and much of China.
You will discuss consumer marketing issues with Professor Bobby Calder from the Kellogg School of Management. Professor Calder is the author editor of a new book Kellogg on Advertising and Media and also the academic genius behind one of the most commonly used management and marketing research techniques -focus groups.
Using extremely productive Kellogg and Harvard cases you will be lead by Department Chairman in Kellogg and Professor Paul Hirsh. All our faculty including me have spent significant time teaching at EMBA programs in China, Asia and the rest of the world. I have taught MBA and IMC students for 30 years. While much of my work has been with business to business issues I also appear on television to speak about politics in the U.S. and the implications of politics and business.
During your visit to Chicago (how many of you is this the first time in Chicago) you will visit our beautiful new city park, take a boat tour to see our newest and historical skyscrapers, We will take you on a tour of our campus. NU is ranked one of the top dozen universities in the U.S. for undergraduates but we rank number one in many fields including Business, fields of engineering,theater, journalism, IMC. We know that you will want to come back to Chicago for the 2016 Olympics (we will know the city on Friday). We have many more corporations to visit, many more world class faculty and much, much more to see and eat.
Tuesday, September 29, 2009
Thursday, September 17, 2009
Welcome to the Graduate Class of 2010 Medill IMC Northwestern
As a member of the faculty, I have been welcoming you and your peers since 1989. My reason for coming to Northwestern was to build the new IMC program with my senior colleagues Martin Block, Ted Spiegel, Don Schultz and Paul Wang. Other faculty who are retired still advise us including Emeritus Professor Ray Ewing. Ray thankfully thought that I would be a good addition to Medill with my recent joint doctorate from the University of Wisconsin-Madison in both Business and in Mass Communications (PR and Advertising). Having taught marketing communications in schools of business, I was anxious to show students and business leaders that a program in marcom rather than only a single course would be of great value to them.
It is still our goal with new full-time faculty including senior faculty Frank Mulhern, Ed Malthouse,n to educate and train each class of this successful program that Kalyan Rama will allow you to lead in businesses and other organizations with your knowledge and skills in strategic communications. I will talk about our next generation, extremely gifted junior faculty in a forthcoming blog. No MBA candidate in the current class of 110,000 for 2010 or in past classes will have as much knowledge of business and strategic communications. No MBA will have as much knowledge of both customer purchase behavior databases and stakeholder databases of quotes, comments and promises as you will have in the next 15 months and 25 years.
I suggest that you consider some resources as part of your weekly personal assignment. And, I suggest that you write to as many of your colleagues from work, your classmates, family and friends in business to tell them where you are, what you are doing and when you will graduate. Share websites,articles, lecture notes or quotes with them over the next 15 months so they can help you handle the stress of graduate school and find job opportunities for you.
1. Consider the reading room in Medill for old fashioned "ink on paper" newspapers but use our IMC reading room, the computer station there or your laptop for current trade publications in IMC including public relations, advertising, direct marketing, interactive marketing, marketing and more.
2. Use the wwww.prsa.org website for professional activities and job advice
3. Monitor this blog site IMCProf for IMC insights or Twitter "IMCProf" for more of my comments on IMC and life.
4. Sign-up today on www.linkedin.com and the IMC community on that site to maximize job and internship opportunities.
5. Read www.culprit.com, and www.edelman.com/speak_up/blog/ for top notch comments on the state of marcom and PR.
6. Go to www.awpagesociety.com, www.prsa.org, http://www.instituteforpr.org/, http://www.prfirms.org/, http://www.iabc.com/, http://www.prsa.org/JobCenter, http://www.prquickstart.org/, http://www.vss.com/ more to come
7. Watch the development of the new Integrated Marketing Communications Association (you are automatically members) by following their first summit on IMC and Branding at www.GBSconference.com
8. Consider reading the books of your faculty on display in the glass case of IMC. We are a prolific faculty worth reading.
9. Work to create an IMC social action program (volunteers) to help others around the world while you are here. Take a look at www.aidmatrix.org as a possibility.
10. Sign-up for the Journal of Integrated Marketing Communications. It is the most successful, longest running independent IMC student program involving the greatest number of students. Be sure to attend the 2010 JIMC "launch" this Fall.
Welcome to Northwestern University, Medill and IMC. More to come.
It is still our goal with new full-time faculty including senior faculty Frank Mulhern, Ed Malthouse,n to educate and train each class of this successful program that Kalyan Rama will allow you to lead in businesses and other organizations with your knowledge and skills in strategic communications. I will talk about our next generation, extremely gifted junior faculty in a forthcoming blog. No MBA candidate in the current class of 110,000 for 2010 or in past classes will have as much knowledge of business and strategic communications. No MBA will have as much knowledge of both customer purchase behavior databases and stakeholder databases of quotes, comments and promises as you will have in the next 15 months and 25 years.
I suggest that you consider some resources as part of your weekly personal assignment. And, I suggest that you write to as many of your colleagues from work, your classmates, family and friends in business to tell them where you are, what you are doing and when you will graduate. Share websites,articles, lecture notes or quotes with them over the next 15 months so they can help you handle the stress of graduate school and find job opportunities for you.
1. Consider the reading room in Medill for old fashioned "ink on paper" newspapers but use our IMC reading room, the computer station there or your laptop for current trade publications in IMC including public relations, advertising, direct marketing, interactive marketing, marketing and more.
2. Use the wwww.prsa.org website for professional activities and job advice
3. Monitor this blog site IMCProf for IMC insights or Twitter "IMCProf" for more of my comments on IMC and life.
4. Sign-up today on www.linkedin.com and the IMC community on that site to maximize job and internship opportunities.
5. Read www.culprit.com, and www.edelman.com/speak_up/blog/ for top notch comments on the state of marcom and PR.
6. Go to www.awpagesociety.com, www.prsa.org, http://www.instituteforpr.org/, http://www.prfirms.org/, http://www.iabc.com/, http://www.prsa.org/JobCenter, http://www.prquickstart.org/, http://www.vss.com/ more to come
7. Watch the development of the new Integrated Marketing Communications Association (you are automatically members) by following their first summit on IMC and Branding at www.GBSconference.com
8. Consider reading the books of your faculty on display in the glass case of IMC. We are a prolific faculty worth reading.
9. Work to create an IMC social action program (volunteers) to help others around the world while you are here. Take a look at www.aidmatrix.org as a possibility.
10. Sign-up for the Journal of Integrated Marketing Communications. It is the most successful, longest running independent IMC student program involving the greatest number of students. Be sure to attend the 2010 JIMC "launch" this Fall.
Welcome to Northwestern University, Medill and IMC. More to come.
Monday, August 10, 2009
Get away from your town to all the other "Americas"
It must be the most fascinating part of running for national office to criss-cross the country meeting with Americans. We teach at IMC that you must understand that most of the customers and stakeholders relevant to your organization are not like you. If you think health care and the stock market are the only topics in the U.S. you would be mistaken. Seven hours from Chicago via highway 90 to Rockford Illinois and then highway 20 to NW Iowa; the topics and focus changes. In Sac City and Fort Dodge, in Sac County and Kossuth County the topic is weather. Not the casual issue of “should I bring my umbrella to work?” but the land, crops, jobs and future conversation. Enter a weekend breakfast spot in Fort Dodge and listen to topics that most
Americans do not consider “talking points” or even see in their newspapers (which seem to still be read in rural communities). Corn, beans, energy alternatives, leasing fees for windmills ($5000-6000 per year for 50 years or a share of the kilowatt production). A “small continental divide in Western Iowa where some the land divides NS rivers flowing west to the Missouri or east to the Mississippi give some farms ideal positioning for capturing wind on higher points. Eminent Domain exercised by the State of Iowa for the expansion of State Highway 20 from 2 lanes to 4 to Nebraska. Discussions are about the logic of the DOT (Department of Transportation) policy of planning highways through the middle of rich farmland rather than on the margins or between farms. And, debates are constant over the value of land. The stock market, hedge funds and Ponzi schemes do not seem top of mind, but rich topsoil in NW Iowa from glaciers or blown by wind from the Missouri River basin a million years ago is on their minds. Top acreage with great drainage, county and farm tiles and satellite pictures of soil depth may sell for $6000 per acre or $3300 per acre in an auction. “Cash rent” paid by renters of hundreds or thousands of acres may be $200 per acre, earning 3% on the estimated value of the land taxed at $15 per acre and managed at 5% plus repairs etc. The future is based on increasing value of the land; not income. On other topics, diversity is defined as the Hispanic population increasing from 3% to 23% in the local schools over the past 20 years. Families talk about the loss of thousands of young people moving out of the area after earning their degrees at Iowa State, Iowa, University of Illinois and other schools. The importance of bio fuels in Iowa (and Illinois) does not make President Obama a popular figure and chaos over health care for the elderly has not helped his rankings. However, Obama’s visit to a local community grade school in 2008 is still the topic of discussion. It is still America; it is just a different one than your daily conversations might reveal.
Wednesday, August 5, 2009
Global Brand Summit GBS in Chicago growing October 20-21
www.gbsconference.com With world-wide acknowledged branding and marketing professor Philip Kotler as keynote speaker, the Summit will be launched with the strongest possible message. Professor Kotler of the world famous Kellogg School of Management will discuss his recent work for the book "Chaotics - The Business of Managing and Marketing in the Age of Turbulence" with co-author John A. Caslione for AMACOM 2009. The bi-lateral business conference for 200 Chinese business leaders and 200 U.S. business leaders includes others key speakers such as Al Golin, founder and Chairman of Golin Harris (the MacDonald's brand reputation agency) and Michael Morley, former President of Edelman Worldwide and author of "Branding" with a highly relevant case study on the sale of the IBM brand ThinkPad to China's Lenovo. The conference continues to build around the concept of using a wide range of translators from the Kellogg and Medill School's Integrated Marketing Communications Departments (with Chinese students) to help U.S. and Chinese business leaders "strike business deals" or at least begin the relationship face-to-face. More to come.
Wednesday, July 22, 2009
Global Brand Summit in Chicago Oct. 20-21
My colleagues in the newly formed Integrated Marketing Communication Association are sponsoring with Peking University and a raft of China businesses a Global Brand Summit in Chicago Oct. 20-21. The program and details follow:
We have designed the Summit to host 200 Chinese executives and 200 U.S. executives and business owners. They will be coming to “do business” but also to be informed by the program content.
The test of possible speakers revealed that the Chinese wanted to hear from authors on branding and points of view of global and U.S. business.
2009 Global Brand Summit
China-U.S.
Featured Speaker: PHILIP KOTLER
Kellogg School of Management
October 20-21, 2009
Chicago
U.S. Organizers:
Co-organizers:
The China Association of National Advertisers
Journalism and Communications School, Beijing University
Contact:
Email: andrea@imcassociation.org
Phone: +1-847-465-8995
Fax: +1-847-465-9398
www.gbsconference.com
ABOUT THE SUMMIT
The 2009 Global Brand Summit (GBS) is a business and academic consortium of rapidly growing medium-size businesses, consultants and professional business educators from the U.S. and China. GBS fosters research and dissemination of knowledge on the impact of current economic trends in business. This includes brand building for organizations searching for new global partners, clients, and customers. Our most recent work has been a focus on China and the U.S.
The 2009 Global Brand Summit has invited 200 business men and women from China. This is the first time that the China Association of National Advertisers has sponsored an overseas conference. It is also a rare opportunity for U.S. business owners and executives to meet so many Chinese CEOs of both state-owned companies and smaller privately-held corporations to discuss business issues and opportunities.
For this year’s conference, the Integrated Marketing Communications Association will partner with the U.S.-China Brand Group, which has provided training programs to over 1,000 Chinese executives at Northwestern University. Past participants in U.S.-China Brand Group training seminars have commented on their experience as “the most rewarding experience in terms of providing global marketing insights and building business relationships.”
Major Chinese broadcast and print media are currently promoting this Summit. Coverage of the Summit will be broadcast via CCTV (China’s most prominent TV network), 21st Century Business Herald (newspapers) and Sina.com (one of the most significant Web sites in China).
There are two key reasons to attend and participate in this two-day summit in downtown Chicago.
1. Build relationships for future business with Chinese and U.S. business leaders in roundtable sessions.
2. Discover new ideas on global product and service branding, co-branding and partnerships from world class leaders. One of the featured speakers will be Dr. Philip Kotler of the Kellogg School of Management, Northwestern University.
Brand Information
We have asked business and academic speakers with world-wide reputations to address several questions for the Summit:
• How can a brand make a mark on the global stage?
• How does a brand flourish worldwide even under a global economic downturn?
• Does your organization have a clear sense of which global stakeholders are important to maximize brand visibility?
Business Brand Relationships
If your organization has plans to enter the Chinese market, or is contemplating a strategy to test the China market, this may be your best opportunity to meet with Chinese business men and women who are decision-makers.
• Joining the Summit here in Chicago saves you time and expenses.
• The 200 Chinese executives focus on relationship building.
• The Summit will better prepare you for your business trip to China.
This unique international branding summit draws together powerful brand leaders and companies including Lenovo, Kraft, Boeing, and Motorola, as well as some prominent Chinese companies, such as Baidu, China Merchant Bank, Chery Automotive and Tsingtao Beer. These companies have adopted a global mindset to share the secrets behind their well-conceived business positioning in building international presence.
The two-day event will also introduce you and your team to other leaders of more medium-sized companies currently developing business-to-business and consumer brands. All participants can benefit from new global relationships in distribution, manufacturing and retailing. The 2009 Global Brand Summit focuses on true sharing and practical "how to" actions.
SUMMIT AGENDA
Dates: Oct. 20-21, 2009
Location: Hyatt Regency Chicago, U.S.A.
Registration fee: $859
【Oct 20, 2009 Day One】
7:00-8:30 Registration
8:30-8:50 Opening Ceremony
Hosts: Professor Clarke Caywood, Ph.D., Integrated Marketing Communications Department, Northwestern University
_____, Chair of China Association of National Advertisers
8:50-9:00 Introduction of Keynote Speaker by Sponsor or Professor Clarke Caywood, Northwestern University
9:00 – 10:00 Keynote Speaker: Philip Kotler, Ph.D., S.C. Johnson & Son Professor of Marketing,
Kellogg School of Management, Northwestern University
Topic: “Managing Your Brand in Chaotic Times” (from his book Chaotics:
The Business of Managing and Marketing in the Age of Turbulence)
10:00-11:00 First Panel Discussion (4 panelists): “High-risk Times and Brand Reinvention”
Host: Professor Philip Kotler, Northwestern University
Advertising Agency Representative: Ye Maozhong, Nike Brand Director (China)
Corporate Representative: Kraft or P&G Brand Director (U.S.)
11:00 – 11:30 Coffee/Tea Break
11:30 – 12:30 Speaker: Ma Weihua, CEO, China Merchants Bank
Topic: “Brand Value Drive: Intangible Benefits”
12:30-13:45 Lunch
13:45-14:45 Introduction by Sponsor or Host
Speaker: Robin Li, CEO, Baidu
Topic: “Challenges and Opportunities for Brand Communications in the New Media Era”
14:45-15:50 Introduction by Sponsor or Host
Speaker: Al Golin, Founder of Golin Harris or Jack Ma, CEO, Alibaba.com
Topic: “Trends in Global Business Communications”
15:50-16:10 Coffee/Tea Break
16:10-17:30 Business Roundtable/Corporate and Participant Meetings
17:30-19:30 Dinner Party with Entertainment
【Oct 21, 2009 Day 2】
9:00 – 9:45 Introduction by Sponsor or Host
Speaker: Professor Bobby Calder, Ph.D., Charles H. Kellstadt Chair, Kellogg School of Management, Northwestern University
Topic: “Globalization, Localization and Brand Reinvention”
9:45 – 10:45 Introduction by Sponsor or Host
Speaker: Yin Tongyao, CEO, Chery Automobile Co.
Keynote Speech: “Challenges for Global Brands in the New Automobile Industry”
10:45 – 11:10 Coffee/Tea Break
11:10 – 11:55 Third Panel Discussion: “Creating Media and Brand Creative Communications”
Moderator: Professor Clarke Caywood, Northwestern University
Panelists: Advertising Agency Representatives: Song Yimin, Ogilvy T.B. (China) &
DDB Needham (U.S.)
Corporate Representatives: Tsingtao Beer (China) & Harley Davidson (U.S.)
Sanjay Jha, Co-CEO, Motorola
Shigeo Okazaki, Managing Director and Executive Brand Consultant, Strategic Resource Center, Dentsu Beijing
Beck (Author of Risk Society)
(or) W. Chan Kim and Renee Mauborgne (authors of Blue Ocean Strategy)
11:55 – 12:10 Closing Ceremony Remarks: Richard M. Daley, Mayor of Chicago
or Mark Kirk, U.S Representative
or Donald Tung(HK Trade Commissioner)
12:10 – 13:30 Lunch
13:30--15:30 Business-matching Roundtable (8 panels taking place simultaneously)
Panel 1: “Global Banking Barriers”
Panel 2: “Branding Consultant Values”
Panel 3: “Global Legal Hurdles”
Panel 4: “What about a Global Sales Force?”
Panel 5: “Trade Association Support in China”
Panel 6: “Supply Chain Efficiency”
Panel 7: “Protecting Your Brand from Crisis”
Panel 8: “Cultural Challenges to Overcome”
15:30 and after Networking
ANTICIPANTED PARTICIPANTS
• Executives and owners of medium and selected small American brands, venture capitalists, advertising agencies and legal professionals
• Executives of top large and medium-sized Chinese brands and start-ups, advertising agencies and media industry professionals
• Target number of participants: 400 in total
200 from the U.S.
200 from China
• Chinese participants’ profile shown in pie charts
We have designed the Summit to host 200 Chinese executives and 200 U.S. executives and business owners. They will be coming to “do business” but also to be informed by the program content.
The test of possible speakers revealed that the Chinese wanted to hear from authors on branding and points of view of global and U.S. business.
2009 Global Brand Summit
China-U.S.
Featured Speaker: PHILIP KOTLER
Kellogg School of Management
October 20-21, 2009
Chicago
U.S. Organizers:
Co-organizers:
The China Association of National Advertisers
Journalism and Communications School, Beijing University
Contact:
Email: andrea@imcassociation.org
Phone: +1-847-465-8995
Fax: +1-847-465-9398
www.gbsconference.com
ABOUT THE SUMMIT
The 2009 Global Brand Summit (GBS) is a business and academic consortium of rapidly growing medium-size businesses, consultants and professional business educators from the U.S. and China. GBS fosters research and dissemination of knowledge on the impact of current economic trends in business. This includes brand building for organizations searching for new global partners, clients, and customers. Our most recent work has been a focus on China and the U.S.
The 2009 Global Brand Summit has invited 200 business men and women from China. This is the first time that the China Association of National Advertisers has sponsored an overseas conference. It is also a rare opportunity for U.S. business owners and executives to meet so many Chinese CEOs of both state-owned companies and smaller privately-held corporations to discuss business issues and opportunities.
For this year’s conference, the Integrated Marketing Communications Association will partner with the U.S.-China Brand Group, which has provided training programs to over 1,000 Chinese executives at Northwestern University. Past participants in U.S.-China Brand Group training seminars have commented on their experience as “the most rewarding experience in terms of providing global marketing insights and building business relationships.”
Major Chinese broadcast and print media are currently promoting this Summit. Coverage of the Summit will be broadcast via CCTV (China’s most prominent TV network), 21st Century Business Herald (newspapers) and Sina.com (one of the most significant Web sites in China).
There are two key reasons to attend and participate in this two-day summit in downtown Chicago.
1. Build relationships for future business with Chinese and U.S. business leaders in roundtable sessions.
2. Discover new ideas on global product and service branding, co-branding and partnerships from world class leaders. One of the featured speakers will be Dr. Philip Kotler of the Kellogg School of Management, Northwestern University.
Brand Information
We have asked business and academic speakers with world-wide reputations to address several questions for the Summit:
• How can a brand make a mark on the global stage?
• How does a brand flourish worldwide even under a global economic downturn?
• Does your organization have a clear sense of which global stakeholders are important to maximize brand visibility?
Business Brand Relationships
If your organization has plans to enter the Chinese market, or is contemplating a strategy to test the China market, this may be your best opportunity to meet with Chinese business men and women who are decision-makers.
• Joining the Summit here in Chicago saves you time and expenses.
• The 200 Chinese executives focus on relationship building.
• The Summit will better prepare you for your business trip to China.
This unique international branding summit draws together powerful brand leaders and companies including Lenovo, Kraft, Boeing, and Motorola, as well as some prominent Chinese companies, such as Baidu, China Merchant Bank, Chery Automotive and Tsingtao Beer. These companies have adopted a global mindset to share the secrets behind their well-conceived business positioning in building international presence.
The two-day event will also introduce you and your team to other leaders of more medium-sized companies currently developing business-to-business and consumer brands. All participants can benefit from new global relationships in distribution, manufacturing and retailing. The 2009 Global Brand Summit focuses on true sharing and practical "how to" actions.
SUMMIT AGENDA
Dates: Oct. 20-21, 2009
Location: Hyatt Regency Chicago, U.S.A.
Registration fee: $859
【Oct 20, 2009 Day One】
7:00-8:30 Registration
8:30-8:50 Opening Ceremony
Hosts: Professor Clarke Caywood, Ph.D., Integrated Marketing Communications Department, Northwestern University
_____, Chair of China Association of National Advertisers
8:50-9:00 Introduction of Keynote Speaker by Sponsor or Professor Clarke Caywood, Northwestern University
9:00 – 10:00 Keynote Speaker: Philip Kotler, Ph.D., S.C. Johnson & Son Professor of Marketing,
Kellogg School of Management, Northwestern University
Topic: “Managing Your Brand in Chaotic Times” (from his book Chaotics:
The Business of Managing and Marketing in the Age of Turbulence)
10:00-11:00 First Panel Discussion (4 panelists): “High-risk Times and Brand Reinvention”
Host: Professor Philip Kotler, Northwestern University
Advertising Agency Representative: Ye Maozhong, Nike Brand Director (China)
Corporate Representative: Kraft or P&G Brand Director (U.S.)
11:00 – 11:30 Coffee/Tea Break
11:30 – 12:30 Speaker: Ma Weihua, CEO, China Merchants Bank
Topic: “Brand Value Drive: Intangible Benefits”
12:30-13:45 Lunch
13:45-14:45 Introduction by Sponsor or Host
Speaker: Robin Li, CEO, Baidu
Topic: “Challenges and Opportunities for Brand Communications in the New Media Era”
14:45-15:50 Introduction by Sponsor or Host
Speaker: Al Golin, Founder of Golin Harris or Jack Ma, CEO, Alibaba.com
Topic: “Trends in Global Business Communications”
15:50-16:10 Coffee/Tea Break
16:10-17:30 Business Roundtable/Corporate and Participant Meetings
17:30-19:30 Dinner Party with Entertainment
【Oct 21, 2009 Day 2】
9:00 – 9:45 Introduction by Sponsor or Host
Speaker: Professor Bobby Calder, Ph.D., Charles H. Kellstadt Chair, Kellogg School of Management, Northwestern University
Topic: “Globalization, Localization and Brand Reinvention”
9:45 – 10:45 Introduction by Sponsor or Host
Speaker: Yin Tongyao, CEO, Chery Automobile Co.
Keynote Speech: “Challenges for Global Brands in the New Automobile Industry”
10:45 – 11:10 Coffee/Tea Break
11:10 – 11:55 Third Panel Discussion: “Creating Media and Brand Creative Communications”
Moderator: Professor Clarke Caywood, Northwestern University
Panelists: Advertising Agency Representatives: Song Yimin, Ogilvy T.B. (China) &
DDB Needham (U.S.)
Corporate Representatives: Tsingtao Beer (China) & Harley Davidson (U.S.)
Sanjay Jha, Co-CEO, Motorola
Shigeo Okazaki, Managing Director and Executive Brand Consultant, Strategic Resource Center, Dentsu Beijing
Beck (Author of Risk Society)
(or) W. Chan Kim and Renee Mauborgne (authors of Blue Ocean Strategy)
11:55 – 12:10 Closing Ceremony Remarks: Richard M. Daley, Mayor of Chicago
or Mark Kirk, U.S Representative
or Donald Tung(HK Trade Commissioner)
12:10 – 13:30 Lunch
13:30--15:30 Business-matching Roundtable (8 panels taking place simultaneously)
Panel 1: “Global Banking Barriers”
Panel 2: “Branding Consultant Values”
Panel 3: “Global Legal Hurdles”
Panel 4: “What about a Global Sales Force?”
Panel 5: “Trade Association Support in China”
Panel 6: “Supply Chain Efficiency”
Panel 7: “Protecting Your Brand from Crisis”
Panel 8: “Cultural Challenges to Overcome”
15:30 and after Networking
ANTICIPANTED PARTICIPANTS
• Executives and owners of medium and selected small American brands, venture capitalists, advertising agencies and legal professionals
• Executives of top large and medium-sized Chinese brands and start-ups, advertising agencies and media industry professionals
• Target number of participants: 400 in total
200 from the U.S.
200 from China
• Chinese participants’ profile shown in pie charts
Monday, June 22, 2009
For my readers who have sponsored individual residencies for the 11 week summer program at NU's IMC graduate program for over 22 years (and donated over $2.2 million based upon the sponsorship of my IMC PR students). Also for alumni to comment on the change from individual to team projects for the summers.
1.Consider Alternative models to teach from a think tank (e.g. opposition strategy research (White House), opposition research (all political campaigns) de-positioning plans (Silicone Valley)).
2.We might give the students an intensive true creative agency or creative unit experience and assignment to broaden our work in IMC.
3.We might send the teams into the SBU level for some period of time to really understand the business.
4.Perhaps some teams ought to work on a project that really challenges them: heavy communications where communications is not their strength or heavy numbers where numbers are their weakness - to bolster their education.
5. Not-for-Profit projects often give you access to higher officials and greater impact - though we used to waive fees 6. The new University President could benefit from an IMC review.
7. Students might master industry software and then offer a "shoot out" or competition at the end of summer 8. Students might work on a project and then work with J. students to use editorial research method to understand j. risks.
9. Students might work on a national competition in marketing, business, - several are available though timing is an issue.
10. Students might work with engineering students or Transportation Center students on doctoral level or technical projects needing marketing communications or communications.
11. Rather than using a four step model or one of the other strategic models; the students should concentrate on only one very, very deep facet of a project.
12. Students should operate as a skunk works mirror team for any number of agencies or company projects. Rapid work would be demanded.
13. On a number of the projects the students can be organized to develop a. IMC literature searches, b. global IMC lit. searches, c. database libraries, d. software libraries and tests, e. theory-tool inventories of the IMC program, f. more 14. Conduct transparent research that is written to be presented at academic and industry seminars by the students for greater awareness 15. Publish the work on a PDF or printed format as an exercise and follow-up to the presentation.
16. Revamp all the ideas above for publication, presentation in China or other relevant countries
1.Consider Alternative models to teach from a think tank (e.g. opposition strategy research (White House), opposition research (all political campaigns) de-positioning plans (Silicone Valley)).
2.We might give the students an intensive true creative agency or creative unit experience and assignment to broaden our work in IMC.
3.We might send the teams into the SBU level for some period of time to really understand the business.
4.Perhaps some teams ought to work on a project that really challenges them: heavy communications where communications is not their strength or heavy numbers where numbers are their weakness - to bolster their education.
5. Not-for-Profit projects often give you access to higher officials and greater impact - though we used to waive fees 6. The new University President could benefit from an IMC review.
7. Students might master industry software and then offer a "shoot out" or competition at the end of summer 8. Students might work on a project and then work with J. students to use editorial research method to understand j. risks.
9. Students might work on a national competition in marketing, business, - several are available though timing is an issue.
10. Students might work with engineering students or Transportation Center students on doctoral level or technical projects needing marketing communications or communications.
11. Rather than using a four step model or one of the other strategic models; the students should concentrate on only one very, very deep facet of a project.
12. Students should operate as a skunk works mirror team for any number of agencies or company projects. Rapid work would be demanded.
13. On a number of the projects the students can be organized to develop a. IMC literature searches, b. global IMC lit. searches, c. database libraries, d. software libraries and tests, e. theory-tool inventories of the IMC program, f. more 14. Conduct transparent research that is written to be presented at academic and industry seminars by the students for greater awareness 15. Publish the work on a PDF or printed format as an exercise and follow-up to the presentation.
16. Revamp all the ideas above for publication, presentation in China or other relevant countries
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