- Dean’s Forum
- Alumni Benefits: American Marketing Association (AMA) Fordham Workshops
- Spotlight: Mentoring Opportunities
- Alumni Spotlight: Softball with the NYC Alumni Softball League
- World Wise Network: Third Annual World Wise Network Alumni Reception
- Faculty Spotlight: John A. Fortunato, Ph.D., Sports Sponsorship
- Kudos Corner: Recent Alumni News
- Upcoming Events
Alumni Benefits:
American Marketing Association (AMA) Fordham Workshops
Professors Hooman Estelami, Sarah Maxwell and Dawn Lerman have been invited to lead upcoming American Marketing Association (AMA) workshops (www.marketingpower.com). Fees for the workshops are $139 for AMA members, and $159 for non-members. There is also a preferred executive rate for $149. Click here for registration.
The first workshop, “Marketing Turnarounds” (link to upcoming events), is scheduled for December 4.This workshop is based on Estelami’s recently published book, Marketing Turnarounds: A Guide to Surviving Downturns and Rediscovering Growth (Dog Ear Publishing, 2009) www.marketingturnarounds.com. Estelami, a professor of marketing at Fordham, believes that, in light of the recent turbulent markets and the general economic slowdown, marketing managers need to identify approaches for facilitating efficient and rapid turnarounds for their brands. This workshop will expose participants to marketing tactics and strategies focused on rediscovering growth in stagnant or shrinking markets.
During this session, audience members will develop an understanding of the dynamics of markets during downturns and the associated buyer psychology; gain exposure to marketing tools used to prioritize products and customers during downturns; and learn pricing and advertising approaches that work during downturns.
The second workshop, “Pricing Strategy for the Marketing Professional,” is hosted by Sarah Maxwell, an associate professor of marketing at Fordham. It is scheduled for mid-January. Small changes can have huge effects on profits. For example, in a large company, a one percent price change can yield a net income gain or loss of 12 percent. Many marketers, however, have only a vague understanding of pricing strategy, although the value of a brand image is that it can command a higher price.
This workshop will increase participants’ understanding of how customers perceive prices and make economic decisions. Attendees will examine pricing strategy from both economic and psychological perspectives; explore the benefits and legality of price discrimination; and analyze a case study to apply the concepts and methods developed in the workshop.
Two AMA-Fordham webinars will also be broadcast online. The topics will be “Fundamentals of Marketing Research” and “Strategic Marketing Planning for 2010.” The web conferencing service allows up to 150 participants, who will be able to engage the instructor in a Q&A session.
For more information about the workshops and the webinars, visit www.marketingpower.com or e-mail estelami@fordham.edu.
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