Department of Marketing

Multicultural Marketing Summit 2009 Agenda

 

Preliminary Agenda

Academia + Business

Integrating multicultural marketing into core growth and profitability strategies

 

Day 1  Thursday, June 25, 2009

Location:  DePaul University

   1 E Jackson Blvd. Suite 8005

                  Chicago, IL

Theme: Essentials of Multicultural Marketing

Target Audience:  Experienced marketing and general managers who want their multicultural initiatives to be better aligned with their business.

 8:00-8:30AM          Continental Breakfast

 8:30AM-12:30PM   Theme: Segmenting and Reaching Multicultural Segments

 

Theme

Description

Presenters

Time

The Executive Business Case

Template-driven discussion on how to develop an case for executives in support of multicultural initiatives starting with segmentation

David Perez, Co-CEO, Geoscape and Loida Rosario, DePaul University

8:30-9:20AM

Cultural Identity

Discussion on complexities of cultural identities in designing marketing campaigns

Prof. Jaime Noriega, PhD, DePaul University

9:20-10:00AM

Break

 

 

10:00-10:15AM

Nouveau Hispanic Markets

Panel discussion on new trends and best practices with emphasis on the New Latina and the youth

Jennifer L. Woods, Executive Vice President,
San Jose Group

Gustavo Mello SVP, Lapiz

10:15-11:15AM

African Americans in the age of Obama

Presentation on trends and best practices with emphasis on women and the youth

McGhee Williams Osse, Co-CEO, Burell Communications Group

11:15-11:50AM

Multiple Asians: Beyond Ethnicity

Presentation on trends and best practices addressing differences and similarities among the many groups

Sharmila Fowler, Senior Vice President, New American

Dimensions

11:50AM-12:30PM

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Lunch/Afternoon

Box Lunch

Preparation to departure to Immersion Field Trips

12:30-1:30PM

Immersion Field Trip

Visit local ethnic enclaves in the Chicago land area

1:30-4:30PM

 

 

 

 

 

 

  

Evening

Reception Location:  Chicago Hilton

Field Trips Debriefing

Highlights of key observations/insights. Dr. Sue Fogel, Chair, Marketing Department, DePaul University

5:30-6:00PM

Open Reception at Chicago Hilton

Entertainment, drinks and hors d'oeuvres

6:00-8:00PM

 

 

 

 

 

 

 

Day 2 Friday, June 26, 2009

All activities will be conducted at the Chicago Hilton, 720 S. Michigan Av. Chicago, IL 60605, Tel. 312-922-4400

Theme: Core Strategies for Success

Target Audience:  Directors and senior managers overseeing multicultural efforts into overall business strategy            

 

 

Luncheon Panel

C-Suite Perspectives

Friday, 12-2PM

 

The Multicultural Marketing Program at DePaul University is proud to feature prominent top executives who will share their perspectives about the challenges and opportunities facing businesses due to the increasingly diverse nature of the markets in the U.S. and their relationship to the global economy. The format will be interactive with audience participation in questions and answers session. Do not miss this unique opportunity to listen and learn from the C-Suite perspective.

 

 

Time

Description

Presenters

7:00-7:45 AM

Breakfast Buffet

 

7:45-8:00 AM

Welcome and overview

Dr. Ray Whittington, Dean, College of Commerce, DePaul University

8:00-9:00 AM

Global Linkages of Multiculturalism

Bernardo Meza, Sr. Marketing Manager, US Multicultural, Wm. Wrigley Jr. Comany; Vivian Chen, Sr. Manager, Asian Segment, McDonald's Corp.; Luis Larrea, DePaul University

9:30-10:00 AM

Innovation and Market Development Strategies

Bill D. Motley, Divisional Vice President, Corporate Accounts & Business Development, Abbott; Catherine Lindner, Divisional Vice President Walgreen's; Dr. Diamond, DePaul University

10:00-10:15 AM

Break

 

10:15-11:15 AM

Embracing the Digital World Pronto

David Rodriguez, Manager Multicultural Marketing, Ford Motor Co. Verizon Wireless; Jack Philbin, VIBES Media; Loida Rosario, DePaul University

11:15 AM-12:15 PM

Integrating Capabilities: Talent Mgnt. Community Affairs and Strategic Marketing

Key Note: S. Palacios, Executive Vice President, Cheskin Research

12:15-2:30 PM

Special Feature highlight

Luncheon Panel:

C-Suite Perspectives

Featuring:

 Luis P. Nieto, Jr., Co-President, ConAgra Foods Consumer Markets;
Peter Sachse, Chief Marketing Officer, Chairman and  CEO, Macy's;
Sanjay Srikanth, Partner & Vice President, A.T. Kearney

2:30-3:30 PM

Goal-based ROI Measurements

Martin R. Castro, Vice President, External Affairs, Aetna Insurance; Cynthia Neumann, Director of Consumer Insights, Advanced Analytics, ConAgra Foods; Loida Rosario, DePaul University

3:30- PM

Adjourn