Connecting
Business & Design
Presented by AIGA and Emory Marketing Institute

Emory University, Goizueta Business School

Thursday May 15th - Friday May 16th, 2008

Event Sponsors: The Emory Marketing Institute and AIGA (American Institute of Graphic Arts)

Learn how to:
- convey the importance of design to senior executives in terms of strategic business value
- communicate the role of design in the business context
- align your organization with the business critical need to embrace design as a key value driver
- organize brand strategy for your organization & clients
- produce world-class design in alignment with brand strategy
- optimize design to meet strategic business goals

When: Thursday May 15th and Friday May 16th

Duration: Two days

Location: Emory University's Goizueta Business School, Atlanta, GA

Cost: $2,800 (covers tuition, all program materials, and all meals). Discounts are provided for AIGA members, and groups of three or more.

Apply Today

online: at the AIGA site >>

by phone:
(404) 727-9317

by fax:
(404) 727-1082

by mail:
EMI+AIGA Program
Emory Marketing Institute
Goizueta Business School
1300 Clifton Drive
Atlanta, GA 30322

Program overview

Creatives in design hone their design skills to be the best in their field. However, to truly lead the field one needs to go beyond the core area of design into understanding business strategy and how design impacts the broader context of marketing and business performance.

This program is custom developed for design managers to provide innovative knowledge on brand management from leading scholars at the Emory Marketing Institute. The program was developed with officers of the AIGA to open opportunities for the design community to take a lead in business.

It is imperative for design managers, both at design studios and in-house design, to understand the Connecting Business and Design to maximize their contribution to the enterprise.

The program structure consists of part lecture and part workshop to maximize individual learning and to broaden the discussion so corporate and agency side participants can share their perspectives.

This challenging program is geared to providing participants with new insights, concepts, frameworks, and methods to increase the value of their contribution to business goals. As such, this is a certificate program and the participants who successful complete the program will be provided a Brand Academy certificate in the Connecting Business and Design.

Register Online at the AIGA site >>

Curriculum

Two day program
1. Essentials of Marketing (1/4 day)
- Marketing Strategy
- Segmentation, Targeting, Positioning
- Customer Value Creation
- Go-To-Market Strategies
- Customer Acquisition and Retention Processes

2. Essentials of Branding (1/4 day)
- Brand Positioning
- Building Brands: Managing Brand Development and Launch
- Balancing Push and Pull Strategies
- Family versus Individual Branding, Brand Portfolios
- Positioning Brands in Business Ecosystems (Complimentary products)

3. Role of Design in Brand Development and Go-to-Market Strategies (1/2 day)
- Brand Positioning - Role of Graphics
- Aligning Design with Integrated Marketing Communications
- Value Creation and Role of Design in Creation
- Design and Customer Experience
- Consistency of positioning across geographies and products

4. Design, Brands and Business Models (1/2 day)
- Managing Integrated Marketing Communications
- Understanding the Customer's Business Better
- Understanding the Customer's Customers
- Design and Business Models: (Justification of Design)
- Aligning Design and Business Strategies
- Value of Brands: Iconic roles of product configurations

5. 4A. Managing Clients (1/4 day)
- Extracting Value from Design: Pricing
- Managing Clients and Go-To-Market Strategy for Agencies
- The Business of Design: Creating Value for the Client
- Managing the Design Process (Gating, Time, etc)

6. 4B. Managing Agency Relations (1/4 day)
- Communication of Marketing Needs
- Managing the Design Process
- Aligning Design with Communications and Distribution Channels
- Aligning Agency Compensation to Business Performance

Schedule

The schedule is geared towards providing an intensive learning experience. Due to the robust schedule please do not plan on getting other work done during the program. Preparation time is needed a few weeks in advance, for which materials will be provided. The first evening after dinner will be spent in discussion groups in preparation for the next day's class.

The typical daily schedule is:

8:30-9:00 a.m. Breakfast
9:00-10:30 a.m. Workshop session
10:00-10:15 a.m. Coffee break
10:15-11:50 a.m. Workshop session
12:00-1:00 p.m. Lunch
1:00-4:00 p.m. Workshop sessions
4:00-5:30 p.m. Class preparation
5:45-6:30 p.m. Cocktail reception or social time
6:30-8:00 p.m. Dinner and guest speaker
8:00 p.m. Discussion groups

About the Emory Marketing Institute

The Emory Marketing Institute (EMI) pursues the advancement of brand-driven business performance. It is a unique collaboration between first-rate scholars and forward thinking corporate partners. EMI's scholars lead the development of innovations for managing profitable brands. EMI works collaboratively with its sponsors, other universities, associations, and research organizations to devise cross-disciplinary solutions for managing real-world problems in brand management.

EMI is based at Emory University's Goizueta Business School. The Goizueta Business School is a top-tier business school. It is recognized as one of the best business programs in the world by BusinessWeek, with the Evening MBA ranked #2, the Executive MBA ranked #7 and the BBA program ranked #4.

Who should attend?

Drive strategic thinking in your organization. The EMI-AIGA program will provide cogent insights, fresh thinking, and practical tools for effective management of design.

Professionals who should attend this program include:

- Design agency principles and creative directors who are seeking to add value to their clients business beyond creative art

- Senior management in related businesses such as advertising, public relations, direct marketing and other firms that work closely with designers

- Vice presidents, directors and managers in enterprises who manage the design function

Register Online at the AIGA site >>

Instructor Biographies

The Connecting Business and Design program is taught by a team of Emory University faculty who are recognized as leading researchers and teachers in the field of marketing. The faculty team members have all achieved accolades as research investigators, consultants, and teachers and will provide a highly engaging experience

Dr. Rajendra Srivastava
Goizueta Chair in Marketing, Emory University
Professor Srivastava is a leading authority on brand and marketing strategy and is well known for his contributions to marketing metrics. He is considered a pioneer on topics such as returns on strategic marketing investment and strategies for driving shareholder value. His work on the impact of market-based assets on shareholder value in the Journal of Marketing received both the 1998 Maynard and MSI/Paul Root Awards for the article judged to contribute most to the theory and practice of marketing, respectively, and more recently the Sheth Foundation Award for long-term contributions to the Marketing discipline-the only time a single article has won all three awards. He is also the recipient of AMA's Mahajan Award in recognition of career contributions to marketing strategy. He has developed and implemented senior executive programs for leading companies in North America, Europe and Asia-Pacific. He has conducted executive training for companies as 3M, AT&T, American Airlines, Citigroup, Deutsche Bank, Dow Chemicals, General Electics,Hewlett-Packard, HSBC, IBM, Johnson & Johnson, LG Electronics, Microsoft, Motorola, Nokia, Texas Instruments and Xerox Corporation. He holds a B.Tech. from Indian Institute of Technology and MBA and Ph.D. from the University of Pittsburgh.

Dr. Sundar Bharadwaj
Professor, Emory University
Professor Bharadwaj has published in the Journal of Marketing, Management Science, Journal of Academy of Marketing Science, the Journal of Business Research, the Journal of Product Innovation Management, the Journal of Services Marketing, the Journal of International Consumer Marketing, the Marketing Education Review, and Vikalpa. He has been recognized and honored with many awards including: (1) The MSI/PAUL ROOT AWARD for best paper published in the Journal of Marketing having an impact on managerial practice in 1999, (2) Best Paper Published in the Journal of Academy of Marketing Science in 1996, (3) Best Services Article in 1993, presented by the Services Interest Group of the American Marketing Association (AMA) and (4) The Best Services Article in 1993 in the Journal of Services Marketing.

Guest Speaker
To Be Announced

How do I enroll?

Qualifying for admission
Enrollment in this program is limited to insure the best learning experience.

Enrollment in Connecting Business and Design is restricted to a select group of high achievers who have involvement in leading design projects and are interested in developing their business skills. Application acceptance is subject to the approval of the Admissions Committee, which is comprised of both AIGA executives and EMI faculty members.
Professional achievement and level of responsibility are the main criteria for admission to The Connecting Business and Design program. There are no formal educational requirements. There may be fewer available spaces than there are qualified candidates. If so, then some applicants may be deferred until the following year's program and offered priority access.

Applying to the program
The Admissions Committee will give priority to applications received by March 1 1, 2008. Since space is limited, late applications will be considered only if space permits.

Register Online at the AIGA site >>

The Admissions Committee will contact you with additional questions concerning your qualifications, as necessary. If you have colleagues who are interested in this program, please direct them to the webpage:
EmoryMI.com/AIGA

Registration Fees

The fee for the program is $2,800. Discounts are provided to AIGA members, groups of three or more, and for early registration (before March 1st, 2008).

Discount opportunities

- AIGA Members: AIGA members are offered a discount off the program price. Please indicate your AIGA membership number when registering.

- Group discounts: Group discounts are available for groups of three or more.

- Early Registration: Discounts are available for those who register early, before March 1st, 2008.

The fee schedule and discounts are listed below:

Your enrollment includes:
- Tuition for the event
- Documentation including presentation materials and workbooks.
- Meals and refreshment breaks. (Please indicate special dietary consideration, such as whether you are vegetarian)
- Do note that accommodation and transportation are purchased separately.

Unconditional Guarantee
We are offering a 100% satisfaction guarantee. We are exercising meticulous efforts to achieve excellence in the delivery of this program.

Transfers and Cancellations
Substitutions of enrolled delegates may be made at any time. If you are unable to attend, please notify us IN WRITING. Cancellations received more than six weeks prior to the commencement of the program are not subject to cancellation penalty. Cancellations received after that date incur the following penalties:

Less than 2 weeks = No refund
2 - 4 weeks = 50% of the program fee
More than 4 weeks = 100% of the program fee

For questions contact
Bettye Neal (404) 727-9317
bettye_neal@bus.emory.edu

Related Information

Dress code
We recommend business casual attire.

Location and Directions
Emory University's Goizueta Business School is located just 10 minutes from downtown Atlanta in the tree lined neighborhood of Druid Hills. Detailed directions with information on parking are available on our web site at: http://www.emorymi.com

Event address is:
Room W100 Goizueta Business School Emory University 1300 Clifton Road Atlanta, GA 30322

Building entrance is the one next to the Einstein Bagel shop.

Agenda Scheduling
In an effort to create the best possible event, we reserve the right to make agenda changes without prior notice.

Registration Payments must be received by April 15th. You can reserve by phone, web, or fax.

Register Online at the AIGA site >>

Phone: to register call Bettye Neal at (404) 727-9317

Fax: fax your registration form to (404) 727-1082

Mail: Mail your registration form to:
EMI-AIGA Program Emory Marketing Institute Goizueta Business School 1300 Clifton Drive, Suite 330 Atlanta, GA 30322

Please indicate upon registration if discounts are applicable.

Accommodations
The Emory Conference Center and Emory Inn are both conveniently located on the Emory University campus close to the Goizueta Business School (about ¾ of a mile).

They are only 15 miles from Atlanta's Hartsfield International Airport, 8 miles from downtown Atlanta and 3 miles from Buckhead, Lenox Mall, and Phipps Plaza. "

Emory Conference Center Hotel: Frank Lloyd Wright inspired architecture with 198 rooms. "

Emory Inn: Charming 107-room southern inn, adjacent to

Emory Conference Center Hotel 1615 Clifton Road Atlanta, Ga 30329

Emory Inn 1641 Clifton Road Atlanta, Ga 30329

Accommodation Reservations
To reserve a room call Monday through Friday 8am-6pm or Saturday 9am-5pm or reserve online 24 hrs a day. The two hotels share management, so the same phone number works for both. 404-712-6019 or 800-933-6679
www.emoryconferencecenter.com/

For questions contact
Bettye Neal (404) 727-9317
bettye_neal@bus.emory.edu