Concurrent Sessions III

Thursday | January 22 | 2015 | 4:00 pm - 5:15 PM

Measuring the ROI of Integrated Marketing and Branding Initiatives
Naples 1
To ensure funding, marketing offices must measure the return on investment of their strategies and communicate their success in tangible ways. Join your colleagues to walk through a step-by-step primer on how to measure and communicate the value of your integrated marketing and branding initiatives. Review examples where you will learn both strategic and tactical approaches for measuring marketing ROI and brand strength.

Jason Simon, Vice President and Partner, SimpsonScarborough


Enhancing the Value of the MBA to Nonbusiness Students
Naples 2
Peer Submitted ContentIncreasingly more business schools have needed to expand their portfolio of programs to increase their revenue, the stature of their business school, and their relevance to the marketplace. We will discuss various models for doing this, including the creation of 3+1 and 4+1 programs (UG degree plus MS degree), as well as dual degrees with other parts of campus (e.g., MBA/JD; MBA/MSW; MBA/MPP). Learn how such programs can meet the financial and strategic needs of the b-school as well as the needs within the larger campus. Hear first-hand the challenges and opportunities associated with creating these partnerships, and tips for how to make them more successful. Presenters include both faculty and deans-level administrators.

Joyce E. A. Russell, Vice Dean, Robert H. Smith School of Business, University of Maryland
Michael Marcellino, Assistant Dean, Robert H. Smith School of Business University of Maryland


Shared Curriculum and Governance Across the B-School Portfolio
Naples 3
To address demand for different market segments for graduate business education, business schools are increasingly diversifying their MBA offerings and adding specialized masters programs. This session reports out the findings from the recent MBA Roundtable Shared Curriculum and Governance study that examined the responsibility for and the extent to which courses are shared or customized for different offerings.

Moderator: Roy Hinton, Associate Dean, George Mason University
Kate Klepper, Associate Dean, Graduate Programs, D'Amore-McKim School of Business, Northeastern University
Zoltan Antal-Mokos, Dean of Degree Programs, European School of Management and Technology, ESMT
Joe Fox, Associate Dean, Olin School of Business, Washington University in St. Louis
Anne Sandoe, Executive Director, MBA and MS Programs, Leeds School of Business, University of Colorado at Boulder"


From Marine Officer Training at Quantico to Outward Bound – Benchmarking Leadership and Teamwork Initiatives
Sicilian Ballroom
Leadership and teamwork development are two of the most important skills we strive to teach our MBA students. How we do it varies tremendously from program to program. This session will explore the use of outside vendors such as Outward Bound, the New York Fire Department or the Marine Office Training at Quantico to expose students to a variety of experiential learning opportunities. Come see best practices and current approaches including objectives, timing, costs, and results obtained from a panel of US schools.

Moderator: Eric Hirst, Associate Dean for Graduate Programs, Red McCombs School of Business, University of Texas-Austin
Carrie Marcinkevage, MBA Managing Director, Smeal College of Business, Penn State
Sally O. Jaeger, Assistant Dean and Director of the MBA Program, Tuck School of Business, Dartmouth University