Center for Branding // Programs & Workshops

Forward-Thinking and Forging New Paths

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Roundtables and Panel Discussions

2021 Virtual RoundTable Discussion:
“The Future of Augmented and Virtual Reality for Brands and Business Strategy”

While our real world is three-dimensional, our data and information are rendered in two-dimensional formats. Augmented reality (AR) imposes digital data and images on our physical world and has the potential to open up a new dimension of creative insights into how to reimagine brand experiences.

Learn about current companies that have incorporated augmented and virtual reality strategies to enhance the user experience. Given the current context, several sectors including travel, education, healthcare, and sports and entertainment companies could reimagine brand experiences using the power of AR/VR.

(check with Amy Benscoter and use images from the flyer, and the list of speakers)

2020 Panel Discussion: “Reimagining the Future of Media and Brands in a Technology-Enabled World”  

As technology advances, the world of media and marketing is transforming at a rapid pace. Streaming services and other new media developments are displacing old forms of viewing content, such as traditional television. The advertising landscape is shifting as subscription-based video-on-demand continues to grow. Additionally, new developments in Artificial Intelligence (AI), Augmented Reality (AR), Virtual Reality (VR), and smart devices are posing new challenges and opportunities for media and marketing.

 

Workshops

An important mission of the Center for Branding is to educate students at the University of Pittsburgh Joseph M. Katz Graduate School of Business on new digital methods and techniques. Competency in digital lead generation, website analytics, search engine optimization, and social media marketing are critical skill sets for tomorrow’s marketing leaders. The Center for Branding educates students in a variety of ways. These include infusing content into current courses, conducting weekend certificate programs, and creating experience-based learning projects with external organizations.

Learn more about our new course offering, “Augmented and Virtual Reality (AR/VR) for Brands and Strategy.”

Upcoming Workshops 

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Recent Workshops

Managing Digital Transformation of Brands

Workshop Description:

Ensuring the longevity of a brand requires leaders to manage through change. Thanks to technological advancements, the speed at which change happens is ever-increasing, making change a constant in your business. If you think digital transformation is a passing fad, you’ll be left behind, unequipped to scale faster and more efficiently.

Consumers lie at the heart of every successful brand transformation. Consumers are more informed and empowered than ever before, and a brand that is out of touch with its consumers is doomed to become irrelevant. Understanding your customers, their insights, and their journey is the most critical aspect of leading your brand’s transformation. Join us to learn what digital transformation is, why you must be equipped for change, and how you can reach your business objectives by centering your brand around your customers.

During this seven-hour workshop, we will:

  • Define digital transformation and customer-centricity
  • Examine how change happens in the workplace and how to avoid pitfalls
  • Learn how to understand your consumers and what they find valuable
  • Demonstrate how to align business objectives and marketing to consumer insights
  • Learn how to build and manage your transformation program
  • Share common transformation roadblocks and how to navigate around them

Speaker Bio:

Katie Begandy is a 15-year veteran of digital media, adtech, training, and influencing change within the agency and corporate environments. Most recently, as the Senior Manager of Digital Transformation at DICK’S Sporting Goods, Katie has implemented and activated Adobe Audience Manager (DMP), facilitated inter-team knowledge share, designed Marketing innovation programs, and delivered custom-designed digital education courses across the organization. Prior to her role in Digital Transformation, Katie built and led the Performance Media function at DICK’S – leading Search Engine Marketing, Product Listing Ads, Affiliate Marketing, Paid Social, and Programmatic Display – resulting in double digit annual growth of these channels.

In addition to her digital transformation work at the enterprise level, Katie is a driving force in digitally transforming a volunteer-run organization in her community, focusing on content creation, digital fundraising, and audience insights. She is energized by digesting complex digital concepts and translating them for others to understand. Katie recently spoke at Adobe Summit and has been tapped for Marketing Pittsburgh’s first annual Generator Marketing Conference in November 2019.

Date:
Saturday, March 28, 2020
10 AM – 5 PM

Location:
Mervis Hall 118E
3950 Roberto Clemente Dr.
Pittsburgh, PA 15260

Pricing and Registration:
$300 – Business Professionals
$200 – Non-Katz Pitt students
$100 – Katz Students

Refund Policy:
– 50% refund if within a week of the workshop
– No refund for day-of cancellations or no-shows.

Questions? Contact us:
esismour@katz.pitt.edu or 412-648-1703

Google Ads

Workshop Information

Google Ads, formally Google AdWords, is the leading online marketing advertising service that allows marketers to promote ads on search result pages. Through this two-day workshop, you will prepare for certification in Google Ads by covering the necessary material to pass the first search certification exam. The Fundamentals exam will be taken as part of the workshop. This class is ideal for digital or traditional marketers looking to learn new skills, managers who want to understand Google Ads rather than outsourcing everything to an agency, and founders/CEOs of startups who are looking for profitable ways
to boost conversions.

Takeaways

  • Learn how to build successful Google Ads campaigns for user acquisition, e-commerce, and lead generation.
  • Discover how to optimize spending and avoid throwing your money down the Google Ads wishing well.
  • Find out the most important strategies to maximize conversions and ROI for your Google Ads campaigns.
  • Learn everything you need to know to pass the Google Ads Fundamentals exam. Please note that to obtain Google Ads certification, you will need to successfully complete two exams (Fundamentals and Advanced).

Instructor

Amy Mrazek earned her MBA from the University of Pittsburgh Katz Graduate School of Business and her BS in Business Administration from Duquesne University. She holds certifications in Google Ads, Microsoft Ads, and Google Analytics.

Amy is currently the Vice President of Marketing at ShowClix, an event technology company that handles ticket sales, marketing, and operations for events around the world. She is also the Vice President of Marketing for ShowClix’s parent company, Patron Technology, where she is responsible for more than 10 event technology brands worldwide. Amy, whose prior experience includes managing digital campaigns for a portfolio of Fortune 500 companies, fosters a passion for marketing that extends beyond the office. She serves as a marketing mentor at AlphaLab, a nationally ranked software accelerator program, and is an instructor for digital marketing workshops at the University of Pittsburgh.

Date

Friday, March 20, 2020
9 AM – 3 PM
117 Mervis Hall

Saturday, March 21, 2019
10 AM – 3 PM
118E Mervis Hall

Location

Mervis Hall
3950 Roberto Clemente Dr.
Pittsburgh, PA 15260

Pricing & Registration

Business Professionals: $300
Pitt Students: $200
Katz Students: $100

Google Analytics

Workshop Description:
Data is everywhere in today’s digitally connected world. But for organizations to use it effectively, it must be collected, maintained, and analyzed. Customer website interactions are a key source of data. Information on site visits, revenue collection, order processing, and customer support are extremely valuable data points. In the right hands, the data can be used to optimize, refine, and build out sophisticated marketing programs and streamlined customer journeys.

During this two-day workshop, participants will learn how to leverage digital analytic platforms in the business world, including setting up an account, tracking key performance indicators, and developing reports. The course was designed using the Google Analytics curriculum and features real business examples.

At the end of the course, participants should be prepared to take the Analytics Fundamentals exam, where they can receive a certification of completion, as well as be able to provide value to their current/future employers by leveraging website data.

Instructors:

Kate Monoskey has been part of the Digital Marketing Analytics team at Merkle Inc. for over two years where she focuses on display marketing and leveraging multiple sources of data to drive insights. Kate holds a bachelor’s degree in mathematics from Penn State and a master’s degree in statistical practice from Carnegie Mellon University. 

Rodd Pribik is a senior manager in the Digital Media Analytics team at Merkle Inc. in Pittsburgh where he focuses on e-mail marketing and CRM analytics. Prior to joining Merkle, Rodd concentrated on business analytics at the Tepper School of Business and was a board member of the Data Analytics Club. Rodd also has several years of past experience in scientific research and engineering.

 Jacob Seigh has been part of the Digital Marketing Analytics team at Merkle Inc. for almost three years where he works with search, display, and social marketing teams to help deliver actionable insights to his clients. Jacob holds a bachelor’s degree in mathematics from Allegheny College and a master’s degree in accounting from the University of Pittsburgh.

Date:
Saturday, October 19, 2019
9 AM – 5 PM
118E Mervis Hall

Saturday, October 26, 2019
9 AM – 5 PM
B75 Mervis Hall

Location:
Mervis Hall
3950 Roberto Clemente Dr.
Pittsburgh, PA 15260

Pricing and Registration:
$300 – Business Professionals
$200 – Non-Katz Pitt students
$100 – Katz Students

Refund Policy:
– 50% refund if within a week of the workshop
– No refund for day-of cancellations or no-shows.

Questions? Contact us:
esismour@katz.pitt.edu or 412-648-1703

Facebook and Instagram Advertising

Workshop Description:

The Facebook and Instagram Ad platform is an invaluable tool for marketers. In this workshop, you will learn how to utilize the platform’s highly-customizable advertising capabilities to maximize return on ad spend, create better brand awareness, and increase your bottom line. You’ll gain insight into which targeting methods are best in a variety of industries, how to track conversions successfully, what content should be used in your ads, and how usage of advanced platform tools including remarketing and lookalike audiences can give you the best return on ad spend.

Key Takeaways:

  • Learn how to build successful Facebook and Instagram Ad campaigns.
  • Discover how lookalike audiences can expand your reach.
  • Learn the best remarketing campaign types to maximize revenue.
  • Successfully complete an exam to receive a class completion certificate.

Speaker Bio:

Amy Mrazek earned her MBA from the University of Pittsburgh Katz Graduate School of Business and her BS in Business Administration from Duquesne University. She holds certifications in Google Ads, Bing Ads, and Google Analytics.

Amy is currently the Vice President of Marketing at ShowClix, an event technology company that handles ticket sales, marketing, and operations for events around the world. She is also the Vice President of Marketing for ShowClix’s parent company, Patron Technology. Amy, whose prior experience includes managing digital campaigns for a portfolio of Fortune 500 companies, fosters a passion for marketing that extends beyond the office. She serves as a marketing mentor at AlphaLab, a nationally ranked software accelerator program, and is an instructor for digital marketing workshops at the University of Pittsburgh.

 

To Register Click Here

Date:
Saturday, September 14, 2019
10 AM – 5 PM

Location:
Mervis Hall 118E
3950 Roberto Clemente Dr.
Pittsburgh, PA 15260

Pricing and Registration:
$290 – Business Professionals
$190 – Non-Katz Pitt students
$90 – Katz Students

Refund Policy:
– 50% refund if within a week of the workshop
– No refund for day-of cancellations or no-shows.

Questions? Contact us:
esismour@katz.pitt.edu or 412-648-1703

Google Ads Workshop

Google Ads, formally Google AdWords, is the leading online marketing advertising service that allows marketers to promote ads on search result pages. Through this workshop, you’ll get prepared to be certified in Google Ads by covering the necessary material to pass the first search certification exam. The Fundamentals exam will be taken as part of the workshop. This class is ideal for digital or traditional marketers looking to learn new skills, managers who want to understand Google Ads instead of outsourcing everything to an agency, and Founders/CEOs of startups who are looking for profitable ways to boost conversions.

Takeaways:

  • Learn how to build successful Google Ads campaigns for user acquisition, e-commerce, and lead generation.
  • Discover how to optimize spending and avoid throwing your money down the Google Ads wishing well.
  • Find out the most important strategies to maximize conversions and ROI for your Google Ads campaigns.
  • Learn everything you need to know to pass the Google Ads Fundamentals exam. Please note that to obtain Google Ads certification, you will need to successfully complete two exams (Fundamentals and Advanced).

Instructor:

Amy Mrazek earned her MBA from the University of Pittsburgh Katz Graduate School of Business and her BS in Business Administration from Duquesne University. She holds certifications in Google Ads, Bing Ads, and Google Analytics.

Amy is currently the Vice President of Marketing at ShowClix, an event technology company that handles ticket sales, marketing, and operations. Her extensive marketing experience comes from an agency background where she worked with Fortune 500 companies managing their online marketing efforts. She is also mentor for AlphaLab, a nationally ranked technology accelerator program, where she provides marketing advice to early-stage technology companies.

 

 

Dates:
Friday, January 18, 2019 / 9 AM – 3 PM
Saturday, January 19, 2019 / 10 AM – 3 PM

Room: Mervis 117 (Tentative)

Pricing and Registration
$300 – Business Professionals
$200 – Non-Katz Pitt students
$100 – Katz Students

Refund Policy:
– 50% refund if within a week of the workshop
– No refund for day-of cancellations or no-shows.

Questions? Contact us:
nfenton@katz.pitt.edu or 412-648-1541

Presented by the Center for Executive Education in collaboration with the Center for Branding

Adobe Experience Cloud Workshop
In this modern digital age businesses have come to know it’s not just about marketing, analytics, advertising, content, commerce, or CRM lead management. It’s about all of them.  Companies are drowning in virtually limitless amounts of data and look to software companies like Adobe to bring together a comprehensive suite of enterprise marketing tools to leverage this invaluable data and execute marketing programs against it.
In this one-day course, participants will get immersed in the comprehensive set of customer experience tools that is the Adobe Experience Cloud.  We will dive in to what makes up this enterprise marketing software suite, how it relates to similar products in the industry and how companies are leveraging these tools to orchestrate their marketing programs.

At the end of the course, participants will have a complete understanding of all the components of the Adobe Experience Cloud and what to expect when they encounter these tools in the workplace. Participants will also be provided additional resources and guidance in what is needed to complete the Adobe Certified Business Practitioner Expert Exams that are available for each of the component products of the Adobe Experience Cloud.

Instructor:

Brian Collery earned his MBA from the University of Pittsburgh – Katz Graduate School of Business and his BS from Penn State University – Smeal College of Business majoring in Management Science and Information Systems.  While at Penn State Brian was part of the Army R.O.T.C program and upon graduating was commissioned a second lieutenant. Brian went on to serve 9 years in the Pennsylvania Army National Guard as field artillery officer and in the US Army Reserve as public affairs officer.

Brian is currently a Senior Consultant, Digital Strategy – Analytics and Optimization for Adobe, Inc.  As part of the Global Professional Services organization for the past 7 years Brian has been a trusted advisor for some of the top digital brands including Marriott, T-Mobile, Under Armour, Wegmans, Bose, Walgreens, Sears, DirecTV, StubHub, Dicks Sporting Goods, JCrew, DSW, Abercrombie & Fitch, Chicos, and Tory Burch, among others.  Brian guides clients to maximize the value of the Adobe Experience Cloud by recommending best practices in all aspects of digital strategy from analytics, governance, data collection, digital marketing, optimization, personalization, merchandising, operations and user experience.

Prior to Adobe, Brian has over 12 years client-side experience and led the digital analytics team at American Eagle Outfitters and managed the launch of General Nutrition Centers first ecommerce platform on gnc.com.

To Register Click Here

Date:
Friday, March 29, 2019
10 AM – 5 PM

Location:
Mervis Hall 117
3950 Roberto Clemente Dr.
Pittsburgh, PA 15260

Pricing and Registration:
$150 – Business Professionals
$75 – Non-Katz Pitt students
$50 – Katz Students

Refund Policy:
– 50% refund if within a week of the workshop
– No refund for day-of cancellations or no-shows.

Questions? Contact us:
esismour@katz.pitt.edu or 412-648-1703

Presented by the Center for Branding in collaboration with the Center for Executive Education

STUDENT SPOTLIGHT

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CBA '22

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