FY 07-08 Council Plan - American Marketing Association

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Transcript FY 07-08 Council Plan - American Marketing Association

Academic
Division
2006-07 Report
Board Report
Academic
Division
William L. Cron, President
Pam Scholder Ellen, President-Elect
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Academic Division
Academic Council Leadership 2006-7 …………………… 3
Mission ………………………………………………………. 4
Vision ………………………………………………………… 5
Goals…………………………………………………………. 6
Strategic Pillars for Delivering Value ……………………… 7
Strategic Priorities for 2007-8..…………………………….. 8
– Assessing Return on Initiatives …………………. 9
– Delivering Value through E-Services…………… 10
– Improved Support for Volunteer Leadership …... 11
Appendices:
2007-2008 Plan Details ……………………………… 12
2006-2007 Priorities and Outcomes ……………….. 21
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Academic Council Leadership
William L. Cron (2008)
2006-2007 President
Texas Christian University
Pam Scholder Ellen (2009)
2007-2008 President
Peter A. Dacin (2010)
President-Elect
Queen’s University
Kathleen Seiders (2011)
President-Elect Designate
Boston College
Kenneth R. Evans (2007)
Immediate Past President
University of Oklahoma
C. B. Bhattacharya (2007)
Boston University
Rajesh Chandy (2009)
University of Minnesota
Eli Jones III (2009)
University of Houston
V. Kumar (2008)
University of Connecticut
Beth Walker (2008)
Arizona State University
George Zinkhan (2008)
University of Georgia
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Academic Division Mission
The Academic Division of AMA
is a global organization of marketing educators.
Our principal mission is to lead, encourage, support and recognize
the development, dissemination and utilization
of marketing knowledge and thought by:
 Facilitating knowledge exchange and marketing problem solving among
marketing educators, practitioners, and public policymakers.
 Offering opportunities for networking, career development and scholarly
activities relevant to marketing educators.
 Fostering a culture for excellence in teaching.
 Supporting global initiatives for marketing educators.
 Utilizing cutting-edge technology to enhance our activities and offerings.
 Facilitating the application of marketing knowledge and tools to improve
society.
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Academic Division Vision
The Premier Marketing Organization for
Marketing Educators Worldwide
To be the recognized thought leader
and an essential resource for
advancing marketing knowledge and practice; and
the professional development of marketing educators.
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Division Goals
Marketing Thought Leadership
Build AMA image and reputation as marketing advocate,
thought leader and valuable resource.
Member Value
Deliver value to diverse member needs
Member Growth
Attract and retain academic members throughout their
career
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Strategic Pillars for Delivering Value
Thought
Leadership
• Events
– Summer/Winter
– Specialized
Conferences
– Thought Leadership and
other special events
– Doctoral Consortium
– Dissertation Awards
• Publications
• Cross-Fertilization
– AcademicPractitioner
Professional
Development
Building
Community
• Events
• Strong Volunteer
Leadership
– Prof. Dev. Tracks
– New Faculty
Workshop
– Conference
Chairs
– Doctoral Education
– SIG Leadership
– Other Targeted
– Academic Council
• Delivering Resources
– Academic Resource
Center (ARC)
• Cross-Fertilization
– Special Interest
Groups
– Improved
Dissemination of
Existing Resources
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Strategic Priorities for 2007-8
For the last three years, the Academic Division has pursued key
initiatives identified through their Strategic Planning process:
 Enhance and support a position of thought leadership
 Increase commitment to doctoral education in marketing and marketing
academic careers
 Continue to provide support to strengthen academic SIGs
 Build the Academic Channel
 Enhance a focus on ethics in marketing
 Critically assess primary deliverables of the Academic Division
 Build greater academic-practitioner interface
– Significant progress has been made on the first five. We will continue
these efforts but will focus on three initiatives designed to further:
• Assessing the Division’s primary deliverables
• Continuing to build the Academic Channel through e-services
delivery
• Increasing support for our SIG and other volunteer leaders
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Assessing the Return on Initiatives
Consonant with the AMA Board Metrics’ Initiative, the Academic
Division recognizes the need to establish the value of member
segments and the return on investment by constituent groups.
• Critical to that goal is “taking stock” of our initiatives by establishing the
expected returns
• This will allow the identification of key metrics and begin assuring that
needed data is collected.
• Since the ultimate goal is the establishment of return by key segments,
we will focus on improvements in member profile data unique to
academics.
• In addition to capturing metrics on perennial events (i.e., conferences),
we will assess the ROI on relatively newer initiatives such as Doctoral
Education initiatives and the Academic Resource Center.
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Delivering Value Through E-Services
The Marketing on Demand initiative provides an opportunity to
assess and make significant changes to improve the e-services
delivered to academic members.
The AMA’s website and digital services provide a means for
establishing AMA as THE source for marketing expertise and
insight. We will focus on:
• Demonstrating AMA’s unique position as an academic AND
practitioner organization by identifying underutilized resources (e.g.,
developed for the practitioner market) to improve perceived value, and
reach untapped markets (e.g., teaching professionals, international
scholars, students)
• Continuing audit of e-services for opportunities to tailor
MarketingPower to academic member needs
• Establishing stronger branding in all online representations of AMA
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Improved Support for Volunteer Leadership
Key to delivering value is attracting the best volunteers in terms of
both reputation and commitment. To do this, we must provide
resources that make for efficient leadership, allowing them to focus
on delivering value rather than administrative processes. This
includes:
• Strengthening SIG leadership by providing easier access to needed
resources and support cross-fertilization leadership support and
interaction – SIG Leadership Resource Center
• Attracting high-profile academics as conference and track chairs by
implementing conference management software that centralizes all
tasks and significantly lessens administrative work
• Facilitating knowledge management for the Academic Council by
improving the capture of critical policies and histories/status of
initiatives. This would improve efficiency and volunteer transition by
providing ready repository for important documents
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Appendix
2007-2008 Plan Details
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Membership Value
Identify Needs by
Member Segment
Deliver Value by
Member Segment
Measure and Monitor
Perceived Value
Delivery/Satisfaction
Identify New
Capabilities and
Offerings
Delivery
Channels
Events and
Products
Professional
Development
CommunityBuilding
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Thought Leadership Events 2007-8
Winter Educators’ Conference – Austin, TX
• Co-Chairs: Tom J. Brown and Zeynep Gurhan-Canli
• Dates: February 15-18
Marketing & Public Policy Conference– Philadelphia, PA
• Co-Chairs: Ronald P. Hill, C. Raymond Taylor and John C. Kozup
• Dates: May 22-24
AMA Sheth Foundation Doctoral Consortium– University of Missouri
• Co-Chairs: Murali Mantral, S. (Ratti) Ratneshwar, Lisa K. Scheer
• Dates: June 4-June 8
Summer Educators Conference– San Diego
• Chairs: Jim Brown and Rajiv P. Dant
• Dates: August 8-11
Frontiers in Services Conference– University of Maryland
• Chairs: Roland T. Rust
• Dates: October
John A. Howard Doctoral Dissertation Award
• Co-Chairs: Subhash Sharma and Satish Jayachandran
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Thought Leadership
Active support for:
• Knowledge Coalition
Marketing Mix Resource Allocation and Planning
– Roger Kerin and Rob O’Regan
– Sunil Gupta (Harvard); Venky Shankar (Texas A&M); V Kumar
(UConn)
•
Publication Task Force that conducted
strategies, accessibility, and competition.
assessments of journal
Recommendations, endorsed by Academic Council, included:

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
Increased publication frequency of JM and JMR to 6 times per year.
More focused and energetic effort in PR for all journals.
Regular, standardized reports with key metrics that can be shared
with opinion leaders.
Greater two-way communications between the publications division
and members.
Be more aggressive and creative in marketing electronic
subscriptions to various constituents.
Active management of the publications division as a source of
growth in revenues
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Assessing the Return on Initiatives
Support development of AMA Board Metrics initiative through the identification
of Academic Division-level metrics that
– Provide 360° view of member satisfaction with organization and its
products/services
– Recognizes relevant segments
– Incorporates perception of AMA relative to competitive organizations.
– Coordinates with other divisions for standard approaches and to identify best
practices.
– Leverages prior task force research on Member Value.
Components:
– Identify locus of satisfaction (i.e., national, Academic Division, SIGs, events)
– Establish benchmarks and targets for member value (beyond activities and
budget-related); where possible, maintain historic measures for trend
– Identify key segments (within current membership, prospective, former)
– Identify and evaluate routinely-collected data on members to allow assessment
and monitoring by segments (e.g., position (i.e., asst., assoc., full,
adjunct/clinical, doctoral student), roles (e.g., administrative), years in
profession, type of school (e.g., state, private))
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Delivering Value through E-Services
The Marketing On Demand initiative is providing the perfect
opportunity to address more comprehensively a variety of
technology-based challenges to creating a true CRM face to
members.
Making these changes to deliver greater value to academic
members is critical because they are not only members of the
organization but serve as ambassadors to students
Among the issues being addressed on the current platform
and in the redesign include:
– Single logins for member services and synchronized enrollment
dates
– Profile pages for member benefits (e.g., SIG membership,
journals)
– Customized delivery of services (e.g., choices among newsletters)
and clearer opt-in/opt-out processes
– Redesign of membership forms and service pages to reflect
academic-relevant information (e.g., roles, life-cycle)
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Delivering Value through E-Services
The AMA website and electronic resources represent an opportunity to
engage members and deliver resources to a broader range of academic
members.
– Opportunity to reach audiences underserved by existing events/products (e.g.,
teaching professionals)
– Enhance current member benefits by filling needs unmet by other
organizations (e.g., teaching support; access to marketing practice)
•
Continue to audit website and electronic resources to identify
opportunities to better match academic needs.
– This means customizing member interfaces to be more consistent with
academic profession and use rather than segregating all academic content to
ARC.
• Recognizes value of academic audience to AMA
• Establishes more consistent branding of AMA deliverables
• Encourages greater exploration of MarketingPower.com resources
•
Audit the extensive resources currently available to identify, repackage
and supplement materials for promotion to academics for classroom use.
– Promotes AMA and the program producers in classrooms
– Fulfills teaching needs by packaging content often unavailable through
textbooks (e.g., “hot topics”, access to experts)
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Improved Support for Volunteer Leadership
Conference and Track Chairs
•
The reputation as premier academic marketing events depends on the
ability to attract high-profile scholars to serve as conference and track
chairs.
•
While the AMA journals and many competitive organizations have
moved to online processes, the AMA conference management is still a
very labor- and time-intensive process that is transmitted from chair to
chair. The demands have made it difficult to attract to recruit the
desired conference and track chairs.
•
The implementation of conference management software will provide a
single system for these processes that can be refined and maintained
centrally.
•
The central system provides a “big picture” view at any point and
standardizes all materials to facilitate program and proceedings
production.
•
It allows conference and track chairs to focus on building a strong
conference program rather than on administrative tasks such as data
entry and formatting.
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Improved Support for Volunteer Leadership
SIG Leaders
– The 18 Special Interest Groups are the primary benefit of AMA
membership for many academic members
– Strong SIGs need active leaders focused on delivering member value
• Patterned after the Professional Chapter Resource Center, we will
build a SIG Leader Resource Center, providing easy access to
tools for successful SIG management, such as:
–
–
–
–
–
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Budgeting and Plan templates
Timelines
Election forms
Meeting forms
Program planning guides
Best practices
Academic Council
– Centralize the history, policies, procedures and status of AC
initiatives to provide more ready access to the council, facilitate
progress, and improve transitions
• Build an online repository that includes timelines for all roles, needed
documentation for events, and recent procedures. This is particularly
important for events that are not handled by AMA IH but transfer from
volunteer to volunteer
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Appendix
2006-2007 Priorities and Outcomes
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Thought Leadership: 2006-7 Events
Winter Educators’ Conference – San Diego, CA
–
Co-Chairs: Andrea Dixon and Karen Machleit
–
Dates: August 3-6, 2007
AMA Sheth Foundation Doctoral Consortium – Arizona State University
–
Co-Chairs: Stephen Nowlis, Ruth Bolton, and Mary Jo Bitner
–
Dates: May 16 – 20, 2007
Marketing & Public Policy Conference – Washington D.C.
–
Co-Chairs: Manoj Hastak, Sonya Grier, and John Swasy
–
Dates: May 31-June 2, 2007
Summer Educators’ Conference – Washington D.C.
–
Co-Chairs: Robert Fisher and Jakki Mohr
–
Dates: August 3-6, 2007
Frontiers in Services - San Francisco, CA
–
Chair: Roland Rust
–
Dates: October 4-7, 2007
2007 John A. Howard Doctoral Dissertation Award
–
Co-Chairs: Beth Walker and Michael Hutt
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Thought Leadership: Outcomes
Major Events:
– Summer Educators’ 2006
• 3.8 (5-pt) satisfaction rating (highest in 5 years) with 637 paid
– Winter Educators’ 2007
• 4.15 (5-pt) satisfaction rating (highest in 5 years) with 443 paid
– Weighted average of two conferences – 3.98 (highest in 5 years)
Sponsorship of Thought Leadership and Other Select
Events:
– New Horizons in Professional Selling and Sales Management
Conference, July 14-17, 2007, at Walt Disney World in Orlando,
Florida.
• Co-sponsored by Selling & Sales Management SIG
– “Navigating through the Channels: Benchmarking the Future of
Marketing Distribution.” Summer 2006 preconference program by
Interorganizational SIG; luncheon address by Louis W. Stern
– “Emerging Directions in Marketing Strategy Research.” Summer 2007
preconference program by Marketing Strategy SIG
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Thought Leadership
Active academic participation in:
•
Knowledge Coalition
Marketing Mix Resource Allocation and Planning
–
Roger Kerin and Rob O’Regan
–
Sunil Gupta (Harvard); Venky Shankar (Texas A&M); V Kumar (UConn)
•
Publication Task Force that conducted assessments of journal strategies, accessibility, and
•
Incorporating Mplanet into Academic Conferences
competition.
–
Winter Educators’ 2007
Organizers: Kay Lemon & V. Kumar
•
•
–
“Performance Metrics” & “Brand Relevance”
–
Jeff Schumacher and Sean Collins with McKinsey & Company
–
Jeff Hunter, General Mills
–
Kerry Zeida, Microsoft
“The New Customer Reality” & “Morphing Media”
–
Dana VanDen Heuvel, Blog Savant
–
Adam Brasel, Boston College
Summer Educators’ 2007
Organizers: George Zinkhan & Rajesh Chandy
•
•
“Marketing Metrics” Dave Reibstein
“Key Priorities for CMOs” Bob Lusch & Rajesh Chandy
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Professional Development
• Recruiting and Nurturing Doctoral Students
– Significant growth in membership in DocSIG
• 214% increase in two years, the largest of all SIGs
with 565 members. Supported events include:
–
–
DocSIG Symposium and SIG Luncheon, Summer
Conference
Mentors’ Breakfast, Winter Conference
• Other SIGs are devoting significant resources –
including externally-raised funding – to support
doctoral students
–
–
Research support - dissertation and research
competitions; awards
Mentoring and social events
• Support for KPMG’s PhD Project (focus is on attracting
minorities into academic career)
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Discounted memberships and conference registration
Leadership participation in events
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Professional Development
Supporting career paths/life-cycle needs
–
Making the Transition: A Workshop from New
Marketing Faculty
Co-chaired by Richard J. Lutz and Michael J. Houston
• Workshop to help new faculty successfully transition
from doctoral student to tenure-track faculty member,
balancing pressures of research, teaching, and service,
as well as personal and professional priorities.
•
Moved to Summer Educators’ consistent with
Professional Development repositioning.
•
Built on success of 2006 conference that was attended
by 20 new faculty
•
Received 75% top box “recommend to a colleague”
rating.
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Professional Development
Supporting career paths/life-cycle needs
– Repositioning of Summer Conference to incorporate
professional development. Includes addition of
Professional Development Track at 2007 Summer
Educators’
•
“Making the Most of the First Five Years” (Session 7.3).
•
“Moving into Administration” (Session 3.3)
•
"Why Would Anyone Want to Write a Textbook?" (Session
7.5)
•
"Should Academics Publish in Practitioner Journals?"
(Session 5.1)
•
“Obtaining and Executing a Fulbright Scholarships” (Session
6.2)
•
“The Director’s Chair: A Panel Discussion of the Challenges
Faced by Center Directors” (Session 8.4)
•
“The Science of Forensic Research in Marketing” and “The
Practice of Forensic Research in Marketing” (Sessions 5.5
and 6.5)
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Professional Development and Community
Academic Resource Center www.marketingpower.com/arc
Editor: Charlie Hofacker
ARC is largely
communitygenerated content
Added diverse
content for teaching,
research, service,
jobs, career, etc. for
different life-cycle
stages
Conducted survey of
membership to
identify usage and
satisfaction. Current
level of awareness at
44% of academic
members surveyed.
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Community: Strengthening SIGs
Supported SIG leadership by
• Stronger AC liaison roles
• New recommended SIG leadership structure
• More frequent communications (e.g., deadlines,
procedures)
• Facilitating joint SIG events
• Providing more website support through ARC
• Task Force to assess SIG Leader needs to develop a SIG
Leaders Resource Center (akin to PCC Resources)
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Community
•
[email protected] Newsletter
– Terri Barr, editor
– Regular columns by AC leadership, SIG News, SIG spotlights
– Continued efforts at distribution
•
Responded to ARC Survey for greater dissemination of content
from conferences
– Session Reports at 2007 Winter Ed
• 4 doctoral students recruited by Beth Walker to cover 12
key sessions
• These reports were distributed via the Academic Resource
Center
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