The demand for digital marketing specialists is booming when today’s employers increasingly seek innovative digital solutions for their marketing needs. The Marketing Department at University of Connecticut's (UConn) School of Business has developed an Advanced Business Certificate in Digital Marketing Strategy to prepare marketing professionals for a successful career in the fast-changing area of digital marketing, including digital analytics, big data and strategic marketing, marketing research, customer relationship management, and targeted database marketing.

The certificate consists of four 3-credit courses and should be completed within three years. Courses are offered on a rolling basis during the Fall, Spring and Summer semesters primarily online, with some courses offered in-person across the Hartford and Stamford campuses.

Please note that this program is not eligible for F-1 visa students residing in the United States. However, you may study in the program online if you complete the program from your home country.

Our courses cover major tools of digital marketing, including search engine optimization, online advertising, and digital social media, and explore innovative digital strategies that apply to branding, segmenting, targeting, positioning, customer satisfaction, and marketing communication. Students learn to develop integrated digital marketing strategies in pursuit of long-term marketing objectives.

Key skills students will develop include:

Using web and social media analytics tools to gain customer and market insights;
Applying up-to-date methods and techniques to respond to online consumer behavior in real time;
Forecasting sales, profiling and targeting customers, and making informed marketing decisions;
Utilizing “big” data tools, such as neural networks, market basket analysis, sequence detection, and text mining.

The Advanced Business Certificate in Digital Marketing Strategy consists of four, 3-credit courses. Visit the Graduate Catalog for full course descriptions. Note that not all courses are available every semester or on every campus.

Required Courses (9 credits)
MKTG 5115	Marketing Management*
MKTG 5665	Digital Marketing
MKTG 5251	Marketing and Digital Analytics
Flexible Marketing Electives (3 credits)
One additional 5000-level MKTG Electives
* Pre-requisite for all other 5000-level Marketing courses

Stamford Learning Accelerator Team Builds National Database Using Visual Analytics Tools

September 26, 2014

Working at the Stamford Learning Accelerator with faculty mentor Brian Brady, a team of MBA, JD/MBA, and MSBAPM students built an executive contact database of 3000 One Stops, their affiliates and local offices across the United States. The database connects each One Stop Center to its corresponding State Workforce Investment Board which provides vital grant funding to these centers and is a potential source of revenue for Access Technologies Group, a Connecticut company whose flagship simulation software product is Simentor.® This simulation software is designed to help individuals who face challenges such as learning disabilities, computer literacy, or explaining a criminal record, enabling them to overcome these challenges and increase their employment opportunities.

New Visual Analytics Course Offered in Stamford

Professor Girish Punj with the assistance of Brian Brady, director of the UConn Stamford Learning Accelerator, offered an MBA level experiential learning course at the UConn Stamford Learning Accelerator in collaboration with the IBM Center for Innovation in Visual Analytics. Students interacted with IBM researchers and executives while working on various semester-length projects where they learned and experienced the latest generation of data visualization methodologies. They gained exposure to the rapidly evolving field of visual analytics and learned how to solve business problems using information visualization tools under the guidance of IBM data visualization experts located at various IBM facilities around the world.

“Visual Analytics provided unparalleled access to researchers at IBM who are developing the latest visualization technologies. The course exposed me to ways of representing large and complex data using interactive visualizations making it possible to gain insights and facilitate decision making. Aside from the knowledge gained in the course, the sense of team accomplishment and the accolades received from IBM made it an invaluable addition to my academics,” said Taylor Witt ’05, vice president, digital applications at IBM and a UConn MBA candidate.

“It was a great learning experience to discuss the latest visualization techniques and state-of-the-art visualization tools with IBM researchers around the world through virtual talks,” said Tugba Onder ’14 MBA.

“This was a very hands-on class that focused on visualizing and analyzing big data—which is everywhere, no matter what industry you’re in. You’ll learn a lot in this class from the experts at IBM and from your classmates. The semester will pass by quickly and you won’t believe how much you have accomplished,” said Jennifer Bui ’13 MBA, analyst, ALM People’s United Bank.

UConn MBA Students Gain Digital Marketing Skills and Promote Personal Websites

Assistant Professor Jane Gu’s Digital Marketing MBA students created their own websites, used search engine optimization, keyword advertising, and social media to drive traffic to their websites, and monitored effectiveness using web analytics. While most students had no web development experience before the class, many eagerly took on the project as an opportunity to build digital presence and to implement digital marketing skills they learned from class. Check out some of the students’ websites below!

	Spaghetti Slurper: Matthew Eucalitto is an Italian-American student who grew up in a family that owns Italian restaurants and includes numerous Chefs. Matt developed his website to introduce others to some of his favorite Italian restaurants around Hartford.	Flying on Fridays: Matthew Rader created this website about recreational flying. The website contains information about how to get a pilot’s license and small planes. Matt also maintains a flying blog.
	Meg’s Juice Recipes: Megan Blaschke built the website to provide a quick and to-the-point guide to educate people on the benefits of juicing. You can find recipes that Megan recommends and also her tips for juicing.	Hall David Marketing Strategies: Christina Davis created this website for her personal marketing consulting business. Christina also maintains a digital marketing blog.
	J Hobbies: Jason Short built this website about his hobbies. In the Orchid section, Jason provides step-by-step instructions illustrated with pictures on how to grow, care for, and breed orchids.	Quality Furniture by Bill: Whitney Ammary redesigned the website of her family business. The website now sells wooden hand-painted accent tables featuring logos of colleges and universities, including UConn.
	St. Bear Design: Adam Gooch designed this website to show his artwork and photography, with the hope that viewers will contact him to do design or photo work or go to his Etsy.com shop to buy a print.	The American Outlaws Hartford: Shawn Simao designed an activities hub website for The American Outlaws Hartford Chapter which he co-founded in 2009, providing information on their social club, soccer team, and charitable giving.

Marketing Awards

September 16, 2014

Michael Masso, recipient of the Fodor Family Scholarship with Mr. and Mrs. John Fodor.

Scholarship Recipients

John Luke Bogue & Michael Masso, recipients of the Fodor Family Scholarship. Generously given by John and Sally Fodor to provide financial support to varsity student-athletes pursuing a Minor or Certificate in Professional Sales.

Caitlin Taylor, recipient of the Lander Family Scholarship. Generously given by Mr. and Mrs. Steward Lander to a business student pursuing a Certificate in Professional Sales.

Joshua Lagan, recipient of the Louis J. Barle Memorial Scholarship. Generously given by Mr. Stephen Wood and Ms. Gail Barle to a business student with an excellent academic record and great potential for success.

Katherine Tibedo, recipient of the Jacob M. Duker Award. Generously given by the Duker family to a marketing student for scholarly achievement in the area of advertising and promotion.

Caitlin Taylor, recipient of the Lander Family Scholarship with Mr. and Mrs. Steward Lander

Dayana Peykova, recipient of the Maynard F. Lydiard Jr. Marketing Scholarship. Generously given by Mrs. Barbara Lydiard to a business student with an excellent academic record and great potential for success.

Tina Kulangara, recipient of the Samuel L. Schrager Business Law Scholarship. Generously given by Attorney Samuel L. Schrager to a student with an excellent academic record and great potential for success as a business law professional.

Honors Scholars

Jaclyn Getonga

Nicole Green

Kimberly Halpin

Jaclyn Williams

Outstanding Marketing Scholars

Logan Bement

Erica Chrisis

Paige Gregory

Kimberly Halpin

Joshua Lagan

Benjamin Phillips

Ryan Probst

Morgan Schwenn

Kate Seserman

Stacia Smart

Melissa Smith

Victoria South

Tracey Tassinari

Aileen Tobin

Emily Vasington

Certificate in Professional Sales

Miles Anderson

Danielle Bachar

Robert Bunda

Nicole Crimmins

Nicole Elias

Daniel Feijoo

Mary Kelleher

Katherine Lemus

Brenda Nguyen

Brittani Phillips

Jonathan Sadlon

Junlong Sheng

Christopher Teri

Julia Zaslavsky

Marketing Society Officers

Lauren Samoska, President

Christain Pelliccio, Vice President

Zach Renihan, Chief Financial Officer

Phillip Guay, Secretary

Pi Sigma Epsilon Officers

Scott Margol, Co-President

Brittany Seyfried, Co-President

Rebecca Frutos, Co-Vice President of Administration

Hilary Sunderland, Co-Vice President of Administration

Erica Chrisis, Vice President of Charity

Gabriella Lilienthal, Vice President of Human Resources

Julia Zaslavsky, Vice President of Marketing

Anthony Infurchia, Chief Financial Officer

Kathleen Halligan, Event Coordinator

Shannon Murphy, Project Manager

Northeast Collegiate Sales Competition

Jonathan Sadlon and Julia Zaslavsky

Program for Sales Leadership Update

The Program for Sales Leadership (PSL) under the direction of William Ryan and Mary Caravella, grew significantly this year, with total enrollment up 24% over the prior year. Enrollments have been climbing as more students become aware of PSL and the career opportunities. Our PSL partners continue to play a key role providing experiential learning support in-and-outside the classroom through sales role plays, an executive speaker series, internships, field visits, and networking sessions. In 2014, we welcomed CDW, a leading provider of technology solutions for business, government, education and healthcare, as a new partner. They join ADP, Altria, AT&T, EBP Supply Solutions, Enterprise, Liberty Mutual, Northwestern Mutual and Tom James.

We are looking forward to another exciting year for our PSL students. Students will compete at the Northeast Intercollegiate Sales Competition at Bryant University and the National Collegiate Sales Competition in Atlanta, GA. These competitions provide our students the opportunity to use their selling, communication, and interpersonal skills in a competitive setting; meet students with similar interests; and engage with corporate partners that support professional sales.

Marketing Seniors Have Spotlight Roles at School of Business Commencement

School of Business Dean John Elliott and Brittani Phillips ’14

The Marketing Department is especially proud of two graduating Marketing majors who featured prominently at the School of Business commencement this year! Brittani Phillips ’14, selected to sing the National Anthem, and Joshua Lagan ’14, chosen to deliver the Student Commencement Address, were front and center on Sunday, May 11, at Gampel Pavilion. Brittani Phillips, with years of opera singing training to her credit, performed a moving a cappella version of the National Anthem. Brittani told only her sister that she was performing at graduation, giving her parents and grandparents a wonderfully moving surprise, fitting for the Mother’s Day ceremony.

Joshua Lagan ’14 and Instructor in-Residence William Ryan

Brittani, who completed a Certificate in Professional Selling, has taken a sales position with ADP in Windsor, Connecticut. ADP is is one of the world’s largest providers of business outsourcing solutions. Joshua Lagan, chosen from a very competitive pool of applicants, delivered the student commencement address. Joshua reflected on the encouragement and support that he and others received at UConn from faculty, staff and advisors, preparing them for life after graduation. Joshua began working for IBM after graduation as an Associate Consultant in the Enterprise Marketing Performance Division in Manhattan.

Marketing Students Analyze UConn Foundation Database

September 5, 2014

Professor Hongju Liu’s Advanced Marketing Research students worked with Karen LaMalva, director of annual giving at the UConn Foundation, to understand more about donors and their profiles. Using SQL programming and SAS software, the students analyzed the Foundation’s large database to learn more about the timing and nuances of giving practices. The Foundation is hoping to incorporate recommendations from this project into their future outreach strategy. Karen offered praise for the students’ efforts, “I enjoyed the opportunity to collaborate with an undergraduate class on this project. They did a great job and seemed genuinely excited about their discoveries. I was very impressed with the professional nature of their final presentation.” Brittney Seyfried ’14, a student who worked on the project, said, “I was always interested in the research aspect of marketing. Professor Liu helped me understand SAS and SQL to effectively analyze large data sets. I am very thankful for how personalized the class was and for the skills I have gained, as they will greatly assist me in the full-time job I am starting.” This course and other analytics courses provide students with hands-on market research and analytical skills, as well as the opportunity to develop strategic thinking about how to use data to make sound marketing recommendations.

Pictured: Top row from left to right: Karen LaMalva, Director of Annual Giving at UConn Foundation; Daniel Buzzell, Graduate Assistant at UConn Department of Athletics; Christine Buckley, Communications Director, CLAS; Hongju Liu, Assistant Professor, Marketing; Nian Wang, Ph.D. Student, Marketing; bottom row: students Dayana Peykova, Mary Cooper, Marc Castonguay, and Brittney Seyfried.

Digital Marketing & Analytics

The Marketing Department has taught digital marketing for almost ten years. Now, with three new hires with expertise in digital marketing (Professors Jane Gu, David Norton, and Hee Mok Park) and growing employment opportunities, we are very excited to offer a Digital Marketing & Analytics Major for business students at the Stamford campus, a Digital Marketing & Analytics Certificate for business majors in Storrs, and a Digital Marketing & Analytics Minor for non-business majors at all UConn campuses. Beginning in Fall 2014, students will be able to enroll in the required courses for these programs, including “Digital Marketing,” “Integrated Marketing in the Digital Age,” and “Marketing and Digital Analytics.”

Research Study by Professor Bill Ross Finds Charitable Giving Hinges on Perception of ‘Worthiness’

July 30, 2014

Charities assisting people perceived as responsible for their plight may have a difficult time attracting donations, says a new study.

With more than $200 billion donated to causes each year in the United States alone, consumers are inundated with donation requests from charities supporting an array of recipients. Contrary to the idea that people who fit the profile of “givers” are uniformly charitable, their donations may be based on information or preconceived notions about the beneficiaries.

“As consumers have limited financial resources to allocate to charitable giving, they may evaluate how ‘deserving’ the recipients are before making donations,” according to William T. Ross, Jr., ING Global chair and professor of marketing at University of Connecticut and the paper’s co-author. “It’s not only the characteristics of the giver that determine their likelihood of donating, but of characteristics they perceive in the recipient.”

The finding contradicts previous studies that have focused on characteristics of people with the option to give suggesting an important boundary particularly among the most charitable—those defined as having a strong moral identity.
Ross was part of a team of researchers led by Saerom Lee, a doctoral student, and Karen Page Winterich, assisting professor of marketing at the Pennsylvania State University. Their findings are published in the latest Journal of Consumer Research.

The team looked at the responses of 600 participants studied in four scenarios.

In one, researchers examined the response of participants who were given an amount of cash to donate to a real nonprofit organization, the Pennsylvania Association of Community Health Centers.

Participants were asked to choose between donating to medical patients described alternately as having a low-level of responsibility for their situations and those having a high-level of responsibility. The recipients were described either as unable to pay for medical treatment because of “low-wage jobs with poor benefits due to economic conditions” or unable to pay for treatment because of inability “to hold a steady job due to their drug and alcohol abuse or gambling addiction.”

The findings indicate that charitable organizations marketing their causes need to be cautious when describing the beneficiaries that they support, particularly if the recipient could be perceived as responsible for their plight and, by extension, undeserving.

According to the researchers, even when charities do not specifically highlight the responsibility of their recipients, consumers tend to assign their own preconceived notions about beneficiaries in stigmatized groups. For example, the plight of the homeless or drug addicts is often attributed to their own behaviors.

The study was funded by a Smeal Small Research Grant from the Smeal College of Business, Pennsylvania State University and is based on the dissertation by author Saerom Lee, which was the winner or the 2013 Society for Consumer Psychology Dissertation Proposal Competition.

Experience a Top Ten Business Law Program!

Bloomberg Businessweek has named the UConn Business Law program as one of the top ten programs in the U.S.

This ranking is based on survey responses from graduating seniors regarding their learning experiences in Business Law classes. Members of the Business Law faculty have repeatedly earned national recognition from their peers for their teaching methods and classroom mastery.

The Businessweek recognition indicates that students as well as colleagues recognize the unique quality education offered at the UConn School of Business. The Business Law faculty is proud of its contribution to the School of Business and the University and is dedicated to further enhancing its avowed reputation for excellence in the classroom.

A 12-Credit Graduate Certificate Program