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MBA Marketing Club

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7th Annual Conference

Click the link above to get your tickets now!

About the Event

Each year, this one-day conference hosted by the MBA Marketing Club at Boston University’s Questrom School of Business brings together professionals, academics, and students for a dialogue on pressing marketing issues across industries. This year marketing experts will lead discussions on the ways that real-time marketing has changed the context of their roles. The Conference’s atmosphere promotes learning and networking between students, speakers, and all attendees.

The explosive growth of technology has forever changed the role of the marketing professional. It’s no longer enough to simply trust your gut. Instead, marketers must synthesize and act on a seemingly limitless variety of data, creating timely campaigns to meet customers where they are. The ability to leverage these real-time marketing opportunities has emerged as a vital component of the modern day marketer’s toolbox. At Marketing in Context: Real Time, we will discuss the challenges and opportunities presented by today’s data-driven marketing landscape. Our panels will explore personalization and privacy issues surrounding consumer data, and how to convert that data into impactful marketing campaigns.

  • 10:30-11:00am

    Registration

  • 11:00am-12:00pm

    Opening Keynote

    Tim Heintzelman
    Senior Director of Creative Services & Content, Boston Red Sox

    11:00am-12:00pm

  • 12:00-1:00pm

    Panel 1

    Data Privacy, Personalization, and the Goldilocks Principle

  • 1:00-2:00pm

    Networking Lunch

    1:00-2:00pm

  • 2:00-3:00pm

    Panel 2

    Making Your Content Count

  • 3:00-4:00pm

    Closing Keynote

    Kelly Fredrickson
    President, MullenLowe U.S.

    3:00-4:00pm

  • 4:00-5:30pm

    Cocktail Reception

Panel 1

Data Privacy, Personalization, and the Goldilocks Principle

Data is vital for real-time marketing strategy and execution, but customers are becoming warier of what companies know about them and how that information is used. Data can be used to anticipate and immediately meet customer needs as they arise. But marketers now must manage the delicate balance of leveraging data to create a personalized experience for their customers, while at the same time maintaining their customers’ privacy and trust. Understanding the laws, ethics, and best practices surrounding all of these issues will enable students and professionals to become effective marketers in this new, rapidly developing landscape.

Panel 2

Making Your Content Count

There are a number of effective strategies and tools real-time marketers use when developing content for their brands. The rapid advance of technology offers marketers a seemingly unlimited number of potential touchpoints with their consumers, but to be successful each touchpoint requires a unique approach. How do marketers actually develop content to reach many customer segments via vastly different touchpoints? How can brands bring relevant topics in today’s society into their content to create a more lasting impact with customers?

Keynote Speakers

Tim Heintzelman
Senior Director of Creative Services & Content, Boston Red Sox

Kelly Fredrickson
President, MullenLowe U.S.

Panelists

Kelli McCusker
Head of Marketing, Samuel Adams Brand

Xia Li
Managing Director, Spark Blockchain Incubator

Michelle Parsons
Product, Personalization and Recommendations, Spotify

Shannon Desmond
CMO, IdeaLift Group

Heather Robertson
Director of Integrated Media Strategy, Weber Shandwick

Brian Cleary
VP of Solutions Marketing, RedPoint Global

More speakers to come!

Speakers subject to change.

Photos from Years Past

Photos from Marketing in Context 2016: Storytelling | All photos by Dave Kauffman Photography

About Us

The MBA Marketing Club is open to all Questrom Graduate students who are interested in all things marketing!

The BU MBA Marketing Club is dedicated to promoting the discipline of marketing and equipping Questrom students with the skills necessary for a successful career. We endeavor to provide our members with resources and knowledge in all marketing areas from analytical and strategic marketing to branding and creative communications, for both B2B and B2C implementation. We achieve this by arranging workshops, networking events, company treks, and our Annual Conference.

Executive Board

Brittany Keegan
President

Vishakha Mysore Vedavyas
VP of Marketing & Communications

Stephanie Liu
VP of Finance

Shreya Iyer
1st-Year MBA Representative

Edward Sebor
1st-Year MBA Representative

Douglas Sibor
1st-Year MBA Representative

Xinyue (Cynthia) Cao
MSMS Representative

Let’s Chat

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We’d love to hear from you and answer any questions you may have! Find our most up-to-date info on our Instagram page.

Follow along with events via our twitter page and contribute with the hashtag: #MKinContext