This program is designed to provide those with a non-marketing background the set of skills, procedures, and tools needed to increase effectiveness and profitability. You will gain an understanding of how to keep the product in the minds of the customer. Learn the strategies, tactics, and activities involved in getting the desired marketing messages to intended target markets, regardless of the media used.

• Learn the true meaning of a brand and the art of branding
• Understand the difference between branding and marketing and how they complement each other
• Identify the various "touch points" within your organization that create branding opportunities
• Learn how to turn each employee in your entire organization into "brand stewards"
• Learn the benefits of properly branding your organization

• Identify the types of market research
• Define relevant data to be collected
• Develop an understanding of data collection and analysis methods
• Use data from internal databases to effectively position a new product or service
• Conduct effective customer satisfaction surveys
• Learn the pitfalls and benefits of working with an outside research firm, as well as what to expect for your investment

• Examine the differences between consumer and business markets
• Learn the key factors that influence consumer and organizational buyer behavior
• Analyze your market with a 5-part consumer decision model
• Explore ways to use the consumer decision model to generate effective marketing strategies

• Explore the reasons why mass marketing is out and niche/micro marketing is in
• Learn strategies for segmenting consumer and business markets
• Distinguish and choose among alternative targeting strategies
• Examine some of the common target marketing pitfalls and how to avoid them

• Examine the brand assets and shortcomings of your organization in order to create a proper brand position
• Learn how to create a Creative Brief from which to develop your communications
• Understand the benefits of an internal branding program
• Understand communications from the consumer perspective
• Learn how to make your organization's brand work harder for you
• Learn how to communicate your brand through a balanced media mix

• Understanding the Albuquerque and New Mexico media landscape
• How to advertise and where
• Building your media buy and budget

• Using meaningful stories to communicate with your audience
• Building solid relationships with journalists and editors
• Promotions: loyalty programs, special event give-a-ways, and celebrity endorsements
• The differences between traditional and nontraditional journalism

• Blogs, pod casts, online video, and social networking
• Turning your website into a marketing tool
• Non-traditional advertising, guerrilla marketing, and other ways to create word of mouth

• Examine the sales arena
• Develop a sales strategy for your company
• Learn key elements of the sales process
• Explore efficient sales methodologies
• Gain tips for building a successful sales team
• Discuss the importance of having an experienced sales team

• Explore meaningful measurements in the marketing world
• Measurement and your organization
• Evaluating success

• Mr. John D. Benavidez is owner of ABQ Direct and is a lecturer in marketing at the UNM’s Anderson School of Management. He serves on the Board of Directors of the New Mexico Chapter of the American Marketing Association and the Active 20-30 Club of Albuquerque. He earned his MBA from the University of New Mexico. He began his career as a leadership consultant and was a marketing analyst with Bueno Foods.



• Mr. Frank Duran is a Principal and Vice President/Director of Account Services at Kilmer & Kilmer, Inc., a branding consultancy in Albuquerque. He earned his MBA from the University of Arizona and has 12 years of experience in advertising and branding strategy for national and local clients such as the New Mexico Lottery, Lovelace Health Systems, Avonite, PNM, Presbyterian Healthcare Services, Matrix Fitness Systems, Norwest Bank, New Mexico Sports and Wellness and Dion's.



• Ms. Sophie Martin, MBA, is the president of the New Mexico Advertising Federation and Albuquerque Managing Director of the National Dance Institute of New Mexico. Sophie has placed media for the Georgia O'Keefe Museum, UNM Anderson School of Management, Los Angeles Opera, Santa Fe Art Institute, Popejoy Hall, and The College of Santa Fe. She has been named twice to the New Mexico Business Weekly's "40 Under Forty" list is a founding blogger of DukeCityFix.com, named a Top 10 community blog in the U.S. by PlaceBlogger.com.



• Ms. Kerry Perry is the District Director for Pitney Bowes Inc., a Fortune 200 corporation. Her responsibilities have included researching and developing all district marketing and sales activities, hiring, training a MBA degree with an emphasis in Marketing and has taught marketing and sales at the Anderson School of Management.



• Mr. Stacy Sacco is VP Marketing at Kirtland Federal Credit Union and teaches sales and marketing at the UNM Anderson School of Management. He has over 20 years experience in marketing management with Hyundai, Transamerica and Avco Financial Services. He has served as the President of both the New Mexico and Orange County Chapters of the American Marketing Association, regularly writes articles for both the Albuquerque Tribune and New Mexico Business Journal, and publishes several lists including the New Mexico Directory of Professional Associations. He earned his MBA from Pepperdine University.