When an educational event sells out three weeks in advance, it’s obvious the subject matter has strong appeal.
The “Marketing Innovation: Back on the Offensive! What’s Your Playbook?” forum played to a packed house in March at Miami’s Epic Hotel. Ninety attendees heard expert panelists give specific ideas about how to build a business and grow market share in today’s emerging economy.
“The presenters shared proven techniques to reach and engage the new consumer,” said Jose Antonio Hernandez-Solaun (BBA ’98), who planned the event along with fellow Miami businessperson Jacques Hart. “Attendees took notes and asked questions as they soaked up what the panelists shared. It was very worthwhile.”
Hernandez-Solaun, president of the Hernandez-Solaun Foundation, and Hart, CEO of Roar Media, are members of the South Florida chapter of the MIT Enterprise Forum, part of the MIT Alumni Association. The organization produces educational programs about entrepreneurship through a network of 28 worldwide chapters.
Hernandez-Solaun and Hart developed a program for the South Florida region and partnered with the Business Alumni Chapter of the College of Business Administration of Florida International University (FIU) to offer the event to the community.
“We assembled experts covering the entire marketing spectrum so there would be information for everyone,” said Hernandez-Solaun, who credits Michelle Joubert (MBA ’10), assistant director, advancement and alumni relations, as being instrumental in the event’s success.
- Peter Blacker, executive vice president, Digital Media & Emerging Businesses, Telemundo-NBC
- Jordon Corredera, general manager, Carnival Cruise Lines Online
- Rob Gonda, emerging technology global lead, SapientNitro
- Jose Malabo, director, corporate marketing, GSI Commerce (also, former director of International Corporate Communications for LinkedIn)
Topics included how to leverage new forms of corporate branding, ROI and proof of performance in the new media world, and integrating data into today’s marketing plans.
Group plans future educational events.
“The reaction to the forum shows how eager business people, including FIU alumni, are for workable marketing strategies,” Hernandez-Solaun said. “We received very positive feedback from attendees who were pleased to be able to hear directly from industry leaders.”
The South Florida chapter will conduct additional MIT Enterprise Forums.