Professional Development Plan

From Information Systems at Pitt Business

In 10 years, I would like to………　　　　　　　　　　　　　　　　　　　　　　　　　　　　　　Download as a ppt file:[1]

In 10 years, I would like to have the reputation of being an expert in Digital Marketing area, proficient in using different kind of web marketing tools and can implement in different industry.

1 Background
2 Step by Step
3 Curriculum Plan
4 Career Plan & Research

[edit] Background

Along with the progress of technology, the scope of marketing activities is not only limited to using tools in the real world. Instead, there are more and more different media could be a communication tool for marketing person no matter in real world or in the virtual world. For example, marketing person use Radio Commercial, TV Commercial, signboard, or DM to communicate with consumers, but now they can use mobile phone text message, online banner, and even online store to contact customers.

Within the scope of digital marketing, seller can reach to more customers without the limit of area boarder while using less resource; also, customer will easily find more information to understand the product without visiting traditional brick-and-mortar stores, talking to sales representative or ask others’personal experience personally.

Especially, with the increasing usage of broadband network, more and more people rely on internet information to make decision. Also, there are more and more people and business doing online shopping, which save time and money. As a result, using internet as a marketing communication tool is more and more important. Also, not many people well-known about it since it is still a new segment; it owns a lot of potential to be developed.

[edit] Step by Step

Being a professional in digital marketing, not only I need to understand basic marketing theory but also I need to understand the emerging techno-communication tools like: search engine, Web 2.0, Web design, viral marketing, email marketing and featured words. Furthermore, I need to forecast the trend in the future and understand how other marketer using digital marketing tool to communication with their customer.

Foundation Stone: Knowledge and Practice Academic

Graduate from the top 1 business school in Taiwan, giving me a chance to learn marketing theory solidly. Also, we have more chance to contact with all experts in different function area, including marketing

Studying MBA/MS-MIS dual degree at Joseph M. Katz Graduate School of Business, University of Pittsburgh. This dual degree completes me to have knowledge in both Business functions and in MIS area. Also, by participating case competition (No.47/440 in 2006 Innovation Challenge at the Darden Graduate School of Business and No.2/9 in Innovation Works Case Competition at Joseph M. Katz Graduate School of Business) and project course (Katz/GlaxoSmithKline Web 2.0), I have chance to interact with client and understand their need in planning digital marketing strategy.

Working Experience

Working as a marketing specialist for Peter-Steven Corporation, No.1 Health Care Company focus on Varicose Veins in Taiwan, for two years. In the job, I worked with professionals who are experts in health care marketing. We use real channel and virtual channel to communication with customers. We have brick-and-mortar stores, telemarketing system and online shopping system. By maintain and planning for these systems, I get somehow knowledge in digital marketing.

By having a summer intern in Industrial Scientific Corporation,a Global leader in Gas Detection, I work on developing web content management, doing research for increasing Website readability so that we can increase the website traffic and also doing research on online directory, a new effective way to reach potential customers.

Short-term Plan: Learning and Networking

Join marketing associations to understand the marketing practice and network with professional marketers.
- American Marketing Association Pittsburgh Chapter[2]
- Business Marketing Association Pittsburgh Chapter[3]
- eMarketing Association[4]
- World-of-Mouth Marketing Association[5]
- American Advertising Federation (AAF)[6]

Understand the current issue about marketing by reading articles and blogs written by professionals
- Magazines: Marketing Management, Marketing News
- Blogs: Seth Godin’s Blog[7], Marketing News Blog[8], ON: Digital+Marketing[9]
Talk to people, understand the future trend
Brand “Me”, increase exposure.
- Using LinkedIn, Jigsaw and other networking websites to connect to professionals.
- Increasing exposure in Google search.
Getting a job focus on digital marketing, high-tech industry is preferred.

Long-term Plan: Dialogue and Reputation

Being a middle-level manager in Marketing Department / Create a star-up
Being a proficient in using different kind of web marketing tools and can implement in different industry.
Being a professional who can share experience with new marketers.

[edit] Curriculum Plan

Almost complete MBA required course ( 4.5 credits remaining) and get a Marketing concentration by taking (Marketing Research, Pricing Strategies and Tactics, Business-to Business Marketing, and Brand Management)
Focus on Customer Analytic for MS-MIS specialization by taking Katz/GSK project, Electronic Commerce and Data Mining.
Some course provides me a wide conception about digital marketing, like Katz / GSK project, Electronic Commerce, and Database Management. And I plan to take Business Systems Platforms which focus on web 2.0 applications in 2008 spring.