Week 1: Introduction
We had an overview of our course and discussed New Fantasyland, which would be the theme of the class. We would be seeing how the various marketing and sales teams worked together on the challenges of marketing such a huge expansion to the Magic Kingdom.
Week 2: Strategy
We had guest speakers from this team that discussed the various strategy teams that encompass multiple divisions of the company, and how they effectively strategize their marketing tactics to reach guests.
Week 3: Consumer Insights, Analytics, and Customer Managed Relationships
We had a guest speaker from each of these three departments that shared how Disney markets to our guests through intensive research and customization in the messaging.
Week 4: Yellow Shoes and Content Development
We got to hear from Disney's very own in-house advertising agency about what it takes to develop and design the various promotions and advertisements.
Week 5: Digital and Promotions
We had a guest speaker from the department that shared all about how technology is changing the face of advertising by incorporating social media and digital design into our marketing plans.
Week 6: Public Relations and Special Events
We had a speaker from each of these divisions that explained how they work together to execute the many events and engagements that our company is involved with.
Week 7: Integrated Communication Plan
We got to see the actual communication plan that was presented to the Chairman of Walt Disney Parks and Resorts, Tom Staggs, regarding the marketing platform for New Fantasyland expansion.
Week 8: Closing Session
We de-briefed on the entirety of the experience and lessons from the course, and wrapped up our seminars by earning our Mouseters Degree! We also had one last networking opportunity as a panel of 5 marketing professionals from different divisions gave some final insight and advice.
|My Mouseters Degree and Perfect Attendance Award