Center for Customer Insight

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Center for Customer Insight Marketing Solutions

• New Leader
• New Name
• New Direction

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Center for Customer Insight

• Founded in 1997, the purpose was to provide both
  businesses and students cutting-edge knowledge
  about the changing needs of customers in the
  global information age.
• Early financial supporters included Accenture,
  3-M, Frito-Lay, and a number of other companies
  on a project basis.
• Over time the Industry connection to CCI morphed
  into the Marketing Advisory Council
• Faculty support waned as industry support
  declined
• Net A Need to rethink and renew

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Leading in the 21st CenturyStrategic Plan
2004-2010McCombs School of Business

• Strategic Initiative 5
• Develop further our external relationships with
  industry and our alumni
• It is critical for the development of the
  McCombs School that our senior faculty are
  actively involved in building strategic
  partnerships with important firms and industries.
  Such partnerships can serve as the foundation of
  the creation of distinctions in our academic
  programs, initiatives that will differentiate the
  McCombs School from other top business schools.
  
• Implementation
• Develop Distinctive Initiatives in our Management
  and Marketing Disciplines
• Because of our strategy to distinguish our
  business school from others through distinctive
  academic initiatives that are based on
  partnerships with industry, the school will
  encourage and support the development of
  innovative programs and centers in our
  fundamental business disciplines and across our
  disciplines by providing seed money for such
  initiatives and facilitating interactions with
  key leaders. Such developments are especially
  important in the management and marketing
  disciplines because the strengthening of these
  areas within the school is a key part of our
  overall strategy.
• George W. Gau
• Dean, McCombs School of Business

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Benchmark Findings

• Three constituents emerge
• Faculty Want data/ for publishable research
• Industry Want unique access to top students,
  access to brainpower to solve todays issues, an
  opportunity to network with peer companies, a
  connection to top ranked universities.
• Students Want enhanced educational
  opportunities, opportunities to get more exposure
  to industry and faculty, and JOBS.
• Best Practice Centers offer benefits to all 3,
  driven and funded largely by industry

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Center For Customer Insight Marketing Solutions

• Constituent Interdependencies for Success

WIN
Faculty
WIN
WIN
CCIMS
Students
Industry
WIN
WIN
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Overall Goals

• Faculty Enable more research (data, )
• Students Enrich educational experience, enable
  career search
• Industry Provide closer connection to students
  and faculty.efficiently.
• Center Be Self Sustaining and Nationally
  Recognized

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CCIMS Purpose / Vision

• Purpose
• CCIMS enables interaction between marketing
  faculty, students, and industry to enhance
• research opportunities,
• academic growth,
• real world problem solving, and
• student career opportunities.
• The focus is on developing in depth customer
  insight leading to customer driven, cross
  functional solutions for winning in the
  marketplace.
• Vision 2010
• Create a self sustaining Department of Marketing
  center enabling enhanced interaction between
  faculty, students, and industry that is
  nationally recognized for cutting edge research
  and enabling cross functional solutions for
  winning in the market place.

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Key Strategies

• Create Corporate Membership Levels, with
  Corresponding Attractive Benefits
• Align Faculty to Work with Member Companies on
  Mutually Interesting Research
• Improve Alignment of Marketing Student Activities
  with Faculty and Member Companies
• Offer a broad range of opportunities for
  constituent interaction, intellectual challenge,
  and problem solving.

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Corporate Membership Levels/Benefits2007-2010

• Executive Council
• This group will consist of a target of 5, non
  competing companies committing to a grant of at
  least 25,000 per year for 3 years (renewable
  after 3 years) and commit to providing data for
  faculty research initiatives (with mutually
  agreed to controls).
• Advisory Council
• This group will consist of a target of 20
  companies committing to a grant of at least
  15,000 per year for 3 years (renewable after 3
  years), and will receive first opportunity to
  move to the Executive Level should an opening
  occur.
• Associate Council
• There is no limit of company participation at
  this level for at least 5,000/yr. Associates
  will have the opportunity to move to the Advisory
  or Executive Council as openings occur.

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Table of Benefits
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Key Member Benefits

• Marketing Challenge Participation- Primary
  Marketing Student Annual Event
• Student Project/Practicum Experience
• Symposiums/Event Invitations (1-2 per year).
  Initial Event planned for on Marketing
  Sustainability
• Faculty/Student interaction events in addition
  to Challenge and Projects/Practica.

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Initial Partners !

• Executive Level
• Advisory Level
• Associate Level

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Key Next Steps for CCIM for 07/08 Academic Year

• Present new direction to potential partners not
  in attendance
• Develop charter for Executive Council
• Plan for Sustainability Symposium
• Continue fleshing out member benefit specifics
  Marketing Challenge, MBA Class participation,
  Student/Faculty interface formats, etc.
• Develop Marketing Fellow Program for select
  students with select companies
• Re-engineer web site and newsletter