7:15–8:00 AM Registration & Continental Breakfast
8:00–8:15 PM CHAIRPERSON’S WELCOME: Program Overview
8:15–9:15 AM THE EVOLUTION OF HISPANIC MARKETING AND WHAT’S AHEAD: Implications for Corporate America
Felipe Korzenny, Ph.D., Professor and Director of the Center for Hispanic Marketing Communication, Florida State University
9:15–10:15 AM DEVELOPING THE BUSINESS STRATEGY - Reconciling Market Intelligence with Organizational Realities in a Strategy that is Uniquely Appropriate for Your Organization
Terry Soto, CEO, About Marketing Solutions
10:15–10:30 AM Break
10:30–11:30 AM CULTURALLY INFORMED STRATEGY BASED ON GROUNDED RESEARCH: - Properly Planned and Executed Market Research with U.S. Hispanics – From Groups to Segmentation
Felipe Korzenny, Ph.D., Professor and Director of the Center for Hispanic Marketing Communication, Florida State University
11:45–12:45 PM MARKET INTELLIGENCE DISCOVERY: The where, the how and the why of Macro, Industry and Competitive Intelligence for Hispanic Market Strategy Development
Terry Soto, CEO, About Marketing Solutions
12:45 - 1:45 PM Lunch
1:45 – 2:45 PM DISCOVERING WHAT YOU HAVE AND WHAT YOU DON’T - Assessing Your Organization’s Competencies and Readiness
Russell A. Bennett, Vice President Latino Health Solutions, United Health Care
3:00– 4:00 PM LEVERAGING WHAT YOU HAVE AND BUILDING WHAT YOU DON’T – Creating Internal Readiness, Competencies and Alignment
Russell A. Bennett, Vice President Latino Health Solutions, United Health Care
4:00 – 4:15 PM Break
4:15–5:15 PM Real World Case Study: MANAGING THE INTEGRATION OF THE STRATEGY – 360 Degree Hispanic Marketing
Mark Stockdale, Director, Hispanic Marketing, T-Mobile USA, Inc.
5:15 - 5:30 – CHAIRPERSON’S RECAP AND BRIEFING ADJOURNED