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Collaborate in the 5th Annual 

Conference for Positive Marketing

March 31 - April 1, 2016


The marketers that create the greatest good in the world are those that empower and energize their customers, not just in the marketplace, but in their communities and in their lives. Taking that as a cue, the 5th Annual Conference for Positive Marketing will be Your Conference for Positive Marketing. 


With an eye toward being a springboard for collaboration, this conference encourages you to create a program tailored to your interests with sessions designed to foster connections with like-minded people and to facilitate dynamic, productive conversations.

This conference stands to benefit anyone --practitioner or professor -- with an interest in using marketing to improve the world around them. Together we will break down the walls between the ivory towers of academia and the ceaseless demands of the C-suite, between righteous researchers and budding brand managers alike.


Our goal is to catalyze connections you might not otherwise make and share your diverse perspectives to help each other see the challenges and opportunities of positive marketing in a whole new light. Whether you are a professor, a practitioner, or are simply passionate about using marketing positively, this is your conference.


Watch sessions from the 2015 conference here.




.A. Salman Amin
.Annual Conference
Conference  for Positive Marketing
Maureen McGuire
Simon Bond, CMO of BBDO
Conference for Positive Marketing
Conference for Positive Marketing
Maureen McGuire
Simon Bond, CMO of BBDO

Draft Program

March 31-April 1, 2016


March 31

Welcome / Happy Hour (cash bar; local restaurant)

April 1

9:15 a.m.
Check-in and networking

9:45 a.m.
Welcome to the 5th Annual Conference for Positive Marketing
by Executive Director Dawn Lerman and Research Director Luke Kachersky

10:00 a.m.
Integrative Justice and Fair Marketing
by Tina M. Facca-Miess, John Carroll University


The Integrative Justice Model (IJM) is a normative ethical framework to help marketers identify fairness in the marketing exchange, and work toward more just outcomes where an imbalance is evident. This session will familiarize participants with the IJM, its core tenets, and subsequently discuss practical applications. The key tenets of the IJM include 1) Authentic engagement with non-exploitative intent, 2) Value co-creation with consumers, 3) Interest representation of stakeholders, 4) Investment in future consumption and 5) Long term profit management vs. short term profit maximization. How can the oftentimes isolated, well-intentioned, marketer in a corporate environment more effectively navigate the complexities of just/fair marketing while balancing the traditional requirement of maximizing shareholder wealth?

10:30 a.m.
Humanity in the C-Suite
by Frank Romagosa, Cinemiro

David A.A. Ross, Wipro - Viteos Fund Services


If we have spent several decades understanding people and their everyday needs, wants and desires to build empathy for the consumer, we do well to cast the same lens onto the people who occupy the executive suite – bosses, after all, are people too. We present a persona-based case of Hedge Fund CEO’s and CMO’s and show that even in places that appear to be about making money (as all Wall Street activities are purported to be), what matters for these executives, in the journeys they have taken and in the enterprises they have built, are acts of positive and humanistic creation. As always, people do matter.

11:15 a.m.
Joining the Pixels: How to Adapt Video across Screens
by Joline McGoldrick, VP, Research, Millward Brown Digital

This presentation will describe how people around the world experience video content across different screens and contexts, and provide actionable research-based recommendations for how advertisers can adjust media plans and creative approaches to optimise response and ROI from video investment in a multi-screen world.

11:45 a.m.

Follow the Money

by Tim Thomas, Independent Consultant on Investment Advisory Platform Solutions and Mindful Practices for the Financial Services Industry


This talk explores the role that money plays in our life.  Being mindful about how we earn, spend, and invest our money presents an opportunity for more profitable and sustainable business, and greater personal well-being.  Drawing from research, telling stories and introducing questions and visualization we will follow the money that shapes our lives.


12:15 p.m.

Break for Lunch at local restaurant

- Free with paid registration

- Approximately $25 with free registration (includes tax and tip). If you are a member of the Fordham community receiving free registration, please email if you would like to join us.

2:15 p.m.
SALON: Using a Human-centered Design Process to Tackle the Societal Problem of Food Waste. How Understanding Consumer Insights through the Process of Human-centered D
esign Can Help Marketers Identify Creative Solutions to Societal Problems
CO-HOSTS: Eve Rapp, Professor of Marketing, Salem College
Jaya Rapp, Senior Analyst, Market Research, Global Strategic Planning, Amway Corporation
Ben Applebaum, Executive Creative Director, COLANGELO Marketing Agency

DISCUSSANT: Fredrica Rudell, Iona College

Marketers can create the greatest good by energizing their customers to improve the marketplace, their communities, and even the world.  To do this, we first need to understand why consumers would move in this direction and what might motivate them to do so.  This session uses the case study of food waste, estimated to cost $100 billion per year in the U.S., to explore how to develop creative and innovative solutions to these types of societal problems through the process of human-centered design, a sub-set of design thinking.  


3:30 p.m.
Coffee break


3:45 p.m.
SALON: Exploring Co-creation and Technology Readiness through Online Learning Environments in Higher Education
CO-HOSTS: Dr Roisin Vize, Lecturer in Digital Marketing, Smurfit Graduate Business School UCD, Dublin, Ireland
Dr. Treasa Kearney, Lecturer in Marketing, University of Liverpool Management School, UK
Dr. James Bailey, Lecturer in Marketing, Keele University, UK

DISCUSSANT:  Kristen Treglia, Senior Instructional Technologist, Fordham University

Within the HE sector, the role of a university has gone from one of a broadcaster to a collaborative facilitator and is faced with students who embrace a world of digital and social media networks (SMNs). Web-based platforms and SMNs (e.g. Facebook, blogs) could potentially be effective for students to engage, discover and share ideas, thus forming co-creation platforms that facilitate a more collaborative learning environment. Academics are at the forefront of e-learning as they are the experts in providing academic content to the student. Consequently, academics' perceptions, attitudes and behaviors related to web based learning techniques may be the single greatest determinant of a student’s learning success. However, student’s perceived value and usefulness of the academics web based learning propositions are limited in our understanding. Thus, both the academic and students perspectives of web based learning techniques warrant further investigation.

5:00 p.m.

Closing remarks

Register here


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