
23.1K
Downloads
167
Episodes
Marketing Horizons, a sub-series in the WVU Marketing Communications Today podcast, is forward-thinking, looking ahead, through the front windshield and beyond, into the marketing future. Hosted by Cyndi Greenglass and Ruth Stevens, Horizons is a podcast dedicated to looking ahead to the new ideas, technologies, tools and strategies that are emerging to help marketers navigate over the marketing horizon.
Episodes

Saturday Apr 11, 2020
Saturday Apr 11, 2020
Happy Easter everyone! It’s just not Easter without PEEPS®! The PEEPS® Brand has been around since 1953 and is a must-have for the Easter basket. The yellow chick is the icon that everyone knows however, the classic pastel-colored marshmallows covered in sugar are certainly polarizing. Consumers either love them or hate them. If they love PEEPS®, don’t mess with them. If they hate PEEPS®, there is no way they would ever eat any PEEPS® product. How does a brand stay true to its heritage while evolving to appeal to a larger audience? In this podcast, we will learn how brands can grow through innovation with their core consumers while attracting new users to the franchise.
Read the rest of this entry »
Friday Jan 10, 2020
A 20/20 Vision for Your Personal Brand
Friday Jan 10, 2020
Friday Jan 10, 2020
The start of 2020 is the perfect time to clarify and sharpen the vision for your personal brand. Too often we take for granted first impressions and how others perceive us. However, such perceptions frequently form the basis for personal and professional success. And today, many first impressions are made online through search engines and social networks. Your personal brand is bound to exist, especially in an online environment -- whether you explicitly create it, or whether it is implicitly created for you.
Read the rest of this entry »
Saturday Nov 23, 2019
B2B Demand Generation: What Really Works in Digital Advertising?
Saturday Nov 23, 2019
Saturday Nov 23, 2019
Digital advertising has greatly evolved since the turn of the century. Search engine advertising is still around, but campaigns are more complicated than ever before. Social media as we know it didn’t begin for a couple more years. Flash forward to 2019. Not only have Google and LinkedIn become behemoths in the B2B digital marketing space, but we also have more targeting options than ever before. In this podcast, you will learn how B2B advertisers can leverage the latest digital advertising tools to build and scale profitable lead generation programs.
___________________________________________
WVU Marketing Communications Today is broadcast from West Virginia University which is a program on the Funnel Radio Channel.

Sunday Nov 10, 2019
Sunday Nov 10, 2019
In a small organization, communications and marketing might be the same person or team. As a company grows marketing and advertising might reside under one leader, while communications reside under another leader. Communications might prioritize public policy, issue management, earned media and brand reputation. Marketing and advertising might be focused on brand awareness, sales revenue, customer relationship management, and conquest sales. How do you stay integrated when you’re matrixed differently and reside in different locations?
Read the rest of this entry »

Wednesday Jul 31, 2019
Concept Development, Strategy and Tactics in Integrated Marketing Communications (IMC)
Wednesday Jul 31, 2019
Wednesday Jul 31, 2019
Integrated Marketing Communications is a field that requires us to succeed in conceptual thinking and
strategy development. How does that lead us into campaign development in IMC615?

Monday Jun 24, 2019
Protecting the brand: The role of brand standards in IMC
Monday Jun 24, 2019
Monday Jun 24, 2019
It is difficult enough for a brand to build trust among consumers these days. Having a consistent appearance and tone throughout a brand’s integrated marketing communications is critical to that mission, but it can be difficult to maintain. With large marketing departments and multiple sources producing content, it’s essential to have standards and oversight to ensure a brand speaks with one voice. In this podcast, we will learn how a governing set of brand guidelines can help to protect the brand, preserve uniformity, and ultimately build trust.
Read the rest of this entry »
Wednesday Jan 02, 2019
Marketing in an Age of Disruption
Wednesday Jan 02, 2019
Wednesday Jan 02, 2019
Our host for this episode of West Virginia University's Marketing Communications Today is Nathan Pieratt. His guest is Joseph Jaffe, CEO and Co-Founder of Evol8tion. Some of the topics they may be covering in this interview include:
- What is Survival Planning? Why do you believe everyone is in the survival business?
- You mention 4 reasons why companies are “Built to Suck.” Can you list and describe them?
- Why do companies struggle so much with the concept of “failure”?
- A real interesting approach is this idea of embracing your heresy? What does this mean? Can you give some examples of “heresy marketing”?