Silicon Valley Pioneer Rand Schulman to Speak About the Birth of the Content Engineer
"The Death of Marketing and the Birth of the Content Engineer"
Presentation by Rand Schulman and Pelin Thorogood
of the Schulman+Thorogood Group
Monday, April 25, 2011
De Rosa University Center - River Room
Light refreshments provided
Are you a Business student and a poet? Or an English major who is into computers as well as Keats? Or perhaps an Engineering student who can turn a phrase as elegantly as you can design an electrical circuit? If the answer is yes—your future might involve a lucrative career as a Content Engineer.
Rand Schulman, a Silicon Valley industry pioneer and Pacific alumnus (English '74), along with his business partner, Pelin Thorogood, will speak about how social media and other web tools are transforming marketing and creating new opportunities for "Content Engineers."
Hear their vision for this new career path that crosses disciplines—business, engineering, and liberal arts—combining skills to create a role that will be highly sought after. Join the Deans of the College of the Pacific, Eberhardt School of Business, and School of Engineering and Computer Science for what should be an engaging and provocative session.
The Death of Marketing
In his famous aphorism "The Medium is the Message," renowned scholar and philosopher Marshall McLuhan argued that each medium produces a different message or effect.
Social media has released a floodgate of information that has touched all of us and dramatically changed our collective behavior. From boardrooms and garage startups to university lecture halls, a new question must be asked: "Is marketing as we know it really dead?"
In their presentation, Schulman and Thorogood will explore how social media and "online marketing" are transforming the way businesses connect with customers. They proffer that a new breed of customer is forcing not only the evolution of marketing practice, but also the evolution of the marketing practitioner.
The Birth of the Content Engineer
A Content Engineer is a marketer who engineers and optimizes the many forms of content required to engage "Customer 2.0" in the new online world. Part creative left brain and part scientific right brain, Content Engineers develop and apply the right content, at the right time, to engage the audience in the most effective manner possible.
About Rand Schulman
Rand helped create an industry – inventing brand name online marketing and new media products from benchmark vendors, including WebSideStory, Keylime Software (acquired by Yahoo!), WebTrends, and InsideView. In 2005 he was named one of the Top 100 BtoB marketing executives by BtoB Magazine. He is regularly quoted in the WSJ, Business Week, and in numerous industry publications. He is a founder and past board member of the Web Analytics Association, and is a principal in Schulman+Thorogood Group. Rand holds a BA in English and Journalism from the University of the Pacific.
About Pelin Thorogood
Pelin is a new media marketer and entrepreneur, with success as a senior executive in both venture-backed startups and public companies. She was named one of the "20 Women to Watch" in sales lead management, and is a regular speaker and author on "Social Marketing." A principal in Schulman+Thorogood Group, Pelin sits on boards and advises new media and cloud computing companies. She is a guest lecturer and virtual Entrepreneur-in-Residence for Cornell's Johnson Graduate School of Management. Pelin holds a BS in Operations Research, M.Eng and MBA degrees, all from Cornell University.
Read Thorogood and Schulman's article The Birth of "Customer 2.0" and the Death of Marketing As We Know It for additional background.