CHAMP Bootcamp Schedule

Simple homework (TV log) will be provided prior to the Bootcamp. Registration includes materials and most meals. This is an interactive bootcamp. You will work on mini projects that will end in a full campaign for a client. You will work in a group and compete with other groups to develop the BEST Hispanic marketing campaign!

Monday, June 8, 2009       
6:30-8 p.m.                        Opening Reception, Networking and Homework

Tuesday, June 9, 2009      The Market, Numbers, Images and Immersion

8 a.m.                                Welcome
                                          OLLU President Tessa Martinez-Pollack
                                          School of Business and Leadership Dean Robert Bisking
                                          CHAMP Bootcamp Facilitators 
                                                  Dr. Velma Gooding and Adriana Garcia
                                          American Marketing Association’s SAVisón
                                                  Diane Huth

8:15-11 a.m.                       La Cultura and Theory 
                                              • Why Hispanic marketing is important
                                              • Data on the market
                                              • Review homework and group selection
                                              • Final exam explained
                                              • Explanation of lunch assignment

11:30-1 p.m.                        Lunch in west side neighborhood 
                                                (Live & Learn Immersion Experience)

1:30-5 p.m.                           Realidad, Theory and Ethical Marketing
• Values of Hispanic consumers
                                                       Distinctiveness, in-group bias, panethnicity, 
                                                       ethnic identity
                                                • Images and opportunity
                                                • Ethnic marketing ethics
                                                • Group homework assignment – 
                                                       neighborhood treasure hunt 
                                                       (Live & Learn Immersion Experience)

June 10, 2009                       Researching the Market (Ethnographies and case studies)

8-11 a.m.                              El Mercado
• Conducting an ethnography and compiling a case study
                                                • Using ethnography to develop marketing strategy and messages

11:30 a.m.-2 p.m.                  Lunch and Qualitative Field Trip (Live & Learn Immersion Experience)
                                                • Ethnographic observations of Hispanic life, shopping 
                                                    and retail environments

2:30-3:30 p.m.                       Speaker: Hispanic Market Research

3:15-4 p.m.                            Group work and facilitator direction
• Homework assignment – journal reflections and group 
                                                  review (Live & Learn Immersion Experience)

Thursday, June 11, 2009          Bringing it Together for a Campaign

8-9:15 a.m.                              Speaker: Developing Campaigns

9:30-11:30 a.m.                         Writing your findings for marketing purposes

Noon-1:30 p.m.                         Lunch and speaker
• Effective Latino targeted campaigns

1:30-4 p.m.                                La Campaña: Putting It All Together
• Homework assignment (journal reflections and preparing final exam)

Friday, June 12, 2009                 Final Exam and Graduation

8-11:30 a.m.                                Facilitator available to aid in preparation of final project
• Group preparation time in computer labs 
                                                           (Live & Learn Immersion Experience)

11:45 a.m.-1:30 p.m.                    Lunch and panel on the future of Hispanic marketing

1:30-4:30 p.m.                              Group PowerPoint presentations

4:30-5 p.m.                                   Wrap up

6:30-9 p.m.                                   Graduation, Dinner and Dancing in King William Historical Area 
(Live & Learn Immersion Experience)

$650 – Early registration by May 20
 – Regular registration
Includes textbooks, materials and most meals
Call 210-434-6711 or 800-436-6558, ext. 2866

or register online at 

This program is hosted by Our Lady of the Lake University and SAVisión, the American Marketing Association’s Hispanic marketing arm.

Six graduate credit hours toward an OLLU master’s degree awarded to those who successfully complete the certificate program. Certification granted through the American Marketing Association.

© Copyright 2014, Our Lady of the Lake University, 411 S.W. 24th St., San Antonio, TX 78207 | Tele: 210-434-6711