Signature Events

Join top marketers from Universal and Full Sail University as they discuss market research.

Market research is the foundation on which successful marketing plans are built. There are many ways to approach research, but the best research is mindful of what actions can be taken on the findings. Specifically, does research always focus on the following crucial objectives: Identifying a clear target which is highly profitable, easy to find, and which has a distinct set of needs, brand preferences and media habits? Research should do more than merely group and sort buyers in a market; it should tell you where the money is.


You will learn:

• Research—how do organizations approach research to determine important audience targets to go after?

• Strategy—what are the deliberations and alternatives considered on how to reach each target audience? Did a business case need to be made to support the targeting strategy?

• Integrated Tactics—what is actually done to engage this audience? Do results show success?


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Panelists:


Mark Kupferman, Senior Director of Consumer Insights, Universal Orlando 

Mark oversees all research for Universal Studios Florida, Islands of Adventure and Universal's CityWalk.  Prior to his current role, Mark was Corporate Vice President in charge of research and internet marketing for Paramount theme parks.  Mark has an MBA from the Wake Forest University Babcock Graduate School of Management and a Master of Fine Arts degree from the Yale University School of Drama.  His undergraduate degree is from Northeastern University in Boston, MA. 


Andrew Solberg, Vice President of Marketing, Full Sail University

As Vice President for Marketing at Full Sail University, Andrew manages the team responsible for student recruiting, advertising, and marketing.  He has been with Full Sail for over 17 years and has played a part in increasing enrollment to 10,000 students. 

Mark has helped found the LeadsCouncil, a self-governing group of colleges, universities, and higher education marketing companies.  He is also an advisory board member for ParentsandColleges.com, a website designed to help parents and guardians of college-bound students.

A Millersburg, PA native, Mark graduated from Liberty University in 1988 with a BS Degree in Communications.



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Note: Valet parking for the Marriott Orlando Downtown is $6, free parking is available across the street in the Amway Arena parking lot.