University of North Carolina Wilmington
University of North Carolina Wilmington

Swain Center

Marketing Trends for Managers

Next Offering TBD

UNCW, Wilmington, NC


UNCW Campus - Cameron Hall 104

Campus Map

Parking Information

1. Cutting edge customer service (3 hours)

2. Maximizing sales performance (2.5 hours)

3. Embracing Social Media (.5 hours)

For details on each of the modules, click here.

The Marketing Trends for Managers course at the Swain Center will provide an in-depth approach to customer delight, service excellence, sales and social media. With this understanding, the latter half of each section will identify the approach needed to leverage your organization’s marketing and customer service to its full potential. Participants will leave this course with the tools needed to help guide customer delight and marketing initiatives within their organization.

The morning session (9 a.m.-noon) will be led by Dr. Barnes and will focus on customer delight and service excellence. The afternoon session (1-4 p.m.) will be led by Dr. Pelletier and will focus on sales performance.

To expose participants to strategies that increase customer emotions in routine and unique encounters. This will include developing different tactics based on the unique environments of the participants; a refresher of how the sales function and interpersonal communication can increase customer engagement; and a discussion of how emerging social media platforms can develop and improve customer relationships. To achieve these objectives participants will be exposed to lectures, case examples, group discussions and access to one-on-one consultation with the facilitators of the program.

As an experienced manager you will learn:

Cutting edge customer service

  • Theory of customer delight
  • Why your customer delight score is the number you need to know
  • Creating customer delight in every engagement
  • Essentials for measuring customer delight

Strategic planning of sales

  • Maximizing every opportunity
  • Communication of value
  • The power of persuasion
  • Securing the transaction
  • Following up to create long term relationships

Embracing social media

  • Why platforms matter
  • Loyalty of liking
  • Pitfalls with social media

This course is designed for middle/senior managers in the service and/or sales sectors who are responsible for designing marketing strategy. This 'bootcamp' will be especially beneficial to those participants looking to refresh general skills in marketing, as well as exposing participants to the tactics that lead to customer retention.

Dr. Don Barnes

Donald Barnes, Ph.D. is an assistant professor of marketing in the Cameron School of Business. His research is focused in the service environment, with an emphasis on the impact of perceived and actual customer delight on the customer, employee and firm. His research has been published at various national conferences and journals including Journal of Service Research, Journal of Services Marketing, Journal of Business Research, Journal of Personal Selling and Sales Management, and Journal of Marketing Theory and Practice. He also serves on the editorial review boards for the Journal of Marketing Theory and Practice and the Journal of Services Marketing. His primary teaching responsibilities include marketing intelligence and communication, as well as the research design course.

Dr. Mark Pelletier

Mark J. Pelletier is an assistant professor of marketing in the Cameron School of Business. His research is focused on experiential marketing and social media value creation. His research has been published or is under review at various national conferences and journals including Journal of Services Marketing and Journal of Research in Interactive Marketing. Before academia, he worked in sales and sales management in Las Vegas, NV. His primary teaching responsibilities are professional selling.