Michigan Ross School of Business
Yaffe Center for Persuasive Communication

Web Site Strategy and Tactics 2001

Web Site Strategy and Tactics Workshop, September 21, 2001

IMPROVE YOUR WEB-SITE BUILDING SKILLS! Sooner or later we will all be involved in the building of web sites-for your company, department, student club or just for yourself. But building an effective web site is very different from putting a print brochure together. It requires judgment and skills in deciding what content to feature and what functionality to build on the site; how the many web pages in the site should "fit" together and how to make the site easily navigable; and how to make each web page easy and interesting to use.

To get expert advice on these and other issues, the Yaffe Center for Persuasive Communications at the University of Michigan held a workshop on September 21 regarding "Web Site Strategy and Tactics." The workshop featured nationally-known experts from relevant disciplines to help students, faculty, administrators, and practitioners learn how to use and create more effective web sites.

The workshop was sponsored by Accenture, with the University's School of Information / Digital Media Commons, and was held at the University's Business School, Hale Auditorium.

Featured Speakers included:
  • Lou Rosenfeld: Independent Consultant, formerly of Argus Associates, a nationally-known authority on web site design, co-author of the book Information Architecture for the World Wide Web (O'Reilly, 1998), Amazon.Com's "Best Internet Book of 1998."
  • Sunil Gupta, PhD: formerly with Acorn Inc., consultant to Hewlett-Packard and other companies on web-site strategy.
  • John J. Rodgers: Online Customer Experience Directoy, Accenture, heading up the Online Customer Experience practice for the East Coast and worked as interim Chief Marketing Officer for several Accenture dot-com startup clients.
Conference Agenda:
08:00AM- 08:45AM
Friday, September 21
Registration:
at the University of Michigan School of Business
08:45AM- 09:45AM Welcome/Introduction
by Rajeev Batra, Director of Yaffe Center

Keynote Speaker on Website Strategy:
SUNIL GUPTA, formerly: VP Interactive Services, Acorn Inc; Marketing Professor at U-M Business School; and consultant on web strategy to Hewlett Packard and other companies.

"What should/can web sites be used for? What is the role of web sites in business/communications strategy? What kind of audiences can be used for, what kinds of content/functionality can we design for? "Mind-expanding" examples, cases."

09:45AM- 10:45AM Speakers:
In-company portals: Jacques Jabra of Web Elite

Health Communications: Vic Strecher, School of Public Health / Healthmedia

Non-profit Organizations: Vlad (Wlodek) Wielbut, School of Information / Digital Media Commons / Alliance for Community Technology with Cliff Lahmpe, School of Information Doctoral Student
10:45AM- 11:00AM Break:
Coffee Break
11:00AM- 12:00PM Speaker:
LOU ROSENFELD, Independent Consultant and nationally-known expert on the field of Information Architecture. Co-author of the book Information Architecture for the World Wide Web, Amazon.Com's "Best Internet Book of 1998." President of Argus Associates 1994-2001. Served as lead information architect for AT&T, Borders Books and Music, Chrysler Corporation, Dow Chemical, and others. Presenter at many leading national conferences on web usability design.
12:00PM- 01:00PM Lunch Break:
On own; box lunches available
01:00PM- 02:20PM PANEL 1: E-Marketing/E-Commerce: Key Learnings and Best Practices

PANEL 2: Web Site Design (Navigation/Architecture; Usability, etc.)

PANEL 3: Web Page Design (Graphic Design; Layout, etc.)

02:20PM- 02:40PM Break:
Coffee Break
02:40PM- 04:00PM Panel Sessions:
Repeat of 3 panel sessions (see above 1:00-2:20pm panels)
04:00PM- 05:30PM "The Most Important Element of Web Design"

JOHN J. RODGERS, Online Customer Experience Director, Accenture, heading up the Online Customer Experience practice for the East Coast and worked as interim Chief Marketing Officer for several Accenture dot-com startup clients.

05:30PM-

Student teams work on Case Competition Assignment:
Students from Business+Art+Information Schools form teams and compete for prize. Assignment is to critique and revamp existing web site, to be announced earlier. Entries to be judged by a panel of expert judges. $1900 in Awards. Judging will take place Friday September 28 late afternoon. Details will be e-mailed to all student registrants.

 

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