The CNN Scenario

Consider the following case: Your continuing professional education program, in conjunction with an array of stakeholders (sponsoring department, course director, CPE committee, commercial supporter, parent organization), decides to launch a new seminar--How to Brand Sand. A launch date is set six months in the future. During the intervening months, objectives are refined, content adjusted, and faculty secured. Marketing kicks into high gear, writing and editing copy; renting mailing lists; a

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