Drawing upon the strength of the crowd through crowdfunding,
crowdsourcing, and crowd intelligence
UC Berkeley’s The Crowd Empowered Organization introduces strategies that teach corporate decision makers how to transition from traditional and costly marketing strategies to becoming a “crowd empowered organization” by engaging a broad base of current and potential customers in a broad range of experiences.
In this unique program, some of the world’s leading experts in crowd empowerment will share their insights as well as demonstrate strategic approaches and best practices on how to use the power of the crowd. The course will be taught through observation of current and historic trends, data analysis and case studies of such major brands as Coca Cola, Procter & Gamble, American Express, Condé Nast and Dodge—major corporations that have already launched successful crowd empowerment campaigns.
Participants will learn how to harness the wisdom of the crowd for financing through crowdfunding, product development and testing, market research, and open innovation. They will learn new ways to:
The Crowd Empowered Organization is designed for corporate professionals responsible for major brand and marketing strategies and exploring emerging strategies to further enhance their consumer engagement initiatives, deepen brand positioning in the marketplace, and improve both local and global corporate social responsibility initiatives.
Marketing strategies and plans: to improve the overall effectiveness and return on campaigns, decrease market research costs by letting the crowd validate market demand, and improve engagement with prospective and future customers.
Innovation and new product development: to decrease commercialization and market research costs through crowdfunding campaigns and out-sourced R&D centers, and to use enterprise crowdfunding platforms to provide early and risk-free means of market concept testing of new products and technologies.
Social responsibility initiatives: to grow visibility and overall brand building power, increase community engagement through philanthropic efforts, refine measuring of ROI on philanthropy, and improve the effectiveness and reach of sponsorships.
In a quiet, wooded glade on the Berkeley campus – close to everything but removed from the crowds and chatter – is a treasure most people know little about.
Since 1902 the Faculty Club has been a secluded retreat, luncheon club, meeting place, tavern hotel, and party facility for faculty, administrative personnel, staff, alumni, and community members closely associated with Cal. Women have enjoyed full membership benefits for decades.
The Club building is an architectural gem of Craftsman design, by architects Bernard Maybeck and John Galen Howard. It’s listed internationally, as one of the finest examples of the style. The carved beams, the fireplaces, the stained glass windows all reflect Maybeck’s awareness of a special northern California aesthetic that still arouses a warm response in visitors and members alike.
The Faculty Club on the UC Berkeley Campus
1 Faculty Club, Berkeley, CA 94720
Due to limited parking resources on campus, we suggest that you use BART or a taxi:
Bay Area Rapid Transit (BART): Trains operate from Fremont, Richmond, Bay Point/Concord and San Francisco/Daly City and include service to Oakland and San Francisco International Airport. The Berkeley BART station is 1-1/2 blocks west of the Berkeley campus and about 1 mile from the Faculty Club.
Taxi and shuttles are available from the following airports:
Hotel Durant —
2600 Durant Ave., Berkeley, CA, 94704
Hotel Durant is within walking distance of campus.
Hotel Shattuck —
2086 Allston Way, Berkeley, CA, 94704
The Hotel Shattuck is within walking distance of campus. For reservations, please call and ask for the UC Berkeley rate.
Doubletree Berkeley Marina —
200 Marina Blvd., Berkeley, CA, 94710
The Doubletree is situated on the Berkeley Marina; a complimentary local area shuttle is provided and can drop you off on campus. For reservations, please call and ask for the UC Berkeley rate.
Claremont Hotel Club & Spa —
41 Tunnel Rd, Berkeley, CA 94705
The Claremont Resort is within a 5 minute cab ride of campus. For reservations, please call and ask for the UC Berkeley rate.
Sponsorships are available. Contact Don McCrea for more information at firstname.lastname@example.org or (510) 643-6908.