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San Jose State University Professional Development Electronic Commerce Management (ECM) Certificate Program

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NOTE: Fall 2003 was the last semester of the
Enterprise and E-commerce Management Program

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ECM Certificate Program Press Release



How to Influence the Influencers: A Crash Course in Media, Analyst & Public Relations


San José, California, July 11, 2001 - SJSU DOES IT AGAIN! San Jose Staté University Professional Development (SJSU-PD), San Jose, CA was the first E-Commerce Management Certificate Program in the world to offer Real-world E-Commerce Management Skills taught by Elite Web Professionals shaping today's E-Commerce Strategies and Practices.

"How to Influence the Influencers: A Crash Course in Media, Analyst and Public Relations"(SJSU-PD Course: 14CTGE442O01) is another of the cutting-edge courses offered in this program. Held in 2 evening sessions on July 18-19, 6:30 - 9:30 p.m. this course will be taught by Rocket Science President, Mark Addison with special guest speakers Edward Segal - Columnist, Wall Street Journal and Carter Lusher - ex-Gartner Group Analyst. They invite you to . . . Learn how the game of influence works so you can play it better or know when you're being played.

Course objective: Provide participants with an insider understanding of the world of IT press and analysts, and to equip participants with the fundamental knowledge and insight needed to understand the game of influence and to build effective relationships via their AR and PR functions.


  • depend on the media to keep up on Internet and e-commerce companies?
  • want to find out what's real, hype, or carefully crafted for consumption?
  • are in marketing, corporate communications, analyst/public/media relations or e-business strategy.
  • subscribe to services of IT analyst firms (ex., Gartner, Jupiter, IDC, Giga Information Group, etc.)
  • need to learn to work with media and industry analysts to get the word out about your company.

Learn from veterans Mark Addison, Edward Segal, and Carter Lusher how to make the game of influence work for your company.

Instructor Mark Addison (B.A. Berkeley, M.B.A., U.C.L.A.) is President of Rocket Science, a division of MXA Rocket Inc which specializes in public relations for high-tech companies and provides market research and strategic marketing services. He was previously Vice President of Golin/Harris Technologies, a top-10 national PR agency serving the high-tech industry and also Senior Consultant for a research / strategy think-tank out of Stanford Research Institute (SRI International).

Edward Segal is the "Marketing Strategies" columnist for The Wall Street Journal's online center for entrepreneurs ( He also conducts customized workshops for corporations and organizations around the country on how to how use proven public relations strategies and techniques to sell their products, services and expertise, promote their opinions, and establish, improve or protect their reputations.

Carter Lusher is a former Gartner Group analyst and is now the founder/Chief Research Officer for SageCircle. Mr. Lusher's was one of Gartner Group's most visible and well-respected analysts for nearly seven years -- twice being selected as "Analyst of the Year" and designated one of the first of Gartner's elite "Research Fellows" in 1998.

San José State University / Professional Development
3031 Tisch Way, Suite 200 Plaza East * San Jose, CA 95128-2530

Reserve your seat:
Contact: Wendy Stevenson
PHONE: 408.985.7578 x 1225
FAX: 408.924.5999

The cost is $325.00.

Or visit

Media inquiries, including interview requests, should be directed to Andrea Lilly at 1.877.903.2850.

For further information on this course or SJSU-ECM Certificate Program go to: e-commerce management resource from

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