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What Matters Most: Heart’s Desire in Life and Death

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Members: $ 100.00
Non-Members: $ 125.00

6 CE Hours

In this online course, funeral directors will explore current societal trends and consumer decision-making about funeral service and other end-of-life matters, and then identify business responses to ensure a successful future in the funeral service business. Topics include the relation of medical, religious, insurance, and funeral service industry business practices on the human experience of dying; the imperative for better communication and coordination amongst these groups; and consumer trends regarding death, dying, funerals, and memorialization experiences.

Continuing Education Information

This course is currently approved for 6 CE hours by APFSP and most state licensing boards.

State Exceptions

Check with your state board for approval status.


BastianelliAnn Bastianelli
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Ann Bastianelli is president and CEO of Anthology Consulting, and an expert in interpreting trends in corporate and consumer behavior, determining what is possible, probable, and preferable for marketers and consumers alike.

Ann's distinguished career has included leadership positions in a variety of industries, including college athletics, advertising, marketing, product innovation and personal performance. A member of Who's Who in Marketing, Ann has advised some of the world's most admired organizations and personalities, including Leo Burnett, McDonald's, Kellogg's, Kraft, DowBrands, Franklin-Covey, Indiana University, IKON Office Solutions, Hillenbrand Industries, and basketball coaching legend Bob Knight. Notably, Ann's marketing legacy includes work on timeless consumer campaigns such as "2 Scoops of Raisins," for Kellogg's Raisin Bran, the talking Parkay Margarine tub, Happy Meals and Ronald McDonald advertising, Ziploc, Saran Wrap, and Dow Bathroom Cleaner's Scrubbing Bubbles.

Beyond her success as a business executive, Ann is also known for her enthusiasm and creative style in the classroom. She is a respected member of the nationally ranked marketing faculty at the Kelley School of Business at Indiana University, where she instructs college students and corporate executives in marketing, promotional strategy, and personal effectiveness. She has been voted both "Most Inspirational" and "Most Motivating" faculty over the past 3 years.

Ann is a popular motivational speaker nationally, presenting such provocative topics as "What Matters Most," "Lessons from Leaders,'' and "What's Your Story?" She is a highly sought industry expert and published author on business strategy, and marketing and consumer trends, and has been quoted in the Wall Street Journal, Advertising Age, Ad Week, abcnews.com, and Fast Company.com. Her book, What Matters Most: The Heart's Desires in Life and Death, touches on trends as varied as longevity, experience value, optimal state of mind, trust, self-indulgence, personalized marketing, simplicity, the power of women, spirituality, and storytelling.

Ann is a cum laude graduate of Indiana University, holding B.S. degrees in Fine Arts and Education, as well as an MBA. Indiana voted her the Outstanding Collegiate Woman Athlete and Outstanding Greek Woman. Later, she was named the Outstanding Young Woman in America. A member of Indiana University's Athletics Committee, she is the president of the I-Women's Club of Indiana University, an association of alumni varsity letter-winners. She is a board member of the Indiana Basketball Hall of Fame, and competed and coached in the National Battle of the Corporate Stars for five years.

*State CE approval varies. All NFDA online courses are approved for continuing education by the Academy of Professional Funeral Service Practice (APFSP) and most state licensing boards. Contact your state licensing board or NFDA for specific state CE information.

The fact that NFDA presents this educational material does not denote that NFDA endorses, recommends or supports the opinions expressed by the presenter or author. The content presented is informational only. For specific legal or compliance advice contact your firm's legal counsel. NFDA does not warrant the accuracy of any of the information presented, and NFDA shall not be liable for the actions or inactions of funeral establishment owners, managers or employees in respect to the information presented in this educational product.