tag:blogger.com,1999:blog-74828355785462054462024-03-05T07:43:49.053-06:00McCombs Marketing Fellows BlogOfficial Blog of the McCombs Marketing Fellowsgypsy soul http://www.blogger.com/profile/07499161506735031940noreply@blogger.comBlogger25125tag:blogger.com,1999:blog-7482835578546205446.post-28055701832326378242017-01-09T14:55:00.000-06:002017-01-09T15:39:32.570-06:00The 2016 McCombs Marketing Conference: 4.5 Lessons for the Aspiring CMO<i>By Linda Permenter, Class of 2017</i><br />
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In October 2016, McCombs hosted its annual <a href="https://www.mccombs.utexas.edu/Centers/CCIMS/McCombs-Marketing-Conference-and-Challenge-2016" target="_blank">Marketing Conference</a>.This year, we partnered with the <a href="http://www.forbes.com/cmo-network/#393f90b99140" target="_blank">Forbes CMO Network</a> to bring in CMOs and other distinguished marketing executives from all over the country. First and second-year MBA students got to shake hands and learn from seasoned marketing professionals like Tony Rogers, CMO of Walmart; Kurt Kane, CMO of The Wendy's Co.; and Marissa Tarleton, CMO of RetailMeNot - all McCombs alumni! As a McCombs student nearing graduation, I was inspired by the success our alumni have found in the real world and honored to hear them speak. Here are four-and-a-half takeaways for the aspiring CMO from this year's conference speakers and panelists:<br />
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<span style="font-size: large;">1) Present quantifiable and measurable results to support your voice.</span><br />
During the first panel aptly called "Earning a Seat at the Table," the point was made that you must back up your recommendations with numbers because most people at the so-called table (the CEO, CFO, etc.) demand them. You won't get anywhere with your idea if you can't demonstrate its positive impact, financial or otherwise.<br />
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<span style="font-size: large;">2) In potential marketers, companies are looking for an analytical mind, leadership, intellectual curiosity and excellent communication skills.</span><br />
This came straight from our alumni panel, "Lessons Learned From My Time at McCombs." Need I say more?<br />
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<span style="font-size: large;">3) Human-to-human engagement matters now more than ever.</span><br />
According to Matthew Langie, McCombs alumnus and founder of <a href="http://www.marketlinc.com/" target="_blank">Market Linc</a>, an estimated $1.6T is lost every year across all industries as a result of customers switching due to poor customer service. To him, this is proof that, despite all the technological advances in sales and marketing, we must retain a human empathy for our customer. Businesses don't do business, he said. People do.<br />
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<span style="font-size: large;">4) Be a storyteller.</span><br />
Kurt Kane, McCombs alumnus and Wendy's CMO, thinks about brand all day long. He strives to find the best way to tell the <i>story</i> of the Wendy's brand to consumers. He urged us not to "just make ads," but to tell a truthful, cohesive story about the brand - in TV, in print, in store, everywhere. <br />
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<span style="font-size: large;">4.5) Be a storyteller now.</span><br />
More immediately applicable to an MBA student's life, we should work to become great storytellers as we look for and begin our dream jobs. As mentioned in the alumni panel, "Lessons Learned From My Time at McCombs," an MBA student must develop excellent communication skills. To land your ideal job, you should craft a great story about your path to this interview and your goals for the future. To be successful in a marketing role, you should be able to explain complex ideas to colleagues and customers in a concise, persuasive way.<br />
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Read more about our conference in <a href="http://www.forbes.com/sites/jenniferrooney/2017/01/05/how-schools-like-ut-austins-mccombs-are-bridging-marketing-practice-and-education-via-star-alumni/#2dd0e41a5507" target="_blank">Forbes</a> today.<br />
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<br />McCombs Marketing Fellowshttp://www.blogger.com/profile/07381770885932946939noreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-89951107692189304712016-09-22T13:38:00.000-05:002016-09-22T14:23:50.438-05:0011 Ways to Stand Out In Your Marketing Internship<div class="MsoNormal">
<i>By Linda Permenter, Class of 2017</i><br />
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The Marketing Fellows have returned to campus, fresh from exciting internships in various industries around the country including CPG, tech, retail, financial services and automotive. Internships are a unique opportunity to learn what it's really like to work for a certain company, but to many first year business school students, it might seem overwhelming. One day in May, you're dropped in to a new company and given just 12 weeks to learn your way around the office, impress executives and make an impact with your projects. You might wonder, "How can I be successful in my marketing internship and land a full-time offer?"<br />
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The Fellows successfully completed their internships and now feel a duty to pass on some of their collective wisdom to first years taking the plunge next summer. Here are 11 Ways To Stand Out In Your Marketing Internship:<br />
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<i>Communicate your project and objectives for the summer to everyone you meet at the company, regardless of function or team. Some of the strongest additions to my strategy came from side conversations with colleagues about challenges I was facing with my project. Remember that your colleagues are seeing the whole picture, while you are only seeing the 12 week picture, so their past learnings can prevent you from making similar mistakes. </i><span style="color: #e69138; text-align: right;">Kavita Rangaswamy, Marketing Communications at </span><span style="color: #e69138; text-align: right;">Microsoft</span><br />
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<span style="text-align: right;"><i>While </i></span><i>it’s important to crush your project, don’t forget to participate in extracurricular office activities. It’s important to make both a professional, and human impression on the people at your company. Ultimately, they are not only deciding on whether or not they want you to work FOR them, they are also deciding whether or not they want to work WITH you. </i><span style="color: #e69138;">Andoni Dieguez, Brand Management at </span><span style="color: #e69138;">Kellogg's</span><br />
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<i>When you work in cross-functional context, be thoughtful about what each team, segment, and business cares and what is important for them. Make them be your advocates by phrasing your project in their terminology, presenting in their perspectives, and showing how your project add values to them. </i><span style="color: #e69138;">Yeony Bae, Business Process Transformation at Dell</span><br />
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<i>Managers are evaluating your ability to “own” your project. This means both how well you take responsibility for your work and how usable it is to your team at the end of the day. As much as possible, “manage up” by aligning with your manager on expectations for your deliverable, providing regular status updates, and, when you run into challenges, recommending potential solutions. </i><span style="color: #e69138;">Samantha Toth, Summer Consultant at </span><span style="color: #e69138;">The Boston Consulting Group</span><br />
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<i>If you make a rather bold recommendation in your presentation to the company, deliver it tactfully. There are people in the room who have worked there for 10 or 20 years and worked hard to get the company/department to where it is today. Before laying out "opportunities for growth," take time to recognize the things that are going well today and the people executing them. </i><span style="color: #e69138;">Linda Permenter, Marketing at Dimensional Fund Advisors</span><br />
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<i>In a large company like Dell, make sure you talk to 1 or 2 new people everyday. Get to know more about everything happening with the organization as a whole. This will make sure that you don't stay pigeon holed within your own project and that you develop relationships with other people. This can come in handy during your internship and especially later for full-time prospects within that company. </i><span style="color: #e69138;">Tariq Rakhange, Product Management and Strategy at Dell</span><br />
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<i>Framing is key. A helpful piece of advice I received during my internship regarding my final presentation delivery was to "Tell them what you are going to tell them, tell them, then tell them what you just told them." While it may seem repetitive to the presenter, this framework ensures that the audience, who has likely never heard the presentation before, captures the key message and recommendation. </i><span style="color: #e69138;">Monideepa Chakravorty, Snapple Brand Marketing at Dr Pepper Snapple Group</span><br />
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<i>Set up a standing weekly meeting with your direct supervisor to review your progress. Come prepared with a checklist of questions and items you want to discuss. Your managers are super busy so they will greatly appreciate you being as efficient with their time as possible. </i><span style="color: #e69138;">Caroline Luby, Jeep Brand Intern at </span><span style="color: #e69138;">Fiat </span><span style="color: #e69138;">Chrysler</span></div>
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<i>Reverse engineer your internship. Think about the STAR stories and resume items you would like to take away from the experience. Then consider steps that would connect desired outcomes to the present or your start date. Your goals and game plan may evolve. Even so, this framework will still help you evaluate opportunities and tradeoffs as they arise. </i><span style="color: #e69138;">Josh Miller, Content Strategy at Apple</span></div>
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<i>Be proactive and take the first step, then ask if that is the right step. </i><span style="color: #e69138;">Brett Chikowski, Marketing at Dimensional Fund Advisors</span></div>
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<i>Fit with the company culture is number one. If the team that's hiring you enjoys you and can truly see themselves having a blast while working with you, they're more likely to pick you over someone that has the technical skills you lack. Have fun in the recruiting process. Have fun working this summer. Show that you enjoy your work and that will be reciprocated by your boss and your team. </i><span style="color: #e69138;">Andrew Hodge, Product Marketing at </span><span style="color: #e69138;">Salesforce</span></div>
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McCombs Marketing Fellowshttp://www.blogger.com/profile/07381770885932946939noreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-33840418429133941372016-04-27T16:04:00.000-05:002016-04-27T16:44:06.306-05:00Marketing Fellows Visit Red McCombs<div class="MsoNormal">
<i><span style="font-family: "arial" , "helvetica" , sans-serif;">By Kavita Rangaswamy, Class of 2017</span></i></div>
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<span style="font-family: "arial" , "helvetica" , sans-serif;">Last Friday, the Marketing Fellows had the rare
opportunity to meet with Mr. Red McCombs at his office in San Antonio, Texas. </span></div>
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<span style="line-height: 15.6pt; text-indent: 0.5in;"><span style="font-family: "arial" , "helvetica" , sans-serif;">During this session, Mr. McCombs spoke to us about his
experience at The University of Texas, as well as in the business world. It was
inspiring to hear about a few of his many accomplishments, including funding
the creation of the first UT Women’s Softball field, establishing the
university’s first Student Recovery Center for those facing addiction, and
developing McCombs Partners, the investment management division of McCombs
Enterprises. He also spoke to us about his experience in marketing roles, and
said that one marketing fundamental hasn’t changed in over 75 years, which is
that “repetition sells.”</span></span></div>
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<span style="line-height: 15.6pt; text-indent: 0.5in;"><span style="font-family: "arial" , "helvetica" , sans-serif;">It was exciting to hear about his triumphs over the years.
Despite the many wins, however, McCombs remains humble and says that he
considers “success being happy.” His stories were about much more than
marketing, and even business. He stressed the importance of giving back to the
community and finding opportunities to improve the lives of those around you.
He encouraged all of us to find our own passions and closed out the session
saying that, “…not many expect to win. If you expect to win, you have a pretty
good shot at getting there.”</span></span></div>
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<tr><td class="tr-caption" style="text-align: center;"><i>Marketing Fellows and Dr. Hoyer take a picture with Mr. Red McCombs</i></td></tr>
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McCombs Marketing Fellowshttp://www.blogger.com/profile/07381770885932946939noreply@blogger.com1tag:blogger.com,1999:blog-7482835578546205446.post-78186558438603162372016-04-05T14:23:00.000-05:002016-04-05T14:23:15.875-05:00A Visit to GSD&M<div class="MsoNormal">
<i>By Linda Permenter, Class of 2017</i></div>
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Southwest Airlines, where <i>“Bags Fly Free.”</i> <o:p></o:p></div>
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Walgreens, <i>“At the Corner
of Happy and Healthy.”</i> <o:p></o:p></div>
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The PGA Tour declares <i>“These
Guys are Good.”</i><o:p></o:p></div>
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What do these memorable slogans have in common? They’re all
award-winning work from <a href="http://www.gsdm.com/#/default.aspx">GSD&M</a>,
an Austin-based advertising agency founded in 1971. The Marketing Fellows had
the privilege of touring the downtown Austin office with Executive Vice President
and CMO, J.B. Raftus. Displayed in large letters in the entryway is the phrase
“Ideas That Make a Difference.” J.B. explained that this statement guides their
work with every client. When a client comes calling, GSD&M takes the time
to understand the client’s unique purpose for being. Southwest doesn’t just
sell airline seats, they want to democratize the skies. Chipotle doesn’t just
make burritos, they exist to serve food with integrity. With these examples, J.B. illustrated how the
client’s larger purpose informs the entire creative strategy for communicating
value to the consumer.<o:p></o:p></div>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipO74YaUkGO3kdNEiDMoySTqQgoSytztJTXMWQgEnRMxLUFdd34K8eV2ps2utEyYycuaJzRiVuWvLEbcbFHpbyFhatbbXOWkORbC6TLNq8Xd6fDxJjrHE4XJzYfFAwU54x40A0f85EW3bg/s1600/gsdm+jb+raftus.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="400" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEipO74YaUkGO3kdNEiDMoySTqQgoSytztJTXMWQgEnRMxLUFdd34K8eV2ps2utEyYycuaJzRiVuWvLEbcbFHpbyFhatbbXOWkORbC6TLNq8Xd6fDxJjrHE4XJzYfFAwU54x40A0f85EW3bg/s400/gsdm+jb+raftus.jpg" width="300" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">GSD&M CMO J.B. Raftus shows the Marketing Fellows "The 40 Best Things We Ever Did" Poster Series, a labor of love honoring GSD&M's 40 years in business.</td></tr>
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Our reason for visiting GSD&M was two-fold – 1) develop
a respectful envy for their talent and 2) receive an assignment! In teams of
four, we are developing a complete campaign for a brand new Hilton property, <a href="http://trubyhilton.com/">Tru by Hilton</a>. I’m not sure how much I can
divulge about this revolutionary development in hotel accommodations, so I’ll
let this <a href="http://www.forbes.com/sites/andrewbender/2016/01/27/hilton-debuts-affordable-tru-by-hilton-brand-for-millennials-techies-and-those-who-love-them/#5aa1c5b3365c">Forbes
article</a> from January 2016 do the talking. In a couple of weeks we are due
back at GSD&M’s office to present our fully-developed ideas to the agency
and the client. Who knows? We could see some of the Marketing Fellows’ ideas in
a social campaign for Tru by Hilton!<o:p></o:p></div>
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McCombs Marketing Fellowshttp://www.blogger.com/profile/07381770885932946939noreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-73930709966098630212016-03-19T15:35:00.001-05:002016-03-19T15:38:48.771-05:00Dr Pepper Snapple Group and Innovative Implementations<div class="FreeForm">
<span style="font-family: inherit; font-size: 11.0pt;"><i>By Kavita Rangaswamy, Class of 2017</i></span><br />
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<span style="font-size: 11.0pt;">Recently, the Marketing Fellows worked with
<a href="http://www.drpeppersnapplegroup.com/" target="_blank">Dr Pepper Snapple Group</a> (DPSG) in an interactive brainstorming session. DPSG is
based in Plano, Texas and is a producer of flavored beverages that are
distributed across North America and the Caribbean. DPSG has more than <a href="http://www.drpeppersnapplegroup.com/brands/" target="_blank">50 brands</a> under its umbrella, including favorites such as Dr Pepper, 7UP, Mott’s,
Snapple, and Canada Dry.<o:p></o:p></span></span></div>
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<span style="font-family: inherit;"><span style="font-size: 11.0pt;">DPSG started off the session by giving the
students some background into the company, and more specifically into one of
the product lines. The team unveiled a new product that may be released soon,
and assigned the Marketing Fellows the task of brainstorming go-to-market
activations. We were given background on sales, distribution channels, and competitors.
The Marketing Fellows were asked to focus on a particular target market and </span><span style="font-size: 11.0pt;">consumer
to anticipate some of the challenges associated with product adoption within
that market.<o:p></o:p></span></span></div>
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<span style="font-family: inherit; font-size: 11.0pt;">We worked directly with the Chief Commercial
Officer at DPSG, Jim Trebilcock. The students were organized into groups of
five, each group had to consider the target consumers’ needs, which occasions
those needs corresponded with, and how the product’s strengths could dominate
the overlapping area(s). The groups
brainstormed a variety of executions, including but not limited to guerrilla
marketing tactics, social media campaigns, and paid media implementations. The
class ended with a team presentation of the ideas and the impact of those
implementations on the brand. The Marketing Fellows now have a better
understanding of how to evaluate the consumers’ relevant needs and create an
innovative go-to-market strategy that meets one or more of those needs.</span><span lang="en-US" style="font-family: "times new roman" , serif; font-size: 10.0pt;"><o:p></o:p></span></div>
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<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBKMky_8WWGHfTMgZU3MCPtKyGHWYtRYDFkkH0QWkSPYAfqY3Em5Seft7PBGGXzmZbLjSwYP1OBGKg7L8IVGrY0Lxorpf4WrRDro3V9xSKFFZ1mQz_liexijAsn3tvYi3TFlOy_2QRcmoK/s1600/dpsg.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="277" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiBKMky_8WWGHfTMgZU3MCPtKyGHWYtRYDFkkH0QWkSPYAfqY3Em5Seft7PBGGXzmZbLjSwYP1OBGKg7L8IVGrY0Lxorpf4WrRDro3V9xSKFFZ1mQz_liexijAsn3tvYi3TFlOy_2QRcmoK/s400/dpsg.jpg" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">A team of five Marketing Fellows presents to visiting DPSG executives.</td></tr>
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McCombs Marketing Fellowshttp://www.blogger.com/profile/07381770885932946939noreply@blogger.com1tag:blogger.com,1999:blog-7482835578546205446.post-8597687914607181752016-02-15T18:37:00.003-06:002016-02-15T18:37:25.375-06:00Experience is Everything<div class="MsoNormal">
<i>By Linda Permenter, Class of 2017</i></div>
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On January 26, the Marketing Fellows enjoyed a design
thinking workshop hosted by <a href="http://www.frogdesign.com/">Frog Design</a>
benefiting <a href="http://www.shelfbucks.com/">Shelfbucks</a>. Frog Design is
a global design and strategy firm headquartered in San Francisco with offices
all over the world, including Austin. Frog boasts an impressive and diverse
list of clients like Nike, Intel and FEMA. Shelfbucks is an Austin-based
startup that has developed technology that allows shoppers to interact with
products, displays and store shelves from their smartphones. The in-store
personalized promotion platform benefits both the manufacturer and retailer
with increased sales and data collection.<o:p></o:p></div>
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The brilliant folks at Frog kicked off the class with a
brief presentation of their philosophy and process. They believe that
“experience is everything” and focus their creative design efforts on enhancing
the customer experience. In order to think creatively on demand, Frog recommends
<i>lateral</i> thinking over traditional <i>linear</i> thinking. Lateral thinking
involves thought exercises like: “remove an important attribute from an object
and consider a useful arrangement of the remaining components.”<o:p></o:p></div>
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Frog helped us exercise some creative thinking to address a
business challenge proposed by Shelfbucks CEO, Erik McMillan: <i>develop impactful store experiences that
provide distinct benefits for the shopper and meet relevant needs for the
manufacturer and retailer</i>. They designed and facilitated a workshop wherein
groups of 5 students considered the lifestyle and needs of a specific persona,
uncovered her motivations for a shopping occasion, and explored ways to improve
her in-store shopping experience with Shelfbucks technology. Whether it be a 63-year-old retired man with
high blood pressure on a fixed income or a 29-year-old married mother of two
with a part-time job and no spare time (actual personas provided by Frog), the
Marketing Fellows proposed innovative ways to successfully integrate Shelfbucks
into their shopping experience. </div>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikI7lw0k4spwvV6WJC2qxcge_z2v2N5f4zDFu3wEWGML1ihaofI1ICswZUX4FBi1hTkEUuwp7s4dZU02x7zMtYk6BYDC4nKU550zVWs7mKL05lY0H1P2bEPZpxg0ofJCPKGdv1Mysi4PGG/s1600/frog+design+standing.JPG" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEikI7lw0k4spwvV6WJC2qxcge_z2v2N5f4zDFu3wEWGML1ihaofI1ICswZUX4FBi1hTkEUuwp7s4dZU02x7zMtYk6BYDC4nKU550zVWs7mKL05lY0H1P2bEPZpxg0ofJCPKGdv1Mysi4PGG/s320/frog+design+standing.JPG" width="240" /></a></div>
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg269okC6SVlp3THKMopgHyy4FWhFoQh3AouoGCSWnjl-cH31SBQGRQIlv4U5YhrQCf0dfNhTDyNo-VQAHhqEvIQh7qgQEyB_kV1jpaKAXrZ4bpqrX5XAVmpf3IEq4hL5LpBrhoRz0eNpEr/s1600/frog+design+table.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg269okC6SVlp3THKMopgHyy4FWhFoQh3AouoGCSWnjl-cH31SBQGRQIlv4U5YhrQCf0dfNhTDyNo-VQAHhqEvIQh7qgQEyB_kV1jpaKAXrZ4bpqrX5XAVmpf3IEq4hL5LpBrhoRz0eNpEr/s320/frog+design+table.JPG" width="240" /></a>McCombs Marketing Fellowshttp://www.blogger.com/profile/07381770885932946939noreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-82769336585247114852016-01-15T08:30:00.000-06:002016-01-15T08:30:07.050-06:00Marketing Fellows featured on McCombs Today! <br />
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<br />
<h3>
<a href="http://www.today.mccombs.utexas.edu/2015/11/sports-marketing-cota-racetrack-formula-one" target="_blank">Students Experience the Power of Sports Marketing at COTA Racetrack During Formula One</a></h3>
<i>By Executive-in-Residence Rob Malcolm </i><br />
<i> </i> <br />
Business students recently got a whiff of fuel and tire rubber as they gained a look into the power of sports marketing.<br />
<br />
On the morning of Oct. 23, 16 students in Senior Lecturer <b>Kapil Jain</b>'s
Marketing Fellows Practicum class at the McCombs School of Business
spent two hours at Austin's Circuit of the Americas (COTA) racetrack
during practice sessions for the Austin Formula One race.<br />
<br />
The class, focused on sports marketing, featured a panel of experts
representing race teams, a motor sports marketing agency, and two client
case studies who led informative presentations and discussions about
using motor sports to accelerate business growth. <b>Red McCombs</b>,
an investor in COTA, stopped by the class to share his passion for
marketing, which he called "the greatest tool in the world" for driving
interest.<br />
<br />
<a href="http://www.today.mccombs.utexas.edu/2015/11/sports-marketing-cota-racetrack-formula-one" target="_blank">Read more the article here...</a>gypsy soul http://www.blogger.com/profile/07499161506735031940noreply@blogger.com1tag:blogger.com,1999:blog-7482835578546205446.post-85461767938530197732016-01-14T11:27:00.002-06:002016-01-14T15:13:47.769-06:00Thoughts on Leadership for Future CMOs<!--[if gte mso 9]><xml>
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<![endif]--> <i>By Michelle Sutton, MBA Class of 2016</i><br />
<br />
Lisa Zoellner, CMO of Golfsmith,
came to our Marketing Fellows Session to discuss “Thoughts on Leadership for
Future CMOs.” Prior to becoming CMO of Golfsmith International, Lisa was CMO of
Gold’s Gym, and prior to that, she worked in a variety of roles at Blockbuster.
She provided us with ten lessons that she wished she had known before beginning
her marketing career. Several of the lessons centered on collaborating with
others: build relationships, learn the art of influence, expect and thrive in
chaos, and find strong role models. She emphasized that in marketing, many key
cross functional partners have an impact in your daily job. In order to succeed
as a leader, you have to influence them. She recommended the book “How to Win
Friends and Influence People” by Dale Carnegie and provided a great African
proverb for us: “If you want to go fast, go alone. If you want to go far, go
with others.” As Marketing Fellows, we have already begun to learn this in both
our practicum projects and summer internships, but Lisa’s way of explaining how
she has learned to collaborate effectively with others left an impression. It’s
important for us to value each and every one of our classmates and colleagues
because they bring expertise in certain areas, as well as a diverse skill set
and experience to the team.<br />
<br />
Lisa also mentioned that after we
graduate, titles and grades won’t be nearly as meaningful as the results we
produce in our job. We need to focus on delivering value and applying
everything we learned in school to our new jobs! When she was discussing the
jobs she held after graduating from school, another lesson that she gave was
that lateral moves can take you forward. A career path is not always straight.
In marketing, there are so many different areas that it’s important to learn
them all. Taking lateral roles can help you become both more creative and more
analytical. She also reminded us to trust our instincts in our careers going
forward. This can lead to making sound decisions. Lastly, she told us that she
is still learning. We will all be wrong at some point and you just have to take
the issue head on and handle it. Finding great role models can help you
continuously learn because you will be inspired by those people and they can
share their knowledge with you. Overall, it was a very valuable session for us!
Lisa gave us a lot of good reminders as we prepare to enter the real world
again after graduation.
gypsy soul http://www.blogger.com/profile/07499161506735031940noreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-46186320821530379582015-11-30T15:03:00.000-06:002016-01-14T15:12:12.551-06:002015 McCombs MBA Marketing Conference Brings Whole-Brained Insights to Students<br />
<div style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;">
</div>
<h4 style="text-align: center;">
<i>By Natalie Quinn, MBA Class of 2016</i></h4>
<br />
<a href="https://storify.com/UTexasMarketing/mccombs-marketing-conference-challenge-2015" target="_blank">View the event through the eyes of social media. </a><br />
<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDCN84-lmAq4C7ouevoAC8p2FAMgOnoMWJxwloVAws9VcHxks945rxzd0jdFql3ciJXJ5I6Z2LqQhs4o9AQ8YwbsxfDP7G07megDlKF5qpt8FfgJqKPr3uxqi5Jf4cXGZ0gmHijwvt720y/s1600/Whole+Brained+Marketing+Identity-07-crop+new.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgDCN84-lmAq4C7ouevoAC8p2FAMgOnoMWJxwloVAws9VcHxks945rxzd0jdFql3ciJXJ5I6Z2LqQhs4o9AQ8YwbsxfDP7G07megDlKF5qpt8FfgJqKPr3uxqi5Jf4cXGZ0gmHijwvt720y/s320/Whole+Brained+Marketing+Identity-07-crop+new.png" width="163" /></a></div>
<br />
<br />
On October 29-30, the Texas MBA program hosted its annual
marketing conference at the McCombs School of Business. Sponsored by the Center
for Customer Insight and Marketing Solutions (CCIMS) in conjunction with the
Graduate Marketing Network and the CCIMS Marketing Fellows student
organizations, the event focused on uniting quantitative and qualitative skills
to engage in “whole-brained marketing.” <br />
<div class="MsoNormal">
<br />
Over the conference’s two days, attendees heard from marketing experts in the
digital, CPG, financial services, technology, and academic fields. First-year
students also had the opportunity to present their work on a case challenge
that asked them to develop a plan for engaging millennial Walmart grocery
consumers via the Pinterest platform.<br />
<br />
The Thursday evening sessions of the conference kicked off with three TED-style
talks about marketing. Marissa Jarratt, Senior Director of PepsiCo’s Global
Marketing Program Office, discussed whole-brained marketing approaches in
emerging markets and introduced the “Four As Framework,” which focuses on
applicability, availability, affordability, and affinity. She then provided a
case study from PepsiCo’s own work in Asia with the Sting energy drink.<br />
<br />
Award-winning author and speaker Erik Qualman followed Ms. Jarratt with remarks
describing the 5 habits of digital leaders. Summarizing them with the acronym
STAMP, Mr. Qualman explained that those who excel in the digital space practice
<strong><span style="font-family: "Calibri",sans-serif; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-latin;">s</span></strong>implicity, share <strong><span style="font-family: "Calibri",sans-serif; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-latin;">t</span></strong>ruth, <strong><span style="font-family: "Calibri",sans-serif; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-latin;">a</span></strong>ct with agility, follow a <strong><span style="font-family: "Calibri",sans-serif; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-latin;">m</span></strong>ap, and care about <strong><span style="font-family: "Calibri",sans-serif; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-theme-font: minor-bidi; mso-hansi-theme-font: minor-latin;">p</span></strong>eople. Implementing the STAMP
approach to digital allows brands and influencers to leverage word of mouth by
putting this method of sharing on the steroids of social platforms.
<br />
The final TED-style speaker was Todd Darroca, a marketing thought leader from
Austin-based IT company Spiceworks. Acknowledging that “content is king,” Mr.
Darroca outlined the importance of content development and content mapping in
order to connect with the right consumers at the most opportune times. He
concluded by emphasizing that conversion-driving content speaks to a company’s
business objective while also giving a reader a reason to care.<br />
<br />
After the TED talks concluded, Seth Gaffney of Preacher, an Austin ad agency,
and Matt Stuart of Main Street Hub, an Austin analytics firm, faced off in a moderated
debate pitting creativity against data. After weighing in on questions like “Is
big data creating a creative deficit?” and “What’s the role for creativity and
data in building a brand?”, Mr. Gaffney and Mr. Stuart ultimately agreed that
while human creativity is more closely tied to action, data can validate and
inform the creative steps a brand or organization can take.<br />
<br />
Following a networking reception and sit-down dinner, conference attendees then
had the privilege of hearing from Kip Knight, President of H&R Block’s U.S.
Retail Operations. Mr. Knight shared experiences from his varied marketing
career, which has included roles managing businesses in the CPG, fast food,
e-commerce, and consulting spaces. He also outlined 3 principles for modern marketers
and 7 tips for McCombs marketing students. </div>
<div class="MsoNormal">
<br />
Mr. Knight encouraged students to identify their wildly important goals (WIGs),
always ask “What if?”, and learn to “zag” when others zig. After discussing his
own experiences working with both Crown Maple and H&R Block to tackle
specific brand challenges, Mr. Knight closed his remarks with the following 7
recommendations:<br />
• Always be learning<br />
• Develop relationships<br />
• Don’t play not to lose; play to win<br />
• Bring people with you<br />
• See the world through your customers’ eyes<br />
• Be true to yourself<br />
• Enjoy the ride<br />
<br />
The next morning, first-year students arrived bright and early to compete in the
preliminary rounds of the conference’s marketing case challenge. Not even heavy
rain and a subsequent tornado warning could dampen the students’ enthusiasm for
sharing with judges their teams’ recommendations on enhancing Walmart's
connection with potential millennial consumers via Pinterest activations. As
the final round of the case challenge began, other conference attendees
participated in two workshops.</div>
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<br /></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhH3dXt9jbm_7kF2NhOMUhC81FBB2J4-zCSphhhsVCQIwIspKNeZrc804hcjcIVgjm7b-cp7QRBmceq_whpRAiYz3VW74D55k1UkZZkIX1VIr-azaQVRKZ0wPTYDHLqS-zdIud1UeuaE7yh/s1600/Challenge+1st+Place+Team+10-30-15.jpg" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="187" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhH3dXt9jbm_7kF2NhOMUhC81FBB2J4-zCSphhhsVCQIwIspKNeZrc804hcjcIVgjm7b-cp7QRBmceq_whpRAiYz3VW74D55k1UkZZkIX1VIr-azaQVRKZ0wPTYDHLqS-zdIud1UeuaE7yh/s320/Challenge+1st+Place+Team+10-30-15.jpg" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Winning Challenge Team</td></tr>
</tbody></table>
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The first workshop, presented by Justin Freels and Frannie Makabenta of
Tableau, focused on data visualization. Mr. Freels and Ms. Makabenta discussed
the opportunities that visualization tools like Tableau create for putting the
power of data comprehension into anyone’s hands. Professor Art Markman of the
UT-Austin Psychology Department then discussed how marketing leaders can help
people be more creative in the workplace by leveraging group memory in the
ideation process.<br />
<br />
All conference participants from both the case challenge and workshops then
convened for a final keynote lunch featuring Peter Horst, CMO of The Hershey
Company. Mr. Horst reminded attendees that whole-brained marketing combines
both the “think” and “feel” components of business strategy. After sharing
examples from Ameritrade, Capital One, and Hershey’s Kisses and Jolly Rancher brands,
Horst concluded his remarks by suggesting that whole-brained marketers always
abide by the following principles:<br />
• Lead with hypotheses<br />
• Integrate and iterate<br />
• Be skeptical<br />
• Be bold<br />
• Position powerfully<br />
• Have fun<br />
</div>
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</div>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWZ25t7nPi4bhimTiB1fREVe50c3fXuhj71mphuBozHCQk03cOFHFdk_ylkhHLrBgf8wv3E70v_IsAKfgAaTMw8uiNQ_sRkF8vOqIUvKQDpVT0FBPyY1bI9RGkitvORPBy1eTrJ8zT4A-T/s1600/Horst+10-30-15+crop.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="217" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEhWZ25t7nPi4bhimTiB1fREVe50c3fXuhj71mphuBozHCQk03cOFHFdk_ylkhHLrBgf8wv3E70v_IsAKfgAaTMw8uiNQ_sRkF8vOqIUvKQDpVT0FBPyY1bI9RGkitvORPBy1eTrJ8zT4A-T/s400/Horst+10-30-15+crop.JPG" width="400" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Peter Horst, CMO of The Hershey Company</td></tr>
</tbody></table>
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Reflecting on their experiences at the conference, students agreed that the
speakers’ topics and case challenge allowed them to experience the necessity of
a whole-brained approach firsthand. Second-year student Judy Kuo noted that
Professor Markman’s creative ideation workshop afforded her a new perspective
on problem-solving by demonstrating “that everyone has the potential to
generate ideas if allowed to think about and tackle a problem with their own
devices.” First-year student Matt Giorgis added this observation about his
experience while working on the case: “What resonated most with me was the
feedback my team was able to receive from multiple judges coming from a wide
range of industries.” This breadth of feedback and knowledge gained combined to
facilitate yet another year of challenge and conference success for this annual
CCIMS event.</div>
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<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="margin-left: auto; margin-right: auto; text-align: center;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh7oKsrH7SeWTUyk7HwYPIrCgPAwATiMm8e3x6PZscoExBFE3g__2nDYzKxIzRGPmR10UrmlznwdhY44nXkPNPRrlzVCh9mYb_4Cos__o_2fpYsSQ_wyXtTpfEURZQDsqSi0s-Scgt7gGKy/s1600/IMG_0506.JPG" imageanchor="1" style="margin-left: auto; margin-right: auto;"><img border="0" height="240" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEh7oKsrH7SeWTUyk7HwYPIrCgPAwATiMm8e3x6PZscoExBFE3g__2nDYzKxIzRGPmR10UrmlznwdhY44nXkPNPRrlzVCh9mYb_4Cos__o_2fpYsSQ_wyXtTpfEURZQDsqSi0s-Scgt7gGKy/s320/IMG_0506.JPG" width="320" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;">Marketing Conference & Challenge Committee </td></tr>
</tbody></table>
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<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjkDniIUJKexuBb4jEThFrKJmW2Hq7UimPpxxYK4yFsLHXFhGLcOciPyCbvGbr8NwKdrTKerdh9xzIGpZ5LKOre3lqv6fWQShV930-8JL_UpxKqU-jtmc2A-Bnjvdri0J5RBZovB5Lkvfx-/s1600/IMG_0495.JPG" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><br /></a></div>
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</o:shapelayout></xml><![endif]-->gypsy soul http://www.blogger.com/profile/07499161506735031940noreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-39827567385649898612015-05-13T15:38:00.000-05:002015-05-13T16:01:44.765-05:00Old Millennial Wisdom<br />
<span style="font-family: Cambria;">Despite being reminded that we are “old millennials” by a
recent guest speaker, the Marketing Fellows continue to be solicited for advice
about how to engage younger generations. Millennials, generally referred to as
those born between 1982-2001, will soon outnumber Baby Boomers in the workforce.
With more spending power comes greater attention from brands. However, millennials
tend to resist overt advertising and are rarely brand loyal, which creates
inherent tension among companies and customers.<o:p></o:p></span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span style="font-family: Cambria;">In this week’s Customer Strategy class, our discussion
centered around this hot topic: How can established brands reach and retain
younger customers?<o:p></o:p></span></div>
<br />
<br />
<table cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: right; margin-left: 1em; text-align: right;"><tbody>
<tr><td style="text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg4HZjkRNqlEsDBD5v8LniSdOM84kRUfAUvhvEVz3OgCj_SPFMeTkA46yqTCGyyw9IhSsTjNjIvetN7yjjUMbOUu6vaMuc2HWkLE7pCvGL6Xwc9uMAT5e4MabNdsRvskSj7DA4Mv04gFYH1/s1600/michael-westgate.jpg" imageanchor="1" style="clear: right; margin-bottom: 1em; margin-left: auto; margin-right: auto;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg4HZjkRNqlEsDBD5v8LniSdOM84kRUfAUvhvEVz3OgCj_SPFMeTkA46yqTCGyyw9IhSsTjNjIvetN7yjjUMbOUu6vaMuc2HWkLE7pCvGL6Xwc9uMAT5e4MabNdsRvskSj7DA4Mv04gFYH1/s200/michael-westgate.jpg" width="156" /></a></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><strong>Michael Westgate, W2O Group</strong></td></tr>
</tbody></table>
<span style="font-family: Cambria;"><b style="mso-bidi-font-weight: normal;">Michael Westgate</b>, Head of Marketing at
W2O Group and McCombs MBA alum, began the session with a challenge facing one
of W2O Group’s current clients, NBC. </span><br />
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<span style="font-family: Cambria;">Westgate
shared with us the W2O Group’s 1-9-90 principle to digital audience
segmentation. One percent of customers create content (Opinion Leaders), nine
percent share, comment and repackage content (Influencers), and 90 percent
listen and lurk (The Market). According to Westgate, companies are skilled at
identifying the Opinion Leaders but not the Influencers, which W2O Group helps
them to understand and identify.<o:p></o:p></span></div>
<br />
<div class="MsoNormal" style="margin: 0in 0in 0pt;">
<o:p><span style="font-family: Cambria;"> </span></o:p><span style="font-family: Cambria;">Another interesting opinion held by W2O Group is that paid
media should come last in the planning cycle after earned, shared and owned
media. This nontraditional approach encourages W2O Group’s clients to optimize
and exploit free channels and then select a highly targeted, relevant media
buy.<o:p></o:p></span></div>
<br />
<div class="separator" style="clear: both; text-align: left;">
</div>
<div class="separator" style="clear: both; text-align: left;">
<strong></strong></div>
<table align="center" cellpadding="0" cellspacing="0" class="tr-caption-container" style="float: left; margin-right: 1em; text-align: left;"><tbody>
<tr><td style="text-align: center;"><strong><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg0q4kVUbRUuiKDtTCLpZKpqOVjJnFIUoE6mDd7eqqEH76Y_wthRaTGc6epw1jnGU2PzngqdA5hn77-1rAEvShlIAiof7o-pQY8Zx6qH0zjjrf-VgUBopjOpZYbF4WxwSi4l9x2Nge6s2wx/s200/alice-liu.jpg" style="margin-left: auto; margin-right: auto;" width="150" /></strong></td></tr>
<tr><td class="tr-caption" style="text-align: center;"><strong>Alice Liu, American Airlines</strong></td></tr>
</tbody></table>
<strong></strong><span style="font-family: Cambria;">American Airlines’s <b style="mso-bidi-font-weight: normal;">Alice
Liu</b>, Managing Director of Onboard Products, and <b style="mso-bidi-font-weight: normal;">Brian Richardson</b>, Director of Inflight Entertainment and
Connectivity, led the second session of the day. <span style="font-family: "Cambria",serif; font-size: 12pt; mso-ansi-language: EN-US; mso-ascii-theme-font: minor-latin; mso-bidi-font-family: "Times New Roman"; mso-bidi-language: AR-SA; mso-bidi-theme-font: minor-bidi; mso-fareast-font-family: "MS Mincho"; mso-fareast-language: EN-US; mso-fareast-theme-font: minor-fareast; mso-hansi-theme-font: minor-latin;">The
McCombs alumni were interested in hearing the Marketing Fellows’ ideas about branding
and promoting American Airlines’ wireless entertainment offerings.</span></span><br />
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<o:p><span style="font-family: Cambria;"> </span></o:p><span style="font-family: Cambria;">Sessions
like this prove to be invaluable learning experiences both for the Marketing
Fellows and the company executives who volunteer their time to engage with us.
The real-world experiences and feedback we receive will no doubt help us old
millennials as we embark on our summer internships in the coming months. </span><br />
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<span style="font-family: Cambria;"><a href="https://www.mccombs.utexas.edu/Student-Organizations/Marketing-Fellows/Class%20of%202016" target="_blank">Allie Wallace</a> is member of the McCombs Marketing Fellows, Class of 2016. She's passionate about marketing because she loves that it allows a mix of creativity and discipline. </span></div>
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gypsy soul http://www.blogger.com/profile/07499161506735031940noreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-28068823885542721902015-04-30T14:15:00.000-05:002015-05-14T16:46:54.855-05:00Dr Pepper Snapple Group<div class="separator" style="clear: both; text-align: center;">
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiknzaaCUGwKGGatywA30Or2oDE6k5eFSDvTII-JqK-__4u4WE3I_GeoKtWDx1sER5YJ7lm3B1UMwRsPP0V4H2Sn0wmiG-bNS-mgCAuCDX0WH0jb2vn9GfgSLmai-lXHhv_LMD4E_5JGkX2/s1600/dpsg-tuition-giveaway.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="176" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiknzaaCUGwKGGatywA30Or2oDE6k5eFSDvTII-JqK-__4u4WE3I_GeoKtWDx1sER5YJ7lm3B1UMwRsPP0V4H2Sn0wmiG-bNS-mgCAuCDX0WH0jb2vn9GfgSLmai-lXHhv_LMD4E_5JGkX2/s400/dpsg-tuition-giveaway.png" width="400" /></a></div>
<span style="font-family: Calibri;"></span><br />
<span style="font-family: Calibri;">On Friday, February 27<sup><span style="font-size: x-small;">th</span></sup>,
Jim Trebilcock (CMO) and Benjamin Kraft (Associate Brand Manager) from Dr
Pepper visited the McCombs Marketing Fellows Customer Strategy class for a
session focused on college football strategy. Dr Pepper Snapple Group is a
leading beverage company with 58 brands. Its flagship brand, Dr Pepper, is a
unique, one of a kind beverage that is one of the most differentiated brands
out there. With humble beginnings in the office of a pharmacist in Waco, Texas,
Dr Pepper’s heartland is the five states that surround our great state. In
2014, Dr Pepper became one of the main sponsors of college football (the #2
sport in the USA after professional football), working closely with ESPN. In
the first year of their six year agreement, they were able to reach millions of
customers nationwide through powerful campaigns involving lovable Larry
Culpepper, who is shown selling Dr Pepper at stadiums. The partnership with
college football aligns well with Dr Pepper’s target market of 18-24 year olds
who are truly one of a kind but also want a sense of belonging socially.
College football is all about spending time with your friends and enjoying the
game, and it can be made even better with an ice cold Dr Pepper! <o:p></o:p></span><br />
<br />
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<span style="font-family: Calibri;">First,
Jim presented on Dr Pepper’s history, brands and the positioning of Dr Pepper.
I</span><span style="font-family: Calibri;">n the
second half of the class, Ben provided insight into how to succeed as a
marketing intern and answered questions related to succeeding in our summer
internships. He then explained Dr Pepper’s Tuition Giveaway program. </span></div>
<span style="font-family: Calibri;">There
were several key takeaways from the session. First of all, having a
consumer-driven strategy is paramount. Whenever decisions are made, you have to
keep the consumer in mind, and DPSG has been very successful by continually
doing this. Additionally, we stressed the importance of differentiation and
positioning. Dr Pepper has been able to achieve excellent positioning and
occupies a clear place in the hearts and minds of its audience. Whenever we
think about building brands, we need to spend a lot of time developing strong
positioning. Overall, the session was extremely insightful and we all enjoyed
learning more about Dr Pepper’s sponsorship of college football and the
company’s history of innovation. We can’t wait to see what they implement this
fall when football season comes back around!</span><br />
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<span style="font-family: Calibri;"><span style="font-family: Cambria;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqRAMvyMOjLzSC2CrNEhCM9i11RO4gUEZ9XagPIfBexaX9MFFgJfHU3zMaWU209G03bjzQSA5-XLV82aRI3-aukIpN5K6oMghAVZPpb1rgdfaFRO927f0HI5k0830N6e9JTvCgAyWyg0oS/s1600/MichelleSutton.JPG" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="200" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiqRAMvyMOjLzSC2CrNEhCM9i11RO4gUEZ9XagPIfBexaX9MFFgJfHU3zMaWU209G03bjzQSA5-XLV82aRI3-aukIpN5K6oMghAVZPpb1rgdfaFRO927f0HI5k0830N6e9JTvCgAyWyg0oS/s200/MichelleSutton.JPG" width="133" /></a></span></span></div>
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<a href="https://www.mccombs.utexas.edu/Student-Organizations/Marketing-Fellows/Class%20of%202016" target="_blank">Michelle Sutton</a> is member of the McCombs Marketing Fellows, Class of 2016. <span style="font-family: Calibri;">She's passionate about marketing because she loves
getting inside the head of the consumer and trying to understand why and how
they make decisions. She also loves how marketing combines creativity and
analysis. It's really a great blend of qualitative and quantitative functions. <o:p></o:p></span><br />
<span style="font-family: Times New Roman;">
</span></span> </span>gypsy soul http://www.blogger.com/profile/07499161506735031940noreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-10231158728780893382015-03-05T15:12:00.000-06:002015-03-05T15:15:16.677-06:00What do Johnnie Walker, Folgers coffee and Dos Equis know about marketing that you don't? <br />
Author: <a href="http://www.mccombs.utexas.edu/Directory/Profiles/Malcolm-Robert?p=1" target="_blank">Rob Malcom</a>, Executive in Residence in the <a href="http://www.mccombs.utexas.edu/Directory/Departments/Center-for-Customer-Insight-and-Marketing-Solution">Center for Customer Insight and Marketing Solution</a><br />
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<span style="color: black;"></span><o:p></o:p> </div>
<span style="color: black;">Each of these brands have achieved dramatic and
transformational growth within static or declining categories many years
apart, by mastering perhaps the most powerful and under appreciated lever in
marketing. No it is not social media, harnessing "big data",
nor digital, nor product innovation - although these tactics and tools were
part of the programs. </span><o:p></o:p><br />
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<span style="color: black;">Each of these brands - Folger's coffee in the 1980's, Johnnie
Walker starting in the late 90's and Dos Equis in the 2000's uncovered what I
believe is the most powerful secret in unlocking growth for brands -
"THE ONE TRANSFORMATIONAL INSIGHT ". This is the "singular
most powerful discovery about their target consumer's motivation that could be
leveraged to unlock growth". </span><o:p></o:p></div>
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<span style="color: black;"> </span><span style="color: black;">For Folgers it was identifying the major generic category
motivation - why people drink coffee in the first place - "to get their
day off to a brighter start" which led them to abandon 20 years of
"better taste" positioning for the most successful, longest running
advertising campaign - " the Best part of wakin' up is Folger's in
your cup' - now in its 31st year on air.</span><o:p></o:p></div>
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<span style="color: black;"> </span><span style="color: black;">For Johnnie Walker it was the discovery that the target
group of 25-30 upwardly mobile men all over the world were motivated by
the same core driving force - the desire to make progress in their lives.
This led to the breakthrough global campaign "Keep Walking", and
inspired men all over the world beginning in 1999, It turned years of
decline into rapid growth for the next decade and was awarded "global
campaign of the decade" in 2010.</span><o:p></o:p></div>
<br />
<span style="color: black;">Dos Equis cracked the code and separated itself from the
tangled mass of imported beer, by uncovering that it's target - guys 23-28 -
were maturing and no longer wanted to be seen as "crazy frat
boys". At this point in their life they wanted to be seen as
"more interesting or sophisticated." Enter the " Most
Interesting Man in the World" - the most successful idea in beer in the
last decade.</span><o:p></o:p><br />
<br />
<span style="color: black;">What so many marketers seem to
forget in today's world of digitally enabled cool tactics, is the root of
understanding all consumer behavior lies first in finding and harnessing the
singular most powerful motivation that drives their behavior - their
choice. Until this foundation work is complete - the rest really doesn't
matter.</span><br />
<span style="color: black;"></span><br />
<span style="color: black;"></span><o:p><a href="http://www.mccombs.utexas.edu/Directory/Profiles/Malcolm-Robert?p=1" target="_blank">Rob Malcom</a>, Executive in Residence in the <a href="http://www.mccombs.utexas.edu/Directory/Departments/Center-for-Customer-Insight-and-Marketing-Solution">Center for Customer Insight and Marketing Solution</a></o:p><br />
<o:p></o:p><br />
<a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUCVArHYnhxxdd84d4tyJeShnZZupBvZkoGywJAq62geL-KZy_rJivXHVK1Uj_FDM0Kd-S6NiWUxtVJu6bRpis2Pwz6_EyXFpNG4tqsfLZOSE7RDu59aPhzdZqFhqby7MvlWh1yRFmDCpZ/s1600/Rob+Malcolm.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiUCVArHYnhxxdd84d4tyJeShnZZupBvZkoGywJAq62geL-KZy_rJivXHVK1Uj_FDM0Kd-S6NiWUxtVJu6bRpis2Pwz6_EyXFpNG4tqsfLZOSE7RDu59aPhzdZqFhqby7MvlWh1yRFmDCpZ/s1600/Rob+Malcolm.jpg" /></a><o:p><o:p>A graduate of the University of Southern California with both a bachelor’s and master’s degree in marketing, Malcolm has spent 24 years at Procter & Gamble before becoming president of marketing, sales and innovation for Diageo, the world’s largest premium alcoholic beverages company. He retired from full-time corporate work in 2008, but continues his influence by serving on the boards of the American Marketing Association, Hershey Foods, and others. He also taught marketing at the University of Pennsylvania’s Wharton School of Business from 2009 to 2013. <o:p><o:p>Rob has been an Executive in Residence at the University of Texas McCombs School of Business Since 2013. </o:p></o:p></o:p></o:p>McCombs Marketing Fellowshttp://www.blogger.com/profile/07381770885932946939noreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-83203797440328601952012-04-20T11:18:00.011-05:002012-04-20T11:44:23.673-05:00Highlights: McCombs Marketing Conference 2012<span style="font-size:78%;"><em>By Angela Adams, Marketing Fellows, Class of 2013</em></span><p style="text-align: left;"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEPlUkDiXVbXtPXEHB544COhlyfKVhWWcYjJaQLyc95SIOXZ-tA9chUa01qK-uBdo3sdmaZNHZRizPJQ-To91tUqAZyrt-U5TUvcdqfuEJTyqNd3rc_7jPCHsxz3N2rJyW_L6ozWo-Hz0/s1600/Header2.png"><img style="display: block; margin: 0px auto 10px; text-align: center; cursor: pointer; width: 400px; height: 71px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEiEPlUkDiXVbXtPXEHB544COhlyfKVhWWcYjJaQLyc95SIOXZ-tA9chUa01qK-uBdo3sdmaZNHZRizPJQ-To91tUqAZyrt-U5TUvcdqfuEJTyqNd3rc_7jPCHsxz3N2rJyW_L6ozWo-Hz0/s400/Header2.png" alt="" id="BLOGGER_PHOTO_ID_5733519209631013634" border="0" /></a><span style="color: rgb(0, 0, 0);">A few weeks have passed since the first annual McCombs M</span><em style="color: rgb(0, 0, 0);"></em><span style="color: rgb(0, 0, 0);">arketing Conference, and I still find myself remembering lessons from the event. The speakers and panels were engaging and thought provoking, and following the event on Twitter (#McCombsMktConf) was not only a great way to share thoughts with other atendees, followers from the McCombs community and beyond were able to take part in the conversation. Reflecting on the event has inspired me to write my own “Top Five Conference Highlights” list.</span></p><p style="color: rgb(0, 0, 0);"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjVAu7t2GnAZ_uypfkjV2i_OYKR3wMbk-FP5RIMnmgsE2uIm3pulFqRXvPx8uvHnSq5O0_fOKrYqtaMLho3kASz_vpc5nUdgjChKvyKgWTky3m8Nnd39sNYQ9I-_UVV17IA8oPZZnus8L0/s1600/Bob_Johansen_crop.png"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 188px; height: 160px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjVAu7t2GnAZ_uypfkjV2i_OYKR3wMbk-FP5RIMnmgsE2uIm3pulFqRXvPx8uvHnSq5O0_fOKrYqtaMLho3kASz_vpc5nUdgjChKvyKgWTky3m8Nnd39sNYQ9I-_UVV17IA8oPZZnus8L0/s400/Bob_Johansen_crop.png" alt="" id="BLOGGER_PHOTO_ID_5733519383201262850" border="0" /></a><strong>IT’S A VUCA WORLD:</strong> Bob Johansen, <strong></strong>Distinguished Fellow from the Institute for the Future, and our keynote presenter introduced the idea of a V.U.C.A, world (Volatile, Uncertain, Complex, and Ambiguous). As marketers, we must accept this new reality and show up prepared to win.<em></em></p><p style="color: rgb(0, 0, 0);"><strong>FROM ‘MARKETING’ TO ‘ENGA</strong><strong>GING’:</strong> During the first panel, The Impact of Innovation on Shopper Marketing, we discussed how marketing is shifting towards people focused engagement. Though all agreed with the thinking, our panelists were asked if they were ready to change their titles from “Marketing Executive” to “Engagement Executive” – not quite there yet!</p><p style="color: rgb(0, 0, 0);"><strong></strong><em><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlKp48EJaI7cRORiEJqp9RvPLapWTBZKx72p_U4UlNNtiGHkWCrxVD-qpDdvQ5xvAubuNTp1hgtTapxeckcyQauogitplHXs2lxNI5RCaKVB3GG6s4jZ65yAqwa5h34AQ7X_8nCiChNWU/s1600/Panel_1+crop.png"><img style="display: block; margin: 0px auto 10px; text-align: center; cursor: pointer; width: 400px; height: 90px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjlKp48EJaI7cRORiEJqp9RvPLapWTBZKx72p_U4UlNNtiGHkWCrxVD-qpDdvQ5xvAubuNTp1hgtTapxeckcyQauogitplHXs2lxNI5RCaKVB3GG6s4jZ65yAqwa5h34AQ7X_8nCiChNWU/s400/Panel_1+crop.png" alt="" id="BLOGGER_PHOTO_ID_5733519607495607442" border="0" /></a></em><strong>A FAST DECISION THAT IS WRONG IS BETTER THAN A SLOW DECISION THAT IS RIGHT: </strong>Panel two, Leveraging Marketing Analytics for the Future, again brought great discussion and thought provoking questions. Chris Winiewicz, Director for WW Channel Management at AMD, reminded us not only of the power of data in decision making, but of the importance of speed.<br /><strong></strong><strong></strong><strong></strong></p><p style="color: rgb(0, 0, 0);"><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZSuXUeoWQFQ7wkuIAzTaU7LQCJQxF4tCzoqnQqag60wu-fekEyD6AzmqX1Jja66wObrtpuH2T2M2_5xnSwRVo-UyfmJBU8BwLJFqKCGUXKYmaVjNXc6D4qR5pfo_-dDpdT6O5o1NKtvw/s1600/Panel_2.png"><img style="float: right; margin: 0pt 0pt 10px 10px; cursor: pointer; width: 320px; height: 131px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjZSuXUeoWQFQ7wkuIAzTaU7LQCJQxF4tCzoqnQqag60wu-fekEyD6AzmqX1Jja66wObrtpuH2T2M2_5xnSwRVo-UyfmJBU8BwLJFqKCGUXKYmaVjNXc6D4qR5pfo_-dDpdT6O5o1NKtvw/s400/Panel_2.png" alt="" id="BLOGGER_PHOTO_ID_5733519962119071154" border="0" /></a><strong>NEXT GENERATION ANALYTICS: </strong>George Sadler, Marketing Director at Dell, during the second panel, encouraged us to think about the future of analytics, and how we might go about quantifying things we think can’t be quantified. This is particularly true of social media; we must learn to count the digital conversations surrounding our brand. Speaking of social media, we had over 80 tweets about the conference this year!</p><p style="color: rgb(0, 0, 0);"><strong></strong><strong></strong><a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHJQ7RoADTIUPwROIiXvUmaZ-2kA7a2HHodkDfJdiDSjoafPZi7esZkVLuP7MUluyybseESjZ3K0mmGufFQtBX6s49ORmxlSeGW6rjFYmALGPAKF_n9pUOCXnS58nxhPdWxrqmw8J_b4o/s1600/Jodi_Allen.png"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 181px; height: 202px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEjHJQ7RoADTIUPwROIiXvUmaZ-2kA7a2HHodkDfJdiDSjoafPZi7esZkVLuP7MUluyybseESjZ3K0mmGufFQtBX6s49ORmxlSeGW6rjFYmALGPAKF_n9pUOCXnS58nxhPdWxrqmw8J_b4o/s400/Jodi_Allen.png" alt="" id="BLOGGER_PHOTO_ID_5733520336808610450" border="0" /></a><strong>LOOK FOR HUMAN INSIGHTS TO ACHIEVE PURPOSE DRIVEN MARKETING:</strong> Jodi Allen, the Vice President of NA Marketing & Brand Operations at Procter & Gamble kicked off the event Thursday night with a keynote presentation, showing us how P&G is using purpose driven marketing to promote brands at the 2012 Summer Olympics. The sample ads she showed even brought a few tears! <strong></strong></p><span style="color: rgb(0, 0, 0);">Looking back on the conference, I am truly proud to have been a part of it. The Marketing Fellows and CCIMS did an incredible job bringing together outstanding keynote speakers, panelists, moderators, and attendees. The event provided great opportunities to learn and network, and participating in the social media conversation was a really fun way to not only share insights, but to promote the great things CCIMS and McCombs Marketing Fellows are capable of. And I am definitely looking forward to next year’s event already! </span>Lori Van Ordenhttp://www.blogger.com/profile/13721498129819101722noreply@blogger.com2tag:blogger.com,1999:blog-7482835578546205446.post-6544770942758935552011-09-20T22:53:00.001-05:002011-09-20T23:14:12.308-05:00ALL ABOUT MARKETING FELLOWS: The Professors' Perspectives<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;"><i>Professors Kapil Jain and Wayne Hoyer, instructors of the two MBA Marketing Fellows courses, weigh in on their favorite parts of being involved with this unique University of Texas program.</i></span></b><br />
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">From your perspective, what is the
greatest benefit that students gain from being a part of Marketing Fellows?<o:p></o:p></span></b></div>
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<span style="font-family: Calibri;">Professor
Jain: The opportunity to (i) understand the various dimensions of
'leadership' in marketing directly from today's marketing leaders and to (ii)
develop their own capabilities via projects and leadership roles within
Marketing Fellows.<o:p></o:p></span></div>
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<span style="font-family: Calibri;">Professor
Hoyer: </span><span style="font-family: Calibri;">CCIMS and the Marketing
Department are creating experiences and opportunities to benefit our and richen
the learning experience for our top students. Also, being a Fellow is a
special mark of distinction that is of value to potential employers.</span><span style="font-family: Calibri;"><o:p></o:p></span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">What is the most common feedback you
hear from executives who speak to the Marketing Fellows class and from
companies sponsoring the Fellows practicum projects?<o:p></o:p></span></b></div>
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<span style="font-family: Calibri;">Professor
Jain: Executives who interact with the Fellows class come away impressed and
eager to bring such talent on board their own companies.<o:p></o:p></span></div>
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<span style="font-family: Calibri;">Professor
Hoyer: </span><span style="font-family: Calibri;"> They are very impressed with the quality of
the comments, ideas, and questions that come from the Fellows in the CS
class. They really enjoy the interaction during class.</span><span style="font-family: Calibri;"><o:p></o:p></span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">Where do you see the Marketing Fellows
program in 5-10 years from now?<o:p></o:p></span></b></div>
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<span style="font-family: Calibri;">Professor
Jain: I see the MBA Marketing Fellows program growing only moderately in size
but significantly in terms of the breadth of specialized learning opportunities
such as focal tracks in alternative industry sectors and key hands-on
initiatives in the branding and digital marketing arenas. Most
importantly, I see the Marketing Fellows program as a reputable branded
experience within McCombs that is a magnet for the best marketing students.<o:p></o:p></span></div>
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<span style="font-family: Calibri;">Professor
Hoyer: Leading the way in defining new directions for MBA education.
Being at the forefront of top Marketing MBA programs in the world.</span><span style="font-family: Calibri;"><o:p></o:p></span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">What is your favorite part of teaching
Marketing Fellows each year?<o:p></o:p></span></b></div>
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<span style="font-family: Calibri;">Professor
Jain: I enjoy the sense of fraternity that exists among the Fellows and
the take-charge attitude they bring to the practicums.<o:p></o:p></span></div>
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<span style="font-family: Calibri;">Professor
Hoyer:</span><span style="font-family: Calibri;"> I learn a lot
from the students and speakers as well. This is due to the fact that we
deal with cutting edge topics. I also really enjoy interacting with the
Fellows.</span><span style="font-family: Calibri;"><o:p></o:p></span></div>
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<b style="mso-bidi-font-weight: normal;"><span style="font-family: Calibri;">What advice would you give to a first
year MBA student who is trying to decide whether to go into marketing as a
career path?</span></b></div>
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<span style="font-family: Calibri;">Professor
Jain: Marketing is about navigating the business by understanding the
dynamic waters of the marketplace. Success requires creative skills
coupled with financial acumen and analytical rigor. It also requires the
ability to zoom into a problem context and zoom out to recognize deep and
subtle trends. Most importantly, it requires the ability to empathize
with customers. Nothing less will do. In return, it promises a
varied, always exciting, and sufficiently rewarding ride.<o:p></o:p></span></div>
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<span style="font-family: Calibri;">Professor
Hoyer: </span><span style="font-family: Calibri;">Learn as much
about the marketing career path as they can before deciding. There are a
lot of misconceptions about the marketing career path, but learning more helps
students to realize all the great opportunities marketing has to offer.</span></div>
Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-49239677991672035382011-09-14T09:58:00.000-05:002011-09-14T09:58:04.451-05:002011 CCIMS Marketing Fellows informational one-pager<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgwiLZWBaff065LikpkjL7yh3M_vdv07gpW7FjgTe0HcCIPDAp5Y9GRATV_CYHjNEmNLdT7NRW0Uc-6Z1gUWhg0VsLwCHPlU3WS4ZAUaS07x5j50J4NAu4k8TggAEyGWttULyoG7MrwomGt/s1600/2011+Marketing+Fellows+One-Pager+-+front+pic.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEgwiLZWBaff065LikpkjL7yh3M_vdv07gpW7FjgTe0HcCIPDAp5Y9GRATV_CYHjNEmNLdT7NRW0Uc-6Z1gUWhg0VsLwCHPlU3WS4ZAUaS07x5j50J4NAu4k8TggAEyGWttULyoG7MrwomGt/s640/2011+Marketing+Fellows+One-Pager+-+front+pic.jpg" width="447" /></a></div><br />
<div class="separator" style="clear: both; text-align: center;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg3k-RgLlruIbuUHngm1U15SuW2RBC8hkEEq8dwKiB6jEAkR6yeMU76sJJ8Jl7R8kHAPq5tvFubeYGBUxPj8bpwDuH2Qa-QRGwAMpdiZ5cJ7PvfePfkwfhmWldKbvU843zJ8gTsi5DIjeq_/s1600/2011+Marketing+Fellows+One-Pager+Pic.jpg" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="640" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEg3k-RgLlruIbuUHngm1U15SuW2RBC8hkEEq8dwKiB6jEAkR6yeMU76sJJ8Jl7R8kHAPq5tvFubeYGBUxPj8bpwDuH2Qa-QRGwAMpdiZ5cJ7PvfePfkwfhmWldKbvU843zJ8gTsi5DIjeq_/s640/2011+Marketing+Fellows+One-Pager+Pic.jpg" width="447" /></a></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-52758239915762640252011-09-13T17:01:00.002-05:002011-09-15T11:02:52.166-05:00Second Annual Fellows Brand Camp!<div class="MsoNormal" style="margin: 0in 0in 0.0001pt;font-family:'Times New Roman',serif;font-size:12pt;"><span style="font-family:Calibri,sans-serif;">On Friday, September 2, the Marketing Fellows put on their second annual Marketing Camp for first-year McCombs MBAs, this year represented by CCIMS companies AT&T, Deloitte, and Frito Lay. </span><o:p></o:p></div><div class="MsoNormal" style="margin: 0in 0in 0.0001pt;font-family:'Times New Roman',serif;font-size:12pt;"><br /></div><div class="MsoNormal" face="'Times New Roman',serif" size="12pt" style="margin: 0in 0in 0.0001pt;"><span style="font-family:Calibri,sans-serif;">Over 50 first-year MBA students got the opportunity to learn about marketing careers through a morning career panel with representatives from each sponsor company and networking lunch. </span><o:p></o:p></div><div class="MsoNormal" face="'Times New Roman',serif" size="12pt" style="margin: 0in 0in 0.0001pt;"><br /></div><div class="MsoNormal" style="font-family: 'Times New Roman',serif; font-size: 12pt; margin: 0in 0in 0.0001pt;"><span style="font-family:Calibri,sans-serif;">During the afternoon, the students worked in teams to create a nationwide marketing strategy for (the now (in)famous) Calbee’s Shrimp Flavored Chips, a historically niche product with appeal on the west coast. The team consisting of <span class="apple-style-span">Allison Steinberg, Alejandra Carlos-Padilla, Colleen Butts and Tiarna Harman (<i>pictured below</i>) won based on their comprehensive short term and long term strategy and ability to present a complex marketing plan in a clear and concise manner.</span></span><o:p></o:p></div><div class="MsoNormal" style="font-family: 'Times New Roman',serif; font-size: 12pt; margin: 0in 0in 0.0001pt;"><br /></div><div class="MsoNormal" style="font-family: 'Times New Roman',serif; font-size: 12pt; margin: 0in 0in 0.0001pt;"><a href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEictL4PVXxk4LlLytJqXDGVh4O1dfAVSnQDoOOpGXd4FwuDd8Nd8-m6HZUlABDsGTd8YxtxyWD40V3a3QsWlvV6HdRFaFhYqu3vyH-YeHkxmNGic2NxZVXCf7RxFu9ei47N3krlDt6bQlXS/s1600/MKT+Camp+3.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEictL4PVXxk4LlLytJqXDGVh4O1dfAVSnQDoOOpGXd4FwuDd8Nd8-m6HZUlABDsGTd8YxtxyWD40V3a3QsWlvV6HdRFaFhYqu3vyH-YeHkxmNGic2NxZVXCf7RxFu9ei47N3krlDt6bQlXS/s320/MKT+Camp+3.jpg" border="0" width="320" height="213" /></a><span style="font-family:Calibri,sans-serif;">The camp was beneficial to both students and sponsors alike, and we look forward to working with them this year.</span></div><div class="MsoNormal" style="font-family: 'Times New Roman',serif; font-size: 12pt; margin: 0in 0in 0.0001pt;"><span style="font-family:Calibri,sans-serif;"><br /></span></div><div class="MsoNormal" style="margin: 0in 0in 0.0001pt;font-size:12pt;"><span class="Apple-style-span" style="font-family:Calibri,sans-serif;"><br /></span></div>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-49946606384179088932011-04-10T13:56:00.001-05:002011-04-10T13:57:22.661-05:00Preview Weekend at McCombs<!--[if gte mso 9]><xml> 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priority="32" semihidden="false" unhidewhenused="false" qformat="true" name="Intense Reference"> <w:lsdexception locked="false" priority="33" semihidden="false" unhidewhenused="false" qformat="true" name="Book Title"> <w:lsdexception locked="false" priority="37" name="Bibliography"> <w:lsdexception locked="false" priority="39" qformat="true" name="TOC Heading"> </w:LatentStyles> </xml><![endif]--><!--[if gte mso 10]> <style> /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0in 5.4pt 0in 5.4pt; mso-para-margin:0in; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--> <p class="MsoNormal">As our class winds down its first year at McCombs, we were happy to have the opportunity last week to welcome the Class of 2013 at Preview Weekend. Monica Grisales, Associate Brand Manager at Dr Pepper Snapple Group and former Fellow, welcomed marketing students with a presentation on Launching Your Marketing Career. Sharing advice, expectations for a brand manager and alternative career paths in marketing, she offered prospective students a fantastic glimpse into life post-graduation. </p> <p class="MsoNormal">We were also able to meet prospective students at Friday’s organization fair and it was great to see all the interest in marketing and Marketing Fellows at McCombs. <span style=""> </span>If you didn’t get a chance to find us, you can still get on the priority email list by emailing me at <a href="mailto:cassandra.stoklosa@mba12.mccombs.utexas.edu">cassandra.stoklosa@mba12.mccombs.utexas.edu</a> </p> <p class="MsoNormal">In the meantime, keep your calendars clear for summer coffee chats, which will be hosted around the country, and fall Brand Camp on September 2, 2011. </p> <p class="MsoNormal">Looking forward to meeting more of the class of 2013 soon!</p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-17069419531331617002011-04-07T12:02:00.002-05:002011-04-07T12:04:09.006-05:00Marketing Fellows Present at Dean's Advisory Council<p class="MsoNormal" style="text-indent:.5in">On March 11<sup>th</sup>, 2011 Marketing Fellows were honored to speak at Dean Gilligan’s Advisory Council Meeting. The presentation, led by Lamar Johnson, Meagan Pishnick and Sean Saul, was a prime opportunity to highlight the commitment CCIMS has to experiential learning at McCombs. The students gave an overview of the course, recruiting process, and emphasized the importance of hands-on learning opportunities that supplement the case work and class discussions in traditional classes. <o:p></o:p></p> <p class="MsoNormal" style="text-indent:.5in">Sean Saul introduced the organization’s goal to Own a Brand as part of our short term strategic plan that will provide a unique opportunity to further the organizations mission to develop and cultivate future marketing leaders. Work is underway to make that plan a reality.<o:p></o:p></p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-41906425527828799442011-01-31T05:34:00.002-06:002011-01-31T05:38:17.899-06:00McCombs Marketing Fellows @Kellogg's Marketing Conference<a onblur="try {parent.deselectBloggerImageGracefully();} catch(e) {}" href="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj8R-QrYtC9IowgWKpcxOk_EwP8TAQ_xe6TzQggGW0DY_1k2g8QIKBPsz5BpuMjn4JB69kLir8u3aR_znhCuKRt4THIk7tPv123dgIKHtbfaVX2eoPDDWtwnxpb_yFSIuxCUihdLsmgOUOK/s1600/171351_789213038587_602272_42740930_4382832_o.jpg"><img style="float: left; margin: 0pt 10px 10px 0pt; cursor: pointer; width: 320px; height: 239px;" src="https://blogger.googleusercontent.com/img/b/R29vZ2xl/AVvXsEj8R-QrYtC9IowgWKpcxOk_EwP8TAQ_xe6TzQggGW0DY_1k2g8QIKBPsz5BpuMjn4JB69kLir8u3aR_znhCuKRt4THIk7tPv123dgIKHtbfaVX2eoPDDWtwnxpb_yFSIuxCUihdLsmgOUOK/s320/171351_789213038587_602272_42740930_4382832_o.jpg" alt="" 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mso-para-margin-bottom:10.0pt; mso-para-margin-left:0in; line-height:115%; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;} </style> <![endif]--><!--[if gte mso 9]><xml> <o:shapedefaults ext="edit" spidmax="1027"> </xml><![endif]--><br /><br />On January 22<sup>nd</sup>, some of my fellow Marketing Fellows and I were fortunate enough to attend the Kellogg Marketing Conference (KMC) at Northwestern University in Evanston, Illinois.<span style=""> </span>Thanks to the generous sponsorship by CCIMS, Alice, Kim, Meagan, Sarah, and I were among the more than 700 attendees to explore the bleeding edge marketing techniques that industry giants such as General Mills, Harley Davidson, Target, and Deloitte use to further our understanding of consumers and the future of marketing. <p class="MsoNormal">The day started with an inspirational story by Bill Rasmussen, the founder of ESPN.<span style=""> </span>Though he humbly retold the story of ESPN’s birth, we gleaned that luck wasn’t the only ingredient in his success.<span style=""> </span>Instead, Bill connected with major players from Budweiser to the NCAA to cable TV operators across the country in order to form a cohesive partnership that has resulted in one of the biggest brands around the world today.<span style=""> </span>Casually, Bill remarked that ESPN’s brand leadership surpasses Coca-Cola and McDonald’s in some parts of the world. His ambition, salesmanship, and incredible dedication were what got ESPN off the ground, and in his words, “If you’re dreaming and it doesn’t cost anything, you may as well go all out.”</p> <p class="MsoNormal">Break out panels throughout the KMC discussed Emerging Technologies, Ecosystem Marketing, Marketing Metrics, Multi-Channel Marketing, and Generational Marketing.<span style=""> </span>The insightful day ended with an Executive Roundtable with names such as Anna Catalano, former Group VP Marketing for BP; Scott Freidheim, Executive Vice President operating and support businesses for Sears Holdings Corporation; and Betsy Holden, former Chief Executive Officer of Kraft and current Senior Advisor to McKinsey & Company.</p> <p class="MsoNormal">Here are some of the key points we discussed as a group during the plane ride home:</p> <p class="MsoListParagraphCxSpFirst" style="margin-left: 37.5pt; text-indent: -0.25in;"><span style="font-family:Symbol;"><span style="">·<span style="font: 7pt "Times New Roman";"> </span></span></span>Increasingly, consumers are shaping a brand’s reputation through online channels, where they are able to communicate with others at extraordinary speed. To keep up, companies need to be active because people are talking, whether or not the company is listening.</p> <p class="MsoListParagraphCxSpMiddle" style="margin-left: 37.5pt; text-indent: -0.25in;"><span style="font-family:Symbol;"><span style="">·<span style="font: 7pt "Times New Roman";"> </span></span></span>Meaningful, strategic partnerships are long-term, provide services that further companies on both sides of partnership; it’s crucial to have advocates internally and externally.</p> <p class="MsoListParagraphCxSpMiddle" style="margin-left: 37.5pt; text-indent: -0.25in;"><span style="font-family:Symbol;"><span style="">·<span style="font: 7pt "Times New Roman";"> </span></span></span>Understand that in the world of data, there are business problems, product problems, and consumer problems. The goal is to know the goal before digging through mountains of data.</p> <p class="MsoListParagraphCxSpMiddle" style="margin-left: 37.5pt; text-indent: -0.25in;"><span style="font-family:Symbol;"><span style="">·<span style="font: 7pt "Times New Roman";"> </span></span></span>The roles of Chief Customer Officer or Chief Experience Officer are becoming more powerful each day because personalization is a great way to keep a brand relevant.<span style=""> </span></p> <p class="MsoListParagraphCxSpLast" style="margin-left: 37.5pt; text-indent: -0.25in;"><span style="font-family:Symbol;"><span style="">·<span style="font: 7pt "Times New Roman";"> </span></span></span>Multi-Channel Marketing helps manage the risk across all channels much like diversifying a portfolio.</p> <p class="MsoNormal">The Kellogg Marketing Conference injected fresh new concepts into our minds and many ideas for McCombs Marketing Fellows events in the future.<span style=""> </span>Thanks again to CCIMS, and be on the look-out for more from us!</p> <p class="MsoNormal">Jany Xu</p>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-15439270466776346402011-01-10T00:05:00.001-06:002011-01-10T00:05:35.168-06:00The Year Ahead: 2011 Predictions for Marketers<i>Ad Age took the pulse of top executives in the major industry sectors to compile this preview:</i> <br />
<a href="http://adage.com/article?article_id=148079"><span style="font-size: large;">The Year Ahead: 2011 Predictions for Marketers</span></a><br />
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Some highlights for executives to handle: Rising commodity costs, demands from Walmart and other big retailers to take over product shipping at the supplier's dock, high long-term unemployment leading to more frugal behavior among most consumers, changing digital marketing landscape due to the popularity of tablets like the iPad.Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-69953549778245703082011-01-03T14:21:00.001-06:002011-01-03T14:21:43.349-06:00<img style="visibility:hidden;width:0px;height:0px;" border=0 width=0 height=0 src="http://c.gigcount.com/wildfire/IMP/CXNID=2000002.0NXC/bHQ9MTI5NDA4NTA3OTAzMyZwdD*xMjk*MDg2MTAxNjE*JnA9MTAxOTEmZD1zc19lbWJlZCZuPWJsb2dnZXImZz*yJm89YWE*YWZl/YThkYTNmNGY2ZDlhMDI2ZjQ4NjA*YzFkOWYmb2Y9MA==.gif" /><div style="width:425px" id="__ss_6431774"><strong style="display:block;margin:12px 0 4px"><a href="http://www.slideshare.net/rohitbhargava/15-marketing-social-media-trends-to-watch-in-2011" title="15 Marketing Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-52539281325854007442010-12-30T07:29:00.003-06:002010-12-30T07:40:53.679-06:00Marketing to the Average Customer produces average results<a href="http://blogs.hbr.org/tjan/2010/12/fallacy-of-the-average-custome.html">http://blogs.hbr.org/tjan/2010/12/fallacy-of-the-average-custome.html</a><br /><br />Article makes the case for segmenting all marketing campaigns.Lamar Johnsonhttp://www.blogger.com/profile/06831829153333360950noreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-63844362228552253362010-12-22T13:55:00.006-06:002010-12-22T15:51:58.084-06:00Mistakes You Should Avoid!Future leaders: Read and heed !!!<br />
Interesting reading as you prepare to lead the marketing world!<br />
<br />
<a href="http://money.cnn.com/galleries/2010/news/companies/1012/gallery.business_dumbest_moments_2010.fortune/index.html">http://money.cnn.com/galleries/2010/news/companies/1012/gallery.business_dumbest_moments_2010.fortune/index.html</a><br />
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<a href="http://money.cnn.com/galleries/news/companies/1012/gallery.business_dumbest_moments_2010.fortune/index.html"><br />
</a>Lamar Johnsonhttp://www.blogger.com/profile/06831829153333360950noreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-90800567993506658282010-12-22T03:23:00.002-06:002010-12-22T04:20:09.477-06:00Travelers "Can't Live Without" Social Media?A recent article from eMarketer highlights some huge areas of opportunity for the travel industry when it comes to social media marketing. Notably, "<span class="grey_text2" id="ctl00_EMarketerContentPH_lblBody">72.7% of US social network users accessed the sites at least daily while they were traveling. Young adults ages 25 to 34 checked social sites most often, with nearly a third using them multiple times an hour."</span><br />
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Check it out here: <a href="http://www.emarketer.com/Article.aspx?R=1008122">How Travelers Use Social Media - eMarketer</a><br />
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This semester I was part of a McCombs Plus Project and our group was tasked with developing a revenue-driving social media strategy for the Four Seasons Hotel Austin. Last week we presented our recommendations, so I still have this topic on the brain. If there was one key take-away from our research, it's that social media can be a very powerful marketing tool for the travel industry; for hotels in particular, nearly 87% of review users reported that online hotel reviews had a <b>significant influence on their purchase</b>.<br />
<br />
With the latest tools such as <a href="http://www.google.com/hotpot/onboard?force=2">Google Hotpot</a>, <a href="http://foursquare.com/">Foursquare</a>, and <a href="http://gowalla.com/">Gowalla</a> gaining endless popularity, it seems that the social media/travel marriage is a lasting one that cannot, and should not, be ignored by marketers.<br />
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<span style="text-decoration: underline;"><br />
</span><a href="http://www.emarketer.com/Article.aspx?R=1008122"></a>Unknownnoreply@blogger.com0tag:blogger.com,1999:blog-7482835578546205446.post-48924337794507140562010-12-22T02:45:00.000-06:002010-12-22T02:45:09.988-06:00Welcome, we're glad to have you!Thanks for stopping by the official blog of the CCIMS Marketing Fellows program. On this page you can find the latest trends and tidbits about the marketing industry that have caught our attention and that we feel are interesting or useful for any current or potential marketer.<br />
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Marketing Fellows is a program for selected McCombs MBA students at the University of Texas at Austin who are commited to pursuing leadership in marketing. The program gives these students the opportunity to develop their marketing acumen and management skills through a combination of focused curriculum and consulting projects, serving to elevate the caliber of marketing students produced at McCombs and the reputation of the Marketing Department overall. The program is student led and managed, with support from CCIMS and Marketing faculty.Unknownnoreply@blogger.com0