Category Archives: Marketing at Booth

Who said marketing was soft?

Before coming to Booth, I had little idea what marketing was about. I worked as a management consultant and never had marketing-related projects. To be honest, I used to think of marketing as a soft area: people who are good at making advertisements and publicity campaigns. 

It only took one marketing class at Booth to completely change my mind.

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Power Lunches Feed Intellectual Curiosity at Booth

One of my favorite things about Booth is that our professors aren’t just teachers and case-writers, but are equal parts researcher, instructor, and mentor. With our long list of distinguished faculty pushing the frontiers of business science outward on a daily basis, I always find myself getting FOMO over all the classes I want to take but can’t find space to cram into my two-year schedule.

Fortunately, Booth’s research and learning centers frequently host talks and events for professors to discuss their research—enabling students like me to glean insights on a wide variety of topics that complement the my formal curriculum.

I recently attended a special talk hosted by James M. Kilts Center for Marketing, where Professor Berkeley Dietvorst discussed his research on why human beings don’t trust algorithms to make decisions.

Here are a few “ah-ha” moments I had during the talk:

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Victory Never Tasted So Good: MillerCoors Case Competition

This fall, MillerCoors sponsored the Kilts Center for Marketing Analytics Case Competition exclusively for Booth students to experience what it’s like to be a brand manager focused on a fascinating, real challenge. The objective: Use vast amounts of consumer data to create a new MillerCoors marketing and growth strategy to bring 21-24 year olds into the beer category.

Booth students from unique backgrounds bonded together through a week of creative and analytical discussion to present MillerCoors executives and brand managers with our best ideas and to compete for some fantastic prizes.

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What’s on your mind, Gary Briggs?

Over the past several years, Booth has invested significantly in many areas of concentration outside of the traditional finance field. The Kilts Center for Marketing is one of the great beneficiaries of that effort. In addition to sponsoring research and strengthening the marketing curriculum, Kilts invites top industry leaders to campus to share their experience with Booth students firsthand. Cognizant of the growing interest in the technology industry, the Kilts Center for Marketing invited an industry powerhouse that epitomizes marketing success and leadership in the technology industry: Gary Briggs, the Chief Marketing Officer at Facebook.

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More than a finance school

I get it okay – between the rockstar Economics professors and Finance gurus walking around these halls – it can be easy to think that Booth is a haven for the quant-inclined. And I won’t lie to you, it is. Notwithstanding the explosion in applications for big data, Booth’s analytical foundation has offered a great springboard for many students who are interested in careers outside of finance as well. Let them tell you in their own words:

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