My First Booth Case Challenge – Kilts Quantitative Marketing Case Competition

First-year MBA YaoYao Wang recently competed in a quantitative marketing case challenge sponsored by Booth’s Kilts Center for Marketing and Kraft Foods.  It was a unique opportunity for YaoYao and her team to test out the marketing skills developed during their first quarter at Booth, and to engage with Booth alums at Kraft, who were very involved in making the competition a great experience for the participants. The case competition shows a number of Booth’s strengths – our analytical and data-driven approach to business problems, the deep and active alumni network represented in a variety of industries and functions, and the Kilts Center – which make Booth an incredible choice for anyone looking get into a career in marketing.

Booth is off for Winter Break for now.  Enjoy the holidays, and stay tuned to The Booth Experience to learn more about what students do during break, including Ski Trip, career treks, and planning for Round 1 Admit Weekend!
–Matt

As a first-year taking Marketing Strategy and recruiting for marketing internship roles, I was naturally drawn to Booth’s inaugural Kilts Quantitative Case Competition, sponsored by Kraft Foods. Since the Kilts Center for Marketing focuses on advancing marketing at Chicago Booth, this was a perfect fit. I appreciated how involved Kraft Foods got with the case competition; not only did they send three executives, including Deanie Elsner (’92), Chief Marketing Officer; Greg Guidotti, Senior Director of Marketing, Ready-to-Drink Beverages; and Triona Schmelter, Vice President of Marketing for Meals, to be judges, they also developed the case from a recent and very real business issue the company was facing with one of its major brands, Planters. Two Booth alumni and Kraft Senior Associate Brand Managers, Johnni Rodgers (’12) and Ketan Vaghani (’09), developed the case over the course of eight months using Nielsen data.


My team of five first-years was an unlikely assortment of Boothies hailing from several different backgrounds, including a former economic consultant, Peace Corps volunteer, researcher, engineer, and start-up enthusiast. We joined together to form Team A1. We were fortunate to be picked for the case competition, as only half of the 20 teams that applied were selected to participate. We attributed this initial success to our fun-filled PowerPoint presentation that highlighted our differences and complementarities as well as our fit with Kraft.

At the start of the competition, all 10 teams gathered at Harper to get more information about the case from the original case “Krafters” themselves, Johnni and Ketan. We were introduced to Kraft’s history and more importantly, that of Planters and Mr. Peanut. My team and I went home from the kick-off full of ideas and energy. Our first strategy? Stop by our local drugstore to browse the aisles, check out Planters’ direct and indirect competitors, and of course, pick up some Planters to snack on for the group brainstorm session.

The next few days passed by in a blur. In between classes, corporate events, study groups, and other case competitions (two of our members were involved in a Booth Business Solutions Group case project as well), we somehow found time to meet, discuss our findings and come up with a solution. By the time we presented our recommendations to the Kraft and Chicago Booth faculty judges three days later, we had learned much in that short time about marketing, Nielsen data, managerial decision-making, and strategy. Everybody in my team was invigorated by the fact that we had an opportunity to take a sneak peek into a real challenge that a huge Consumer Packaged Goods (CPG) company faces. We had been told countless times by recruiters, alumni and second-years that companies look for future employees who can deal with ambiguity, and we finally had a chance to practice. This wasn’t an in-class case where a professor would guide us in discussion to a particular solution, and it wasn’t a homework problem set where we would get the answers. We had to use limited data, analyze it, and come up with suggestions for future steps. That’s as real as it gets as an MBA student practicing critical business skills, and exactly the kind of problem solving that our Booth classes train us for.

Though my team did not win the competition, we felt that we gained a great deal through the experience.  We were reminded once again of why we chose to apply to and attend Chicago Booth and why it is the right place for us. We were able to combine our quantitative and qualitative analytical skills and apply them to a real-world business. We were able to present our ideas to the real decision-makers at Kraft. We listened to Deanie Elsner’s words of wisdom, and were gratified to learn that she was impressed by everybody’s findings and mentioned that with the increasing importance of big data, it was a great time to be Chicago Booth students on the forefront of research designed to grapple with these kinds of high-level analytical problems. The Kilts Case Competition was simply unreal in terms of the level of learning, application of our classroom marketing knowledge to actual business problems, and teamwork and camaraderie we got to experience with our new classmates over the course of a few days. 

Moneyball at Booth: Sports, Analytics, and Business

Jeffrey Chao is a first year student at Chicago Booth. Prior to Booth, Jeffrey worked as a financial analyst on an energy trading floor and as a consultant focused on financial transformation and procurement analytics. Jeffrey has always had a passion for sports, and, once upon a time, he interned for Major League Baseball and the National Football League. At Booth, Jeffrey is a member of the Corporate Management & Strategy Group, Dean Student’s Admissions Committee, and Wine Club.

Jeffrey is also active in the Media, Entertainment, and Sports Group (MESG) and attended its annual conference. He recaps some of the highlights and talks about how some unique features of Chicago Booth academics and the alumni network are helping him position himself for his dream job at the nexus of business and sports.
–Matt Richman
For students like me interested in the business of sports, MESG’s 4th Annual Sports Symposium felt like Christmas Day. The Symposium featured industry panelists discussing a range of topics, including front office management, sports analytics, digital marketing, and litigation in sports. Panel discussions gave attendees unique insight into the rigorous analytics and business methodologies now performed in many facets of sports business, as well as personal anecdotes about how to land that dream job in the industry. My experience at the conference showed me the breadth and strength of Booth’s varied alumni network, and how I might combine the analytical skills I’m developing in my Booth classes with my passion for sports.
Michael Girsch, a 2003 Booth alum and currently the assistant general manager for the St. Louis Cardinals, set the tone for the day by stating, “there is no equivalent in the corporate world to winning games.” That statement highlighted the motivation behind why people work in sports, and certainly got me pumped to hear more about how sports and business intersect. Throughout the day, many panelists offered sound words of advice to attendees looking to break into the industry. Enthusiasm, passion, and tenacity are key traits, while the ability to communicate and sell an idea is paramount.
Jon Hay and Michael Gries share their
experiences in sports business
I felt encouraged to learn that Booth provides ample opportunities and connections to break into sports business. Two recent Class of 2013 Booth graduates, Jon Hay and Michael Gries, gave back to current Booth students by participating in a panel discussion on the increasingly prominent role of analytics in sports. Gries, who works in baseball operations with the Baltimore Orioles, said his current position is “like a fantasy job.” Both Gries and Hay, a member of the Boston Red Sox’s baseball analytics staff, stuck around long after their panel finished in order to chat with Booth students and symposium attendees about their recruiting strategies and job experiences.
Second year Booth MBAs present
their research
During the lunch hour, second-year Booth MBA students Ryan Jones, Mauricio Zachrisson, and Matt Frankenfeld delivered academic presentations on various sports analytics topics. They developed their papers in a class called Sports Analytics, which I am personally excited to take. This class, taught by renowned professors (and fellow sports lovers) John Huizinga, Tobias Moskowitz, and Kevin Murphy, was one of the reasons that I was so excited about the academics at Booth when I was researching business schools. It turns out that business school professors tend to be sports fanatics as well.
Booth alum David Sally’s keynote
It was also exciting to hear from a Booth alum who could soon be known as the “Michael Lewis of soccer/football.” A recipient of a PhD in economics from Chicago Booth, David Sally delivered the symposium’s keynote speech. He discussed findings from his new book, The Numbers Game: Why Everything You Know About Soccer Is Wrong, which has drawn comparisons to Lewis’ Moneyball. In one example, Sally described soccer as a “weakest link sport,” correlating the likelihood of wins to the quality of a team’s worst player rather than its best.
During breaks and at a reception following the Symposium, I had a chance to network and make personal connections with panelists such as John Ball, the founder of a sports consulting firm called Beyond Box Scores. In chatting with another panelist about his career trajectory, I discovered that not only did we have the Booth connection in common, but we went to the same high school.
While the sports business can be a difficult industry to break into, the combination of events like the MESG Symposium, Booth’s rigorous analytical curriculum, the connections with companies and sports organizations facilitated by Career Services, and the incredibly varied and supportive Booth alumni network give me the confidence to pursue my passion. I am personally excited to take all these tools and put them to good use as I pursue a summer internship.

Five Pleasantly Surprising Facts about Life at Chicago Booth

My name is YaoYao Wang and I’m a first year MBA student at Booth, originally from Los Angeles, California. Prior to business school I worked as an Operations Manager at a health products startup while being the CMO of a volunteer-run nonprofit. Outside of work and school, I love playing badminton, cooking, and Yelping. Follow me @yaoyaowang where I tweet about all sorts of business school fun.
In just a few short months as an MBA student at Booth, I’ve learned a few valuable lessons and pleasantly surprising facts.  I share my Top 5 with those of you considering an MBA at Booth. Hopefully my lessons will provide insight into the wealth of opportunities at Booth, as well as the best way to navigate your decision-making to get the most out of your experience.
1. For every action, there is an equal and opposite reaction.
No, I’m not actually referring to Newtonian physics here. As a business school student, you quickly learn to manage your time very well; and often, what you’ll find is that you can’t add events to your calendar without taking something off. Planning your career, networking, learning in business school? I’ve quickly learned the key to success is actually all about mastering the art of making tradeoffs. If you can’t decide which amazing classes, student clubs, and recruiting opportunities to sacrifice over others, you’ll get great guidance from Career and Academic Services. And since this is Chicago Booth, home of brilliant professors and Nobel prize-winning economists, concepts like opportunity cost and marginal utility will creep into your daily vocabulary before you even know it, and will help you make these tough decisions.
2. Use your pre-MBA summer wisely.
Once school starts you will have 20 million events and deadlines on your calendar (Legal disclaimer: OK, maybe not literally 20 million events and deadlines, but there are tons of opportunities here!). If you can, take time before Booth to travel, spend time with family and friends, work out, eat healthy, and sleep.
See if you still know how to study. This sounds pretty basic but you’d be surprised at how many of us realize that being in the workforce for a few years has made us forget how to be students. A great way to regain your learning skills would be to take an online class or even a local language or art class.
3. Second years are to first years like sliced bread and zippers are to humanity.
A third thing I didn’t fully understand before starting Booth is the tremendous value that second year MBAs add to the business school experience. Their willingness to help knows no bounds. Got questions about internships, careers, resumes, interviews, classes, housing, transportation, or what to wear in the Chicago winters? Second years will help you with that. I always find myself shocked with the amount of time second years put into planning events that improve first years’ business school experience, whether it be Random Walks, LEAD, student groups, school-wide events, company presentations, workshops, social events, trips, or mixers. If you ask them why, you’ll get a shoulder shrug that downplays their involvement and the usual, “the second years were there for us when we first got here.” You’ll see this sense of paying it forward permeating the Chicago Booth network from the first years all the way up to the alumni.
4. There is such a thing as free lunch.
In the form of Lunch ‘n’ Learns, that is! Career Services and the career-focused student groups host prominent companies from various functions and industries to recruit MBA talent and these presentations often come with free meals! Though I’ve enjoyed not having to buy lunch my first quarter because I’ve been to so many events, the real “free lunches” are the valuable interactions Career Services has facilitated with Booth alumni from companies large and small. Through presentations of mini case studies of recent challenging problems they’ve faced or explaining their company culture and values, I’ve found it invaluable to learn about fit and culture at companies I’m interested in. It’s a two-way street, because as much as companies are recruiting us, we are also scoping them out to make sure we might enjoy our time there as an intern or full-time hire. Additionally, Career Services has been really helpful in working with us to make sure we have a good sense of our career goals and personal needs to get the most out of these events and interactions.
5.  Any interest or hobby you can think of, it’s probably here.
We have an amazing array of student groups solely focused on fun, hobbies, diversity, and interests. Food, wine, boxing, rugby – you name it, we’ve got it. Clubs are a great way to meet new friends who may not be in your classes or recruiting for the same career path. In addition to the extensive list of student groups people are constantly organizing informal events.
I could easily go on and on about the wonderful experience that Chicago Booth has been for the last two and a half months (that’s right, we’ve only been here for two and a half months!) but, there’s no blog or list that could tell you what it’s really like at Booth. For me, speaking with current students and alumni at locally-hosted Booth events and visiting the campus really helped me decide that Booth was the right place for me. As a prospective student, I met so many great people with diverse backgrounds and fascinating life stories, and I’m enjoying getting to know them now as my peers and classmates.
I look forward to seeing you at an on-campus event and welcoming you to our school!

 

Living and Learning in Hyde Park

Adam Hanselman is a second year MBA at Chicago Booth.  After graduating from BYU, Adam worked in economic consulting with the Analysis Group and then in operations strategy at Capital One.  After graduation, he will move to Houston to work in energy investment banking.   Adam is a member of the Dean’s Student & Alumni Representatives (DStAR),the Investment Banking Group (IBG), and Energy Group , and he and his wife are members of Parents of Little Ones at Booth (POLO).  He is married with two children (future Boothies?!?!).
Adam is also a proud Hyde Park denizen.  While many students live in downtown Chicago, Hyde Park, the home of the Harper Center, is a vibrant community which offers many amenities and a great intellectual environment around the University.  Adam shares why he loves living in Hyde Park, and how he and his family have built their academic and social lives in and around the University of Chicago community.
–Matt Richman
When I decided to return to school for my MBA, the impact on my family was one of my main considerations in choosing which program to attend.  Chicago Booth and Hyde Park are a unique combination of a great MBA program and a family-friendly neighborhood.  Chicago Booth has been a great experience for my entire family and living in Hyde Park is a big reason why.
On the way to school
My family and I live within 3 blocks of tons of other families with one or sometimes both parents in graduate school at Chicago Booth or elsewhere at the University of Chicago.  There are fellow MBA and Law School families that we do babysitting swaps with for date nights on a regular basis (gotta keep the romance going!).  It’s always fun to stop by the University tot-lot, which is only one block away from our apartment, and catch up with whoever is there letting their kids get the wiggles out.  My son goes to pre-school a block from the Harper Center and it’s convenient that I can drop him off at school and then go right to my classes. Our apartment is also a nice size for our family, for a very reasonable price.  My family and I get a great quality of life in a walkable neighborhood.
Hyde Park soccer league
In addition to the community of families in Hyde Park, I love that I can walk to school in about 10 minutes or I can head over to one of the two (super nice) University gyms, get a workout in, and then go to school.  The gym is free for students and my wife also has a membership (she gets a discounted price).  We like being so close to Lake Michigan, with its beaches and footpaths, and there’s even a beautiful vintage movie theater two blocks away.  Although there is great public bus service within Hyde Park, we can walk to most everything we need and want, and when I need to go downtown it’s only a 15 minute Metraride from the station between my house and Chicago’s Loop, including our downtown campus at the Gleacher Center.
Hyde Park has helped my family to develop lifelong friendships and to enjoy the 2 year Boothexperience more than I could have hoped.  We’ve taken our kids trick-or-treating in the neighborhood and at the Harper Center, and put them in sports leagues in Hyde Park.  My family is part of the social life at Booth, and we rarely miss a Friday afternoon Liquidity Preference Function (LPF) at Harper.
Booth kids trick-or-treating in Hyde Park
Whether or not you have a family, Hyde Park is a great place to get access to everything that Booth and the city of Chicago have to offer, at a relaxed pace.  Booth students have so many options for which neighborhood to live in, depending on their preferences, and I’m glad that I picked Hyde Park.  Although I’m looking forward to moving to Houston, I’ll really miss the community my family and I built in Hyde Park.

 

Adam’s kids playing in a Hyde Park park

Chicago Women in Business: 2013 Conference Recap

Booth’s Chicago Women in Business (CWiB) recently held its Fall 2013 conference. CWiB is one of the largest and most active student groups on campus, and provides great programming for Booth’s women to network with one another and alumni in a variety of fields, and participate in educational programming such as golf and self-defense lessons, wine tastings with Booth faculty, and investing strategies.
To get a sense of what the conference was like, check out The Booth Experience’s interview and video with conference organizers Gigi Wong and Aditi Mehta (Class of 2014). In this edition of The Booth Experience blog, second-year students Michelle Breunig and Elizabeth Kim also offer their perspectives on what the conference meant to them.
–Matt
 
Michelle Breunig
One of the best things about being at Booth is having the chance to hear and learn from top business leaders. There are so many different opportunities –the Corporate Speaker Series, the Alumni Breakfast Series, conferences organized by the various student organizations, and more. As a first year student last year, CWiB’s annual fall conference was one of my favorite activities and was a great start to the year and the recruiting season. I was excited to attend the event again this year – and it was another great conference! The CWiB co-chairs and volunteers did an excellent job.
The theme of this year’s conference was Success Redefined – Defining Success in a Personal Way. This theme was reflected in the keynote addresses and throughout the different panels. Panel topics included the art of negotiation, networking, leadership stories, and managing career changes. Two Booth alumnae gave the keynote speeches. Paula Fasseas, ’96, Founder and Chair of PAWS Chicago, talked about starting her career in banking and bringing her business training and knowledge to PAWS in Chicago to help spread the No Kill model to shelters across the country. Valerie VanMeter (’04), Senior VP and CFO of the Federal Reserve Bank of Chicago, took her own spin on Sheryl Sandberg’s popular “Lean In” message to women. Her message was incredibly powerful and very personal!
I enjoyed learning about the different paths to success everyone has had – and the constant message of pursuing your passion. I also appreciated the candid advice – including the recommendation to take full advantage of all of the opportunities here at Booth. Definitely a great reminder to carry through my second year!
Elizabeth Kim
CWiB is a terrific resource for Booth women. Apart from the practical programming the group hosts to prepare women at Booth for internships and full-time jobs, women can also leverage CWiB to build meaningful friendships and professional networks. 
When Gigi Wong, one of the two Co-Chairs in charge of organizing the CWiB Conference, asked me to facilitate two of the panels, I was grateful for the opportunity as a second year to give back to Booth and to get more involved with the CWiB conference attendees and panelists. The panels I facilitated were called “Leadership Stories: Definition of Success” and “Moving Up and Managing Career Changes.” As I listened to the stories of the panelists, I recognized themes of flexibility, leveraging relationships, and being tenacious. Something that I learned from the panelists and observed first-hand last year was to be attentive and cordial to others. This will build goodwill with others and yourself, which will also pay dividends while at school and beyond.
About the authors:
Michelle Breunig is originally from the Milwaukee, WI area and went to the University of Wisconsin – Madison for an undergraduate degree in Accounting. She then worked for a big 4 public accounting firm. At Booth she is pursuing Concentrations in Finance, Economics, and Entrepreneurship. This past summer Michelle interned at Goldman Sachs in Private Wealth Management in the firm’s Chicago office, and will be returning full time after graduation. At Booth, she is an active member of Chicago Women in Business (CWiB), the Investment Management Group (IMG), and the Dean’s Student Admissions Committee (DSAC). In her free time, she enjoys hanging out with her husband and their dog, traveling (currently planning a 2 week trip to Italy post-graduation), and enjoying Chicago’s fabulous restaurant scene.
Elizabeth Kim is a second year at Booth and is a Co-Chair of the Management Consulting Group and the Latter-Day Saints Students Association (LDSSA) in addition to being an Admissions Fellow. She is currently pursuing concentrations in Entrepreneurship and Operations Management. This past summer, Elizabeth spent her summer at McKinsey & Company in Chicago where she will be returning full-time. Elizabeth grew up in California and attended UCLA, graduating cum laude with a BA in Anthropology and a minor in Accounting. She joined Deloitte & Touche LLP upon graduation and was an Enterprise Risk Services Manager in the accounting consultations group in the D.C. area prior to coming to Booth. Elizabeth enjoys cooking for her friends and family and exploring the city of Chicago.

Official Student Blog for Chicago Booth. Here we talk about our experience and share stories about our time at Booth.