Guest: What kind of marketing projects can students engage in at Kilts?
* Amanda Torcivia: Hi! One of the coolest opportunities for students through Kilts is the New Products and Services Lab, which is open to all students. It's a course where students work with a real client on a quarter-long project centered around launching a new product or service innovation. My first year, I took this class and worked with Nestle to launch a new frozen food format. It was great exposure to how to think through a launch process with feedback from a real company.
Guest: Good afternoon! Thank you for taking time today to answer our questions. I'm curious to know how many of you were in a marketing role before coming to Booth, or if not, how the Kilts Center for Marketing helped you find that path?
* Annie Gorman: Hello! Thanks for your question. While there are some students who came to Booth with a Marketing background, many students are career switchers and have been working in a different field but are planning to switch into a Marketing role. The Kilts Center has been a great resource in helping build out my Marketing knowledge and understanding. Kilts offers a broad range of courses that covers many different Marketing areas. Also, they host speaker series and networking events that help students learn about different careers within Marketing and build relationships with alum in Marketing fields. Within the past year, Kilts has hosted speakers from Facebook and Tyson among other companies.
Guest: Hi all! I was curious, are there or could there be any opportunities for students to participate in marketing/behavioral research with faculty? I'm very interested in this, but it sounds like for the most part research assistants are hired roles.
* Samantha Borland: Hi! Professors at Booth select their own research assistants and typically select from the pool of Ph.D. students at Booth. There are, however, several classes offered at Booth, such as the Marketing Research Lab and Experimental Marketing, which would allow you to gain some experience related to marketing and/or behavioral research without needing to have a specific research assistant role.
Guest: Hello everyone! Thanks for hosting this session. I'm currently a marketer in the pharmaceutical industry and I'm in the process of exploring the marketing programs at the different schools. I was wondering if you can speak high level to Booth's marketing philosophy or some of the things that make Booth stand out in the marketing world.
* Katie Claussen Bell: Thanks for this question. Our approach to marketing is discipline-based which means that it's rooted in multiple disciplines such as psychology, economics and statistics. We teach students frameworks that prepare you to approach any marketing or business challenge, which is especially important to being agile. Lastly, everything we do is rooted in marketing analytics, which is our point of difference. Our faculty have been excelling in this area for decades.
Guest: what could be courses (or other opportunities) to ensure hands on experience for early stage startup marketing?
* Fern O’Neill: Hello! There are quite a few ways to get hands on experience through the New Products and Services Lab as well as the New Venture Challenge. The Kilts Center also has an Executive in Residence in Marketing who is available to support students interested in starting their own businesses.
Guest: What sort of advice do you have for folks who don't have a marketing background but want to make full use of the Kilts Center / Courses?
* Katie Claussen Bell: The Kilts Center programs and activities - as well as all courses - are open to all students. We emphasize that marketing is a skillset important to all careers. Our programs and activities reflect this and appeal to a broad set of interests.
Guest: Hi all and good afternoon! Thank you for hosting this chat. Quick question for the 2nd year students: have any of you had a marketing career before Booth? If so, how did the MBA and Kilts Center truly changed your business approach?
* Amanda Torcivia: Hi there! Great question. I was working in marketing before Booth doing brand management at a luxury wine importer, so part of the reason I chose Booth was to get exposure to other industries and training that is more formal in how marketing is supposed to work. I think the MBA helped in two main ways. First, it helped me better understand the landscape for marketing opportunities in terms of both industries and functions. Booth Career Services has great resources and company relations to help identify and develop relationships with your top target companies. The other reason I think Booth is great for marketing is that it has such a quantitative, data-driven approach to all disciplines, which is something that I've found to be relevant as I talk to marketing companies. The marketing department, thanks in part to the Kilts Center, has a robust curriculum in data-driven marketing, as well as more conventional consumer behavior and lab-based opportunities, which prepared me well for my internship.
Guest: What marketing roles are available for non-CPG industries?
* Fern O’Neill: Good afternoon! There are marketing roles available in virtually every industry. These roles include a more traditional marketing/brand management role, digital marketing, market research, strategic marketing, and marketing communications.
Guest: I am currently in Tech and want to pivot into Marketing. Are there opportunities to combine the two?
* Samantha Borland: Hey! There is a lot of overlap between tech and marketing at Booth. First, both the Tech and Marketing student groups offer a lot of information about marketing roles in the tech space and provide interview prep and training for these types of roles. You can also get some real-world experience with marketing in tech through the New Products and Services lab class, which allows you to work with existing tech companies to help them develop an idea for a new product or service.
Guest: What has been your favorite class in marketing at Booth?
* Annie Gorman: That's a tough choice! Booth offers a variety of great Marketing classes. Personally, my favorite has been Data Driven Marketing. I was able to use what I had learned in previous courses I took, such as Marketing Strategy and New Products and Services Lab, and apply data analytics to dive deeper into analyzing marketing tactics and strategies. The class does an excellent job of marrying marketing fundamentals with data research to help students work through real world problems that marketers have faced. I was able to use much of what I learned in this class during my summer internship in brand management.
Guest: How does the recruiting season look for marketing careers?
* Fern O’Neill: The recruiting season for marketing roles will include a campus based component as well as a more specialized component. Many large companies will come to campus for corporate presentations or networking beginning in mid-October. Many firms will come to campus for interviews in late January/early February for internship hiring. Other companies may post internship opportunities as late as May. So depending on your target companies, your recruiting may continue well into the spring of your first year.
Guest: Is there a way to engage with the Kilts Center pre-MBA? Similar to Startup Summer opportunities with Polsky?
* Katie Claussen Bell: Hi! Thanks for your interest in the Kilts Center. We have plenty of programs available, once you arrive at Booth, but we do not currently have any programs that engage you pre-MBA.
Guest: Would you say the approach to teaching Marketing at Booth is more theoretical, or hands-on?
* Samantha Borland: There is a pretty good balance between a theoretical and hands-on approach to marketing at Booth. We have a number of classes that use the case method to analyze and discuss marketing cases in various contexts across industries. We also have a number of lab classes where you can collaborate with real companies to work on marketing projects, such as New Products and Services Lab or the Digital Marketing Lab, and we have several classes that focus on data analysis, such as Data-Driven Marketing, which allow you to get more hands-on experience.
Guest: Thanks for all of the info so far! Does Booth offer any classes/programs involving healthcare marketing?
* Amanda Torcivia: Hi there! The healthcare classes at Booth are a little broader, so not necessarily specific to marketing. For instance, we have a Healthcare Data Analytics course and a Healthcare Analytics lab. There is also a New Products and Services lab that sometimes has healthcare or pharma clients depending on the quarter. The Healthcare Club at Booth also puts together some of its own resources and programming available to its members.
Guest: How much difference do we typically see in the companies that recruit year on year? Are there certain companies, especially in the fashion or consumer goods fronts, that are regulars for the Booth Marketing recruitment?
* Fern O’Neill: Many of our corporate partners return every year to recruit Booth talent! We will see shifts based on student interest. For example, the number of tech companies that come to campus has increased significantly over the past several years. In terms of regulars, we have quite a few CPG companies that come every year. You can check out the Employment report for our top recruiting companies. Many of the fashion companies post jobs with Booth and come to campus for student group events focused on the fashion industry.
Guest: Would you please tell us more about how PhD and MBA students interact at Kilts? It is one of the big advantages I learned when I visited campus.
* Katie Claussen Bell: Happy to hear your interest in interacting with PhD students. Some of our classes have PhD students as teaching assistants.
Guest: What are the best resources at Booth to develop professionally in marketing?
* Samantha Borland: The Booth Marketing Group is a great resource for professional development in marketing. It is student run and the group hosts a number of workshops to give you exposure to different types of marketing roles, the skills needed in those roles, and helps you work on your marketing knowledge to prepare for interviews. The Kilts Center also offers a number of workshops and lectures that can further help with your marketing professional development.