You will have the opportunity to tackle real issues through a variety of special projects aimed at experiential practice of solving complex business objectives. The list below features some of our more recent special project assignments.
Detroit International Auto Show
Three first year MBAs recently teamed with students in The Newhouse, a student-run full-service advertising agency at the SI Newhouse School of Communications, to help Steiner Sports, a leading provider of sports marketing services and authentic memorabilia, create a holiday campaign. Founder, CEO, and SU alum Brandon Steiner challenged the students to come up with ideas on how to increase awareness among women of Steiner Sports as a place to purchase gifts for the men in their lives.
The students’ creative concept was that “every woman wants one thing from her man when he opens what she deemed “the perfect gift” - a genuine smile on his face. But when the present isn’t a success, she gets the complete opposite. “The Game Face” is that artificial, forced expression of happiness that every man makes and any woman fears.” The execution consisted of two different YouTube videos, marketing through Twitter, and an interactive Java enabled info-graphic. “Working with Steiner Sports really gave me the opportunity to take the knowledge I had been learning throughout the semester in my “Creating Customer Value” marketing class and translate it into a viral social media campaign,” said team member Reema Amin.
SU alumna, Melissa Aronson, better known as Emme, is a famous fashion model who has developed a new brand, EmmeNation, an online forum and resource to provide encouragement to women facing challenges. Her website promotes live events, new plus size fashions, and partnerships with businesses in which she believes. She approached the Whitman School to involve students in a project to get a better feel for the types of information, products, and services in which her followers are interested.
Second year MBA student Jaycob Burns had a couple of years of experience in marketing research and also took the Seminar in Marketing Research. Jaycob developed, executed, and analyzed the results of a survey to several hundred members of the EmmeNation Insiders Panel.
Emme and her team now have a much better understanding as to who the EmmeNation "customer" is, and can offer important information to advertisers and sponsors to clearly identify opportunities.