January, 2010

Marketing makes the world go round – YEOC Marketing Session

Tuesday, January 26th, 2010

Marketing makes the world go round—well, at least the business world. And marketing just so happened to be the focus for December’s Young Executives of Color program. As one of my focuses at the Foster School, I was especially excited to lead this month’s session. Marketing is an incredibly dynamic subject, encompassing nearly all of a company’s strategic decisions making it incredibly difficult to decide what to include in an hour long introduction to the topic. The final product touched upon the basics—4P’s, target markets, mission statements—then moved on to the more specific areas of brand management and advertising. Students were also able to take a peek into the research of Brian Wansink and Robert Cialdini, prominent academics in the marketing world.

Peter Doubleday, a partner at Ernst & Young, as well as his colleague Bob Hilton, graciously made a visit to the YEOC group again leading an analysis on the visual identity of their company. With them were fellow Ernst & Young’ers Debbie Shih, Valerie Burris, and Kiyosha Baird who spoke about the importance of personal branding and networking. Although students should always be true to their personalities, they learned that certain elements could be emphasized depending on the situation—professional, social, academic. You wouldn’t joke around the same way with your boss as you do with your friends, would you?

Building on the earlier marketing lecture, students were able to employ what they learned about advertising in order to construct a commercial for future YEOC recruiting efforts. In true competitive spirit, teams had only 20 minutes to design a one minute video that would be used to attract new YEOC applicants. Musical numbers, classroom reproductions, and program value-adds all made appearances.

The college admission process again took the lead as our college prep topic. Seniors completed a workshop on writing personal statements with Jennifer Shoen. While Pamela Lacson and Jessica Rush led sophomores and juniors on the elements of analyzing and admitting college applicants – the roles were reversed and students decided who got admitted or denied into a mock university through an admissions case study.

Until January, wishing everyone a wonderful and restful holiday from the YEOC group!
-Elizabeth Comley, YEOC December Session Leader (Senior, Marketing & International Business)

Working the Room

Friday, January 22nd, 2010
Jack Rhodes talks to students about how to "work a room".

Jack Rhodes talks to students about how to "work a room".

The BUILD Program kicked off the Winter quarter on January 20th with a workshop on effective networking. Jack Rhodes, Director of the Sales Program, spoke to a packed room of 75 students about the importance of expanding and building networks.

The hour-long program was full of tips like preparing an “elevator pitch”,  how to remember names (repetition!), how to extricate yourself from a conversation, and some basic networking etiquette.  Jack also stressed the need to follow up after meeting someone for the first time, as relationships are about give and take. Hand written notes, gifts or even articles sent to your contacts can be thoughtful ways to stay in touch. “Remember the past is really your foundation for the future,” he said.

Freshman through seniors signed in for the event, and the high attendance was no surprise as networking is one of the most popular workshop topics each year. Many students heard about the program through friends or in class, and others were there to prepare for the annual Foster Career Networking Night , which will be held on January 27th, where undergraduates are invited to network with Foster alumni who have graduated in the past ten years.