Scotch, Depilatories, Viagra, Leather, and Hipster Glasses

The next few posts on The Booth Experience will be written by first-year students as part of the Career Trek Series. Career Treks at Chicago Booth usually take place during winter break and allow students to visit firms outside of the Chicago area. The treks are coordinated by student groups and expose students to some of the top firms around the world. The first Career Trek Series post is by Ying Liu, who recently attended the Marketing and Retail career treks.

Dana
***

What do the above items have in common? No, they’re not accessories featured in one of Rihanna’s music videos. They’re products made by just a selection of the companies which the Marketing and Retail career treks visited in NYC over winter break.

Career treks are self-funded student-led trips to major cities, typically held the first week of winter break, and last about 4 or 5 days. The treks are divided by careers and intended to give students additional exposure to companies outside of Chicago. Treks include (but are not limited to) careers in Investment Management, Investment Banking, Marketing, Retail, and Sales & Trading in locations such as New York City, San Francisco, Los Angeles, Seattle, London, Hong Kong, and Singapore. Students recruiting for careers in these locations choose to attend to get a feel for the company culture, meet Booth alumni working at the firms, and evaluate overall fit.

Even though I’m primarily focused on recruiting for consulting, I’m particularly interested in marketing strategy so I attended these treks as a great way to learn about how marketing departments operate at some top NY-area companies. It was an amazing opportunity to go behind the scenes and hear about companies’ strategies, how they’re adapting to the consumer landscape, and most important to Booth’s marketing approach, how they’re thinking about and planning to use data to better understand their customers. It was also a great way to get outside of the consulting bubble and get to know some of my other classmates.

I got exactly what I was looking for and more in the 4 days we spent visiting 8 companies (American Express, Pfizer, Campbell’s, Warby Parker, Diageo, Coach, Reckitt Benckiser, Kantar). Students on the trek also had the option to visit companies like David Yurman, Quidsi, Interbrand, Kurt Salmon Associates, Macy’s, and Bonobos. I was surprised to learn that American Express encourages their Marketing Managers to rotate groups about every 18 months to allow for cross-fertilization while also allowing employees to try something new. Across the board, the established companies talked about international exchange/rotation opportunities for MBA graduates, indicating the increased global scope of the marketplace.

The most informative and interesting presentation about the role of the Associate Brand Manager (post-MBA entry-level) came from Campbell’s. They walked us through a case study of a recent product extension starting from opportunity identification all the way through to product development and marketing strategy. Representatives from each of the different functions involved in the development process came to speak about their roles; this included people from market research, consumer insights, product development, and package design. It was an interactive presentation and I walked away with a very clear understanding of how an Associate Brand Manager coordinates and makes decisions through the process.

It wasn’t all business on the trek: we were allowed to preview the spring collection at Coach (I see lots of coral as the weather warms up!) and given access to the Campbell’s company store where we stocked up on Pepperidge Farm cookies and Goldfish. The best part was when Diageo made us some yummy whiskey cocktails from their on-site bar and invited us to taste various Johnnie Walker labels at their exclusive SoHo House of Walker scotch education and tasting experience – one of their many grassroots marketing tactics.

All of the companies were very excited to discuss their businesses with us and to recruit new talent from Booth. For example, American Express told us that they see some of the highest retention and performance/promotion rates from Booth graduates. The week not only gave participating students a chance to get to know the companies, but for the companies, it also cemented the fact that Booth is a great source of marketing talent.

My First Two Months at Booth

This week at The Booth Experience, we hear from Ashley Cleveland, a first-year student who is one of the newest members of the DSAC team. She's been up to a lot this quarter and has been an active part of the Booth community since Day 1.

Dana
***

It’s hard to believe that two months have passed since my arrival at Chicago Booth. Less than one year ago, I was a prospective student evaluating a handful of MBA programs, and asking the question, “Why should I attend Booth?” In the months to follow, after interacting with Booth students, alumni, and staff, the question eventually became, “Why wouldn’t I attend Booth?” Nearly six months after having made my decision, I couldn’t be happier. I’ll talk more about this later; but first, let me give you a little background information. Prior to coming to Booth, I worked as a sales representative for a leading office furniture manufacturer. I chose to return to school for my MBA based on my desire to further develop myself as a business leader. I chose Booth specifically due to its emphasis on creating an environment that challenged students to take risks and one that welcomed a diverse student body. The Booth students, alumni, and staff that I interacted with played a major role in my decision. They were not only welcoming, but also extremely helpful. I really valued this, along with the school’s reputation for excellence.

Since arriving here, I’ve met so many talented and friendly people from all walks of life through various on-campus happenings, such as the Pre-MBA Accounting course offered prior to orientation, orientation programs and events, my current courses, and student group activities. I can never walk too far down the hallways of the Harper Center without being greeted by a smile or a warm hello. This camaraderie is something that I attribute to Booth’s culture; it is not only lively, it is also warm and inviting. I’ve also enjoyed interacting with my professors. Specifically, I’ve liked learning more about evaluating companies through financial statements, as well as how to use tools that will be helpful in my role as a marketing intern over the summer.

The resources that Booth has to offer are phenomenal. I plan to concentrate in both Marketing Management and Entrepreneurship. This quarter, I have taken advantage of programming from the Polsky Center for Entrepreneurship. From open house events to weekly coffee chats, the Polsky Center has provided me with numerous opportunities to connect with students who are passionate about entrepreneurship and the implementation of new business ideas. During a recent coffee chat at the Polsky Center, I connected with a student who is currently operating a print company aimed at college students. I not only learned about the business plan for the company, but also listened as others provided suggestions on how the student and his business partner, a fellow University of Chicago student, could improve operations and expand their client base.

The Kilts Center for Marketing is also a great resource for students like me who are passionate about marketing. From informative Q&A panels to mentorship opportunities, the Kilts Center has so much to offer students who want to expand their marketing knowledge and broaden their horizons. For example, I recently participated in a seminar for Nielsen marketing data. During this seminar, second year students provided an overview of the various uses of Nielsen data and provided personal examples of how they had used this data to arrive at important conclusions within their projects during their marketing internships. The seminar was not only attended by students interested in securing a marketing internship this summer; it was also attended by students with interests in other careers, such as consulting.

My professional interest in marketing has led me to become an active member of the Marketing Group. I’ve had the chance to network and learn from marketing professionals and second year students whose recent internships represented a wide range of companies. I am leading my first Trek for the Marketing Group in just one week. This Trek is a career exploration trip that allows members of the Marketing Group to interact with company representatives within Proctor and Gamble in Cincinnati, OH. This is a great opportunity for Booth students to network with leaders of one of the world's most successful consumer packaged goods companies. To sum it all up, Booth has so much to offer. I am so happy that I made the decision to attend Booth, and I wish you all the best as you continue to evaluate if Booth is right for you.