Marketing

Marketing Alumni Event

Posted on by Nancy White
Pictured L to R: Professor William Ryan, Outstanding Alumnus Stewart Lander and Interim Department Head Bill Ross at the reception.
Pictured L to R: William Ryan, Outstanding Alumnus Stewart Lander and Interim Department Head Bill Ross at the reception.

Marketing Alumni Event Makes an Impact on Students

On March 25, UConn marketing faculty, alumni, students, and professionals gathered in the Benton Art Museum for the annual Marketing Student and Alumni Networking Event to exchange ideas, experiences, and advice. Surrounded by a Husky Basketball exhibit, “In the Paint: Basketball in Contemporary Art,” delicious food, and good company, all attendees enjoyed conversation about careers, school, and the terrible spring weather. This event strengthens relationships between all involved, and provides students the opportunity to build relationships at UConn and beyond.

Keynote speaker Stewart Lander, class of 1980, challenged the group with the line: “If you skipped class, took off work, or stayed out instead of going home, would you be missed?” In essence, what sets you apart from others? Stewart stressed the importance of finding your passion, building quality and lasting relationships, pursuing lifelong learning, and providing service to those around you.

Lander, who earned his master’s degree from UConn, has more than 30 years of experience in selling and leading large sales teams in the financial services industry. Named the 2013-2014 Outstanding Alumnus by the Marketing Department, his involvement in the school and community reflects the foundation of his speech. His words resonated with both professionals and faculty, who have experienced the truth of his words, and with the students, who look to follow the framework as they enter new careers.

About the event, Lander noted that, “the networking events give me a chance to interact with students and hear their enthusiasm regarding their vision for their futures. Alumni have much to offer these students, and want to assist students, just as they were helped when they were students.”

Senior marketing student Paige Gregory agrees: “Networking is incredibly valuable, but it can also be somewhat stressful. Networking with UConn alum, however, takes off some of the additional pressure. These are people who have, quite literally, walked in our shoes and are eager to help in whatever way they can.”

Research Seminar with Rajesh Bagchi, Virginia Tech

Posted on by Nancy White

On the invitation of the Marketing Department, Professor Rajesh Bagchi from Virginia Tech gave a research seminar titled, “Is a 70% Forecast More Accurate than a 30% Forecast?” on Friday, March 27. This research examines how level of a forecast affects inferences about forecasts and forecasters. Specifically, forecasters often state the probability when making predictions about uncertain events (e.g., sporting games, stock fluctuations). Continue Reading

Eight Outstanding School of Business Professors Earn 2015 Faculty Awards

Posted on by Claire Hall

A professor who used chocolate chip cookies to teach about quality control, three researchers who had work published in top journals, and an educator who vigorously promoted the School of Business were among the 2015 Faculty Award recipients.

“This year we honored eight outstanding faculty members for their exceptional research, teaching and leadership achievements,” said Associate Dean Sulin Ba. “The selection process was particularly difficult due to the dozens of impressive nominees. We are fortunate to have such talented, creative and remarkable colleagues.”Continue Reading

Work-Life Balance

Posted on by Claire Hall

Flexible Work Time Could be Salvation for Families–and an Advantage for Employers–So Why Do Companies, Employees Resist?

The typical two-income American family is stretched to the breaking point with responsibilities, and, for many, flexible work time would be helpful in finding a work-life balance, said Robert Bird, professor of Business Law.

“There are millions of people in our country under intense pressure,” said Bird, who is also the Northeast Utilities Chair in Business Ethics. “They are two-parent, working families taking care of children and/or elderly parents. Inflexible work schedules are making the stress even worse.”Continue Reading

Business, Law Students Collaborate During UConn’s First Joint Negotiation Competition

Posted on by Claire Hall

The University of Connecticut School of Law hosted the first UConn Law School-UConn Business School Joint Negotiation Competition last month.

The event fostered professional achievement and collaboration among the students, with four MBA students continuing on to a regional competition at Villanova University in April.Continue Reading

School of Business Retirees Gather for Business, Friendship

Posted on by Melissa Ferrigno

2015-03-03-retireesgatheringAddressing a gathering of retired- and almost-retired UConn faculty, School of Business Dean John A. Elliott urged them to use their expertise to help mentor junior staff and graduate students.

Dean Elliott thanked those congregated for their years of service to the School of Business, their willingness to act in an advisory capacity to him and to newer faculty, and recognized them as a vital connection to some of the School’s most illustrious alumni.

Rob Hoskin, Harry Johnson, Keith Johnson, Lin Klein, Jeffrey Kramer, Richard Norgaard, David Palmer, Murphy Sewall, James Sfiridis, Susan Spiggle and Crayton Walker were among those assembled, with their significant others, at the beautiful Mansfield home of Richard Norgaard and Karen Zimmer. Dean Elliott’s charming wife, Laura Philips, also attended the first formal gathering of retired faculty on Dec. 7.

Other important purposes of the meeting were to reinforce contacts among lifelong colleagues, share memories and enjoy each other’s company.  Attendees enjoyed a catered, champagne brunch, entered a drawing for door prizes and shared stories of those who could not be present that day but wished to be remembered to all, such as Karla Fox who was in New York at the birth of her fourth grandchild.

One interesting discovery is the creative outlets in which some retirees are engaged.  Michael Lubatkin has just published a scholarly book, but focused more in the area of philosophy than in management.  Dick Kochanek has been painting for a number of years and his artwork has evolved such that he is currently receiving accolades at juried shows.  Rob Hoskin has honed his skills as a craftsman and produces beautiful objects in wood.

Among those who could not attend is Steve Messner.  His daughter would love to deliver any notes and well wishes, so please write to Steve in care of: Stephanie Brown, 144 Woodleaf Drive, Winter Springs, FL 32708.

Planning is underway to host a Spring 2015 event on the Storrs campus. More information will be provided soon.  Those wishing to remain in touch should contact Cynthia H. Adams, Professor Emerita from the former School of Allied Health, at cindyadams930@gmail.com or 860-230-8951.

Photos from the gathering can be viewed here.

Marketing Scholars Lurie and Pancras Invited to Mobile Marketing Thought Leadership Conference

Posted on by Nancy White
Nick Lurie - Mobile Conf
Professor Nicholas Lurie engaged in workshop discussions.

Nicholas Lurie and Joseph Pancras, associate professors of marketing, were invited to the Thought Leadership Conference on “Mobile Marketing and its Implications for Retailing” held at the Mays Business School, Texas A&M University on Jan 21-23. Leading researchers in mobile marketing and industry practitioners participated in work group discussions on five different areas of mobile marketing.Continue Reading

UConn Marketing Professor, Colleague Find that Merchants Can Use In-Store “Showrooming’’ to Boost Online Sales

Posted on by Claire Hall

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Most consumers today split their shopping experiences between traditional brick-and-mortar stores and internet purchases. But if you believe that traditional, in-store browsing is facing extinction, think again.

In fact, it is often a trip to the mall or shopping center that gives consumers the confidence they need to buy similar, or more upscale, items online, according to research conducted by UConn Assistant Professor Jane Gu and her colleague, Giri Tayi, from the State University of New York at Albany.Continue Reading

Be Bold Be Blue: Integrated Marketing Communication Campaign by UConn students

Posted on by Nancy White

Thirty students in theGUESS Project ‘Integrated Marketing Communication in the Digital Age’ class taught by Joseph Pancras in Fall 2014 participated in a semester-long IMC campaign with Sequel, the brand licensee for GUESS Watches. GUESS Watches is a mid-level luxury brand that defines itself as bold, adventurous, and sexy. An iconic brand, it has launched the modeling careers of celebrities such as Brooke Shields, and is looking to expand its presence and relevance in campuses across the United States.

Students worked in four major functional groups: Strategy, Advertising/Creative, Public Relations and Budgeting, and Marketing Research. Teams consisted of members from each functional group to coordinate responsibilities for the UConn GUESS Watches campaign, which would serve as a pilot launch for related GUESS Watches events on other campuses.

The Advertising group created a strong logo and slogan, encompassing GUESS’ message and values and relating to UConn students with the slogan, “Be Bold, Be Blue”. They used bus advertisements, flyers, social media platforms, and useful promotional to attract students and raise awareness and online buzz.

The Strategy team organized and planned the campus event. Four of the event’s 500 student participants received GUESS watches, while others received branded items for participating in activities like spinning a wheel, “guessing the candy in the jar,” and surveys.

The PR/Budget team delivered the message the Advertising Team created to UConn students by targeting popular social media websites, placing advertisements in areas of high student use, and having Her Campus write about the event.

The Market Research Team focused on creating a pre-survey and post-survey to uncover how people perceived the GUESS brand and watches. Their findings revealed that most students perceived the brand as cool and high-end. Additionally, the post survey revealed that positive impressions improved by 17.7% after the event.

After the event, the students submitted a final report to Sequel and presented before senior Sequel executives, who attested to the project’s value.

IMC Class F2014 (2)Sequel executives and Dr. Joseph Pancras’ Integrated
Marketing Communication class students at the Final Presentation

New Marketing and Digital Analytics Graduate Course

Posted on by Nancy White

The Marketing Department has launched a new course entitled Marketing and Digital Analytics (MKTG 5251). Offered for the first time during the Fall 2014 semester, MKTG 5251 introduces students to the application of advanced analytics that support data-driven management. Students work with Microsoft Excel and JMP Pro 11 software to address marketing decisions related to various topics including demand estimation, market segmentation, price optimization, customer choice, and customer lifetime value. The digital component of the course examines analytical techniques to evaluate and strengthen website performance and the effectiveness of an organization’s social media platforms.

“Big data and analytics are taking center stage within many organizations,” commented Dr. Gregory M. Sottile, developer of the course and its instructor. “While MKTG 5251 is a hands-on course, its primary objective is develop students’ ability to critically recognize opportunities to apply marketing and digital analytics for better decision-making.” Marketing and Digital Analytics will be offered again during the Fall 2015 semester.