Marketing


Student Spotlight: Morgan Darby

Morgan Darby started her UConn career by commuting to the Waterbury campus and eventually arrived at the Storrs campus. Morgan is pursuing a Dual Degree of a Bachelor of Arts in Psychological Sciences and a Bachelor of Science in Marketing. Balancing this 145-credit course load in 4.5 years required the ability to be malleable and pivot as necessary. The choice to pursue a Dual Degree erupted from a desire to gain a holistic perspective. Morgan understands the value of emotional intelligence in the workplace, explaining that “emotional intelligence or EQ is not only a required skill for life but necessary for effective teamwork and leadership. Now more than ever it’s clear that business doesn’t operate in a vacuum.”

Over the years, Morgan has totaled 7 part time jobs in different industries: retail (clothing, food & beverage), government/nonprofit, education, residential construction, environmental remediation, and research/academia. She explains that learning how to work under various management styles has been beneficial in her understanding of the governance of corporations. She states, “Recognizing where the decision-making power and funding trickles down from has allowed me to more effectively implement feedback as necessary.” One of Morgan’s most standout opportunities was serving as a Project Intern for Shelton Economic Development Corporation. “In a very fast paced environment, I had the privilege of learning how to perform the act of effective grant writing from the President himself.” Morgan recalls, “During my first two weeks, we had a 9-day deadline to successfully earn the city a $410,000 Small Cities Grant for their Sensibaugh Heights project. Seemingly learning on the spot how to acquire and produce 50 supporting exhibits/permissions was a learning curve. This effectively laid the groundwork for future projects which require tight-deadline management. This experience ultimately offered me know-how into navigating cross-departmental communication between the Connecticut Department of Energy and Environmental Protection (CT DEEP), the Mayor’s office, and the local municipality’s Housing Authority. This experience ultimately offered me know-how into navigating cross-departmental communication.” These projects gave Morgan insights into the function and allocation of not only city planning, but an introduction to the expansive world of environmental remediation. As graduation approaches, she is seeking a Marketing position in branding or a role that sits in the realm of ESG/Corporate Responsibility. For students interested in these topics, she recommends the following courses: MKTG 3208 on Consumer Behavior; MKTG 3253 on Sustainability, Markets, Society; MGMT 4900 on Strategy, Policy and Planning.

As a first-generation college student, one challenge Morgan found breaking into the professional world was attaining networking skills. She advises students to discuss their career with everyone, even if it’s just to gain knowledge of a specific industries’ systems. She describes how this exposure can give you a competitive edge on landing your next role. “Being able to bring value to a brand through personal experiences can only benefit consumers and society on a macro level.” She states, “At first, I felt this pressure to fit a certain ‘mold’ of the standard corporate intern, but I found more success by bringing my personality to the forefront of every discussion. Critical problem solving requires thinking outside of the box. Ask questions and try everything!”



Best Paper Award: Marketing’s Justin Sieow and Professor Christina Kan

Marketing doctoral candidate Justin Sieow and assistant professor of Marketing Christina Kan’s paper titled “The Business Case Against (and for) Product Gendering,” was named the best paper by the Marketing for Higher Education Special Interest Group, the “Marketing to Evolving Consumers” special session at the 2023 American Marketing Association winter conference. Their paper examines the efficacy of product gendering in contemporary society and suggests that contemporary consumers generally prefer ungendered over gendered products, and perceive the act of product gendering as a marketing action that is aimed at encouraging purchase in a manipulative manner. Justin stressed that, “This research would not be where it is at without Christina’s input and keen eye to details. It has been an absolute privilege and honor working with someone as amazing and dedicated as Christina. I could continue singing her praises, but I’m sure everyone who has worked with her already know all of that.”


UConn School of Business Reduces MBA Course Requirements, Enabling Students to Complete the Degree More Quickly

UConn Today – The UConn School of Business announced today that it has revised its MBA program, making it faster, more flexible, and more convenient for graduate students to earn their degrees.

Beginning in Fall 2023, the program will decrease the number of credits required to earn an MBA from 57 to 42. It will also change its concentrations and realign its core courses. The changes allow students to complete the MBA program faster—in just over a year if pursued aggressively—and at a lower cost.


One Year After the Russian Invasion of Ukraine: Can Businesses Prevent Future Wars?

UConn Today – The Russian invasion of Ukraine has captured the attention of Americans in ways that few other conflicts have, and created challenges that today’s business students will likely grapple with for the rest of their careers.

That’s the perspective of two leading business-ethics scholars who will be the guest panelists during a Feb. 20 program called “Business, Peace and the War in Ukraine: One Year Later.’’ It is part of the School of Business’ Equity Now speaker series that addresses prominent justice and human rights issues in business.



Let’s Get This Party Started: UConn Researcher, Colleagues Discover that Certain Celebrations Can Boost the Health of Participants

UConn Today – Whether it’s a graduation party, a milestone birthday, or a toast to a promotion, celebrations can benefit participants’ health and wellbeing.

Those are the findings of UConn marketing professor Danielle Brick, whose research was just published in the Journal of Public Policy & Marketing.


Student Spotlight: Jorge Perdomo

Jorge Perdomo is a senior Marketing Management major with a concentration in Digital Marketing & Analytics planning to graduate from UConn in May 2023. Jorge works as an eCommerce Data Analyst for ShelterLogic and has been in the position since August 2022. Jorge started his journey with ShelterLogic on Handshake. “I had a recruiter reach out to me and suggested that I apply.”, he recalls. After applying, the recruiter scheduled an interview with the hiring manager, supervisor, and the head of HR to further discuss Jorge’s experiences and future responsibilities. The most prominent factor that attracted Jorge to this position was how it integrated both of his interests, Data Analytics and Marketing, into one role. He had found in his search that companies usually prioritize one or the other with their internship offerings. Jorge also enjoyed the hands-on aspects of the role, “I was told that I’d be able to join in and participate in weekly meetings across different departments to discuss growth opportunities and areas that can be improved on, which stood out for some of my other offers”, he states.

At ShelterLogic, Jorge is primarily responsible for reviewing data on listings with well-known retail customers such as Home Depot and Walmart. Jorge searches for any inconsistencies in the data, and then utilizes the customers’ portal to correct any of the noticeable errors. He also must gather data on any new and existing products with Salsify, a customer relationship management software which houses all of ShelterLogic’s information regarding our products, and export it onto the retail portal for customers. With that being said, “One of the greatest things about this position is that no task or day is the same.”, he adds. Jorge’s favorite professional experience so far has been learning all the different portals that customers are using; “As a consumer, it’s so easy to just see a listing on Amazon or Walmart and click add to cart but going behind the scenes and seeing the steps required to create an item from the very beginning and working in all the data until the listing goes live has easily been one of my most favorite and educational tasks.”, he notes.

A piece of advice Jorge offers to students is to not be so hard on yourself throughout your application process. He would like to emphasize the importance of understanding what your soft skills are and how you could apply them into specific positions. “It’s very easy for students to focus on how their technical skills will play into the position, but companies also want to see how you will fit into their culture as well!”, he shares; “There will be companies that do not see you as a fit, and that’s ok! It’s important to always ask for feedback and pointers on what you could improve on. Take the whole interview process as a learning experience and make sure to remind yourself that rejection is just redirection!”.



UConn’s EMBA Program Ranks No. 20 in the Nation

Shot of a mature businessman using a laptop in a modern office
(iStockphoto.com)

The UConn Executive MBA program is among the most elite in the nation, ranking among the Top 20 programs of its kind, according to Fortune.

The EMBA program earned its high ranking because of its ability to attract top students, its outstanding reputation among companies, and its alumni representation in senior management of Fortune 1000 companies.

The 2022-23 Best EMBA ranking puts UConn’s program at No. 20 out of the 55 programs that the publication ranked as outstanding.

“Our EMBA program was designed to cater to the unique needs of mid-career executives, who already have high level skills, and are looking to round out their experiences,” said David Souder, Associate Dean of the School of Business and former Academic Director of the program.

“We’ve maintained high admission standards in the program, and it isn’t unusual for our EMBA students to also have advanced degrees in nursing and law or to have already earned a doctorate,” he said. “Furthermore, our program has been thoughtfully designed to enhance collaboration between expert faculty and mature students. Our students learn both from their instructors but also from each other through team projects.”

Professor Stephen Park, who is currently the Academic Director of the EMBA program, said the program has a proud and enthusiastic alumni community that supports its current students.

“We deliberately leverage those close working relationships, and that’s something our students welcome,” Park said. “We don’t have specialized tracks in our program, but rather we offer soup-to-nuts exposure to what top leaders in an organization need to know.”

The UConn EMBA program is now accepting applicants for the Fall 2023 class. For more information, please visit emba.business.uconn.edu