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This article first appeared in the UConn Business magazine, Volume 4, Issue 3 (Summer 2014)

The rapidly rising demand for digital marketing expertise and the accompanying explosion in job openings has prompted the School of Business’ Marketing Department to offer a new undergraduate major in Digital Marketing & Analytics at the Stamford campus.

Digital Marketing & Analytics students will learn how to use marketing analytics to gain insights into consumer behavior and to develop digital marketing strategies. The major takes a comprehensive approach that covers all aspects of marketing and includes developing strategies for creating, branding, and positioning digital products and services; dynamic pricing, digital distribution, social media and digital communication; and integrating digital marketing into a firm’s overall marketing strategy.

The new major supplements a certificate in Digital Marketing & Analytics, already available for business students at Storrs, and a minor in Digital Marketing & Analytics, offered to non-business majors at the Storrs, Hartford, and Stamford campuses.

“This will put our students on the frontier of marketing,” said Robin Coulter, professor and head of the Marketing Department at the School of Business. “There is tremendous excitement among students, faculty and the business community. We’re very enthusiastic about the curriculum and the abundant opportunities that await students who pursue these fields,” she said.

In fact, a quick check of the job-hunting web site Indeed.com found 25,000 marketing jobs, many requiring digital media and analytical expertise, all within 50 miles of the Stamford campus.

Lee Manning, human resources director for Coca-Cola Northeast, said the company recruits employees with digital marketing and analytics skills. “The world is changing at a very quick pace,” Manning said. “People have to keep up with the different types of communication. It is important to be quick and nimble in business today, and to stay ahead of the curve.”

For instance, Coca-Cola recognizes the importance of the growing Hispanic market and employs digital marketing experts to explore how its beverages are viewed by those consumers, what questions they may have, and the best way to target information to that consumer demographic.

Proficiency in marketing analytics is rapidly becoming a requirement for many marketing positions and the ability to use analytics to inform marketing strategy is central to leading marketing organizations. Graduates who can strategically use digital analytics to gain and act on insights into consumer search, decision making, purchase activities, and the success of marketing activities are increasingly in demand.

Bernard Gracy Jr. ’85 (ENG), vice president of strategy, Digital Commerce Solutions at Stamford-based Pitney Bowes Inc. said every company today either has to have a digital marketing strategy—or face extinction.

Pitney Bowes is a global technology giant that provides shipping and mailing solutions, data management and engagement software and location intelligence for two million customers, including 90 percent of Fortune 500 companies. It employs 16,000 people.

Gracy said Pitney Bowes used to receive calls from businesses, asking advice on the best location to open a storefront, or the ideal location for a new bank branch. They still do.

“But now what they want is to go global,” he said. “They have globalized digital storefronts that reach consumers around the world. They may want to do business with customers is Botswana, Estonia, Lithuania,” he said. “Digital marketing has never been more important. At Pitney Bowes, we are going through explosive growth.”

The School of Business faculty envisions graduates using their digital analytics and strategic marketing skills in traditional consumer and business-to-business marketing and sales organizations, social media organizations, online firms such as Amazon.com, as well as startups.

Although a general business major has been offered in Stamford for many years, this is the first specialized marketing major offered on the campus and joins the recently launched majors in Financial Management and Business Data Analytics.

“The Digital Marketing & Analytics major concept in Stamford makes incredible sense. Digital media is growing rapidly and the greater Stamford area is becoming a mini mecca for production,” UConn marketing professor Kevin McEvoy said. “We are very central to the marketing and advertising hubs of the world. There are numerous opportunities nearby.”

Meanwhile, students in communication sciences, professional sales leadership, economics and statistics, as well as graphic designers and digital media and design majors are expected to seek the digital marketing and analytics minor.

Approximately 18 percent of the students enrolled in the UConn School of Business are marketing majors.

The Digital Marketing & Analytics major will be available to undergraduate students in Stamford in Fall 2015.

This article first appeared in the UConn Business magazine, Volume 4, Issue 4 (Spring 2014)

For alumnus Christopher Lafond ’87 (CLAS), service to community goes hand-in-glove with philanthropy, and he demonstrates both through a new named scholarship fund for students studying at the Stamford campus, where he is also an active volunteer.

Lafond, the CFO and executive vice president of Gartner, Inc., a leading information technology research and advisory company based in Stamford, is a common sight on UConn’s regional campus. He serves on the advisory board for the MS in Financial Risk Management (MSFRM) degree program, regularly speaks to business classes and is helping with programs in the undergraduate marketing department.

“I have a pretty clear perspective, and I’ve chosen to spend my time volunteering in a few areas, mainly around education. Everyone deserves a great education like I had, and if you don’t build a strong, educated foundation in life, it’s very difficult to get ahead.”

He first became involved with the campus when the University reached out to him with an invitation to serve on the MSFRM advisory board, a step that he sees bringing benefits to both the University and the business community in Stamford.

“We have almost 700 employees here; this is local and close to home for us. When we looked to partner with educational institutions, we quickly realized ‘Hey, there’s a great University right here in Stamford.’ It just works for everyone involved.”

Lafond started a financial development rotation program within Gartner, exposing Stamford MBA students to a variety of financial service areas, as well as taxes, business intelligence and more. He says, though, that he especially enjoys personally sharing his business experience with classes of students.

“One of the best experiences for me is making education real,” he says. “I’ll get a question like, ‘Chris, I’m studying this business situation; how would you handle it?’ and I’m able to take the theoretical and turn it into applied practice. I just get a great deal of satisfaction out of it. It takes so little of my time and means so much.”

Lafond soon decided to make a major philanthropic gift to his alma mater, and the decision to create an endowed scholarship for business students at the regional campus was an easy one.

“I know from my involvement at UConn Stamford that there are a lot of students who may not be able to go to Storrs for family or personal reasons. But I want them to look back at their time at UConn and say, ‘I had a great education right here in Stamford.’ And I want to make sure that my gift provides ongoing support, not something that goes away after a one-year period. It will be there for years, helping many students.”

He sees countless opportunities for alumni like him to make UConn stronger through volunteering or philanthropy.

“There are literally endless ways to give back, whether to UConn or whatever else you care about in life. It doesn’t have to be money! If you take an hour of your life and spend it with students, you’ll get the most amazing feedback, and you’ll feel that you’re really making a huge impact in someone’s life. When I am at UConn, I know that I’m helping those students graduate with knowledge they didn’t have before, which will help them in their own careers. So, alumni have an opportunity every day to add value to even their own education. It’s a little thing we can do to help a student that makes a big difference.”

He says that just like the impact of educating students, he wants his philanthropy to pay dividends in life for those who receive the scholarship support.

“I would hope that my scholarship allows some students to have opportunity they otherwise would not,” he says. “If I can help even a single student, that would be such a great thing to accomplish.”

This article first appeared in the UConn Business magazine, Volume 4, Issue 2 (Spring 2014)

When a teenage boy asked if he could buy a World Wrestling Entertainment t-shirt, then-CEO Linda McMahon came up with a quick response.

“Not yet,” she told him. His question helped launch the WWE’s highly profitable consumer products division, adding toys, books, video games and apparel to the growth of what was already a global empire.

“Be open to new ideas, no matter where they come from,” McMahon advised almost 200 people who attended a “CEO Evolution” roundtable discussion on UConn’s Stamford campus.

“Treat every day like it’s your first day on the job. Look at things with fresh eyes,” said McMahon, who grew her company from 13 employees to more than 700. “Don’t do something just because it’s the way it’s always been done.”

Co-sponsored by the UConn School of Business; Citrin Cooperman, an accounting, tax and consulting firm with an office in Norwalk; and the Fairfield County Business Journal, the CEO Evolution program was held on the Stamford campus in January.

The event tapped the expertise of four executives whose companies are among the most successful in Connecticut—and beyond. Coming from industries as diverse as healthcare, technology, service and entertainment, a common theme involved recruiting and hiring outstanding employees.

Dr. John Votto ’73 (CLAS), CEO of the Hospital for Special Care in New Britain, said the key to running a successful organization is finding the right people and trusting them to do what is best.

“So often in today’s hectic work environment we lose sight of that one very simple thing,” said Votto, who has overseen a $65 million hospital expansion and the development of programs enhancing the physical rehabilitation, respiratory care and medically complex pediatric programs.

“It’s not uncommon for successful workplaces to have their fair share of inflated egos, so I’m very up-front with my employees: I respect you, I believe in you—but no one is irreplaceable. You should always be working your hardest and striving to secure your job.”

The idea for the panel discussion originated with Mark Fagan, the Connecticut managing partner of Citrin Cooperman and the author of a popular series of CEO advice columns titled “The CEO Evolution” published in the Fairfield County Business Journal.

“A CEO’s ability to manage effectively is probably the most important factor in driving a company’s growth,” Fagan said. Too often the top executive gets mired in petty details.

“One common thread expressed by each panelist was the need to identify talent and enable talent, which ultimately allows the CEO to devote the majority of his or her time to looking toward the future and determining where the company is going,” Fagan said. “That enables the CEO to concentrate on developing the next product or brainstorming the next acquisition.”

Jud Saviskas, executive director of the UConn School of Business in Stamford, said the executives’ honest and insightful answers made for an informative evening.

“What CEO, or future CEO, wouldn’t relish the chance to spend two hours learning the strategies, challenges, missteps, opportunities, ideas, and wisdom of four incredibly successful business owners?” Saviskas said.

“All four panelists were fascinating. And because they represented industries as diverse as healthcare and entertainment, they gave comments that you might not expect,” he said. “Each one stressed the importance of hiring great talent. I think that was the biggest take-away message.”

Paul Senecal, president of United Services of America, a $35 million cleaning and maintenance company based in Bridgeport, said an organization’s mission needs to be clear. “We are not in the cleaning business to make money,” he said. “We are in the cleaning business to have clean buildings, because if we do, our valued customers will allow us to make a reasonable profit.”

Running one of the largest commercial cleaning companies in the Northeast, Senecal discussed the challenges of managing 1,700 employees, dispersed in different locations.

The culture of his organization is one in which all employees share the same goals, objectives and vision, he said. “We tell each other, and most importantly ourselves, the truth, and conduct ourselves in the same manner as we want to be treated,” Senecal said.

Panelist Austin McChord is the founder and CEO of Datto Inc. of Norwalk, whose company offers data backup service for disaster recovery and business continuity. In 2013, the company marked its fourth year of 300 percent annual growth and has received industry recognition for excellence and technical support. The audience was intrigued when McChord, 28, explained that he recently turned down a $150 million buy-out offer because he believes he hasn’t yet maximized the company’s potential.

After the program, McMahon noted that only 22 women are CEOs of Fortune 500 companies, indicating that many talented people could benefit from others who can “light the path” to the corner office. “We get no benefit keeping what we’ve learned to ourselves,” she said. “The wisdom we developed over years—or in my case, decades—of experience can be relevant to just about any entrepreneur.”

The CEO Evolution program was so successful that Saviskas said he expects it to become an annual event. “It fits well with the School of Business’ mission,” he said, “not only to educate future business leaders but to also provide learning and networking opportunities for the existing business community.”