Tag: digital marketing

What happened this semester? Fall 2012 Student Project Round-up.

It seemed like just yesterday that campus was green and the sun was shining–wait, that was yesterday. Even with a relatively mild fall as a distraction, the students in the School of Business and Economics have been busy making significant advances in their own professional development, marketing savvy, and knowledge conquests. Reflect back with us as we review a few of the best class projects from the Fall 2012 semester at Michigan Tech.

APMP students, Anna Paul, Jessica Zaiki, Mike Harry, and Justin Wilson met with Perrigo's CFO to discuss corporate financial decision making.

On-Site Company Research for Finance Competition at Perrigo

In late November, four students in the Applied Portfolio Management Program traveled to Perrigo, the largest manufacturer of over-the-counter pharmaceuticals in the United States, located in Grand Rapids, Michigan as part of the CFA Institute Research Challenge. This competition brings students, publicly traded companies, and industry investment professionals together to promote hands-on mentoring and intensive training in company analysis and presentation skills.

Anna Paul, Jessica Zaiki, Mike Harry, and Justin Wilson took part in the investor relations meeting and talked to Perrigo’s CFO, Judy Brown, about financial decision making and analysis within the company. The students will now take the information and compile financial forecasting to present at a competition against five other schools at Western Michigan in February.

“This trip made learning about the actual company so much easier than pulling information from the website,” said Paul. “It’s nice to see that a world leader in the pharmaceutical industry cares about the local community and not about cutting corners.”

This is the first year that Michigan Tech was able to take part in this competition thanks to the support given to APMP by Jim and Dolores Trethewey.

Management Information Systems Students Team Up with Blue Terra Energy

Dave Camps, CEO of Blue Terra Energy, LLC, pictured with Emily Jensen, Rachel Plafchan, and Seth Stever, students in MIS 4100.

Emily Jensen, Rachel Plafchan, and Seth Stever worked closely with Blue Terra Energy LLC, a local energy company in Hancock, to develop a usable database system as part of an upper-division management and information systems class. Assistant Professor in Management Information Systems (MIS), Haiyan Huang, orchestrated the curriculum to include this experiential learning opportunity.

“The goal was to streamline the data collection, organization, updating, reporting, and analysis processes for the company,” she added.

Working closely with client Dave Camps, CEO of Blue Terra Energy and ’93 Mechanical Engineering alum, students were able to create a workable database with customized customer fields, inputs, and sorting that will keep projects running smoothly.

“I have been very uneasy about our data and the cost to maintain it. I am very excited about the system the students developed and it has great potential,” said Camps. “This system is really going to help us a lot to track customers, schedules and orders. It will allow us to move forward more aggressively. I am eager to get this implemented on our server.”

Finance U: Educates Michigan Tech Students about Financial Literacy

First FinanceU Event hosted at Michigan Tech. A partnership between the Finance Club and the Office of Financial Aid.

During December, the Michigan Tech Finance Club, in partnership with the Michigan Tech Office of Financial Aid, held the first FinanceU educational event at the J.R. Van Pelt and John and Ruanne Opie Library. Aimed at fostering financial literacy on campus, the event was specifically tailored to students, regardless of class and major. Finance Club members offered personal consultations and information related to personal finance, financial aid opportunities, the upcoming FAFSA for 2013-14, and useful tips on how to benefit from CashCourse – a free online personal finance program sponsored by the Alumni Association.

“Since last May, this fantastic group of students and financial aid representatives have been working together on organizing and developing content to make FinanceU as effective and fun as possible for everyone, regardless of class and major,” said Finance Club Advisor, Dr. Emanuel Oliveira. “Now it is time to learn from this first experience and the 69 questionnaires we were able to collect from students concerning their demographics and financial habits. Ultimately, the goal is to make FinanceU an annual financial literacy event on campus though we are also seriously considering the feasibility of holding it every semester. We sincerely believe that all participants have something to win from this.”

A Leaner Meaner Brand: Students Report on Subway’s Marketing

Amber Campbell, Michael Bennet, Joel Vertin, and Qin Xu developed a marketing plan to improve the brand of Subway in both America and China.  As part of the MBA Marketing, Technology, and Globalization course taught by Assistant Professor of Marketing Soonkwan Hong, the team worked together to present a compelling case for change. The final presentation is available on the School of Business and Economics YouTube channel.

Marketing for Local Businesses: Gitzen Company

[youtube]http://www.youtube.com/watch?v=yupfjG_s1CU[/youtube]

Students in Assistant Professor of Marketing Jun Min’s Business-to-Business marketing course provide marketing consulting for local companies. This student consulting project was designed to apply knowledge of marketing theories in a real business context, evaluate the practices of the client company, and develop an advertising strategy for potential customers.

A team of students including Angela Barr, Kaylee Betzinger, Chyanne Knudsen, Samantha Robbins, Christina Ruth, and Sarah Vadnais put together a strategy that included a commercial (above) for Gitzens Company that provides food products such as candy and snacks and operates out of Houghton, Michigan.

Digital Marketing for ShareBliss.com

ShareBliss.com is a new website that combines features from popular social sites, such as Pinterest and Sharethis, and integrates online advertising by using Googles Ad Sense. While ShareBliss.com is a live site, the founders are completing beta testing and needed digital marketing advice for their formal launch.  Instructor Cindy McColley’s Digital Marketing class completed projects and sent them to the ShareBliss.com founders who were thrilled to obtain thoughts and insights from the Michigan Tech students; and they were impressed with the quality and detail of the work.

View the ShareBliss.com digital marketing projects from Lindsee Willis and Alexander Alsobrooks.


Digital Marketing Plans for Local Businesses

Katie Wysocky, Michael Schmiermund, and Shawn Toutant Digital Marketing Plan Winners
Katie Wysocky, Michael Schmiermund, and Shawn Toutant Digital Marketing Plan Winners

Society is evolving, why should our courses be any different? The growing field of digital marketing has led to the creation of a course at Michigan Tech designed to educate students on the new media marketing advances around the globe.

Beginning in Fall of 2009, Introduction to Digital Marketing has taken Michigan Tech’s School of Business and Economics by storm. The course is not only educating students but helping local businesses develop ways to engage in new marketing techniques.

Cindy McColley, manager of digital advertising for General Motors service and parts operations taught the class. Cindy offers more than 20 years of marketing experience to make sure that students know the ins and outs of the emerging forms of media that are changing the way the world communicates.

This spring, students engaged in a course curriculum based entirely on using digital media; the internet, a blog (LearningDigitalMarketing.typepad.com), and Blackboard, the learning management system used by Michigan Tech. The knowledge they gained was put to the test with a little friendly competition—their final project. The challenge? Which team could design the best digital marketing plan for one of three local businesses: The Ramada Inn in Hancock, Shute’s Tavern of Calumet that is looking to reopen in June, and Copper Country Family Dentistry in downtown Houghton.

The Results

The digital marketing plans included suggestions such as developing a stronger website presence, social media utilization including Facebook and Twitter, and paid search marketing. The recommendations leveraged both low-cost and free tools to provide cost-effective suggestions for each business.

McColley noted, “The panel of judges were made up of industry marketing professionals from Google, Yahoo!, SMG, and General Motors and they were amazed by the quality and professionalism of the Michigan Tech students.  In addition to the course material, the students did a lot of independent research on the internet that resulted in great marketing plans.   The judges were very impressed!”

Katie Wysocky, Michael Schmiermund, and Shawn Toutant took home bragging rights with their plan for Shute’s Tavern. Focusing on market segmentation, suggestions for social media, and analytics to measure digital marketing success, the team was able to post slightly higher marks than the other contenders.

“Brad Wagner volunteered his new business venture, Shute’s, for our project. Our goal for Shute’s was to develop a presence online that would lead to the generation of sales and loyal customers. The main focus was the website, which is a must for any company in these digital times,” said Schmiermund.

Wagner added, “The information and ideas provided by this group of students is highly appreciated. Mike, Katie, and Shawn did a great job of helping to identify ways to reach the target markets of our revitalized business.  They also provided insights on aspects of the business not necessarily related to marketing.”