Cornell University: Johnson - Marketing Association
Michael Hendrix, President of the Marketing Association at Cornell University's Johnson School of Management
Michael Hendrix was previously Lead Manufacturing Engineer at Ford Motor Company before embarking on an MBA at Cornell University's Johnson School of Managemtn. As President of the school's Marketing Association, Michael explains the dynamics of his club, including details of companies they are partnering with such as Colgate-Palmolive and Johnson & Johnson. He also shares his views on current marketing techniques.
What is the main aim of your club?
To provide students the needed skills and resources to function as marketing leaders in society.
What companies are you partnering with?
We typically have sponsorship for events from a few great companies, most notably SC Johnson & Son, Johnson & Johnson, Reckitt Benckiser, P&G, Unilever, American Express, MARS, and Colgate-Palmolive. Many of these companies have provided great insights and case studies to help prepare our students for stronger careers in marketing.
What was your main event this year and how do you think it prepares your members for a career in marketing?
One of our main events is our signature "Battle of the Brands" Competition. It showcases the core of Johnson's focus on performance learning and is completely student led. It takes students through two strong weeks as a marketing leader: developing an advertising, promotion, and sales plan.
Finally, it culminates with each team trying their hardest to generate the most revenue and profit for each company sponsored product (e.g. P&G's Puffs brand, etc.) that they sell to the Johnson community. An added plus is that it occurs during another one of our great events, executive student weekend, where senior leaders visit our school to mentor us - they also judge "Battle of the Brands" and choose the top three winners!
Have advertising agencies lost their edge compared to the 1960s?
Not really knowing that much about the 1960s, I wouldn't say advertising agencies lost their edge. I feel that people and technology have evolved and it requires advertising to ensure that they are using innovative methods and resources to reach their target markets.
What has the Internet done to the whole concept of marketing?
Marketing is much about uncovering the right consumer insights to drive the design, advertising, and promotion of products to the correct consumer market. The Internet has allowed businesses to build awareness much faster than ever before. It has allowed consumers to make purchasing decisions much more quickly too. Together, along with mobile interfaces now, the world is moving faster and the challenge for companies in marketing is to move even faster in uncovering the right un-met needs so they create the right products and deliver the messages.
Is knowledge of psychology or a creative mind important in successful marketing?
I will say that it's a plus to understand the psychology of people - to be innovative in your approaches in marketing. It will only help in marketing, where much of it is about understanding the emotions, behaviors, and reactions of consumers. All of this drives business and strategy in the long run.
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