Wharton Undergraduate Catalog 2005-2006 - The Wharton School ...

12 wharton undergraduate“Frequently the biggest ‘ahas!’ inlearning come when students workthrough and solve business problemsthemselves. Wharton coursesrely on lectures, case discussions,and business simulations to get keyconcepts across — a great deal ofthe learning process is experiencedthrough hands-on applications.”Barbara KahnVice Dean and Directorof the Undergraduate Division;Professor of Marketing“Doing research with professors is one of thegreatest opportunities available at Wharton.Professor Kahn is building a new course aboutbranding, and I am helping to research andwrite the casebook. My specific topic is theeconomic value of brands. I’m conductinginterviews with marketing and financialmanagers, and using academic research andpublications from consulting firms to comparemethods for calculating brand value acrossindustries. I’ve learned so much from ProfessorKahn about branding, and it is so intriguing tolisten to her talk about the topic in a one-ononesetting. By doing research and interactingwith firms, I’m not only learning about realworld applications — I’m applying academicconcepts to the real world.Steve Gibson, W’07Drexel Hill, PAFinance and Marketing concentrationswww.wharton.upenn.edu/undergrad