Marketing Mix - Fairleigh Dickinson University
Marketing Mix - Fairleigh Dickinson University
Marketing Mix - Fairleigh Dickinson University
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<strong>Marketing</strong> <strong>Mix</strong><br />
is in full swing this semester!<br />
By Daniela Hlinka<br />
Have you ever wondered what it is like to work for an NFL football<br />
team, a luxury car company, or a television network? If you have, the<br />
<strong>Marketing</strong> <strong>Mix</strong> is the student club for you!<br />
This semester, our members are eagerly anticipating many<br />
exciting events. We are planning on hosting the Director of Product<br />
Planning of Maserati North America, Robert Allan, as well as <strong>Fairleigh</strong><br />
<strong>Dickinson</strong> alumnus Paul Scott who has started Idea Farm, a<br />
marketing consulting company. We are also planning a visit to<br />
Nickelodeon in New York City to tour the Viacom building and learn<br />
more about their marketing and licensing strategies.<br />
Our meetings are fun, interactive and provide great networking<br />
opportunities for students. You can get involved with the club and at<br />
the same time learn about exciting opportunities to intern at the<br />
companies whose employees come and speak to us. We now have<br />
students working with The New York Jets after we hosted one of their<br />
representatives as a speaker in the spring. Another great company<br />
where fellow students have interned is Ciao Bella Gelato, based right<br />
here in Florham Park.<br />
On campus, the <strong>Marketing</strong> <strong>Mix</strong> is establishing a real presence.<br />
Already this semester members have participated in the Homecoming<br />
Charity Carnival. The club built a tomato throwing game called<br />
<strong>Marketing</strong> <strong>Mix</strong> Rotten Revenge. Carnival goers paid a dollar for two<br />
throws to throw at willing members of the club. The booth was a big<br />
hit, and all proceeds went to the Interfaith Food Pantry. We also<br />
participated in Club Fair this fall and have recruited many new faces<br />
to join the organization. However, we are always looking for new<br />
members and ideas. Our meetings are open to all majors and are<br />
held every other Tuesday at 5:00 pm in the Sammaratino Room.<br />
Check us out on Facebook.com!<br />
2011 USASBE Conference Dr. Ethné Swartz, Chair of the<br />
<strong>Marketing</strong> and Entrepreneurship Department, will head the<br />
annual United States Associate for Small Business and<br />
Entrepreneurship (USASBE) Conference from January 13 to 16,<br />
2011, at the Hilton Head Island in South Carolina. Dr. Swartz is<br />
the Program Chair of the conference, and she leads a dedicated<br />
team of entrepreneurship professors from different universities in<br />
the United States. The keynote speakers for 2011 conference are<br />
Marie Johns (Deputy Administrator of the US Small Business<br />
Administration), William B. Gartner (Arthur M. Spiro Professor of<br />
Entrepreneurship at Clemson <strong>University</strong>), Jennifer Prosek<br />
(Founder and CEO of CJP Communications), Lee Rainie (Director<br />
of the Pew Internet and American Life Project) and FDU alumnus,<br />
Richard Sweeney (Co-Founder of Keurig, Inc.). The USASBE<br />
conference is one of the premier gatherings of entrepreneurship<br />
scholars and educators in the world. Please see the conference<br />
site www.usasbe.org/2011 for more information.<br />
Alumni Profile: Ms. Sidrah Qayyum,<br />
class of 2009<br />
Ms. Sidrah Qayyum<br />
Class of 2009<br />
Major: <strong>Marketing</strong><br />
Minor: Advertising<br />
Major: <strong>Marketing</strong><br />
Minor: Advertising<br />
Internships during college: Bill Blass,<br />
New York; Points Medical, Somerset NJ<br />
INSIDE THIS ISSUE<br />
<strong>Marketing</strong> <strong>Mix</strong> 1<br />
Alumni Profile: Undergraduate 1<br />
2011 USASBE 1<br />
Department Professors 2<br />
Conversations with Students 3<br />
New Jersey Green Association 4<br />
FDU Alum, Joe Russo 4<br />
Where can an FDU undergraduate<br />
marketing degree take you?<br />
First job out of college: Junior <strong>Marketing</strong> Analyst, Points<br />
Medical, Internships Somerset during NJ college: Bill Blass,<br />
New York; Points Medical, Somerset, New Jersey<br />
Current job: Search Engine <strong>Marketing</strong> Manager, Zeta<br />
Interactive, First job out New of York college: Junior <strong>Marketing</strong> Analyst, Points<br />
Medical, Somerset, New Jersey<br />
Best thing about my job: It's very engaging and requires a<br />
lot Current of critical job: thinking Search to Engine make sure <strong>Marketing</strong> all projects Manager, are up Zeta to par<br />
with Interactive, client's standards. New York Requires a lot of "out of the box"<br />
thinking and new ideas to generate brand awareness and sales<br />
leads. Best thing about my job: It's very engaging and requires<br />
critical thinking to make sure all projects are up to par with<br />
Worst client's thing standards. about Involves my job: "out It's of a lot the of box" work. thinking and new<br />
ideas to generate brand awareness and sales leads.<br />
Best course I took in college that helped prepare me for<br />
work: Worst thing Consumer about Behavior my job: really It's helped a lot of me work. realize what the<br />
user sees and what consumers are looking for from any<br />
particular Best course brand. I took Basically in college what would that helped drive a consumer prepare me to for<br />
make work: a decision, Consumer needs Behavior vs. wants really etc. helped It is me key realize to understand what the<br />
this user when sees you're and what working consumers on creating are looking brand awareness.<br />
for from any<br />
particular brand. Basically what would drive a consumer to<br />
Best make thing a decision, I did in needs college vs. wants, to prepare etc. It me is for key work: to understand<br />
Internships this when you're and jobs working where on I learned creating about brand online awareness. marketing, ecommerce<br />
and search engine marketing.<br />
Best thing I did in college to prepare me for work:<br />
Best Internships course and I took jobs in where college I learned that helped about online prepare marketing, me for<br />
life: e-commerce Too many and to search name, engine but I think marketing. all the MKTG courses that<br />
focused on thinking outside of the box (<strong>Marketing</strong> Research,<br />
Consumer Best course Behavior, I took Advertising) in college that and Professional<br />
helped prepare me for<br />
Communications.<br />
life: Too many to name, but I think all the MKTG courses that<br />
focused on thinking outside of the box (<strong>Marketing</strong> Research,<br />
Best Consumer advice Behavior, for current Advertising) FDU students: and Professional Participate in as<br />
many Communications.<br />
internships as you can and make a lot of contacts so they<br />
can be a point of reference once you graduate and begin your<br />
job Best hunt. advice for current FDU students: Participate in as<br />
many internships as you can and make contacts so they can be<br />
Best a point advice of reference for people once going you graduate into my and field: begin Keep your up job to date<br />
with hunt. the news and changing events, as many companies are<br />
either being bought out or merging.<br />
Best advice for people going into my field: Keep up to<br />
date with the news and changing events, as many companies<br />
are either being bought out or merging.
Introducing Adjunct Professors:<br />
Lindsey Greene<br />
Barrett<br />
(lindsey_greene<br />
@fdu.edu)<br />
Lindsey Greene Barrett is president of<br />
Women Throughout Time, an<br />
organization that provides a series of<br />
lectures, seminars and workshops for and<br />
about women. She founded Women<br />
Throughout Time to further women‟s<br />
history education and provide programs<br />
for businesswomen and women<br />
entrepreneurs. Barrett graduated from<br />
the <strong>University</strong> of Virginia in 2000 with a<br />
B.A. in English and a history minor. After<br />
graduation, she began working for<br />
Singleton Browne Corporation, an<br />
entrepreneurial venture in industrial and<br />
residential construction and development<br />
started in 1965 by her father. For the last<br />
eight years, she has acted as manager of<br />
the firm‟s industrial holdings in Upper<br />
Saddle River, NJ. Barrett received her<br />
M.B.A. from <strong>Fairleigh</strong> <strong>Dickinson</strong><br />
<strong>University</strong> in 2007, and is currently an<br />
adjunct faculty member at FDU teaching<br />
two entrepreneurial classes, Women as<br />
Entrepreneurs and Business Ventures<br />
Capstone. She resides in Wyckoff with<br />
her husband Nicholas. She is active in<br />
several local organizations on a volunteer<br />
basis, including the Hermitage (a historic<br />
house museum and history education<br />
center), the Girl Scouts and FDU‟s Sands<br />
of Time: Exposure to Greatness.<br />
Find out more about the<br />
Entrepreneurship and <strong>Marketing</strong><br />
professors at the Entrepreneurship and<br />
<strong>Marketing</strong> Department, Silberman<br />
College of Business site at<br />
www.fdu.edu<br />
Learn more, have fun and build your network! Join the clubs supported by the Entrepreneurship and <strong>Marketing</strong> Department:<br />
GRADUATE BUSINESS CLUB<br />
Jason Blumstein, President (fdu.gbc@gmail.com)<br />
Dr. Ethné Swartz, Advisor (swartz@fdu.edu)<br />
Professor Ann Huser, Advisor (ahuser1@gmail.com)<br />
Next meeting will be on October 27, Wednesday,<br />
6:00pm at the Rutherford Room, Madison Campus<br />
Raymond Capozzi<br />
(raymond_capozzi<br />
@fdu.edu)<br />
Raymond Capozzi became an adjunct<br />
professor at <strong>Fairleigh</strong> <strong>Dickinson</strong> <strong>University</strong><br />
in 2005, and has taught <strong>Marketing</strong><br />
Research, <strong>Marketing</strong> Concepts, Business<br />
Forum and Advanced <strong>Marketing</strong><br />
Management at the undergraduate and<br />
graduate levels and for the Executive MBA<br />
and the MBA Verizon Wireless programs.<br />
His teaching experiences have also taken<br />
him to Africa, where he served as a Peace<br />
Corps teacher in Ethiopia. Ten years later,<br />
he came back and served as a marketing<br />
coordinator and taught entrepreneurial and<br />
cottage-industry skills for developing<br />
practical revenue streams for the university<br />
in Ethiopia. Capozzi has traveled in more<br />
than 90 countries as a consultant and<br />
tourist. Outside of the classroom, he held<br />
positions at American Cyanamid‟s<br />
Consumer Products Division and the Post<br />
Division at General Foods. He specialized in<br />
new-product development and test<br />
marketing for many different packaged<br />
goods. In addition, he had his own<br />
company, offering marketing<br />
research/services to many large and small<br />
corporations, including Johnson & Johnson,<br />
Nabisco, Burger King, Taco Bell, L‟Oreal and<br />
Alberto Culver. “My teaching style is to be<br />
myself by bringing to the classroom my<br />
personal life experiences and „real world‟<br />
business experiences,” Capozzi said. “I<br />
always keep remembering, when dealing<br />
with students, that at one time I was a<br />
student on the other side of the desk, with<br />
similar anxiety and goals. I try to place the<br />
course content into perspective, recognizing<br />
the pressures facing young people today.”<br />
Capozzi earned his B.S. and MBA in<br />
business management and marketing at<br />
FDU.<br />
Gina Tedesco<br />
(gina_tedesco<br />
@fdu.edu)<br />
Gina Tedesco is an entrepreneur, a<br />
private investor, a business consultant<br />
and a professor. She is the founder and<br />
President of Opus International, a<br />
consultancy offering services in business<br />
strategy, mergers and acquisitions,<br />
strategic planning, product licensing,<br />
valuation analysis, due diligence and<br />
entrepreneurial financing, as well as<br />
providing industry expertise and analysis<br />
on the pharmaceutical and biotechnology<br />
industries. Tedesco's career of 24 years<br />
includes co-founding three successful<br />
start-up ventures after holding various<br />
senior level management positions in a<br />
global pharmaceutical company which<br />
included postings in Paris, France, and<br />
Sao Paulo, Brazil. Tedesco earned a B.S.<br />
in mechanical engineering from the<br />
<strong>University</strong> of Massachusetts at Amherst<br />
(Pi Tau Sigma) and an MBA from George<br />
Washington <strong>University</strong> (magna cum<br />
laude) as well as an additional MBA<br />
certificate in entrepreneurship from<br />
<strong>Fairleigh</strong> <strong>Dickinson</strong> <strong>University</strong>. Tedesco is<br />
a member of Jumpstart, a private,<br />
member-led angel group that invests in<br />
early-stage technology companies in the<br />
mid-Atlantic region. She has served on<br />
the boards of both public and private<br />
ventures and currently serves as a<br />
trustee of the Somerset Hills Educational<br />
Foundation. She is a member of the<br />
advisory board for the Rothman Institute<br />
of Entrepreneurship at FDU. Professor<br />
Tedesco teaches graduate classes in<br />
entrepreneurial finance and leads the<br />
MBA Business Ventures Capstone course<br />
for the department.<br />
MARKETING MIX CLUB<br />
Daniela Hlinka, President (dhlinka@student.fdu.edu)<br />
Professor Ann Huser, Advisor (ahuser1@gmail.com)<br />
Dr. Caroline Munoz, Advisor (Munoz@fdu.edu)<br />
Meetings are open to all majors and are held every other<br />
Tuesday at 5:00pm in the Sammaratino Room, Madison Campus
Richard Metting is a young entrepreneur who started his<br />
business at the age of 21. His company, Computer Medic LLC, was<br />
established in October 2008. The company offers in-house as well<br />
as business services. Richard completed his undergraduate studies<br />
as a finance major. He was recently selected as the winner of an<br />
NJSEA (New Jersey Student Entrepreneur Awards) award.<br />
Q: What were your most formative work experiences?<br />
Richard: I was 18 when I started working for Erickson Retirement<br />
Community. As a resident technician for the company, my duty<br />
was to assist senior citizens with their computers and cable<br />
services. I offered to work voluntarily for a couple of weeks to get<br />
my shoe in the door. They saw my ambition so they put me on the<br />
payroll right away. After 2½ years of service I left the job to<br />
pursue my lifelong dream of setting up my own business.<br />
Q: Who is your inspiration?<br />
Richard: My father is my inspiration and he is an alumnus of FDU.<br />
He motivated me to start a business and pushed me to go into<br />
computers.<br />
Q: What services do you offer your customers?<br />
Richard: Computer Medic LLC has four employees including me.<br />
Our revenue is about $10,000 per month. Most of our clients are<br />
from Erickson Retirement Community. They have always loved my<br />
services and continue to give us business. Computer Medic LLC<br />
provides technical solutions to people who need help. These<br />
services are typically training, consulting, and repair. I love taking<br />
risks, so recently I made a contract with a cable company by the<br />
name “Arledge.” They lost their good reputation because of<br />
lackluster customer service. My crew and I have decided to rebuild<br />
their business plan and improve Arledge‟s image.<br />
Q: What are your near-future plans?<br />
Richard: Currently, I am working to expand my existing business. I<br />
am opportunity driven, so if I find a new opportunity I will start a<br />
new business.<br />
“Listening to a professor tells you how to apply your<br />
classroom knowledge to the real world. In my <strong>Marketing</strong><br />
Concepts class, I learned the basics of marketing that I<br />
applied in my internship.” - Angeline<br />
Conversations with Students<br />
By Mayur Gandhi<br />
“My father is my inspiration and he is an alumnus of<br />
FDU. He motivated me to start a business and pushed<br />
me to go into computers… Currently, I am working to<br />
expand my existing business. I am opportunity<br />
driven, so if I find a new opportunity I will start a new<br />
business.” - Richard<br />
Angeline Shen (left) is an aspiring MBA student at the College<br />
of Florham majoring in entrepreneurship. This summer she<br />
completed an internship at the footwear company, Lindsay<br />
Phillips, Inc.<br />
Q: What was the duration of your internship and what<br />
responsibilities did you have at this company?<br />
Angeline: My internship period was from May 24 to August 27,<br />
2010. It started with a training day, where I was told about the<br />
internship structure and the job description. The three-month<br />
internship was divided into three stages. In stage 1, I had to<br />
interact with the customers and provide them with web based<br />
customer services. These services include processing an order,<br />
helping customers to track their order(s) and explaining to them<br />
about the return policy on an order. In a day, I attended<br />
approximately 20 phone calls and worked on about 20 email<br />
inquiries. The company had a very satisfactory performance<br />
appraisal for me during this stage. My next task was to train a<br />
newly hired full-time employee, which I completed successfully.<br />
In stage 3, the company expected me to carry out the<br />
marketing tasks.<br />
Q: How could you link FDU’s classroom experience to this<br />
opportunity?<br />
Angeline: It was a good learning experience. Listening to a<br />
professor tells you how to apply your classroom knowledge to<br />
the real world. In my <strong>Marketing</strong> Concepts class I learned the<br />
basics of marketing that I applied in my internship. I also<br />
created a customer database in Excel to ensure accuracy of<br />
customer information, track customers‟ replacement and log<br />
customer contact by telephone or computer. The tool helps the<br />
company to monitor and maintain high customer service levels.<br />
Q: Who is your inspiration? Why?<br />
Angeline: My mother is my inspiration. She is a businesswoman<br />
who imports fresh foods from Vietnam to China. In the future, I<br />
would like to be a successful businesswoman like her.
The New Jersey Green Association (NJGA), a nonprofit<br />
association dedicated to the preservation of New Jersey‟s<br />
environment, hosted their quarterly meeting at <strong>Fairleigh</strong><br />
<strong>Dickinson</strong> <strong>University</strong> in July. FDU was a perfect selection for<br />
this particular meeting entitled “The greening of Governor<br />
Christie” as it echoes the <strong>University</strong>‟s “Green Campus” policy.<br />
It was attended by large and small businesses interested in<br />
sustaining New Jersey‟s green environment. The guest<br />
speaker was Mr. Bob Martin, New Jersey‟s newly appointed<br />
Department of Environmental Protection (DEP) Commissioner.<br />
Commissioner Martin discussed the DEP‟s vision for the next<br />
four years, with priorities that include cultural change,<br />
regulatory reform, a license site profession program, water<br />
protection, promotion to use wind and solar energy and<br />
protection of parks and wildlife.<br />
The meeting moderator was Mr. Eric Orlando, Vice<br />
President of Kaufman-Zita Group. Mr. Orlando noted that after<br />
getting elected, Governor Christie opened the office of<br />
Economic Development and Green Energy in NJDEP. The<br />
primary mission of this office is to help businesses develop<br />
more opportunities for wind and solar power. Mr. Orlando also<br />
enumerated the three main goals of the Governor‟s Energy<br />
Policy as: 1) reducing the cost of energy through increases in<br />
efficiency, 2) increase in in-state energy production and<br />
storage and 3) outreach to renewable energy companies to<br />
encourage their relocation to NJ. He then briefly reviewed the<br />
list of pending legislations that can influence the undertakings<br />
of NJGA and its members.<br />
In addition, NJGA Executive Director, Mr. Allan Fliss,<br />
discussed the growing membership of the Association and<br />
some of the new initiatives of NJGA. Overall, the event was in<br />
interest for the green businesses and entrepreneurs who are<br />
looking to get into the State‟s growing green industry.<br />
Professor Domenick Celentano represented <strong>Fairleigh</strong> <strong>Dickinson</strong><br />
<strong>University</strong> at this event.<br />
In photo, Eric Orlando speaks before the attendees of the forum. At the bottom is a photo<br />
of NJGA organizers.<br />
About NJGA It is a non-profit organization committed to the improvement and<br />
longevity of the environment within the state of New Jersey. The Association is comprised<br />
of senior representatives from environmentally friendly industries, academic institutions<br />
and state government organizations, dedicated to the preservation and maintenance of the<br />
environment. The New Jersey Green Association aspires to make the Garden State live up<br />
to its name.<br />
Find out more about NJGA and how you can become a member at<br />
www.nj-green.org<br />
On April 16, Joe Russo, an FDU Alumnus, joined Professor Richard<br />
Archambault’s Business Planning Forum course and visiting honors students<br />
from Teaneck High School. Mr. Russo brought and presented a real-life<br />
problem that his dairy supply company was trying to solve. The students were<br />
given sales/demand data and were divided into teams to brainstorm<br />
alternative growth strategies. At the end of the fast paced exercise, readouts<br />
by each team and awards of prizes to the best team, all the students were<br />
treated to a wide variety of their favorite ice cream treats! The objective was<br />
to introduce students to an external company with a real business problem as<br />
well as to celebrate an event held each spring – World Entrepreneurs Day –<br />
celebrated on April 16.<br />
Dingman’s Dairy is a wholesale ice cream, topping and dessert distributor in<br />
Paterson, New Jersey, that has been a household name for the last 50 years<br />
and continues to serve its 2,000 business customers in the New Jersey, New<br />
York and Pennsylvania areas with over 1,500 different types of ice creams and<br />
toppings. The company was acquired by new owners in 2007. They want to<br />
expand the current operation not only in ice cream and topping, but other<br />
related industries. It currently has 30 employees and intends to continue<br />
hiring as the operation expands. The goal of the exercise was to create a<br />
marketing plan that will flatten the company‟s sales cycle and will provide<br />
additional incremental profits.<br />
In the photos, from the top:<br />
1) Joe Russo, explaining the<br />
ice cream business cycle.<br />
2) Teaneck high school<br />
teacher, Ms. Katie Cannao,<br />
discussing with FDU<br />
professors Ethné Swartz and<br />
Richard Archambault.<br />
3) Students getting ice cream<br />
from the cart.<br />
4) The best team for the<br />
exercise.<br />
<strong>Marketing</strong> & Entrepreneurship Department<br />
Ethné Swartz, Chair<br />
Patti Albanese, Administrative Assistant<br />
Metropolitan Campus<br />
(V) 201-692-7213; (F) 201-692-7219<br />
Maribeth Kenworthy, Administrative Assistant<br />
College at Florham<br />
(V) 973-443-8850; (F) 973-443-8870<br />
Graduate Assistants:<br />
Donna Isabel Averion<br />
Mayur Gandhi<br />
Bryan Gray<br />
Tolu Malik