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BUSINESS MAGAZINE

Straight to the Bizz

Vol. 4 2009


meet

the b.Liners

Andrea Webb Year: Senior Major: International Business & Marketing Role: President

Danny Kuzia Year: Freshman Major: Pre-business b.Line Role: Writer

Katie Pawley Year: Senior Major: Art History b.Line Role: Director of Design and Layout

Carly Ettinger Year: Sophomore Major: Journalism, Political Science, Certificate in Business b.Line Role: Writer & Distribution Staffer

George Ryan Year: Junior Major: Real Estate b.Line Role: Executive Board, Finance Director

Kimm VanDen Heuvel Year: Senior Major: Retail and Italian b.Line Role: Funding Director & Marketing and External Relations Coordinator

Cassandra Larrabee Year: Senior Major: Marketing & Spanish b.Line Role: Writer, Secretary, & Funding Director

Jaci Simonet Year: Sophomore Major: Marketing & Communication b.Line Role: Marketer, Designer, Photographer

Puja Chaudhary Year: Junior Major: Marketing, Specialization in Supply Chain Management b.Line Role: Editor

Caitlin Sachs Year: Junior Major: English & Spanish b.Line Role: Editor

Kate Large Year: Senior Major: Political Science, Certificate in Business b.Line Role: Writer

Scott Schoenwaelder Year: Senior: Major: Marketing b.Line Role: Writer, Events Planner

Christie Her Year: Junior Major: Retail b.Line Role: Website Coordinator

Katie Burns Year: Senior Major: English, Certificate in Business b.Line Role: Writer & Designer

Stephen Phillips Year: Freshman Major: Undecided, Business b.Line Role: Marketer

Dalton Shaughnessy Year: Sophomore Major: Finance, International Business, Spanish b.Line Role: Designer, Writer, Events Planner

If you are interested in joining our team e-mail blinemagazine@gmail.com


b.Line staff would like to thank the following for their support: Steve Schroeder, Assistant Dean of Undergraduate Programs and Director of Undergraduate Career Services Wisconsin School of Business Marketing Services Faculty Advisors: Loren Kuzuhara and Marty Blalock

visit us at blinemagazine.rso.wisc.edu


T A B L E O F C O N T E N T S

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My Travels In Europe: A Guide for the Skint and Time-Deprived

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Kimm’s Korner: Good News for Designer Junkies

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Student Org Highlight: DECA

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Comic

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Queries ‘n’ Theories

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Student Faculty Board: Business Award of Excellence

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Entertainment

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Student Entrepreurship: WaterDrops of Hope

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Emerging Markets: Growth Abroad Promotes Exotic Investment

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Embarrassing Internship Stories

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Major Perspectives

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Neuromarketing

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Introducing: mybiz

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Staff Spotlight: Laurie Brachman

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Little Known Campus Facts

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Ten Reasons Why You Aren’t Studying for Final Exams

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Meet the b.Liners

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MY TRAVELS

A GUIDE FOR THE SKINT*

by: Katie Burns

skint, adj. origin, British slang; penniless, broke.s At this moment, you may feel this guide is not for you. You have been planning to study abroad for eons, and in the meantime, you have built up a little nest egg. As for being time-deprived, you consider this adventure the longest vacation you likely will ever take and plan on traveling every weekend. In short, you’ll have plenty of time. Piece of cake (or scone, if you prefer). Don’t worry. I am not going to try to convince you otherwise. People told me the same thing before I studied abroad; but if you would like some free advice from someone who spent the semester in one of the most expensive cities in the world, keep reading.

1. Do NOT exchange money at or near an airport. Unfortunately, I was an oblivious victim to this financial misstep before I even got out of the country. While these booths proudly proclaim “no service fees,” what they do not advertise is their horrible rate of exchange. If you feel better arriving in a country with usable cash in hand, stop by your local bank (credit unions may not offer this service) in advance to request currency. There may be a small charge for this service depending on your bank, but the fair and official rate of exchange will be used regardless—saving you a lot of money! Personally, I preferred to have about 50 pounds (Euros, etc.) with me when I arrived in my country of study or traveled around Europe. Sometimes ATMs will not accept your debit card upon arrival in a new country (and on occasion, may eat your card—this happened to a few of my friends). Given the time difference (at least six hours, depending on where you are), you may not be able to get any issues resolved until the next day, or many days later if your card is destroyed and needs to be replaced. While your credit card may be functioning properly, cash is often necessary in obtaining transportation from airports.

2. Before leaving, choose your top, must-see, travel destinations. By prioritizing your travel, you can be sure to get to all the places you really want to go. It can be very tempting to accompany all your friends on their trips, but also very expensive. That said, if you can afford to add a few trips on a whim, go for it.

Oftentimes the most interesting places I went ended up being ones I knew the least about. Your program advisor can be a great resource for suggesting alternative, offbeat travel options. The lovely coordinators in London recommended that I take a pony-trekking holiday in Wales—not the typical weekend away—and it ended up being one of my favorite trips of the semester.

3. Bring a large, manageable backpack and lock(s) for weekend travel. Having a backpack saves you from rolling suitcases down cobblestone streets (not an easy or enjoyable task) and prevents overpacking. It is also important to bring a lock; in my experience, many of the hostels I stayed at did not have secure places to keep my things. Instead, I locked my bag to the bed frame. You might also want to invest in smaller locks to keep the zippers on your bag secure and deter would-be-thieves (safety pins are useful in keeping pickpockets at bay, but aren’t secure if you intend to leave your bag at the hostel). A backpack is also helpful when your return flight/train/bus does not leave until well after your hostel’s check-out time. It is much simpler and efficient to carry your things rather than try to find safe, inexpensive storage while you sightsee. Even if your hostel provides luggage storage (many do), it will not always be close to the airport or station you are leaving from, making it inconvenient to return for your bags.

4. Consider using alternative transportation in your travels.

Windsor, Bath, London........

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As you probably already know, flying is not the only option in Europe. In fact, it is not always the best or cheapest option available depending on where you are going. While airfare deals can be found on sites such as Ryanair.com and Easyjet.com, do not be blinded by the rock-bottom price. In my experience, I have found these flights depart and arrive in airports which are far from the city center at less than desirable hours. Make sure to factor in the additional expense of a taxi, train, or bus to get you to/from these airports. In London, for example, a flight might be priced cheaper going into Gatwick versus Heathrow. What is not included is the price of the train you must take to get from Gatwick to downtown London, which is 24.5 pounds (roughly 36 dollars) each way, in comparison to taking a tube from Heathrow for approximately 4 pounds (six dollars). That being said, sometimes the price is still considerably lower and you have found a bargain. Congrats!


IN EUROPE AND TIME-DEPRIVED

It is almost always cheaper than flying (do compare, though, because sometimes you’ll find exceptions), does not require an extensive check-in and typically has fewer, and shorter, delays. I especially enjoyed the view from the window when traveling in Scotland and Italy—I would not have seen nearly as much of the picturesque countryside sitting in an airplane. Consider STA’s rail passes for students if you are going to be traveling extensively for a shorter period of time. Sometimes, it may just be cheaper to buy the specific tickets you need. Certain countries may also have specific requirements for rail tickets. For example, when I traveled in Italy, many of the rail companies required you purchase a seat-specific ticket. In that case, a pass would not work as it does not function as a time/date specific reservation.

While abroad, my favorite transportation method quickly became traveling by train. When time allows, do not be afraid to consider taking a bus! Megabus provides an excellent service with comfortable seating (comparable to a coach bus here), onboard restrooms, and extremely affordable prices. A friend and I took an overnight bus from London to Inverness, Scotland (13 hours), for 36 pounds (about 50 dollars). A train would have cost over 150 pounds! While we initially dreaded the experience, it ended up being a lot of fun and we saw a lot of Scotland for a lot less money. When comparing modes of transportation, it is easy to forget that traveling by plane is not always the quickest. Be sure to factor in the possibility of flight delays, longer check-in times, processing through customs, and waiting for baggage (if you check your luggage, which I would not recommend). In our case, we ended up saving additional money because we slept on the bus and did not have to pay for a hostel that night.

5. Grocery shop in the evening for end-of-day specials.

Going to the grocery store is an exciting and disturbing event in a foreign country. Very little is recognizable, and nothing is where you would expect it to be. For example, eggs are not refrigerated and milk often comes in non-refrigerated forms. Don’t expect to find your favorite cereal or chips—if you do manage to find them, you’ll likely have to pay an exorbitant sum. A specialty grocer near where I lived in London had a small area of imported American food. A box of Frosted Flakes went for 10 pounds (that’s about 15 dollars). Make sure to try new things (although in small quantities). Keep in mind that many things do not have the shelf-life we are used to in America. People in Europe grocery shop much more frequently and buy less at a time. Consequently, food has fewer preservatives and goes bad much quicker. I carried around a basket instead of a cart to correct my hoarding tendencies. When the basket started getting heavy, I knew I was done shopping.

I hope these tips serve as a help and inspiration as you plan for your own travel abroad. Things may seem daunting now, but what is life without a little excitement?

B O N VOYA GE!

...Brussels, Blarney, Venice, Rome, Florence, Wales, oh my! 3


Kimm’s Korner by: Kimm VanDen Heuvel

Good News for Designer Junkies One can define a necessity as an essential, indispensable product needed for daily life. In some cases, fashion-conscious women view their designer-filled closets as a necessity while many consider these high-priced goods to be luxuries. When Wall Street is operating at an optimal level, consumers are more likely to purchase luxury goods and expand their definition of what constitutes a necessity. For instance, a mode of transportation is a necessity for a family of four as children and parents must commute to work, school, and other extra curricular events. During times of economic prosperity, an SUV with heated seats and a sunroof fits this family’s definition of a necessity as it is a vehicle with four wheels that gets them from point A to point B. However, when the economy takes a dive, that same family redefines what they constitute as a transporting necessity and may choose to purchase a compact, fuel-efficient vehicle with a good safety rating and modest price. Such trends can be seen among the demographic of fashion-conscious females that simply cannot afford designer necessities like they once could. These women are buckling down and cutting back, looking for new ways to supplement their wardrobe in a less costly manner while still maintaining their style dignity. Hence, the birth and success of retailers that allow women to rent designer creations for a fraction of what it would cost to purchase these luxuries.

Women now have the luxury of renting a head-to-toe designer look without the guilt, and their wardrobe can undergo a transformation every week Family on a Budget = Burberry Today, Prada Next Week As many families continue to be negatively impacted by the recession, they monitor their finances very carefully. But what about the accessories men and women use to store their hard earned money? A purse is a necessity for women, as they need a safe, secure place to keep the family’s checkbook, cash, and credit cards. However, some women do not see a purse solely as a storage unit for their green earnings. Instead, fashion-conscious females see a purse as an outfit’s accessory. During times of economic prosperity, these women turn to high-end retailers for the purchase of luxury handbags to display as a form of status as well as for their own personal satisfaction. With the economy currently enduring a recession, the discretionary income of families has decreased and fashion-seeking women are forced to ignore the window displays at Neiman Marcus and pass up the designer delights they once purchased with the arrival of each new season.

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Lemons to Lemonade In lieu of the economic downturn, a few retailers have capitalized on the new niche market that has emerged—women that cannot afford to spend what they used to on designer luxuries due to constraints on their budget. Avelle’s site allows women to temporarily borrow luxury products at an affordable rate. Their site coined the term “Bag Borrow or Steal,” offering authentic designer pieces such as handbags, jewelry, sunglasses, and watches. Items can be rented on a weekly or monthly basis, and the website offers rates of membership depending on how long a customer would like to be a part of the Bag, Borrow, or Steal Program.

A few retailers have capitalized on the new niche market that has emerged Over 100 designers are offered for luxury rental with fees that accommodate many budgets. For instance, a Gucci bag is available to rent for approximately $30 per week or $95 per month versus $800 to own. A Tiffany pendant necklace is available for rent for approximately $80 per week or $225 per month versus the $300 price tag to own. It is more economical for a woman to rent a luxury item for a special occasion on a weekly or monthly time line instead purchasing brand new accessories to create the perfect outfit. Bag, Borrow, or Steal also has a wedding category featuring rings, clutches, and various other accessories that are wedding-appropriate so any bride or bridesmaid can look her best. This feature also allows brides to find their “something borrowed” for the big day and potentially their “something blue.” Women can also take advantage of premiere jewelry from designers such as Vera Wang and David Yurman. This rental retailer offers many accessories that appeal to the tastes and preferences of many women, as well as their budgets.

Jump on the Bandwagon Due to the success of handbag and accessory rentals, a new website was created that allows women to rent designer clothing such as tops, dresses, and skirts. The website is called “Wear Today, Gone Tomorrow” and operates under the same principle as its handbag counterpart. Women now have the luxury of renting a head-to-toe designer look without the guilt, and their wardrobe can undergo a transformation every week. The current state of the economy is allowing these new forms of retail to prosper. However, once the economy begins to recover and the discretionary income of families increases, will women abandon these borrowing practices? Only time will tell.


STUDENT ORGANIZATION HIGHLIGHT: DECA

by: Lauren Tellock

The founders of DECA at UW are taking the initiative to offer more opportunities for students by transforming DECA into an all-encompassing business club. In order to achieve this goal, they have added new components: a student-run business, a community service aspect, and speakers/ socials. The b.Line team digs further to highlight opportunities that DECA brings to it members.

What is DECA? DECA is an international organization that is not only prevalent on the collegiate level, but on the high school level too. It is a competitive business club in which participants compete, either by themselves or in groups, against other college students from around the nation and world. The students work to solve real world business problems, present their solutions to a judge, and are then scored based on their performance. Many universities have a DECA club, including most other Big Ten Universities. DECA was officially launched at UW Madison in the Fall of 2008. Business students, Danny Jacker and Steven Skolnik, and non-business students Eric Borenstein and Daniel Kaplan arrived at UW to find there was no DECA club, which they had enjoyed together in high school. So these students took the initiative and created the club at UW.

more ON the student–run business! After some failed ventures, the student-run business officially started last year. DECA is currently attempting to start a consulting company. This company would offer free marketing services to local area businesses whose target market is students. They believe this service is a win-win situation for both parties. It would help the businesses better gear to students’ needs and offer a student’s perspective, which the businesses would offer the members real world experience which would help participants better understand their professional interests.

What To look forward to this Fall? With the competition aspect of the club, DECA members will be training for regional and international competitions held in the spring semester. At the conclusion of the fall semester there will be an in-house competition. Members will also be looking to expand the student-run business and will be organizing and running an art show that will feature students’ works. On the community service front, members will be going to local area high schools to help students learn basic economic/business skills as well as assist with high school DECA operations. And, as always, members can expect to hear from great speakers and participate in socials that will make the club seem like a second family.

How can students join DECA? DECA accepts both business and non-business majors. Members are required to pay dues, which are quite small compared to the other clubs, but if a student only wants to participate in the community service aspect of the club, they are exempt from these dues. Interested students can contact Daniel Kaplan at dkaplan3@wisc.edu.

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by: Jesse Borde

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4 Years’ Tuition: $40,000...

4 Wisconsin Winters: 200 Inches...

4 Year Relationship with Helen C. White: 400 Hours...

1 Business Degree from the University of Wisconsin: Priceless!


Queries Theories

‘n’

by: b.Line staff

A section designed for you! Instead of reading what your authors think is important, you have the opportunity to read what you want to hear. Do you have a question about the Wisconsin School of Business, classes, involvement, campus life, the “real world”, etc? If so, please email your “queries” to blinemagazine@gmail.com and our staff will apply their “theories” to your “queries.”

Q

I’ve noticed that a number of finance professors have been leaving the school over the past few years due to budget cuts. What is being done to retain top professors?

To best answer this question, I interviewed Ken Kavajecz, Associate Professor of Finance, Investment, and Banking and Associate Dean of Masters and Undergraduate Programs. His comments to my questions are summarized below:

Q

What looks good on a resume if you do not have previous experience through an internship or job and are now looking for a full-time job? Although you do not have previous experience through a job or internship, you can show that you still have experience in your field and in leadership several other ways:

Q

•Highlight any business organizations that you have been active in. Include your position and your duties within the club, highlighting the duties that show leadership ability.

Have finance professors left due to budget cuts? There have been some professors that have left, but they did not leave due to budget cuts. There are three reasons that professors leave: personal reasons, desire to work in the industry of their field of interest, or they did not make tenure. The only effect on staff from budget cuts would be that the business school would not hire as many new professors. Thankfully, due to the Madison Initiative for Undergraduates (MIU) as well as donations from generous sponsors, our hiring prospects have not been significantly affected by the current recession. Our salaries are competitive compared to the market and will stay at this competitive rate to attract top talent.

•Include any volunteer work you have completed. Employers like to see students active in the community. Try to focus on the duties that are related to your field of study. •Include certain projects you have been involved in if they are relevant to your field of study. For example, many students include the MHR 300 class project on their resume.

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•Include any honors that you receive while in the school or if you make the Dean’s list. This will demonstrate that you are knowledgeable in your field of study.

Our business school is ranked 13th in the nation. What are the future goals of the institution for raising our standings and what’s the strategy?

Our strategy is a long-term process that begins with always looking for top talent [in students and in professors]. We have four main goals as an institution: produce great research, provide a great academic environment, give opportunities for excellent careers, and be thought-leaders in our industry. We do not want to focus primarily on the rankings but rather on the environment we are providing our students. If we are really good at what we are doing in these categories, the rankings will follow.

Q

What can we as students do to help improve our business school?

The most important thing that students can do is to get involved- inside and outside the classroom. The relationship between professors and students is one of co-dependence. If students come to class prepared, interested, and motivated in the subject, it is easier for professors to be motivated in teaching the subject. Students can improve the learning environment of the classroom by participating in the topic conversations and asking questions. Along with contributing in the classroom, students need to be active in events offered by the business school outside of class. This includes joining an organization, or participating in services offered by the various Undergraduate units, like attending employer information sessions facilitated by the BCC. If students take part in the services we offer, it attracts more employers to campus, bringing more opportunities for employment. When I am interviewing prospective professors, I always stress that our students are smart and hard working. Of course salary attracts a professor to our school, but inquisitive students who work hard and want to learn are just as attractive. Therefore, the more engaged the students are, the better our business school will be.

One important thing to stress: You should try to avoid high school information on your resume once you are a sophomore in college. Even if you were president of your high school class, an employer is looking for what you are involved in most recently, what you did in high school is far less relevant. Focusing on activities that have occurred in college will serve students well.

Q

What services of the business school are available to students earning a certificate in business? Good news for students earning a certificate in business: Most of the services provided by the business school are available to you! The following are included: •Business Academic Advising •Business Career Center (mock interviews, resume/cover letter editing, etc.) •Career Advising •Study abroad programs •Bucky Net •Employer information sessions •Fifty free business cards and free resume printing •Business Learning Center •Business library (including after hours) •Undergraduate Student Lounge Don’t be afraid to use these excellent services. If students have any questions concerning their business certificate, call the Undergraduate Academic Services office at (608) 262-0471 or e-mail them at busundergrads@bus.wisc.edu.

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by: Cassandra Larrabee The Swiss Colony was founded by one of our very own! Ray Kubly, the founder of Swiss Colony, was a senior at our business school when he and two fellow students drew up a set of business plans for a mail order cheese business as a class project. After graduation in 1926, Ray founded The Swiss Colony using the business idea and marketing plan from this project. Often remembered as a man who liked to dream big, Ray started out small, shipping just 50 orders of Swiss cheese from his house the first year of business.  Today, The Swiss Colony sells more than just cheese and has become one of the world’s largest growing, most successful catalog companies. As a family-owned company, Swiss Colony focuses on maintaining a corporate culture that promotes relationship building and teamwork. Every employee is important. Swiss Colony holds their interns in high regard because they are the future talent of the company. The internship program began in 1983 and is a crucial and thriving element of Swiss Colony. Sara Anderson, Employment Coordinator, stresses that, “Our internships do not just involve paper pushing.” Each intern gets involved in the company and gets hands-on experience in his/her field of interest. Luis, an intern at Swiss Colony, states, “I enjoyed being involved in almost every aspect of the company.” Along with great experience, the company offers other great perks for their internships: thes wiss colo ny.n − 2009 internships offered a salary of $2,500 per month et r e m um s − Four-day work weeks (5 weeks throughout the summer) S s e l s and Fall − Casual business dress code End unitie t r 2010 o − 35%-40% discount on all catalog purchases pp

s

O

Fo a W unded Sch I Bus by in ool Alu ess mn us

Internship

Swiss Colony is looking for highly motivated students in their junior or senior year of college who are seeking majors in Human Resources, Communications, Marketing, Safety, Business Management, Operations Management or related fields. The company will begin accepting resumes for its 2010 summer and fall internships in January 2010.  To find out more information about these excellent internship positions, visit Swiss Colony’s booth during our business school’s 2010 spring career fair or go to www.theswisscolony.net.  Information about internship positions will be available on the website in January 2010.  For further information contact Sara Anderson at Anderson@sccompanies.com.  Do not miss out on this great opportunity to work with The Swiss Colony, one of the best in its field!  

Student Faculty Board: Business Award of Excellence

by: George Ryan The Wisconsin School of Business faculty is world renowned for its research and expertise in the business world. As stated on the School of Business’ website, faculty members often receive awards from other institutions and organizations for their scholarly work and are routinely cited in well-known publications, such as U.S. News, World Report, and Business Week. However, the recognition achieved by the School of Business faculty and its ability to contribute to the business world means little to me as a student here in Madison if they are unable to provide quality instruction to their students and support us in our pursuit of success in the business world. Recently, the Wisconsin School of Business Student Faculty Board (SFB) has created the Business Award of Excellence to acknowledge faculty members that surpass basic standards and that display positive influences on students in Grainger Hall. The Award originated in the 2009 spring semester and was created to promote the SFB’s mission of fostering a sense of unity among students and faculty in Grainger.

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The student body nominates faculty members directly through an online survey, which also allows students to include comments with their vote. Once the nomination deadline passes, the SFB collects the students’ responses and chooses the winners using two selection criteria: the number of votes received by the faculty members and an assessment of the quality of the comments submitted with the students’ votes for the respective nominees.

fostering a sense of unity among students and faculty Once the selection is made, the identities of the winners are then announced and the recipients are given a framed certificate for the Business Award of Excellence, as well as a copy of the comments that students had made in their online surveys in support of the nominee. The first recipients of the Business Award of Excellence were Professor Kersi Antia, an assistant professor in the Marketing department, and Kirk Peter, a lecturer in the Actuarial Science, Risk Management, and Insurance department. The surveys for the Business Award of Excellence are made available to students early in the semester via email. When you arrive back in Madison from Winter Break next semester, make sure that you participate in the online survey to show your appreciation and support for a faculty member’s effort and excellence. Great faculty members are the keys to our success!


ENTERTAINMENT C R O S S W O R D

VERTICAL CLUES: 2. Generally most productive day of the work week. 4. Founder of Fedex. 6. On-the-spot purchase. 8. Study of workplace design and its impact on employees. 10. Company’s slogan: “you press the button, we do the rest.” 12. Colgate toothpaste first came in this container. 14. Coca-Cola was first introduced in this city.

HORIZONTAL CLUES: 1. 90% of these fail within their first year of operation. 3. Entity selling directly to consumer.

CRYPTATION

Crack the code by figuring out the following quote. Each letter represents a different letter of the alphabet. Figure out the words by the placement or prevalence of letters and punctuation. Each letter corresponds to only one other letter. If M stands for B, B does NOT necessarily stand for M. For example: “HOLPPF LQ WTHNDMHH” would be “SCHOOL OF BUSINESS.” HINT: A = T.

PL O T C X T Y ’ A K FA Y T J J D P WS PA’M LQSMD PY OTCQ BP Y X , PA J P W W G Q T H K H WO ETPY ADS WPMA TL ADP Y I M O T C J S Q S K W J K O M ITPYI AT XT HCA YSNSQ

5. After the Stock Market Crash of 1929 this game of buying and selling was created. 7. Bonds are traded in this market. 9. U.S. Government-backed debt obligation with maturity of less than 1 year. 11. Top coffee-producing nation in the world. 13. Speaking out to media about malpractice.

RCPA S I TA K Q T C Y X AT. F D K Y FSM KQS OTC’WW KWMT B P M M M T B S T G G TQACYPAPSM.

-GKCW FWPADSQTS

Answers can be found at: blinemagazine.rso.wisc.edu

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Student Entrepreneurship:

by: Sheri Nelson

One water bottle can bring three people clean water for five years? It’s true. Sheri Nelson, a UW-Madison senior, designed a project called WaterDrops of Hope. Its mission is to help the nearly 1 billion people who today lack access to clean water. With the proceeds from each reusable water bottle, three people can have clean water for five years.

Ho w She St arte d In April of 2009, Sheri came across a horrible statistic. Every 15 seconds a child dies from lack of clean water. She wanted to help. Sheri started researching and brainstorming ideas to get people to join with her on the mission. She wanted something that brought awareness to the water crisis as well as gave people a product they could use. She then turned to reusable water bottles.

The C ommuni t ie s WaterDrops of Hope brings clean water to communities in Kenya. Every 270 water bottles sold builds one well in Kenya.

Ho w You Can He lp Purchase a water bottle for $20 and give three people clean water for five years. You can email Sheri at WaterDropsOfHope@thewaterproject.org, or visit WaterDropsOfHope.com.

“The task is simple, bu t the results are life-chang ing!”

“I’m just an ordinary UW-Madison student, but I developed so many skills through my business and life science communications classes that when I saw this opportunity, I took it. I’ve always wanted to build my own company and one of the reasons why WaterDrops of Hope has been off to a successful start is because of my passion – my passion for business, my faith, and serving others.”

“Let’s jo togethe in r give wa and ter, life, and hop e.”

The Be ginning She designed a logo featuring her project. The logo includes a traced replica of her hands reaching up to give water drops and hope to individuals without water. She also created a website: WaterDropsofHope.com, describing her project and allowing people to receive updates and learn about water projects in the works.

Ho w i t Wor k s Sheri teamed up with an organization out of North Carolina called The Water Project. The nonprofit organization is bringing relief to communities around the world who suffer needlessly from a lack of access to clean water. The Water Project believes that a lack of water stands in the way of tomorrow’s hope, and together we can change that. They have the resources and means to utilize the money that the WaterDrops of Hope program generates to give people around the world the gift of clean water. In fact, 100% of the money the WaterDrops of Hope program raises will be used to fund clean water construction projects.

of “It’s a lot d d I’ve ha work, an the in tacles some obs rned that I lea way, but eater, sire is gr e d r u o y if an stop nothing c you.”

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Emerging Markets:

Growth Abroad Promotes Exotic Investment by: Dalton Shaughnessy; photos by: Nick Kuffel

additional investment opportunities for both foreign and domestic firms. The five largest and most frequently tracked emerging markets include: China, India, Indonesia, Brazil, and Russia. By 2020 they will contribute 16.1% of the total world output, more than double their contributions ten years ago. Since production cycles for emerging markets inherently combine political factors and social factors along with consumption and production trends, analyzing expected output proves extremely difficult. For example, The Vanguard Emerging Market Stock ETF, one of the first and best known emerging market index funds, tracks the performance of a benchmark index that measures the return of stocks from companies located in emerging markets. Along with strong returns, investors oftentimes shoulder additional risk when

Meet the Markets: *not always termed emerging

Offering a multitude of new markets for trade, technology and consumption, emerging markets provide savvy investors, and students alike, with a multitude of opportunities on the global market. These countries comprise the future social, economic, and political leaders of the world; get to know them. Emerging markets contain a specified group of countries that offer an abundance of trade, technology transfer and foreign investment opportunities due to improved utilization of these resources in an open market. These countries generally consist of areas that have recently undertaken economic, social, or political reform. Unable to acquire adequate funds from traditional means of domestic lending, emerging markets initially rely on equity investments from foreign investors and soon transform into viable investment partners. Compared to large markets, these emerging markets offer a much higher rate of marginal productivity of capital (MPK) - bang for your buck. As investors inject money into these growing sectors, the thirsty economies reinvest that capital into different sectors of their economy, thus providing increased domestic growth. This benefits not only the investor, but also the market in question as it lowers interest rates and increases domestic savings. With more money flowing in and out of these unsaturated markets they grow at extreme rates. The newly opened trade, services, distribution, and manufacturing markets provide

Brazil Chile China Colombia Czech Rep. Egypt Hong Kong* Hungary India Indonesia Israel Malaysia Mexico investing in emerging markets. With generally more volatile currency, and capital market fluctuations, these countries can also prove difficult for investors to gauge. As the U.S. sits in its recession, many choose to invest in international markets that have narrowly escaped such hardship due to having a smaller and more introverted market. Emerging markets are, however, impacted by established markets, since their main investors contribute greatly to their capital flow. Business students have no option but to orient themselves toward this expanding global market. The international center in the business school makes a concerted effort, like most schools in the nation, to provide its students with a global education. Most classes are tailored toward thinking on a global level; however, the international center finds it far more beneficial to experience these emerging markets firsthand. “Going to these emerging markets will put you on the cusp of growth in some of the most exciting new business destinations. For fields like finance, which is now inherently international, getting the experience to see where competition on the international level is headed is extremely beneficial,� says Sachin Tuli, codirector of International Programs.

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MEXICO: Recent uncertainties surrounding Mexico’s oil industry, especially $86 billion Pemex, has scared foreign investors. In order to counteract the instability in the oil market, the Mexican government instituted a transition program hoping to diversify business in Mexico. It therefore introduced the Franchise National Plan aimed at supporting entrepreneurs by providing access to specialized grants and collaterals for bank credits. This boom of entrepreneurial start up franchises has promoted rapid growth and opened new service and technological markets within Mexico. One of Mexico’s main centers for growth has been has been Monterrey. Monterrey is Mexico’s third largest city and arguably the center for business education in Latin America. The Wisconsin School of Business offers a program for students

UW students have the opportunity to study abroad at the Warsaw School of Economics, rated the top business school in Eastern and Central Europe by the Financial Times.

Morocco Peru Philippines Poland Russia Saudi Arabia* Singapore* S. Africa S. Korea Taiwan Thailand Turkey

Vietnam: Vietnam makes up a subset of emerging markets termed frontier markets. It shows signs of strong growth and market potential, but lacks the ideal market capitalization and liquidity that one finds in emerging markets. However, Vietnam has shown consistent and large growth rates throughout the past quarters following its monetary stimulus package implemented over the course of 2009. With a 3.1% year-on-year growth in Q109 to 4.4% in Q209 and 5.2% in Q309, this pattern of growth has caught the attention of many investors. It has even caught the attention of UW Professor Randy Dunham who plans to teach an international study class in the spring titled, Managing Across Cultures; Learning from the Books and Streets of Vietnam. This class focuses on giving students a competitive advantage in the expanding business of Ho Chi Minh City and Hanoi. The course breaks down the process of financial investment and restructuring in the Vietnamese market along with the role of microfinance in this unique economic environment. Unlike some of the other selected emerging markets where the appeal lies in high leverage and increased production for lower costs, microfinance deals small loans and credit to poor civilians.

to study at the number one ranked business program in Latin America, Monterrey Tech. Tech provides a strong focus on entrepreneurialism in specialized programs for an international finance education.

Poland: The Eurostat data, released in early September 2009, shows that Poland was the only EU economy to record second quarter year-on-year growth. This continued growth in this recession can be attributed to Poland’s relative conservatism in relying on external funding, its aversion to change in innovation, and a proclivity to build competitive position on price and high domestic sales. Many experts claim that increased foreign dependence is foreseeable due to increasing retail sales and construction and assembly output. Poland has benefited immensely from increased EU transfers for infrastructure and environmental projects following its decision to hold the 2012 European football championship. Major construction of new highways, roads, sports stadiums, airports, hotels and other facilities is scheduled to take place, expecting to cause an increase of GDP by 0.3 - 0.5 percent per year.

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Embarrassing Interns hip Stories by: Hayley Selch

“One su mmer I h ad a sum provided mer inte for the in rnship w terns. Ho this one here hou wever, I particula sing was was the r buildin Since no only inte g. One n one else rn stayin ig h t I li was com g in ved in th else there ing hom e buildin before. I e late. g, I had walked down th n e v e in r to my bu seen any e hallwa ilding an y back to one of a doo d as I wa my room rway into s walkin a c leaning the hall. g and no ja man wa Startled nitorial u lked out by his su niform I backpac d d e n c hucked appeara k actuall my back nce y hit him supplies pack at and he th and start him. My e n picked u ed chuc by a bott king the p his cle le of win m at me aning dex that . It was w to be in I realize the build hen I go d that w ing.” t hit e were b oth supp osed

lly ot rea I do n around. l. o it p he ca ff member y suip at t a ternsh follow a st One day m ced in g . in in y s z v ll a n ie a n am d, co I usu e cop ored a own, and , and mak volunteere ill, and I c s I r s I sk my yea er, py. one “This o much on nswer ph make a co e too much es. Howev o d s ir ,a im o get to ver papers d needed t ld not requ multiple t s located, a e li u n e w o a in e d h e h w y t c c e fi us W py as ma blur our of was b ple co ght w copy perior king a sim work the e closest to hat I thou s began to t n w s a s r o in that m tched othe opy mach tes to find ll the butt me! So I ju t. u c a a ,a o had w where the n thirty min a machine oked the s rk. It did n t a lo d o h wo n t ll g u y a o ll get y f a e I for me more I o u h t e even and t , onc d to g e d i c it took one. Then e so many g it would e t r st lly ho es, I d neare r. There we ttons, hopin essag hine, a rea p. m e r u h o b t c r l e a e er tog sing the m eed h ur of es in d pres an ho earing at asks if I n march ed starte n e a h s h t il w d e y an caus st sm am s more After d, just as I ce walks b response, be eded. She ju rse after n ffi a wo y. I ne merit help a ve in our o even e cop copy id not ucing the n and felt o make on i t d u n c io e o ex ituat tons, prod lete mor hour t ain.” , my s g er an ut mp Clearly sses two b lt like a co g gone ov my own, a Mulvey ein fe re on ew r d and p lked out. I at me for b anything n – A a ry and w erior yelled copy, or t a p e u k s a y m m yet to I have

- AJ Sto ll

hay hauling loads of m, and we were far ef Be a a gh on throu “I was working ver. I was coming ctor and bale mo lazy to open both too s with a huge tra wa I d an een pastures ably 11.5 double gate betw tractor was prob -foot gate and the previous ten 12 a my s th wa wi It e s. fin side through the gate it de through ma d me ha ca I I . . feet wide and I was tired se I was to s late in the day clo w ho ed dg sju loads, but it wa d mi slowing down an the gate without the fence.

“During m bank: S y junior year, I ecurity took an Pac internsh senior e ip xecutive ific. In my first s about week I w in California w from ba ith a ma the nk as chos jo en to in time zo s all around th ir process of b terview r nes. “W e countr orrowin two h g y at happ than yo a b n e d fo s re e ens curi ua the execs lo re able to borr if late in the d y closed in the ng loans ay the b ow?” I a ir respe oked at a ctiv s e n k a k e ch othe The sen r with d d. “What happ still needs mo e ior Vice re e e e n p s ly th tr e Pr oubled would g express n?” The two o to the esident of Secu ions. win rit th

y Pacifi inking th dow.” “ c then s a their 48 is would be su YOU MEAN TO JUMP?” id, “We th Floor ch a de bacle, th office w I blurted They bu indows. ey would out, rst leap ou sit there out laughing, t of so loud with a ly

e, my tractor had ed I was too clos iz al re I e tim e th By was too late. the fence and it already clipped story to my boss

d to explain the tire fence, and ha o made fun of I took out the en edly fix it, but als nd de me single ha ma ly on t no , ho w of the summer.” me for the rest

qu be. Whe a n they fi izzical look an nd for so long , all I co d wond nally we that “go er uld do w re able to a to conta how embarras Reserve the window” sed I sh s in them meant a “discou selve ould b n should not do u t window” for ank would borr s, they explain overnig nless it ow from ed jump?” ht fun was the re and cou sponse made th a matter of las ds, something Federal ntl t re m e for the re ess other corp rounds to the b sort. My “you ajor banks orate ex mean to ank’s ch st of my ec air ‘jumper. time at ’ Security s, by that aftern man, treasure r, o Pacific, my cow on. Needless to orkers d say u bbed m e -Jean J

telli –Lauren Zappi

“During my year as a medical intern, we were all required to double shifts or ‘al pull l nighters,’ as is cu stom for med-stud a particularly grueli ents. After ng night, which fol lowed several other study sessions and late night intern bonding, I ha d to stay for an extra This morning was shift. particularly importa nt because an attendin cian would be makin g physig the rounds, chec king patients and en us interns in a type gaging of ‘hands-on’ lectur ing . room, and unfortun We all crowded int o one ately for me I got to sit down.

I thought that I could just listen with my eyes closed, while lectured, especially he since others were in front of me and were also sitting. I some guess I was more tired than I thought because I awoke to the physician glarin g at me. The rest of the intern

arvis

s tried to contain the mselves as he lectur on taking the medic ed me al field seriously. Ap parently, I had been my sleep and disrup talking in ted the lecture.”

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- Michael Selch


In today’s economy we could all use a little pick-me-up, so b.Line approached me to explain why accounting is the business major of romance. It is no secret; accountants are suave and handsome, like Sean Connery, Colin Farrell or McLovin. As I sat down to write my explanation, however, I realized that an accountant giving away his woman-wooing secrets would wreak more havoc on the dating playing field than if every man suddenly purchased “Axe” brand shampoo and got that “girl-approved” hair. In fact, accountants are so good at attracting girls that their friends often do not invite them to parties just to avoid having to compete with them. I cannot tell you the number of times I have found out on Facebook that my friends are having a party, only to find I was not invited so my friend would have a chance with that cute girl from his MHR class. Yes, folks, this lone article filled with the Generally Applicable Amour Pointers could single handedly double, even triple the world’s birth rate, cause a food shortage, increase pollution and global warming, and deplete the Earth’s natural resources beyond even Reagan-era Accelerated Cost Recovery System predictions. So, in an effort to help allay these problems, I have decided instead to write an article helping Madison’s finer sex avoid being seduced by GAAP. We will start out by examining a conversation I overheard at a local drinking establishment not too long ago. A young auditor sitting next to a foxy gal started the conversation asking how she felt about things in arrears. Stunned at his knowledge of payments past due, the lady stammered, quivered, unable to answer, instead thinking only of this man’s incredible eyes. The accountant took advantage of his opening by quickly discussing her lovely assets, before sweeping her off her feet by mentioning her tremendous pair of W-2s. Clearly, the girl never had a chance. So what can you do, ladies of the business world, to avoid becoming the next victim of an accountant’s night out? Follow these steps to ensure that you do not end up on the wrong end of a financial instrument: 1) Always carry a spreadsheet at least 100 numbers long that absolutely needs summing. Insert random single and double underlines to keep the accountant busy. 2) If the accountant ignores the spreadsheet, ask him to calculate the present value of the rest of his evening. 3) If all else fails, ask him to explain ABC costing and then run. Greg Langer Accounting

PE SPECTIVES

ur major How does yo help you with sex? the opposite

MAJO R Many theories in marketing are relevant to the dating world as well. In fact, I have found many of them to be very effective. First, I always complete a thorough SWOT analysis of myself (For those of you who are not familiar with this tool, it evaluates one’s strengths and weaknesses, along with the opportunities and threats in the market). For instance, I am a great dancer (a strength), but am horrible at darts (a weakness). And when Madison’s dance club opened, it was a great opportunity for me to show off my moves. Unfortunately, there is a big threat of being hit on by a creepy guy.

Cassandra Larrabee Marketing

In addition to my SWOT analysis, I extensively research the four P’s in my dating strategy. Here are my recommendations to fellow ladies:

Product: Brand management and awareness are very important. Now, you may ask, “What is my brand?” Well that’s simple; you are a UW-Madison Business student. This summarizes the complete package: smart, assertive, and talented. (Trust me, the prestige of this brand creates advantages that are well worth the $500 School of Business tuition differential). Promotion: On campus, the business suit packaging is a trademark of a business student…wear it with pride. Price: Do not compete primarily on price. If you try to be the cheapest date, your first date will likely include a McDouble and a glass of water. Don’t get me wrong, I love McDoubles, but not on a first date. Place: Men are not distributed equally. Segment the market to your preference and use the results to find the optimal location. Some advice, though, is to stay away from bars after midnight if you want the guy to remember your name.

After my careful analysis, I identify the strategies in the market that are inflated and find blue ocean space to distinguish myself. When marketing myself to that cute boy in my finance class, I must differentiate myself from the very beginning. This means that I avoid the red ocean space of typical conversation starters like your major, your year in school, etc. What I do is start with, “So, how about that game last night?” Then, I list off a couple football stats and BAHM, he is mine… hook, line, and sinker. Remember ladies, it is easy to get caught up in the devilish charm and piercing eyes of a young staff auditor, but for the good of humanity, try to resist, at least until he brings up your friends and related party transactions.

Unfortunately, due to uncontrollable elements (i.e. changes in consumers’ tastes or new competitors), one will likely fail from time to time. But when that happens, your networking skills come in handy for revenge. After all, negative word of mouth is very effective! 15


Neuromarketing by: Scott Schoenwaelder

Have you ever craved a Coca-Cola after watching American Idol? Do you remember any logos amidst the branding warfare in Times Square in New York? Maybe you recall some products that were used in your favorite movie. All of these questions are things that keep marketers up at night. Many marketers expect that their frequently placed products and logos will create favorable impressions of their brands and lead to more sales. However, a recent neuromarketing study by Martin Lindstrom, talked about in his book, Buyology, suggests that simply forcing logos in people’s faces is not an effective way to create good impressions or influence purchase decisions. This study, conducted by Martin Lindstrom, was the largest neuromarketing study in history. The multi-million dollar project looked into the brain activity of consumers by using fMRI scanners and electroencephalography (EEGs) to see what really drives their behaviors and preferences for brands. According to Lindstrom, about 90% of a consumer’s buying behavior is unconscious, meaning that consumers cannot accurately explain their preferences and buying decisions. Considering this statistic, neuromarketing may be able to provide marketers with more accurate information through their research. This is important because market researchers have found that what some consumers say is completely different than how they behave.

of a consumer’s According to Lindstrom, about 90% buying behavior is unconscious, urately meaning that consumers cannot acc isions. dec ing buy explain their preferences and Many consumer groups believe that neuromarketing is unethical, which has put this marketing research technique under much debate. Enabling marketers to see what is going on in consumers’ brains and how people’s brains react to different advertising is a bit scary. Some people oppose the study of neuromarketing as they are worried that companies could potentially use it to manipulate consumers for their own commercial gain. But, just like many new technologies, there is always the potential for abuse. If used correctly, this new research could help marketers create better marketing strategies that can benefit consumers. This research can also make consumers more aware of some of the tricks that marketers use to get them to buy their products.

People oppose the study of neuromarketing as they are worried that companies could potentially use it to manipulate consumers for their own commercial gain. 16

Through this remarkable study, Martin Lindstrom discovered that what some marketers thought were great ways to create favorable impressions on consumers are actually not as effective as they had previously thought, such as product placement in TV shows and movies. Over the years, our favorite TV shows and movies have been filled with product placements that marketers strategically positioned to try and create favorable impressions on consumers. Remember Steven Spielberg’s classic movie “ET: The Extra-Terrestrial?” This movie had one of the most successful product placements in history. In the movie, a boy discovers an alien, E.T., in the woods behind his house. To get the alien out of the woods, the boy creates a trail of Hershey’s Reese’s Pieces to lure the alien into his house. Now, that silly scene was just a normal scene in the movie right? No, that scene was strategically planned by Hershey’s to try and stimulate demand for Reese’s Pieces. A week after the movie was released, Reese’s Pieces sales tripled.

In order for product placement to be effective, the product must be a part of the story line, or have more significance than simply being present in the movie or show. Why do product placements no longer yield the same results? Today’s big movies, such as “Transformers” and “Casino Royale,” are so saturated with product placements that most consumers do not even remember or notice the products in the movie. In many movies, marketers are just simply placing their products in the movie without making their product a part of the story line, and many times the products do not have any importance at all. In order for product placement to be effective, the product must be a part of the story line, or have more significance than simply being present in the movie or show. Simply seeing your favorite actor/actress in a movie with a product does not cause consumers to remember the product, or more importantly to purchase the product. Have you ever felt overwhelmed with all the advertisements and logos being flashed at you while walking around Times Square or any other big commercial district around the world? According to Lindstrom’s research, consumers are not able to pay attention to all of the visual stimuli that they are presented within these dense urban settings. Consumers usually block out this kind of advertising because their brain is not able to handle that much information. For marketers, this could be bad news as many of them spend lots of money to place ads in the prime locations of these big cities. Although logos and visual cues are very important to consumers when making buying decisions, Lindstrom has found that the combination of visual stimulation along with other senses are more effective in getting the attention and the dollars from consumers. This is called Sensory Branding and is much more effective than strictly using visual images. The most important sense for marketers should be smell. Our sense of smell is directly related to our emotions, memories, and sense of well-being. Pam Scholder Ellen, a marketing professor at Georgia State University, explains that


with, “All of our other senses, you think before you respond, but with scent, your brain responds before you think.” Smart marketers have already started to apply this sensory branding technique by using the sense of smell. Perhaps you have walked into a fast-food restaurant with the intention to order a salad, but could not resist the smell of that juicy, double-bacon cheeseburger and decide to get that instead. Chances are that smell was not coming from the grill; it was likely coming from a canister that was spraying the smell into the air to entice consumers into ordering a burger. Take this into account next time you walk into a grocery store and smell the delicious smells from the bakery, since it is probably the result of a smart marketing tactic.

Pam Scholder Ellen, a ma rketing professor at Georgia State University, explains that with “all or our other senses, you think before you respond, but with scent you brain responds before you think.” Although the study of Neuromarketing is in its early stages, it has the potential to give marketers information that has never been available before, which allows them to create more effective marketing strategies. Since this type of research is so new, it may be too early to draw any definite conclusions from its findings, but it does present some pretty interesting ideas for marketers to think about. Giving marketers access to how the brain works and what stimulates a consumer’s brain may be a frightening idea, but if this information is used correctly, marketers could create better products to benefit consumers.

Introducing: mybiz by: Katie Coon

Do you want to know when mock interviews start? Are you looking for a new student organization to join? Are you trying to remember when the School of Business application is due? With so many events and opportunities in the School of Business, you might find yourself wishing all of this information was in one place that is easy to locate. Well now it is! This new interactive webpage, mybiz, is your one-stop place to find information for pre-business, business, and Certificate in Business students. Replacing all mass e-mails and newsletters each unit previously sent out, this webpage is consistently updated with information and events from each of the six units in the undergraduate program. By utilizing a blog format, this page allows you to email posts to yourself, subscribe to the blog, and easily sort through information. This page was designed to be interactive, so please feel free to comment on posts! Are you still trying to find out when mock interviews start? Go to the events calendar, search for Business Career Center sponsored events and easily find a mock interview that you can attend. Are you searching for more information about the new student org you heard about in your Marketing 300 class? Just search the blog portion of the page by clicking on the Accenture Leadership Center category. And if you’re finishing up those remaining essay questions, simply go to mybiz to easily find the application deadline right at the top in the announcements section.

Check out mybiz today at www.bus.wisc.edu/mybiz 17


t h g i l t o p S Staff Laurie Brachman by: Kate Large

Many students have had the pleasure of hearing from lecturer Laurie Brachman in their marketing courses, notably those taking Marketing 300: Introduction to Marketing. Chances are, you have wanted to know more about her. Well, b.Line did some investigating to answer your questions about this marketing guru.

Who is Laurie Brachman? Laurie is a marketing lecturer at both UW-Madison and UW-Milwaukee. She commutes from Milwaukee twice a week to deliver three back-to-back lectures. At the end of the day, she says that she actually leaves energized - UW students are just that great to be around! Although she spent most of her career in the corporate world, eight years ago she decided to switch her focus to teaching and consulting. Today she loves the teaching aspect of her career, and hopes to continue teaching well into the future.

How did she become a “marketing master?” While students listen attentively to their marketing lectures with Laurie, I suspect that many have wanted to ask more about her marketing experience. Her lectures are dotted with stories and anecdotes, making them not only relevant, but also interesting. So where did Laurie pick up all of this experience? It all started right here in Wisconsin!

a arketing began in m in st re te in ’s ie Laur s now. the one she teache e lik h uc m e, ur ct le As an undergraduate student at UW-Milwaukee, Laurie’s interest in marketing began in a lecture, much like the one she teaches now. Her interest in the field grew, and an internship at Koehring International turned into a permanent position. When she moved to a marketing research position at Miller Brewing Company, she made the decision to advance her career by attending graduate school. Keeping her full-time job and studying part-time was certainly hectic. Her professors would undoubtedly have said that she was a racing whirlwind of energy!

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It was around this time that Laurie began to see the value of having a holistic marketing perspective. Her openness and adaptability to a wide array of marketing fields is easily illustrated by some of her work experience. For instance, she has worked in marketing research and product management for both businessto-business and consumer marketing disciplines; on both the “client” and the “agency” sides. She has experience with a wide range of products ranging from beer to toys to tech to 401k’s. While her experiences may be diverse, Laurie says she has always had the good fortune of working with companies and products she believes in. This, she suggests, has helped her stay focused, motivated, and passionate about her work.

When she isn’t marketing… So what is Laurie doing when she is not lecturing? You can probably find her enjoying the arts and sports scenes in the Milwaukee and Madison area. Laurie and her husband, Todd, take full advantage of Milwaukee’s fine arts scene with season tickets to the symphony, ballet, and theatre. These tickets ensure that they find time to take a break and relax during their exciting and busy lives. But don’t think that this duo only kicks back to classical melodies, you can also find Todd and Laurie at Packer and Badger football games in the fall or in the rough at many of the finer Wisconsin golf courses in the summer!

A Melt in the Mouth Proposal… Todd and Laurie first met while working in the marketing department of Miller Brewing Company. They started dating after Laurie made the move to a business-to-business consulting firm. Throughout the next few years, Todd, a marketer himself, learned that Laurie was a self-proclaimed chocoholic. Laurie explained that, Todd, an expert in sales and promotion, knew how to identify the target’s needs and craft an offer that could not be refused. In true marketing-style, his marriage proposal focused on the needs of his target market…. Chocolate! Todd took Laurie out to dinner in Madison and for dessert, out came a sublime four-layer chocolate torte with “Will You Marry Me?” written in frosting. How could she resist? She, of course, said yes! Fifteen years later, Todd and Laurie are still together, and Laurie is still a chocoholic!


Dishing the inside scoop… We asked Laurie to share some tips with students, things she would have liked to have know when she was our age, and skill sets that she sees as great opportunities for standing out in the workforce. Here is what she said: Laurie stressed the importance of being open to all kinds of opportunities; she went on to explain that you just never know what lessons you will pull out of an experience. Sometimes the job you don’t plan for becomes your most valuable opportunity. Take advantage of everything this amazing school has to offer! The depth and breadth of the course offerings, the expertise of the faculty and the richness of data and resources available in the business school are second to none.

Make the most of every assignment. Remember the ‘knowing-doing gap’ that you have so often heard about? Well, do not pass it over as simply an answer to a multiple-choice test. According to Laurie, your professors are right… it is key to success. For example, consider the dreaded group projects. It turns out that our professors are on to something! They assign them because these groups will help us in the future. Group work provides an opportunity to practice articulating your opinions, delegate and manage workloads, motivate and manage teammates. Prospective employers look for examples of leadership, management, and motivation when interviewing candidates. Interns and new employees that distinguish themselves by presenting well thought-out solutions to problems move up the ladder quickly. Collaborating successfully in groups is a skill that will provide dividends in your future career. Like the knowing-doing gap describes, it is one thing to know how to work with others, but actually doing it is a different story. Remember, practice really does make perfect. Finally, here is a tip that we can all use for interviews: Laurie suggests that you apply the marketing concept to your job search. The key is to demonstrate to a prospective employer how you can best meet their needs. Before an interview, take a close look at the company and try to determine what its needs are before you sit down with them. Continue exploring this topic in the interview with some well thought-out questions. Once you understand the company’s needs, you can then explain how you can best fulfill those needs as well as determine if you are the best fit for the job.

Little Known Campus Facts

by: Puja Chaudhary

The Carillon Tower is the 25th largest instrument in all of North America.

In 1848, students were exp

ected to buy their own foo d, furniture, and straw to fill their ma ttresses.

Chinese languages) nt (studying medieval de stu ate du gra gs trilogy. on A Madis in the Lord of the Rin es that were spoken ag gu lan he was in the t, ed cas op devel d to work with the veled to New Zealan invaluan yed pla d an Although he never tra ducers during filming pro the h wit t tac Cardinal). continual con s’ development (Daily able role in the film The Abe Lincoln Statue was originally built 100 feet away from Bascom Hall. It was moved in 1918 to be closer to Bascom Hall.

om Hill. The graves of several workmen Madison’s first cemetery was on Basc of the Lincoln statue’s rotunda. are marked by grooves in the concrete

Bascom Hall once had a dome on top , similar to the Sta but it burned in a fire te Capitol, of unknown origin on October 10, 1916 , causing $25,000 in damage.

Bascom Hall is exactly one mile from the Wisconsin State Capitol.

al ry is equal to that of about 200 typic The square footage of Memorial Libra ing shelv of miles 77 with s, three-bedroom home son and Milwaukee. more than the distance between Madi

The first performance of “On Wisc onsin” took place in the Red Gym on Nov. 11, 1909. Its composer, William Purdy, origi nally wrote it for the University of Minnesota, but they rejected it. This year marks the 100th Annivers ary.

The first graduating class was composed of 17 male students in 1849. Van Hise is the tallest bui lding on campus and the second tallest in the city of Madison. The Cap itol View Preservation sta tute prevents city buildings from rising tall er than the beginning hei ght of the Capitol dome.

ded for men only. rial Union was inten Originally the Memo hrop Hall. Lat in area was The women’s social til 1950. un x ise un ly The Union was not ful

Camp Randal

l has the larges

t free-standing

JumboTron in

the NCAA.

Bascom Hill is the only replica The statue of Abe Lincoln on Lincoln’s sculpture located at Abraham of Adolph Weinman’s original y. tuck Ken , ville birthplace in Hodgen Hoofers Sailing Club has the second

largest collegiate fleet of sailing boats , second only to the U.S. Navy.

Facts are thanks to Visitor & Information Programs

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Top Ten Reasons Why You Aren’t Studying for Final Exams by: b.Line Staff

10. Your Grandma got run over by a reindeer 9. Your tongue is stuck to a pole 8. You discovered you were already on

Santa’s naughty list and lost all hope

7. You are busy spinning your dreidel

W

6. Mom spiked the eggnog and cracking open a book is impossible

5. You are too busy looking for the one burned out Christmas light

4. You actually want to buy your parents gifts that are not from the bookstore

3. You are constructing a replica of

Grainger with gingerbread delights

2. You are busy booby-trapping your

house preparing for Harry and Marv

1. You are mingling with ice fishermen in a shanty

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Fall 2009  

Fourth issue of B.Line Magazine. By students for students.

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