The Center for Brand and Product Management

FROM THE DIRECTOR A report from Mike Judge, new director of the Center for Brand and Product Management

The Center for Brand and Product Management Year in Review 2013–2014

STUDENTS & ALUMNI The highlights, the numbers, and the news

APPLIED LEARNING From the saris and spices of India to a consumer experience with SC Johnson

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LETTER FROM THE NEW DIRECTOR

MIKE JUDGE Director of the Center for Brand and Product Management

I’m pleased and honored to be sending you this Year in Review on the Center for Brand and Product Management (CBPM) at the Wisconsin School of Business at the University of Wisconsin–Madison.

The report reflects well on what I have observed in my last several months as the Center’s new director.

First, there is no question that the CBPM is a premier MBA program. With its vibrant, dedicated community of alumni and friends as well as topnotch academic and professional training, it truly is a transformative experience for our students as they prepare for successful careers in brand and product management.

Remaining focused on Signe Ostby and Scott Cook’s original founding vision of “turning out the best-prepared MBAs for brand and product management jobs,” the CBPM has a tremendous impact on its students’ lives. It molds and prepares them to obtain leadership roles in some of the most dynamic and innovative companies in the world.

A key measure of the health of an MBA program is its student placement success. And with the help of an outstanding executive advisory board and alumni network, 100% of our students secured summer internships, and 100% of this year’s graduates received full-time positions within three months of graduation, all at leading companies. Not all MBA programs can boast this.

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The Center has something else to boast about in the upcoming 2014–2015 school year. Professor Page Moreau, the first recipient of the John R. Nevin Chair in Marketing, has joined us as the Center’s new academic director. With Professor Moreau’s excellent research record and history of engaging students intellectually, both in and out of the classroom, the Center for Brand and Product Management will be able to reach even higher— and move Together Forward.

On, Wisconsin!

Mike Judge

WELCOME PAGE MOREAU, NEW ACADEMIC DIRECTOR

We are delighted to welcome Page Moreau as the new academic director of the Center for Brand and Product Management.

Before coming to the Wisconsin School of Business at the University of Wisconsin–Madison, Professor Moreau was professor of marketing at the Leeds School of Business at the University of Colorado– Boulder. She received a Ph.D. in marketing from Columbia University in 1998, and her research focuses on creativity, consumer learning, and innovation.

Professor Moreau was recognized as a Marketing Science Young Scholar in 2003 for her contributions to the field of marketing.

This spring she will teach “Developing Breakthrough New Products” to our CBPM second-year students.

She is excited to be joining the Center for Brand and Product Management team!

Professor Moreau’s work has been published in the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Marketing, and the Journal of Consumer Psychology. She is currently an associate editor at the Journal of Consumer Research and serves on the editorial review boards of the Journal of Marketing Research, the Journal of Consumer Psychology, the Journal of Product Innovation Management, and the International Journal of Research in Marketing.

“We are absolutely thrilled that Moreau is joining the Wisconsin School of Business. She is an influential thought leader and will fill a critical leadership position in the Center for Brand and Product Management. Moreau will bring cutting-edge research in the area of new product development to the classroom, and I couldn’t be happier for our students.”

—Professor and 2013–2014 Chair of the Marketing Department Neeraj Arora

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THE INCOMING CLASS OF 2016

INCOMING CLASS

2013

2014

2015

2016

99

85

94

94

Percent Admitted

26%

25%

39%

31%

Percent Accepted

73%

80%

57%

69%

ADMITTED STUDENTS

2013

2014

2015

2016

Average GPA

3.12

3.44

3.46

3.30

Average GMAT

656

665

666

667

Percent Female

26%

29%

52%

60%

Percent Minority

21%

24%

29%

25%

Percent International

0%

6%

5%

5%

Percent WI Resident

26%

18%

33%

30%

Number of Applicants

Curriculum for the Wisconsin MBA in Brand and Product Management SEMESTER 1

SEMESTER 2

Financial Accounting (3) Intro to Financial Management (3) Data Analysis & Decision Making (3) Marketing Management (3) Team Effectiveness & Management (2) Consumer Behavior (3) Applied Learning (1)

Business Strategy (3) Operations Management (3) Economics for Managers (3) Marketing Communications (3) Marketing Research (3) Applied Learning (1–2)*

SEMESTER 4

SEMESTER 3 Ethics & Social Responsibility (1) Marketing Channels (3) Brand Strategy (3) Applied Learning (1) Plus Customizable Electives

Marketing Strategy (3) Developing Breakthrough New Products (3) Applied Learning (1–2)* Plus Customizable Electives

*Optional Global Applied Learning class that includes a trip in January of that year.

Red: Brand-specific curriculum.

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APPLIED LEARNING HIGHLIGHTS “IN THE SHOES OF THE CONSUMER”: APPLIED LEARNING WITH SC JOHNSON & SON Everyone is a consumer. We all try to find the best price, compare merchandise, and ultimately, buy things, but we often don’t step back and realize the challenges we face as consumers—we’re on a budget, we have a family to support, we have trouble figuring out the difference between want and need.

CBPM GLOBAL APPLIED LEARNING: INDIA The saris, the spices, the masses of people, the slums, the heat, the fog, the corruption, the beauty, the languages. Not one of these things alone describes the unique culture that is India, but together, they begin to paint an incredible picture.

This past January, eighteen lucky students got to experience India through a marketing lens. They spent 10 days in Mumbai and New Delhi visiting Procter & Gamble, Firefly, Intuit, the U.S. Consulate, Dolby Laboratories, Kimberly-Clark, and Ogilvy & Mather to learn how major companies market to a country as diverse as India. But the trip wasn’t all work and no play! They also visited the Kanheri Caves, the slums, the Taj Mahal, the Red Fort, a Hindi Temple, the Lotus Temple, a spice market, the Gate of India, and much more.

Last fall’s applied learning with SC Johnson made the students do just that. The company brought in a team of brand managers and market researchers to guide the students on a “consumer experience.” They revealed the “Six Universal Shopper Truths,” then divided everyone into groups. They gave each group a profile (age, sex, family, race, and income level) for the kind of consumer they were to be, a time limit, a budget, and a shopping list. Then the groups were sent on their way! They had to ask themselves the types of questions their consumers might ask, for example, “Do I need the big diaper pack or can I get by with the smaller one?” or “I love that color of nail polish—I need it! Oh wait, do I already have this color?” Then, in the middle, they were given a curve ball: Your spouse calls and needs you to pick up milk, eggs, and laundry detergent.

This forced everyone to rearrange their priorities, because they only had so much time and money to get everything they needed.

After their shopping adventure, the groups participated in a debrief with the SC Johnson team. Students were asked what they learned, what they found surprising, and how they would react to this experience if they were Company X. All in all, a great day of networking and hands-on learning for the students.

MARINA CERVANTES (MBA ’15)

“When we visited Procter & Gamble, they described how they segmented their consumers into three different tiers based on socioeconomic demographics, and we then got the opportunity to do in-home visits with two of those segments (tiers one and two).

Being able to understand the consumer from that perspective was a fantastic learning opportunity for us as future brand managers. I think that’s really going to set us apart from some of our peers. You don’t get to do that as a tourist, but you get to do that as part of the brand trip.”

bus.wisc.edu/mba/brand-productmanagement/academics/global-experience

MICHAEL WEBER (MBA ’15)

“I was kind of shocked at our group’s behavior while shopping.

There were several things we did that we did not even notice, like ignoring signage that was meant to be obvious to customers, navigating primarily around the perimeter of the stores, and losing track of time. This behavior went unnoticed until the SCJ representative in our group pointed it out. I thought to myself, if we did not even notice that behavior after just discussing these six universal shopper truths, then certainly everyday consumers exhibit that type of behavior without noticing. That experience helped me better understand the challenge we have as marketers in reaching the consumer in store most effectively.”

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FULL-TIME AND INTERNSHIP PLACEMENT

CLASS OF 2014 FULL-TIME PLACEMENT

AARON ARCELLO

ALEX BUTH

DAVID CURLEY

JULIANNA DOBRANSZKY-TOROK

EMILY GIBSON

TODD HAMILTON

SCOTT HANNAN

MATT JUSKIEWICZ

SYDNEY MCCLURE

MEGAN MONAGHAN

JUSTIN MORIN

BRIAN NELSON

ZACH SCHAEFER

JEFF SCHULMAN

BRENT SUGIMOTO

ADAM WILLIAMS

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MIKE DESAMERO

CLASS OF 2015 INTERNSHIP PLACEMENT

ABENA AFRIYIE

MAUREEN AIELLO

BRYCE ALLEN

MARINA CERVANTES

CAROLYN FRAWLEY

MATTEO GARCIA

ANDREW HILL

SYDNEY HUNG

KA BAO LEE

JESSICA LEW

KIMBERLY MIESCHER

JEFFREY RHODES

AARON SIEDBAND

ALEX SIMON

JEAN SPELLMAN

ERIN STREPY

JUSTIN TOKARZ

MICHAEL WEBER

MARGARET WHITING

AHMAD ZEAITER

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NEW MARKETING CLASSES

NEW PRODUCT DEVELOPMENT

MARKETING STRATEGY

Over 40 percent of the new products

Marketing Strategy is a decision-making

launched each year eventually fail in

course that emphasizes analysis of the

the marketplace.

external environment.

The New Product Development course will provide students with a better understanding of the product development process, highlighting inherent risks as well as different strategies for overcoming them.

Through lectures, case studies, and a class project, the course will examine the process of designing, testing, and launching new products, emphasizing the interplay between creativity and analytical marketing research throughout the development process.

Beginning in Spring 2015, the capstone course will be a required class for the Center for Brand and Product Management students. It will involve the coordination of tactical and strategic marketing plans with the goals and objectives of the assigned firm and will be a great culmination of students’ learning at UW–Madison, ensuring they know how to put their knowledge into practice.

taught by Professor Page Moreau

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taught by Assistant Professor Evan Polman

ALUMNI UPDATE

GRADUATING CLASS

2011

2012

2013

2014

Class Size

23

26

19

17

Job Placement

23

25

19

17

Median Base Salary*

$96,000

$95,000

$100,000

$100,000

Median Signing Bonus*

$22,260

$20,471

$27,500

$22,360

*Includes placement within three months of graduation.

WHERE IN THE WORLD ARE OUR ALUMNI?

INTERNATIONAL 2%

MIDWEST 58%

EAST 13%

WEST 21%

SOUTH 6%

175 TOTAL GRADUATES/ALUMNI

$361,320 CONNECT WITH THE CENTER ON LINKEDIN! GO.WISC.EDU/WISCONSINCBPM

DAVID CURLEY Assistant Brand Manager, Kimberly-Clark

DONATED TO THE CBPM/WSB

BY CBPM ALUMNI TO DATE

“At UW–Madison I’ve had an awesome experience— supportive peers, supportive second years, great faculty and staff—that really brought my marketing skills to the next level.”

(MBA ’14)

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ADVISORY BOARD

The Center for Brand and Product Management’s Advisory Board is made up of VP or higher executives who keep the Center up to date on what’s important to the marketing industry. They guide the Center to ensure we’re providing the best education possible for the students and then also advise the students on their careers. The CBPM Advisory Board is truly what sets our program apart.

ADVISORY BOARD

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Pauline Allison 3M

Drew Franklin SC Johnson & Son

Signe Ostby CBPM Founder

Richard Antoine Procter & Gamble (retired)

Colleen Goggins Johnson & Johnson (retired)

John Schweig Snow Phipps Group, LLC

Chris Boever Pinnacle Foods

John Hanson Oak Tree Capital

Cheryl Stallworth-Hooper Firefly-Millward Brown

Scott Cook Intuit

Tara Khoury Invisible Ink

Scott Usitalo Kimberly-Clark

Shawn Dennis DreamWorks Animation

Marsha Lindsay Lindsay, Stone & Briggs

Vince Voron Dolby Laboratories

Greg Duppler Target (retired)

Daniel Maurer Intuit (retired)

Barton Warner Bayer HealthCare

Joe Ens General Mills

Tom McGough ConAgra Foods

John Weinstock Electrolux North America

Mary Lynn Ferguson-McHugh Procter & Gamble

Blaine McPeak WhiteWave Foods Company

Joe Fragnito Kraft Foods

James Neupert Isthmus Partners

A special thanks to our notable recruiting partners from this past year:

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STAY IN TOUCH PAGE MOREAU

MIKE JUDGE

FARIN HELLENBRAND

Academic Director pmoreau@bus.wisc.edu 608-263-1267

Director mjudge@bus.wisc.edu 608-265-2997

Assistant Director fhellenbrand@bus.wisc.edu 608-265-1860

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