Wabash Blogs Immersion 2009: Marketing


March 15, 2009

Looking Back...

Brian David, Class of 2012-
Living the past 5 days in the scenic metropolis of Carmel, IN. has been an amazing experience during my spring break. I came into this immersion trip with a little knowledge in marketing through an internship back home during my senior year, but this week completely blew me away. I’ve had the opportunities to actually see marketing strategies we’ve learned put into practice. I was able to see ones that work and others that didn’t.
Today, we actually were able to create our own marketing plan for a fake company set in the lovely Crawfordsville, IN area. My group received the job to promote a home repair company. Using the tools and strategies we learned throughout the week such as the 4 P’s of marketing, segmentation, targeting, branding, as well as many others. We had about two hours to come up with a 20-25 minute presentation for our business. After visiting several companies in the past few days, we were able to build upon the strategies we have learned. We had several different ideas flowing and it was really tough to cut them down in order to fit the time. The two hours working were among the shortest I’ve ever experienced because every minute was used.
It was then time for everyone to present and everyone had exceptional presentations. Each had unique strategies and it was really cool to see the way their plans came together. After everyone presented, Roland and Angie gave out constructive criticism to each group and the criticism was extremely beneficial. It is not often that you can receive free advice in marketing in a business setting. At the end, they selected a winner, and my group actually won.
I had the opportunity to return home to the suburbs of NYC to see my friends during spring break this year, but instead endeavored into the world of marketing. It was a sacrifice that was definitely worth it. I feel that Wabash offers its students so many opportunities to fully experience a liberal arts education and this type of program absolutely demonstrates that. I hope that future students are lucky enough to participate in this program because it was definitely worth the five days of my spring break.

Final Presentations

Yangnan (Paul) Liu, Class of 2012-
Five days flashed so fast that I could not believe it’s the end of the immersion trip. Today is the final presentation day. After helping us review all the marketing terms, principles, and strategies, Mr. Roland divided us into four groups and assigned each group a project and we are going to make marketing plans to attract investment from Angie and him. The four virtual businesses are Bait shop, Home Removal Company, Spa Palace and Jewelry Store. Patrick, Drew and I “luckily” got the Jewelry store project and none of us have any knowledge about jewelry business.
Fortunately, Angie, the only female sitting in the presentation room gave us lots of ideas and demographic information about jewelry market in Crawfordsville. We started brainstorming and got out numerous interesting ideas including targeting customers in Wabash College students to make college and fraternity rings, exclusively designed engage and wedding rings, and multi-culture style jewelry and accessories. We all did a great god on presentation and everybody was so amazed by the crazy ideas and creative presentations.
I am so glad that I participated in this great immersion trip. These five days ensured my goal to work in marketing area and opened my doors of networking with so many successful alumni as well as met lots of cool Wabash friends. I would strongly encourage every Wabash man interested in business taking this opportunity to explore in marketing world.

March 12, 2009

South Bend

Tian Tian, Class of 2011-

After three day’s immersion training on the marketing terms and case studies with Mr. Roland Morin, our team went all the way from Carmel to South Bend for a whole day’s marketing-based field trip. After the morning visit to the Football Hall of Fame and a hot-chocolate-break, we went to the Saint Joseph Regional Medical Center, where we met our alumni, Mr. Andrew J. Snyder, Vice President of Marketing at Saint Joseph. I felt we have arrived at a perfect time because the Medical Center has recently come up a plan of moving the entire organization into a new location in December 2009! Mr. Snyder gave us a one-hour presentation about the entire plan of the moving process, which covers almost every aspect about marketing strategies. We were totally impressed by the moving plan which sounds seamless. Mr. Snyder really showed us a successful marketing plan does not come spontaneously but requires tremendous amount of details and professional skills. For instance, the seemingly simple installation of power plugs in the patient rooms directly affects the satisfaction level in the long run, so the right way of installation will decrease medical error in a large scale. Moreover, I am especially astounded by the power of public relation as a mighty tool of marketing in the case of Saint Joseph. Meanwhile, I have never thought before that medical industry could involve such great creativity and originality when it comes to the marketing domain, which makes me more optimistic about the possibilities of my own career orientation in the future.

Looking back of the four days’ amazing experience, this marketing immersion trip experience has been filled with excitement and brainstorming.  I feel like I came here with almost zero background of professional marketing, but started directly from the peak of the industry. In this way, I am truly grateful to everyone that makes this trip happen, and especially our alumni Mr. Roland Morin, who devotes his own vacation and put such great enthusiasm in helping us.

College Football Hall of Fame

Steve Zajac, Class of 2010-

The 4th day of the Marketing Immersion Program had an early start. We departed for South Bend at 7 a.m. in order to make a number of stops at businesses around the city. We arrived just before 10 at the College Football Hall of Fame. After about an hour of touring the facilities, and grabbing some hot chocolate at the nearby South Bend Chocolate Company Store, we met with the Hall of Fame’s Marketing Director. She shared with us many of her projects, goals, and difficulties she has had with the Hall of Fame. The 1st quarter is their slowest time of year, and they are having problems attracting repeat visitors as well as new customers that want to make the journey to Northern Indiana when Notre Dame is not hosting a football game. They are actually losing millions each year, and are trying to expand their appeal to internet users around the country with social networking sites. It will be interesting to see if they are able to keep their doors open for much longer. After she spoke with us, we watched a short film about college football history and made our way over to St. Joseph’s regional medical to meet with Andrew Snyder ’83.

Spring Break in Cancun or Carmel?

Maycdon Sprowl, Class of 2012-

            Starting off with the quotidian lecture Mr. Roland Morin gave the Wabash Marketing Immersion Program participants, we knew right away we would have another amazing day. After discussing Internet Marketing, Mr. Myron introduced the keen students Scott Smalstig, class of ’88 who majored in English and is currently the Vice President of Joseph David Advertising. Mr. Smalstig, a very ambitious and energetic gentleman, declared that the main goal of his business is to “help companies and people to stand out.” And does he!
            After lecturing the students, Mr. Smalstig invited us to participate in a real world project that his company and him are currently working on. Our mission: To advertise the NASCAR Hall of Fame’s Grand Opening in May 2010 and its mission, to preserve and present the history heritage of NASCAR racing. What a great hour of hands on experience! 
            Here we go! Our next stop is the Just Marketing International Company, where our Wabash alum, Wesley Zirkle, class of ’98, is currently the Vice President and General Counsel. Along with the tour in the company, our satisfaction and expectations were exceeded. After great advice on the motor marketing, Mr. Zirkle takes us to see the cars. There is no other reaction but the following onomatopoeia, “WOW!” Car designers have indeed creatively engineered XXI century car styles with an incomparable perfection!   
            While traveling to Cancun was an option, MIP provided Wabash men with a memorable 2009 Spring Break.

Motor Sports and Chinese Food

Benjamin Muensterman, Class of 2012-

This morning I got up and ate a donut and drank chocolate milk at the
hotel.  It was great, but my day was about to get much better.  After we
discussed Google and Sony with Roland Miron ’92, Scott Smalstig
’88 came to give a talk about his work in advertising.  He has been
making pitches to the Charolette Regional Visitors Authority to win the
rights to do the advertising campaign for the NASCAR Hall of Fame that
will open in 2010.  After giving us background information, he separated
us into groups so we could come up with our own advertising campaigns for
the Hall of Fame.  After we all presented our ideas, he even gave us
constructive criticism of what he thought was really good and areas in
which our campaigns were lacking.  I learned a lot about how the marketing
industry works.

After eating more good food at Wendy’s we all went to Just Marketing
in Zionsville to talk to Wesley Zirkle ’98.  That was great too.
Just Marketing is a motor sports marketing company, meaning they set
companies up with the advertising they need in NASCAR and Formula 1
.  There clients include Verizon, UPS, Subway, Crown Royal, and LG.
It was great to hear more about how the business of marketing works from
the inside, and we got to see the stellar cars they had in their garage.
There was a Lotus Elite, a Lamborghini, a Ferari, and both a stock and
Formula 1 car.  I asked Mr. Zirkle if he ever drove the cars, and he said
the one he drove was so powerful and fast that it made him nervous and he
just wanted to park it and get out.  After our time at Just Marketing we
ate good Chinese food.  It was an awesome day.

March 10, 2009

A Typical Day

Saidel Mayar, Class of 2010- Today I woke up at 7:30AM to eat breakfast and get ready for the second day of our Marketing Immersion trip. At 9:00AM, we started our discussion with a chapter from Kotler and Armstrong’s book about marketing. The chapter outlines three core concepts of marketing which are: Market Segmentation, Target Marketing and Product Positioning. We discussed Market Segmentation until 10:15AM, and then left our hotel to visit Mr. Tim Craft, Wabash class of ’00, in Indianapolis. He is currently working at CB Richard Ellis, Inc. as a Senior Associate. He talked about Sales, which is the sister of Marketing (sort of). He then talked about the company he works for and showed us his office. After meeting Ted, we went to eat lunch. We got back to our hotel at around 1:30PM to kick off the second part of the day.

       According to our schedule, we started our usual discussion with Target Marketing and Product Positioning. We went through a powerpoint and then discussed one related case. The case was about Guinness beers. We basically discussed the success of a 243-years old brand that can still appeal to new generations. We wrapped up the day with this case and came back to our rooms to relax, for a while at least. I have got tons of readings to do for tomorrow, so I have to take off for now. But I am sure you will be kept posted about our wonderful learning experience here in Carmel Indiana. Wish me a good night. Thanks.

Day 2- CBRE Tour


Kaleb Hemmelgarn, Class of 2012 -

               Today marked the second day of the Wabash College Market Immersion Trip. Although Carmel isn’t quite Panama City or Cancun, we have had a great time and a great experience thus far. This morning we built on the marketing strategies that we began learning yesterday. We discussed the correct way to segment a market. Using geography, psychographics, Socio Economics, and demographics, we discussed how different companies accomplish this. Proctor and Gamble was a common discussion point throughout the morning. Comparing how Proctor and Gamble segments different markets for its products such as Tide and Crest was our best example. Once we had established segmentation, we analyzed how companies target markets using five different methods. 

                Our morning ended with a trip to downtown Indy to visit Tim Craft, who works for CB Richard Ellis, which is a commercial real-estate company. He discussed with us the difference between sales and marketing. He also described how he has to market himself as a person everyday in order to attract potential customers. After his talk Tim was nice enough to take us around the office and show us what he called “cubicle world.” The presentation Tim put on for us was excellent. After we were finished, we ran over to Circle Center Mall for a quick bite to eat. We also had a little time to look around. A couple of us took some of the international students to one of our favorite stores, Field of Dreams. After lunch we returned to the Hilton Garden Inn in Carmel and resumed discussion of segmentation and targeting. We also discussed a couple of cases, specifically the marketing strategies of Nintendo Wii and Guinness Draft. We looked out how they segment individual portions of the market and then how they target certain types of people within those segments. Overall we had another very successful and interesting day. I am looking forward to the rest of the week and the visits we will be making to other companies across Indiana.      

First Day

Adam Andrews, Class of 2012-

         The first day of my experience in the Marketing Immersion Program was fun and enlightening. We learned a lot about our instructor Roland Morin and his depth of experience in marketing. For the most part, Roland led us through some of the basics of marketing, while expanding upon them and drawing examples from his experience to further communicate the ideas and relate the ideas to the real world.
            As well as the individual class time that we had with Roland today, we were fortunate enough to be visited by Wabash alumnus Jim Kerr with My Health Care Manager. Coming into this experience I recognized a difference between sales and marketing, but I wasn't exactly sure as to how the two fields were differentiated. After Jim's presentation on ways he has found successful in selling a products and services, my interest grew in a career in sales.
Overall, the first day experience of this program was very rewarding and academically enriching. There was a mass amount of information shared today, and the discussion of the Starbucks case as well as our group marketing activities were well structured teaching methods that engaged the class into active learning. I enjoyed the first day of the program, and I am looking forward to the amazing opportunities that are in front of my peers and I this week.

First Day

   Pat West, Class of 2012-    My first Spring Break as a college student, I thought that my opportunities would be limitless as to what I would be able to do.  The warm beaches, the chance to finally meet and interact with girls on a regular basis, and time to just unwind and not worry about the stresses of life.  But, my perspective quickly changed once I came to Wabash.  Shortly before Christmas break I was talking to one of my pledge brothers who mentioned an opportunity to participate in a Marketing Immersion Trip hosted by Wabash.  My first thought was no way, why would I want to do that on my one free week of the school year?  But after giving it some time and thinking on the idea, the thought of doing this began to make more and more sense.  So I applied and was fortunate enough to be accepted for the five day crash course in Marketing.

     The first day in most scenarios can always be a bit unsettling, I came in not knowing what to expect, and all I could think of was how some of my friends were out having a good time on the beach.  However, the minute I stepped into the conference room and we began our discussion of the program, I knew this was a sacrifice well worth making in order to advance my knowledge and understanding of Marketing.  We started off with introductions, Roland Morin, our instructor for the week set a very comfortable and relaxed environment. During our week of study, nothing was out of the question to ask, we were encouraged to express any and all ideas, and that the goal of this program wasn't to obtain everything that was presented to us, but to walk away from this experience with a better understanding of real world marketing concepts and how to apply them to real world situations.  Right before lunch we were given a brief presentation by Jim Kerr, a Wabash Alumnus, on the difference between Sales and Marketing which was very informative and easy to follow.  We then took a short recess for lunch and returned to the conference room for closing thoughts on the basics of Marketing.  Once Mr. Morin was finished, we then proceeded to work in small groups on developing a product using the four P's of Marketing (Price, Place, Promotion, and Product).  Being able to receive feedback from my peers on what they liked about my ideas and areas for improvement was very insightful.  We then finished up the day by discussing a case study of Starbucks and its keys to success throughout the 90's.  All in all it was a very good first day and I am looking forward to what is in store for tomorrow.

March 09, 2009

Day 1- The Ins and Outs of Marketing

 Drew Parrish, Class of 2010- Today was the first day of the trip. We were scheduled to visit Monon Coffee, but unfortunately the company bailed on the visit. Among other first day activity, we had the pleasure of meeting Roland, our “teacher” for the program. We learned that Roland is a Wabash alumn, and that he thought of the name of the delicious ice cream treat the McFleury. Our guest speaker of the day was Vice President of Business Development and Marketing for My Health Care Manager, Jim Kerr ’92. He stressed the difference between marketing and sales. We concluded the day by doing an exercise where we marketed a specific business. We were instructed to go through the “four p’s of marketing’: product, price, place, and promotion. The presentations proved to be entertaining to say the least.

                Although today consisted of a long day in the classroom, we can look forward to a few fun trips in the week ahead. Tomorrow is another long classroom day, as we were assigned a hearty-sized Wabash workload, but after that, we get to venture out into the “real world.” We will have the opportunity to put this entire information overload into perspective as we get to see how marketing really works. I look forward to the rest of the experience!

March 08, 2009

Ready to Go

Drew Parrish Class of 2010-  Spring break is upon us, with the weather warming up and classes in full swing. Many students are headed for the beaches in Florida, or planning an exotic trip to some other far away destination. However, many Wabash men plan on going on several immersion trips. For our group, we will be “immersed” in the world of marketing. Many of us are studying economics at Wabash, but what is marketing all about? That is one of the questions I hope to have answered by the end of the trip. The itinerary is set, and everyone is excited to get the trip under way. We have, in a sense, already started by doing some preliminary reading on the Starbucks case and the AMEX case. What better way to learn about marketing than to start with a familiar brand that is recognizable nationwide?

      We will depart from Wabash at 7 o’clock sharp Monday morning (after losing an hour of sleep due to the time change…). From Wabash, we will head to our hotel in Indy which will be our headquarters for the week. Upon arriving, we will be placed in a meeting/classroom environment to discuss our readings thus far. In the afternoon session, we will visit Monon Coffee and get to hear its marketing strategy. Then it’s back to t the “headquarters.” This is our typical day throughout the trip. We will be placed in classrooms in the morning to discuss our homework, and take a field trip in the afternoon. The other places we will visit will include Just Marketing and the College Football Hall of Fame in South Bend. It should be an exciting trip, and I’ll be sure to keep everyone up to date!

March 06, 2009

Marketing Immersion has Full Schedule

Angie Smith-Cook - Panama Beach? Cancun? How about Indianapolis, Indiana? 

This spring break 12 Wabash students are skipping the sun and fun and heading to Indianapolis to be immersed in marketing. It’s the fourth year for the Marketing Immersion Program and it looks to be the most interesting year yet.

Wabash Alumnus Roland Morin ’91 will be leading our guys through the ins and outs of the marketing world and putting them in the real world via visits to Indiana firms to discuss their marketing strategies. With the economy in the state it is, students will have their hands full in learning how to sell a product when no one’s buying. The students will walk away with a great experience and a good understanding of a complicated industry.
Here’s a look at what they’ll be doing:
Monday - Monon Coffee Visit
Tuesday - CB Richard Ellis
Wednesday - Just Marketing
Thursday - Football Hall of Fame, South Bend Chocolate Company
Friday - group presentations.