Graduate | Sep 12, 2022 | Fran Jankowski
Fordham Gabelli School of Business MS in Marketing Intelligence 2022 Applied Projects
A large part of the course curriculum for our Masters in Marketing Intelligence program at the Gabelli School is experiential learning. This past summer, over 100 students completed their final capstone project. For seven weeks, student teams partnered with five leading NYC companies to collaborate and solve real business challenges. Their projects covered a wide range and included analyzing global quantitative datasets; identifying cultural insights with implications for brands related to the future of shopping, beauty and the metaverse: improving customer loyalty with enhanced custom shoe design; uncovering consumer insights related to various medical conditions; forming recommendations for content creation and consumer engagement; and even targeting for a real-time game development platform based in blockchain.
At the beginning of June, students were briefed by marketing managers from McCann Worldgroup’s Truth Central team, Medidata Solutions, a life science technology company, Mindshare Media, QWASI Technology, a promotional communications technology company, and WebMd, the online health and wellness publisher. Immediately, students immersed themselves in learning about the trends and dynamics of each category. Weekly status meetings with the clients were held as the students applied their analytical skills to uncovering competitive gaps, building hypotheses and identifying KPIs.
The teams supplemented their analytical findings with qualitative research, consumer audits and other surveys, and demonstrated their resourcefulness by exploring relevant cultural insights through their personal and international connections. At the end, the teams presented their recommendations and actions to senior clients who were impressed with the students’ performance and who have already begun implementing some of the recommendations.
Students found the experience invaluable and a great way to transition from academics to actual business experiences. It gave them an opportunity to see firsthand how businesses review and evaluate recommendations and make decisions.
We would like to extend a huge thanks to our industry partners: McCann Worldgroup, Medidata Solutions, Mindshare, QWASI Technology, and WebMD.
Additionally, we would like to thank the following professors for guiding and mentoring our students: Peter Johnson, Paul Kramer, Linda Luca, Ikechi Okoronkwo, and Jonathan Zile.