Student Voices | A Visit to Advertising Week NY 2023 Inspires Gabelli School Marketing Students
Undergraduate | Dec 11, 2023 | Gabelli School of Business
From October 16–19, 2023, 96 Gabelli School of Business students were immersed in the global marketing world at New York City’s annual Advertising Week. During this high-profile event, they expanded their knowledge from the classroom, gaining valuable insights about leading industry practices by engaging with real companies and leaders. Beyond acquiring technical knowledge, these students who are enrolled in the M.S. in Marketing Intelligence (MSMI), or majoring or minoring in marketing at the undergraduate level, emphasized the inspiring impact this unique opportunity had on their personal and professional growth.
The case studies that students learned about from textbooks in the classroom were brought to life at Advertising Week, where they interacted directly with industry leaders, gaining an understanding about how the marketing industry is evolving to accommodate AI, Web3, and the Gen Z market. As consumers, Gabelli School marketing students like Shikha Gautum, MSMI’24, obtained a marketer’s perspective on some of their favorite brands. Gautum admitted she was “like a kid in a candy store” at AdWeek due to the exciting energy created by a variety of companies. Specifically, she enjoyed a panel titled “Creating Powerful Omnichannel Experiences Through Collaboration,” which featured leaders from Target, Mars Wrigley, and Pinterest. As a Target fan herself, Gautam found it fascinating to learn about what goes into creating the consumer experience in Target stores. She was “touched as a marketer and a consumer” because of this newly found appreciation for what it takes to build an experience, not just a transaction.
Maria Jose Hernandez Ampudia, MSMI ’24, described her experience attending panels about the revolution of AI and data as a “transformative experience.” Gaining a better understanding of AI from industry experts allowed her to “broaden her horizons in the marketing field.” Undergraduate students such as Nicole Nukho, GSB ’24, also had the opportunity to attend AdWeek and to acquire invaluable insights into the evolving advertising industry. As a finance and marketing undergrad, Nukho “gained a wealth of takeaways that will not only empower her to bring a unique perspective to her academic studies, but that are crucial for her success in future professional endeavors.” Like many Gabelli School students, Gautam, Jose, and Nukho left AdWeek with new perceptions about their personal and professional trajectories.
In addition to panels, pop-up events offered memorable opportunities for those students participating in the experience to stay up-to-date with the latest innovations and ideas in the industry. Elizabeth Park, MSMI ’24, visited the TikTok booth to see how brands could creatively leverage popular trends like the “tubegirl challenge” to engage with audiences. This type of innovation not only captures attention but also demonstrates a brand’s ability to stay current and connect with its target demographic. Both Park and Odette Ofosu-Siaw, MSMI ’24, took advantage of the NYCAP 3D photography popup, which emphasized movement towards interactive and personalized brand experiences. At this pop-up, they created a 3D avatar and received a personalized memento, which added a unique and memorable touch to the experience. Park and Ofosu-Siaw also enjoyed Google’s videogame car-seat, which showcased the integration of technology into pop-up activations. Incorporating elements like virtual reality or interactive installations showcased the cutting-edge nature of brands and provided students with insights into this evolving landscape. Both Park and Ofosu-Siaw’s experiences contributed to a holistic understanding of modern marketing strategies and provided valuable insights for those studying and entering this dynamic field. Furthermore, having tangible interactions with these companies provided a creative opportunity for a meaningful and engaging experience with them.
An additional benefit of being a part of AdWeek was the unique space it provided Gabelli School students to connect with experienced professionals and intuitive leaders who are changing the marketing industry. Jack Ghannam GSB ’25, took advantage of this chance to network. As founder of DOXA, a premium men’s jewelry business supporting mens’ mental health, he seized the once-in-a-lifetime opportunity to promote his business at the event by sharing his business card with Shark Tank personality and successful businessman, Mark Cuban. This incredible experience exemplified the unique career support and personal benefits AdWeek 2023 provided for students.
The motto, “New York is my campus. Fordham is my school” really resonated with these marketing students during their experience at NYC’s Advertising Week. It was a prime example of how students make the City their classroom. This annual event allowed them to apply principles and knowledge learned in class to real-world circumstances. The world of marketing is dynamic and constantly changing, and events such as AdWeek ensure students are prepared to lead in this continuously evolving industry. The Gabelli School’s Marketing Area encourages students to participate in a wide range of New York City events, empowering them to seek out new experiences and leave their mark on the world. This particular event left students with a renewed sense of purpose and appreciation.
Written by: Amelia Semler – MSMI ’24, Carley Walker – Fordham GSB’25, Yashaswini Kataria – MSMI ’24, and Prutha Chavan – MSMI ’24
