Marketing Leadership Institute

Last week, the MLI went to Milwaukee! We are incredibly grateful for the chance to provide these enriching experiences to our students. These trips allow us to learn from leading companies and connect with industry professionals, further enhancing our educational offerings. A special thank you to Patrick Lueck from Milwaukee Tool and Charlie Scott from GOLGIX for hosting us and delivering insightful, impactful presentations. We would also like to extend our appreciation to everyone who attended the alumni and friends networking reception, with a special shout-out to Julianna Dobranszky, Zach Schaefer, and Milt Hwang. Fostering student development through experiential learning and networking opportunities is essential to advancing the careers of our BBA and MBA students. Thank you to everyone who played a part in supporting their growth and future success! #Marketing?#MBA?#Networking?#MilwaukeeTrek

Join us next Wednesday, March 19th, from 2:30 PM - 3:30 PM for Marketing Leaders Live in the Marketing Leadership Institute's Networking Lounge (RM 3350)! Our guest speaker, Andrew Hill, Marketing Strategy Manager at The The Walt Disney Company, will share his journey and experience as a brand marketing manager for National Geographic's Expeditions and Adventures by Disney. He received his MBA in Brand and Product Management at the Wisconsin School of Business in 2015. Since then, he has held positions at companies like Nestle, Hershey's, and now The Walt Disney Company! #Marketing?#MBA?#MLlive?#Disney

The MLI is in Milwaukee tonight! Come and network with your fellow badgers tonight at Cafe Hollander from 4:00 to 6:00. Hope to see you there!

We are so excited to be back with another series of Marketing Leaders Live! Just last week, Benjamin Lawnicki, MLI External Advisory Board Representative, joined us to share his career journey at Kimberly-Clark. This double Badger graduated from WSB’s Center for Brand and Product Management in 2009. After an amazing internship experience at KC, Benjamin returned to the company after graduation. There, he rose to various leadership roles for the brands Kotex, Huggies, Pull-Ups, Poise, and Thinx. He is now working on expanding his knowledge on artificial intelligence to position himself for the next leadership role that comes his way. Benjamin is clearly someone that characterizes a great leader. A highlight from this talk was his analysis of his own leadership style. By taking into consideration these three things, you may find a new perspective in leading teams. First, Benjamin listens before he speaks. He is passionate about hearing everyone's ideas and taking them into consideration before making a decision. Second, he reminds himself and his team that they are competing externally. They are all on the same team, eliminating competitiveness, and promoting efficiency on project completion. Lastly, he sees the importance of doing whatever it takes – no task is too small or big for a leader. If you’re interested in hearing more from his talk, be sure to watch the recording here: https://loom.ly/kLkx3HM Thank you, Benjamin, for taking the time to share your experiences and provide an engaging presentation! #Leadership #MLI #Marketing

Over winter break I had the amazing and memorable opportunity to travel to Vietnam with the Marketing Leadership Institute. We visited amazing companies as well as conducted our own in home interviews to understand how Vietnamese consumers view global marketing. You can read about the wonderful trip and cultural immersion through an article I wrote published for the MLI blog about our amazing time!

We are excited to announce the return of Ipsos President of Strategic Growth, Lisa Gudding , to the Marketing Leadership Institute's External Advisory Board! --- The External Advisory Board (EAB) is composed of companies leading the way in marketing. The board serves as the voice of the industry, helping to guide the program curriculum updates, and teach students through applied learning and student mentorship. --- #Insights #Ipsos #Industryleader #Network

We are excited to announce the return of C+R Research Chief Executive Officer, Paul Metz, to the Marketing Leadership Institute's External Advisory Board! --- The External Advisory Board (EAB) is composed of companies leading the way in marketing. The board serves as the voice of the industry, helping to guide the program curriculum updates, and teach students through applied learning and student mentorship. --- #Leadership #Research #Insights #Mentorship #CRResearch

I'm excited to announce my new role as Director of the AI Hub at the University of Wisconsin School of Business! The Hub’s mission is to prepare business leaders for an AI future through cutting-edge research, industry collaboration and student education. Technology innovations have shaped my career, from the PC and the Internet to Google search, mobile, digital advertising and big data.? I expect AI’s impact to surpass all of these by reshaping business, society and daily life.? I’m honored to help lead this transformation at UW. My journey with UW began in 2022 when my daughter enrolled as a Fashion Design student and I joined WSB’s Marketing Leadership Institute Advisory Board.? My regular visits to Madison for board meetings, summits and Ironman training reinforced my admiration for UW's standard of excellence, its incredible people and vibrant culture. On a personal note, this is a homecoming of sorts.? Academia has been a thread throughout my life, from growing up in a family of professors at the University of Illinois to serving as a Visiting Fellow at LaTrobe University to earning my Kellogg MBA and joining its Retail Analytics Council.? The opportunity to join the leadership team at a top-tier institution like UW feels like coming full circle. A huge thank you to Kristin Branch, Neeraj Arora and Alan Stoffer for inviting me into the UW family through the MLI. I look forward to working with Page Moreau, Saad Bajwa and the amazing WSB faculty and staff as we build the future for AI research and education. On Wisconsin! #Wisconsin #WSB #AI #ArtificialIntelligence #HigherEd #BusinessEducation #Innovation #FutureOfBusiness

MLI Faculty Research Spotlight ?? Today, we're spotlighting Professor Jan Heide. His research asks the question, "why do customers get more or less than they actually need?" Much existing marketing theory is based on the principle of matching; of providing products and services whose capabilities meet customer needs. Industry observation, however, points to deviations from this principle, in the form of customers who receive more or less capability than they actually need. Both scenarios are problematic. “Overshot” customers may experience “feature fatigue” and frustration with complex products that are difficult to use. “Undershot” customers, in contrast, may end up feeling dissatisfied with products which are incapable of solving basic tasks. What accounts for “overshot” and “undershot” customers? My co-authors and I conducted a study of IT markets where we sampled both 1) IT suppliers (who rated their own cultures) and 2) their customers (who reported on the level of product capability received relative to their needs). We showed that the tendency to over- and under-shoot can be explained by a marketing firm’s culture. Specifically, different cultures are based on particular values which influence marketing decision-making. For instance, a so-called adhocracy culture that emphasizes being leading-edge systematically promotes overprovision of product capability. In contrast, a bureaucracy culture whose dominant belief is operational efficiency tends to underprovide. Our study points to how these cultural influences can be corrected by promoting a customer orientation within the firm. Interested in learning more? Check out the full article below! https://lnkd.in/gBrJSQdB

Join us as the Marketing Leadership Institute hosts AI Day! The Wisconsin School of Business's Associate Dean, Page Moreau, will speak on artificial intelligence and its position at UW-Madison. #Academics #AI #AIandLearning