The Strategic Marketing Immersion (SMI) prepares Johnson students seeking careers in:

  • Brand management
  • Product management
  • General management

Within the Strategic Marketing Immersion, we believe the best learning environments are those in which students are immersed in the industry, and challenged to apply the practices they learn. Our performance and project-based learning environment requires students to unravel latent consumer insights and develop marketing solutions for real companies.

Johnson has been one of the pioneers among Ivy Leagues business schools in developing the students-as-consultants program. For more than 15 years, this model has helped distinguish Johnson students, and has been cited by alumni for being integral to their prowess as marketers and leaders.

Under the direction of Manoj Thomas, this immersion utilizes a three-pronged strategy to prepare students for successful marketing or general management careers, including:

  • theoretical and functional skills taught in the classroom
  • site visits to global leaders in marketing
  • semester-long projects where students serve as consultants to companies on real problems

Students Serve as Consultants

The cornerstone of the program is a semester-long consulting project – a distinctive program among top-tier MBA programs. Students solve real marketing and business challenges by identifying, gathering, and testing consumer insights – and are expected to link new consumer insights to business profits. This requires competency in all management areas and the ability to craft a successful marketing strategy.

Immersion Clients  

SMI project sponsors range from small organizations to Fortune 500 corporations, providing diverse opportunities to students. In 2012, students solved marketing issues for the following companies:

  • Bayer Pharmaceuticals
  • Cerner
  • Cisco
  • GE Healthcare
  • Godiva Chocolatier, Inc.
  • Hewlett Packard
  • IBM
  • Microsoft
  • S.C Johnson
  • World Kitchen

Small by Design

During the semester-long consulting projects, students work in a hands-on, collaborative environment. This mimics the high-pressure environments and complexities they will face in their post-MBA careers. SMI students also receive 360 degree feedback from faculty, their project clients, and peers, pushing them to grow as individuals and leaders.

Sample of Companies Hiring SMI Students

Recent SMI students completed MBA internships and have gone on to work full-time with prestigious companies in several industries. Some examples include:

  • Consumer Goods & Services:  American Express, Colgate-Palmolive, General Mills, Johnson & Johnson, Mars, Procter & Gamble, S.C. Johnson, Unilever
  • Technology Industry: Amazon, Hewlett Packard, Microsoft, IBM
  • Consulting: Deloitte, McKinsey


Strategic Marketing Immersion at Work

Amador Zuazua, MBA ‘10
Amador Zuazua, MBA ‘10
Vice President, J.P. Morgan
John Y. Kwalk, MBA ‘15
John Y. Kwalk, MBA ‘15
Michael Sean Hendrix, MBA ‘13
Michael Sean Hendrix, MBA ‘13
Senior Quality Engineer, MakerBot®
Nicolas Teboul, MBA ‘13
Nicolas Teboul, MBA ‘13
Marketing Research Analyst, Agri Star (Polystar Group)
Colin Shengbo Gu, MBA ‘15
Colin Shengbo Gu, MBA ‘15