Strategic Product and Marketing

Strategic Product and Marketing Immersion (SPMI)

Learn to decode consumer behavior and apply insights to develop relevant, effective marketing solutions for real companies.

Overview

The strategic product and marketing “externship” provides students with real-world experience and accountability, as they are required to pitch tangible marketing solutions to clients. The immersion’s deep dive into strategic marketing exposes students to marketing challenges faced by consumer-product, high-tech, and service companies and strengthens their skill sets for success.

Career Paths

• Brand management
• Product marketing
• General management

A Sample of Companies Recruiting Here

Recent strategic product and marketing immersion students secured consulting internships and full-time management positions at a number of prominent companies, such as:

• American Express
• Colgate-Palmolive
• General Mills
• Johnson & Johnson
• Mars
• Procter & Gamble
• SC Johnson
• Unilever
• Amazon
• Hewlett-Packard

Highlights

Bloomberg Businessweek’s 2016 Job Skills Report asked 1,251 job recruiters at 547 companies which business schools are best at producing job-ready graduates. Johnson ranked #1 for Leadership Skills in Consumer Products.

Curriculum Details

Students enrolled in this immersion work in teams on paid consulting engagements carefully scoped and designed by the immersion faculty in collaboration with company clients. Coursework focuses on strategic brand management and marketing research, but allow students to customize their experience through electives that focus on specific areas of interest. SPMI’s dynamic curriculum includes:

• Consulting project with real company clients
• Core courses centered on strategic brand management and marketing research
• Electives such as management cases, accounting, and other marketing areas

Key Skills Developed

The strategic product and marketing immersion cultivates and strengthens your skill sets with a special focus on:

• Gathering and analyzing customer insights
• Using data to develop and inform business strategy
• Creative and innovative problem solving

Clubs & Associations

Take advantage of clubs, associations, and networking opportunities related to strategic marketing, such as:

• Marketing Association
• Cornell Marketing Organization 
• General Management Association