Career Enhancement Activities

Career Guidance Activities Summary for 2018-2019

Marketing Career Day

Marketing Career Day took place on November 9thand featured keynote speaker Kimberly Boone (’11), VP and Group Director with Ptarmigan Media.  Ms. Boone spoke about the changing world of digital media and offered students valuable advice regarding work ethic and career management.  In addition to Kimberly Boone, several industry professionals joined us that day and participated in a number of career panels, including discussions on career pivoting, client vs agency career paths, as well as career management.  Panelists included –

  • Michael Rinker (Administrative Director, St. Luke’s University Health Network)
  • Brendan Wall (SEO & Programmatic Analyst, Ptarmigan Media Americas)
  • Sapan Shah (Executive Director, LV soLVe and CEO, Sukarya Corp.)
  • Hanna Charron (Business Analyst, Sales – BASF Pharma Solutions, G-ENP/SN)
  • Enrique Carrion (Account Manager, ESPN)
  • Susannah Bonn (Marketing Specialist, The Fredericks Company)
  • Sarah Spring (Media Planning Intern, Ptarmigan Media Americas)
  • Michelle Leon (Account Executive, Grey Group)
  • Nathalie Rebatta (Digital Marketing Account Manager, Zeta Group)
  • Christine Russell (Assistant Director & Lehigh Business Liaison, Lehigh Center for Career & Professional Development)
  • Chiquita Griffin (Associate Director of Professional Development, Lehigh Business Undergraduate Programs)

Marketing Career Day was an enormous success with over 50 Marketing Majors and Minors participating.

Career Guidance Activities – Networking Events

On December 6th, Professors Nevena Koukova, Deirdre Malacrea, Steven Savino, and K. Sivakumar accompanied a select group of Marketing Club Members to the annual Luminations Group Holiday Networking Event.  Lisa Kent, a Lehigh parent and Founder of a successful branding/marketing consultancy, invited Lehigh faculty and Student Club Members to take part in a yearly social gathering with clients from companies small and large across a wide-range of consumer product industries – companies included Johnson & Johnson, Church & Dwight, Merck and L’Oréal, just to name a few.  In addition to the unparalleled opportunity to meet with dozens of experienced career practitioners in a friendly atmosphere, Ms. Kent also arranged a pre-event panel discussion with several industry leaders. Among the panelists was Sacha Conner, a Lehigh Alum and former Director of Marketing with the Clorox Company.

In January over Winter Break, a group of five marketing students interested in retail careers, joined with Professor Deirdre Malacrea at the Javits Center in New York City, and attended the National Retail Federation’s Student Program as part of the world’s largest retail marketing conference. Supported by sponsorship from the marketing department and the NRF Foundation’s Rising Star Program, students were able to take part in an intensive small group mentoring session with a seasoned retail executive and network with top company recruiters at a Career Fair.

Students headed out on the road again in the Spring for a Career Trek to visit fashion retail teams in New York’s thriving apparel industry. Organized by David Canfield, LU Director of Merchandising Initiatives at Saks Off 5th, students made stops at Calvin Klein and the Greg Norman Collection. Industry insiders explained the design process, supply chain, new product launches, and campaign analysis.

Lehigh alumni and parents of students continue to be encouraged to partner in students’ career development by speaking as part of an on-campus event or hosting a Career Trek to a company or organization involved in marketing.

Career Guidance Activities – Guest Speaker Visits

This past year, department faculty members pursued opportunities that augmented learning by bringing marketing practitioners into the classroom through personal connections and participation in the AEF Speakers Program. Visitors included Marlene Sidhu, Brand Marketing Director from Bimbo Bakeries USA, Darby Hughes Brand Strategy Director from Quench, a creative agency; Thomas Rich, President of the Qualitative Research Consulting Association.  Each speaker offered students valuable insights regarding the latest trends in marketing and the challenges that today’s marketers must meet in order to achieve success.  

In addition, many students at Lehigh are interested in applying their skills beyond traditional commercial enterprises. To give a flavor of working in a community-based organization, Liz Regan, Marketing Manager of the Downtown Allentown Business Alliance, shared with students how this group brings together local government, business entities, and community partners to enhance the lifestyle for residents in the city’s downtown and surrounding areas.

Academic Project Work

Coursework in the Marketing Department is intentionally designed to offer both theory-based knowledge and practical application. Class projects represent the type of work that students can expect to do in the early stages of their marketing career. For example, MKT 314-Digital and Social Media Marketing incorporates a full-semester consultation for external clients that entails developing social and digital action plans in support of client organizations’ marketing objectives. Starting with a detailed briefing by a client leader, the teams perform audits of current practices, analyze opportunities for improvement, and develops recommendations. The semester culminates with a final team presentation to the clients’ teams for evaluation. This year, teams worked with Modern Picnic, a start-up by LU ’16 Ali Kaminetsky; My Social Canvas, an educational innovation platform; and the Downtown Allentown Business Alliance.