The word “opera” doesn’t typically trigger images of young people. One may think of tiny binoculars and fur coats, but probably not anyone below the age of forty—unless you attend a show at Opera Philadelphia.
Dennis Paris noticed something interesting about the audience when he attended an opera in which his daughter was cast. “My wife, who is also a professional marketer, and I were shocked at how many younger people were there in groups together. These were young professionals; in their 20s or mid to late 20s,” he explains.
Paris, assistant professor of practice in the Department of Marketing and Supply Chain Management at the Fox School of Business, saw this as an opportunity to take a real-life example into the classroom. He wanted to figure out why Opera Philadelphia seemed to be thriving when traditionally it is not an industry that appeals to younger audiences.
Paris decided to write this business case in partnership with Assistant Professor Jean Wilcox, who had been researching the missing element of social interaction in the digital world, along with the help of colleagues Amy Lavin and Sheri Lambert. Their case is intended to teach marketing students the core strategies for changing markets.
“I met the president of the opera, David Devan, and asked him what he was doing to bring in this young professional marketplace,” Paris recalls. “I discovered that they knew exactly what they were doing, based on a very elaborate analysis of segmentation, which is a critically important lesson in marketing.”
One strategy was creating a product that would appeal to a younger generation. Opera Philadelphia collaborated with FringeArts, a local performing arts theater, to create “We Shall Not Be Moved.” This modern opera is described as, “a timely exploration of past and present struggles which suggests an alternate future through the eyes of its young protagonists.”
“Another solution the opera chose was to host a festival,” says Paris, “They tested their customer base for interest in the event and discovered that it would be a good way of offering, in a very compressed period of time, so many different flavors of opera that would appeal to the palettes of different segments.” Both of these ideas proved beneficial in attracting newer, younger opera goers.
What can marketing students learn from Opera Philadelphia?
The three main marketing methods demonstrated and outlined in the case are Segmentation, Targeting and Positioning (STP). Paris explains that segmentation divides consumers into groups, targeting finds who in those groups to specifically market to and, based on that information, positioning guides the business on how they should represent their brand to that audience.
“This is an excellent case to enable students to not only learn the marketing process through the eyes of Opera Philadelphia but also apply it,” says Paris.
Paris credits help with developing this case through a June 2018 workshop hosted by the Fox School’s Translational Research Center (TRC). “I came away from that workshop with a draft synopsis and specific milestones that I would not have figured out on my own,” Paris explains, “I also began to understand the world of case writing from an insider’s perspective. This was a valuable experience without which I am certain the Opera Philadelphia business case would not exist today.”
The case, “Opera Philadelphia: Segmentation Strategies For Changing Markets,” was published through Ivey Publishing in August 2019.
What does this research mean for the opera industry?
“This is a landmark case that I think can help the opera industry at large. I think Opera Philadelphia is a model that other operas, nationally, should look at,” says Paris. By finding a way to bring in a younger audience, Opera Philadelphia has brought new energy to the old-school art.
Learn more about Fox School Research.
Big data is a buzzword everywhere in the business world, but there are a few specific sectors where this revolution is making an especially big impact: information systems, operations management and healthcare.
That’s why Subodha Kumar, the Paul R. Anderson Distinguished Professor of Marketing and Supply Chain Management at the Fox School, turned his attention to these areas. While big data experts across the board have breakthroughs in their individual fields, Kumar’s research focuses on the importance of sharing these advancements, as well as the data and systems that made them possible. Cross-pollination of ideas will be the key to future progress, according to Kumar.
The insights Kumar gleaned from his analysis of the existing academic research in these specific sectors informed his predictions and recommendations for how businesses might harness big data s in the future. “The whole idea is that there have been a lot of discussions and a lot of research about how big data is impacting the industry, but less attention has been paid to how all the different work in big data fits together, how it is connected,” says Kumar.
For this research, Kumar picked three areas where some of the most interesting and innovative developments in big data are happening. These are areas where massive amounts of data aren’t simply being collected, but that data is also being analyzed and put to use. Take healthcare as an example: As entities across the healthcare space, such as hospital systems, begin to combine their data sets, you can create more intelligence and make better inferences.
“But whenever you have data from many sources, you need smarter systems to read all this data and make sense of it. How can we create algorithms to help doctors make better diagnoses? That requires new and different thinking,” says Kumar.
As researchers learn how doctors use an enormous database of cancer patients worldwide to settle on effective treatment more quickly, experts in the information systems space are racing to find effective ways to work with the massive flood of data like text, photos and video generated by social media use. Meanwhile, operations management experts perfect the algorithms needed to detect fake online product reviews.
“In different industries, people are very siloed. Healthcare people are only worried about healthcare,” says Kumar. Competition has made firms secretive, reluctant to share and combine their data and methods, but this fear often does more harm than good, according to Kumar. “We really need to learn from each other. What would happen if Amazon were more open to learning from how hospital systems use big data and vice versa?”
To that end, his research synthesizes what is already known from research in these three key areas to create a framework for thinking about big data going forward and how these disparate learnings and datasets can be put together for the greater good. “Our research shows that even direct competitors can benefit from sharing data,” says Kumar.
He points out that as data collection devices (including smartphones, smart speakers like Alexa and wearable devices like Fitbit) proliferate and more data-producing machines infiltrate everyday life, business opportunities and challenges will grow. It’s only a matter of time before people live with smart refrigerators that track your calories and driverless cars that know your daily routine and pinpoint your real-time location.
Unless everyone interested in big data learns to share and solve problems together, missed opportunities will continue, costing firms time and money. “Right now a lot of the data being generated from social media and other sources is not being collected or analyzed in a way that makes it meaningful or useful,” says Kumar. His research could change that.
Kumar outlines a proposed framework for mapping big data applications and insights across industries in his recent research paper, “Emergence of Big Data Research in Operations Management, Information Systems, and Healthcare: Past Contributions and Future Roadmap,” published in the journal Production and Operations Management. “The framework essentially provides a breakdown of different topics that have been investigated and what could emerge because of new advancements,” explains Kumar.
Looking to the future, Kumar sees some specific sub-areas of the domains he studied where big data will make an even more significant impact and improvements in business. His proposed future roadmap points to cloud computing, the internet of things and smart cities, predictive manufacturing and 3D printing, and smart healthcare as the likely places big data will flourish most dramatically in the years to come. The possible developments have the potential to change the quality of life for people around the world.
As boundaries between these once discrete domains continue to fade, big data emerges as a powerful common denominator. Up until now, the focus has been on how to get more and more data. But, according to Kumar, the focus must shift into how this data can be combined and analyzed to make sense of it. Without context, the data is little more than ones and zeroes.
“This research is about how can we generate value for the whole society from this data by collecting, analyzing and sharing data,” says Kumar.
Graduating from college is a time of excitement, anticipation and anxiety for many. Completing a degree is an achievement to celebrate, and the Class of 2019 will do just that at commencement on May 9 in the Liacouras Center. They will be surrounded by their friends, family, classmates and professors that helped make success a possibility for each of them.
Hundreds of undergraduate students will be receiving BBA’s from the Fox School. To get in the spirit of the season, we caught up with a few graduating seniors to discuss their experiences at the Fox School and what’s next.
Major: Marketing and Supply Chain Management
SPO: Temple University’s Supply Chain Management Association (TU-SCA)
New job: Associate Business Consultant for JDA Software in Dallas, TX
What’s next for Brooke: After graduation, Brooke will be traveling a bit before starting her new job. In June, she will visit Portland with her family. Then, Brooke plans to take a road trip down to her new home in Dallas, exploring the U.S. on her way.
In her position as an associate business consultant, she is part of a one and a half year program where she will work on a variety of projects across diverse industries. After that, if she decides that consulting is right for her, her options for relocation are nearly limitless with JDA Software. If not, Brooke will utilize her network and connections to find the right industry for her. Mainly, Brooke plans to continuously learn and grow as a business professional.
Advice for future Fox students: “Get involved early on. Find what you love to do, and always express a passion about it,” she says. “During interviews and networking opportunities, being able to express and articulate passion sets you apart from the rest.”
Major: Management Information Systems
SPO: Association for Information Systems (AIS)
New job: Risk Advisory Staff at Ernst & Young
Andrea’s experiences at the Fox School and plans for her future: As a junior, Andrea joined the Events Committee for AIS, where she helped plan a host of social and community service events. She also participated in the Data Analytics Competition and the AIS National Case Competition and was selected as a finalist for both awards.
She later presented her case study at the AIS Student Chapter Leadership Conference at the University of Texas, Dallas and won third place for the competition. This year, Temple is hosting the conference, and she was a member of the committee that planned and selected proposals for workshops and panels at the conference.
After graduation, Andrea accepted a full-time position as a Risk Advisory Staff at Ernst & Young.
“The Center for Student Professional Development (CSPD) has helped me greatly in my professional journey,” she says. “I attended everything I could: Professional workshops, career fairs, leadership panels and coffee chats, to network and learn more about specific careers that were calling to me until I decided I wanted to do consulting.”
Major: Actuarial Science
Volunteer organization: Big Brother Big Sisters of America
New job: Actuarial Associate at Prudential Financial
Georges’s life at the Fox School and the role of social responsibility: The highlight of Georges’s time at Temple University was being a Big Brother through the Big Brother Big Sisters of America program. With his mentee, George explored his aspirations and fears, discovered what he wanted for his future and learned the importance of social responsibility. As George embarks on the next stage of his career as an actuarial associate at Prudential Financial, his Little Brother is in high school working toward his goal of being a writer.
“At the start of my journey at Fox, a degree in Actuarial Science seemed like a bold move because, until then, I had nothing but the Internet and my love for mathematics to guide me through a future in this obscure field,” he says. “At that time, success seemed improbable. Yet, in a few weeks, I will start my career as an actuarial associate in a Fortune 100 company.”
SPO: American Marketing Association (AMA)
New job: Marketing Associate at SRS Distribution
Experience Getting CSPD’d: The first in his family to attend college, Cesar was treading new territory as a freshman at the Fox School. He received support from the Fox community and utilized the services provided at CSPD to help with professional development. As a member of AMA, Cesar was able to attend various workshops and guest speaker events that enhanced his knowledge of business.
What’s next for Cesar: By attending Fall Connection, an event hosted by CSPD that links Fox students with business professionals, he was able to meet with his future employer. After graduation, Cesar will start his career at SRS Distribution and is excited to join the ranks of the thriving community of Temple University alumni.
We wish these students and the entire Class of 2019 good luck as they embark on the next phase of their careers or education!
Another semester has just about ticked over since the last chair’s message from December. As May begins, there is a great deal of excitement in the air. Seniors are getting ready to graduate, faculty are getting final projects and exams graded (and getting ready for the summer!)—and it is an opportune time to pause and look back over the past academic year, as well as to look ahead at what’s in store for next year.
Foremost in my mind is the incredible achievement by our AMA Student Chapter, which just recently was selected as the number one overall student chapter (out of 390) at the 2019 AMA International Collegiate Conference in New Orleans. Our Chapter won seven awards altogether and was the talk of the conference. Congratulations to everyone in our fabulous AMA Chapter! Also, congratulations and many thanks to Dr. Craig Atwater, our AMA Faculty Advisor, as well as faculty co-advisors Drew Allmond and Jim Thompson.
As many of you are aware, 2019 is a pivotal year for the Fox School. Interim Dean Ronald Anderson has convened a Strategic Planning Task Force to set our priorities and chart our direction for the future of the school. Concordant with that, Dean Anderson has asked me to conduct a similar exercise for our Marketing and Supply Chain Management Department. This effort comes on the heels of an external review that was conducted by faculty and deans from Rutgers, the University of Delaware and the University of Washington. We look forward to receiving the report from the review team and to begin to implement some of their suggestions to strengthen our programs and our impact.
This spring we are in the process of completing a successful hiring campaign: We expect to welcome two new faculty members for Fall 2019, one in operations and supply chain management and one in quantitative marketing. These faculty members will provide a serious boost to those two important areas.
Finally, every year we have arrivals, departures and congratulatory news as well. This month we will host a goodbye reception for former department chair and long-time professor Dr. Michael Smith. We will miss you Mike! We are also sorry to say goodbye to Dr. Angelika Dimoka, who will be joining the University of Houston this summer. On a different note, I would like to congratulate Professor Katie Gerst on her appointment to be the Fox School’s next director of our Honors Program.
I’d like to wish everyone a great summer in whatever you do: Relaxing, traveling, getting sand in your shoes or even getting in some teaching, learning or research. Whatever you get done, let’s look forward to hitting the Fall with some recharged batteries!
Sheri Lambert, assistant professor of practice and the MS Marketing in Marketing Research and Insights program director, launched a new speaker series inviting undergraduate and graduate marketing majors to get up close and personal with industry experts.
Before joining MSCM full-time, Lambert taught as an adjunct in the MIS/MSCM joint MS in Digital Innovation in Marketing program, contributing to the MIS guest lecture webinar series which reaches undergraduate, graduate and alumni students of Marketing and Management Information Systems programs. The MIS and MCSM Departments’ lecture series has earned a nomination for this year’s FOX Impact Award.
Lambert says, “The Industry Guest Lecture Series helps BBA, MBA and MS students prepare to excel in the marketplace and succeed in whichever career path they may choose. Series positively impacts students’ learning and preparedness for entry into the business world.”
Students listened to engaging presentations from professionals in different industries with the following MSCM offerings:
- Nima Gohil, Digital & Creative Research Consumer Evaluation on “Customer centricity & Connected Research” for L’Oreal NA
- Michele Salomon, VP, Consumer Insights on “See What Matters: How Video is Transforming Research” for Big Sofa Technologies
- Molly Hayes-Global, Director of Brand Insights on “The Other Half: Reconnecting Women & Beer” for Anheuser-Busch InBev
- Anthony Pizzuto, Sr. Director, Days Inn Brand on “Hitting Reset: Making a 50-year old Brand Relevant Again” for Wyndham Hotels & Resorts
- Eleni McCready, Sr. Dir, Media & Promotions on “Authentic Storytelling” for Lilly Pulitzer
- Lori Bush, Entrepreneur and Retired CEO on “Let’s Get Phygital” for Rodan + Fields
Students see the value from the industry series and actively engage with the professionals at these events.
“As a student at the Fox School of Business, I have directly reaped the benefits of the Industry Guest Lecture Series with my peers. The professionals who have visited Temple University thus far have shared their stories behind cracking the code to some of modern marketing’s biggest challenges. Hearing these speakers helps individuals like myself make connections with business leaders. Another benefit of the speaker series is that it helps students draw parallels to what we are learning in the classroom and brings that content to life. It draws parallels that help bring classroom content to life. The hard work behind the scenes that goes into making this happen creates invaluable opportunities for the Fox community and opens doors to learn, gather advice and advance our careers,” says James Base, BBA ’19, president of the Temple University American Marketing Association.
“Sheri Lambert has completely exceeded and surpassed any expectation I could’ve ever imagined having at Temple University in the Marketing Department. She has brought real life into the classroom and expanded my knowledge by bringing Guest Lecturers to our campus,” says Isabel Paynter, senior, Marketing major.
When we bring experts onto campus, we continuously initiate impactful dialogue with industry professionals, who promote, stimulate and encourage additional conversations relevant to our classroom lessons. Each guest has offered a different perspective for students. They make learning about important issues more meaningful to students, and these discussions sparked excitement, as well as participation,” says Lambert.
MSCM thanks the presenters for their engaging programming and plans to open sessions to marketing alumni in the area, starting this fall. Please contact Nicole Stilianos at email@example.com to receive invitations.
Temple University American Marketing Association (TU-AMA) was named AMA International Collegiate Chapter of the Year in front of 1,700 marketers on April 13, 2019 at the 2019 AMA International Collegiate Conference in New Orleans, LA. Only two out of 390 collegiate chapters across the globe are awarded this honor each year in recognition of excellence in performance. TU-AMA will be inducted into the “Platinum Circle” for the following two academic years.
This is the first time that the TU-AMA received this award. In addition, Mary Conran, associate professor of practice, Temple University of Rome’s chief academic officer and President of the Marketing SPO in 1979, was named the Lifetime Achievement Award Recipient for her dedication to students and her engagement with AMA.
TU-AMA President James Base says, “Having served as President for the 2018-19 year, the honor to receive this award is a testament to the hard work of our Executive Board and the dedication of our general body members. This wouldn’t have been possible without the unwavering support we receive from the Fox School of Business community of faculty, department workers, students and alumni.”
From April 11th-13th, the TTU-AMA participated in the 41st Annual International Collegiate Conference held in New Orleans, LA. This year, more than ever, “Temple University” was called for several additional accomplishments, including:
- 1st Place in the Website Competition
- 1st Place in the “Best Social Impact Video” Competition
- 3rd Place in the Wall Street Journal Case Competition
- 3rd Place for the Conference Tee Shirt Design Contest
- John Parkinson, as a Perfect Pitch Competition Finalist
- Alison Wehr & Frank Romean, as Marketing Strategy Competition Finalists
- Tabby Miller, as a Student Research Poster Competition 2nd Place Winner
Department Chairman Dr. Ed Rosenthal says of TU-AMA’s achievements, “Every year we have a great group of kids—enthusiastic, dedicated and skilled—who grow into leadership roles and expend a great deal of time and energy in our Chapter. The activities they plan always enrich and add value to their development as marketers. It is always humbling to me to see the extent of their work ethic and devotion. It is always special to see, and it is not surprising, year after year, that our AMA chapter is always one of the top ones. But this year, [they] went and won the Championship!”
The Department of Marketing and Supply Chain Management is proud of our TU-AMA students!
In today’s fast-paced society, if there is one word that doesn’t escape us, it is “busy.” How does this ongoing obsession with the idea of being busy affect the choices we make?
As a behavioral scientist, Monica Wadhwa, associate professor in Marketing and Supply Chain Management at the Fox School, studies the impact of having a busy mindset on decision making. In a paper that was recently published in the Journal of Consumer Research, Wadhwa discovered that people who see themselves as busy are more likely to make decisions that are beneficial in the long run, such as making healthier choices.
Prior research has established that high-stress situations—especially when work has to be completed within set deadlines—impair consumers’ ability to exercise self-control. As a result, people tend to give in to impulses that have negative long-term health consequences.
But turns out that that is not the end of the story. While being overworked can be problematic, there are benefits to feeling busy.
Wadhwa highlights that there lies a difference between being busy under time pressure and having a busy mindset. “A busy mindset is merely a perception that one is busy,” says Wadhwa. “Two people could have the same amount of work to do, but the perceptions of busyness could differ.”
Wadhwa notes, “Feeling busy gives people a sense of pride.” This behavior stems from the fact that busy people are perceived to be more important and have a higher social status. “It makes us feel valued and makes us believe that every moment of our lives matters,” says Wadhwa. “When you feel you are important, you make decisions that are better for you from a long-term beneficial perspective.”
For example, if one had to choose between an apple and a chocolate brownie, someone who is under significant time pressure would give in to their momentary impulses and pick the brownie. However, a person with a busy mindset would more likely focus on the long-term implications of the choice. Wadhwa says, “They’re more likely to choose the apple, favoring health consequences over taste, which provides only immediate gratification.”
To capture the busy mindset behavior over a wide range of scenarios, Wadhwa and her fellow researchers, Jeehye Christine Kim and Amitava Chattopadhyay, conducted seven experiments, including a field study. In one of the experiments, the researchers analyzed the buying pattern of students at a college dining hall. “We created two types of visual signs to be posted on different days,” explains Wadhwa. One read “Good to go, for busy college students!” whereas the other read “Good to go, for summer college students!” Wadhwa notes that the days when ‘busyness’ was made salient through visual signs, students chose to consume less unhealthy food and fewer fat calories.
To analyze how busyness affects branding, the researchers compared the buying behavior of consumers for brands perceived to be indulgent, such as Carl’s Jr. For the study, consumers were shown an advertisement that featured a tagline that either made busyness salient (It’s good to go for busy college students) or not (It’s good to go for college students). Those participants who saw the ad with busy tagline were less likely to consume the indulgent food from Carl’s Jr. than those who saw the ad with a non-busy tagline. It turns out that for brands that are not perceived as indulgent, such as Subway, busy taglines did not negatively impact consumption behaviors.
The researchers also studied the impact of this mindset on other self-control situations, like saving for retirement among adults and making good grades among students. “We asked adults the percentage of income they are willing to save,” says Wadhwa. “Busy people were willing to save more.” Similar behavior was seen in students—busier students said they’d rather take extra credit even if it means more work.
The findings of this study, besides adding a new dimension to the otherwise popular perspective of being busy, also have important real-world implications, especially to marketers. A growing number of commercials are using the busy appeal to make the product more relevant and favorable to new-age consumers. But the study shows that this strategy could backfire for brands that are perceived as indulgent. “For instance, Dunkin Donuts’ advertisements using a busy appeal may actually reduce consumers’ desire for donuts,” adds Wadhwa.
To consumers and policymakers who are concerned with people’s self-discipline, especially in societal problems such as overeating and food waste, Wadhwa offers: “Perhaps activating a busy mindset may be an effective nudge to facilitate self-control behavior.”
Consumers today are heavily dependent on online reviews to make informed choices about what to buy. In fact, studies show that as many as 90 percent of consumers read online reviews before making financial decisions, and nearly 70 percent trust these opinions.
Given their importance, how do you tell if the reviews are from genuine customers?
Subodha Kumar, director of the Center for Data Analytics and professor of Marketing and Supply Chain Management at the Fox School, developed an approach to detect fake reviewers on online digital platforms. In his paper published in the Journal of Management Information Systems, Kumar proposes an algorithm that analyzes the behavior of reviewers on a set of key features to help differentiate between the real and the fake.
“A user who reads a negative review of a restaurant is likely to trust the message, even though it was written by a stranger,” Kumar says. “One convincing review can often persuade consumers to shift their brand loyalty or drive several extra miles to try a new sandwich shop.”
This gives firms a strong incentive to influence their online review ratings. “Business owners inject their public ratings with a positive bias,” says Kumar. “They use fake accounts or paid reviewers to either promote their offering or strategically denounce competitors’ products.”
In studying a dataset from Yelp, a popular restaurant review platform, Kumar observed a striking difference in the way spammers interact on online platforms. “Even though individual reviews by a spammer may look genuine, collectively we can capture anomalies in the review patterns,” Kumar says, “In fact, they are remarkably skewed.”
By analyzing this pattern of behaviors, Kumar’s approach to detecting review manipulation can not only improve the experience of consumers across industries but also increase the credibility of reviewing platforms like Yelp.
Kumar considers six distinct features of every review in the data set:
- Review gap: Spammers are usually not longtime members of a site, unlike genuine reviewers who use their accounts from time to time to post reviews. Thus, if reviews are posted over a relatively long timeframe, it suggests normal activity. But when all reviews are posted within a short burst, it indicates suspicious behavior.
- Review count: Paid users generally generate more reviews than unpaid users. In other cases to avoid being detected or blacklisted, a spammer could post very few reviews from one account and create a new account.
- Rating entropy: Spammers mostly post extreme reviews since their goal is either to artificially improve a particular company’s rating or to bring a bad reputation to its competitors. This results in high entropy—or drastic randomness—in fake users’ ratings.
- Rating deviation: Spammers are likely to deviate from the general rating consensus. If genuine users fairly outnumber spammers, it is easy to detect instances where a user’s rating deviates greatly from the average ratings from other users.
- Timing of review: One strategy spammers may use is to post extremely early after a restaurant’s opening in order to maximize the impact of their review. Early reviews can greatly impact a consumers’ sentiment on a product and, in turn, impact sales.
- User tenure: Fake reviewers tend to have short-lived accounts characterized by a relatively large number of reviews and handles, usernames or aliases designed to avoid detection.
After considering these variables individually, the algorithm then looks into the way the variables interact with each other. It employs techniques like supervised machine learning and accounts for the overall review behavior of a user to provide a robust and accurate analysis.
Kumar’s methodology can also be deployed to post the information of the spammers in real-time. Digital platforms like Yelp could develop a spam score using these key features for each reviewer and share it with business owners and consumers, who can subsequently be tagged or filtered.
“The issue of opinion spamming in online reviews is not going away and detecting the perpetrators is not easy,” says Kumar. But developments in approaches like these, he says, “offer great insights to businesses, allowing them to create more effective marketing strategies based on the sheer volume of genuine, user-contributed consumer reviews.”
This year has seen a change of the guard in our Marketing and Supply Chain Management department. Dr. Michael Smith stepped down as Department Chairperson on June 30, after several years of distinguished service. Thank you, Mike, for all you have done for us! I am privileged—and honored—to take over as the chairperson, and I am especially fortunate to have inherited a wonderful state of affairs. As the year, and our Fall semester, draw to a close, let’s behold the state of our world in Marketing and Supply Chain Management.
The past several years have been a period of tremendous growth in the Fox School, and one manifestation of that has been in our faculty hiring this past year. We are thrilled to welcome eight new, full-time faculty members in MSCM. On the research side, Dr. Xue Bai, who studies data analytics and online social networks and platforms, joins us from UConn; Dr. Marco Qin, who researches market structure and B2B marketing, joins us from the University of Minnesota; Dr. Abhishek Roy, who studies strategic decisions in supply chain management, joins us from the University of Texas at Austin, and Dr. Monica Wadhwa, who researches the drivers of consumer decision making, joins us from INSEAD. And, four of our new full-time faculty were already teaching for us as industry professionals and decided to take the plunge this year as full-time colleagues: Cheri Cutler, who has more than 25 years of experience in public relations and marketing communications; Denise Donaghue, who has worked for more than a decade in insurance marketing and corporate copywriting; Michael Hughes, who has more than 20 years of experience in instructional design and corporate training, and Sheri Lambert, who has more than 25 years of experience in high-level marketing research positions. All of these new colleagues have hit the ground running, and we’re stoked that they have come onboard in our department. In addition, I’d like to welcome Jessica Hallstrom, who joined us as our new department coordinator, and thank Nicole Stilianos, our associate director, for expanding her role in the department and taking on a great deal of administrative oversight.
What else is going on? There’s never a dull moment here, as we redesign our master’s programs in Marketing, plan for a new master’s program in Supply Chain Management, expand our BBA program in Supply Chain (almost 200 majors in SCM to join the almost 1,000 majors in Marketing!), and start up a new PhD program in Operations & Supply Chain Management. All this while we continue to recruit more top-quality research faculty, conduct our 10-year self-study report and prepare to rearrange some of our office space with the opening of our spectacular new Fox School annex, 1810 Liacouras Walk.
In addition to gushing over all of our new colleagues and activities, I want to take a moment to celebrate some highlights from this past year. In April, our AMA undergraduate chapter added to a string of recent successes by placing as a Top 5 overall student chapter at the AMA collegiate conference in New Orleans. In June, the Fox School and MSCM in particular hosted the annual INFORMS Marketing Science Conference, with over 850 attendees from all over the world. Dr. Xueming Luoserved as General Chair. This conference provided great visibility for our department as well as for Fox. In addition to that, Dr. Subodha Kumarserved as the Conference Chair for the annual Decision Sciences Institute conference, held in November in Chicago, as well as the General Chair for the annual Production and Operations Management Conference, which took place in Houston in May. These honors are symptomatic of the arrival of our department as an elite group.
But we can’t let that go to our heads. I assure you, we are committed as ever to working hard to serve our students and our community in the best way we know how: by continuing to deliver high-quality education and professional skills in our courses and programs, and by pushing the envelope in a variety of exciting research areas, including mobile analytics, consumer behavior, operations and supply chain management, and decision neuroscience. I look to 2019 for more of the same: hard work and high achievement!
Best wishes for the holiday season,
“There’s nothing more stressful than waiting to hear ‘Go’ at the start of an Olympic final,” says Michael Moore, BBA ’93. “I’m not afraid of any experience I’ve had in business as a result of that moment.”
Moore is recalling the 1992 Summer Olympics in Barcelona, where he competed with the United States crew team. He didn’t return home with a medal, but it was a singularly powerful experience. The Philadelphia native was a Temple University student (and a member of the school’s rowing team) at the time. He took one year off from earning his degree at the Fox School to train for the competition.
“It was an amazing summer,” says Moore. “We went to Europe and did the European race circuit, traveling to Belgium, Holland, and France. Then we went on to Barcelona.”
Then it was back to business school, where Moore studied marketing. After earning his degree from the Fox School, he went on to an MBA program at George Washington University, where he had two internships. One was with the Walt Disney Group and the other was with AOL. The latter shaped his future.
“The ideal internship is getting under the hood of a company and learning about it; AOL was the ideal internship,” says Moore. “Back then, AOL was still ramping up. The internet was around, but it wasn’t pervasive. I walked around the halls of AOL and engaged with the senior executives—and these were the executives—and documented what it took to build, launch, and package an AOL service. After that, there was only one thing I wanted to do, and that was be involved in the new, digital track that was then emerging.”
Soon after completing his MBA, he found the perfect intersection of tech and marketing when he returned to AOL as director of interactive marketing. He soon after moved to Europe to work with AOL for a one year project, but he stayed in London for 12 years.
Before leaving AOL, Moore held executive director and vice president positions. His next career move was working with Telegraph Media Group, where he helped the British company that owns popular newspapers The Daily Telegraph and The Sunday Telegraph transition and expand its digital landscape. His last job in Europe was as the global commercial director for Phorm, a behavioral advertising firm. Moore then returned to the U.S.
In 2013, after a brief stint as CEO of flash commerce business kgb in New York City, Moore moved to Charlottesville, Virginia, to work with WillowTree Inc. He is a co-owner and chief commercial officer (CCO) of the digital agency, which does mobile development and strategy, web and app development, and more. Their client list includes Pepsi, GE, Time Warner, Johnson and Johnson, and Nestle.
“I’m constantly engaging with our clients, our user experience strategy group, our architects, our analytics and insights teams, and so on,” says Moore about his day-to-day work. “It used to be a world where my job was to work with the business development team to land new projects; people who, for instance, wanted us to build them an app. That experience was in a box; things were relatively defined. Those days are over. Digital products are central to the operations of these enterprises now. There isn’t any end or box—it’s a constant evolution, and it requires constant tinkering and optimization of these products. We learn new things from data every day. It used to be very Mad Men-style—pitching to companies—but now it’s more operational and we’re living with clients week in and week out so they can keep up with all the data they’re seeing and make it reflective of their needs.”
After years of working for big companies like AOL and traditional ones like Telegraph Media Group, Moore took a significant jump to work with an independent company like WillowTree. But working in the always-changing, unpredictable digital space, and especially with a creative team, is precisely where he thrives.
“As someone who’s worked in traditional business and digital environments, I prefer the slightly more chaotic side of things,” he says. “Not just for the intellectual rigor, but it has a big impact on how teams work. I believe that with all the uncertainty we face in technology, our team gets up every morning and faces the unknown, the uncertain, together. That forces innovation. In traditional business where you wake up and do the same thing every day, that’s where workplace politics, inefficiency, and laziness step in. I prefer being on my toes. Harkening back to my crew days at Temple, I thrive when I’m in a team. It’s part of my DNA.”
Are you a seasoned marketing and advertising professional looking for a hyper-specific master’s program to take your career to the next level? Or a rising star seeking a path into an exciting, growing industry?
Temple University’s Master of Science in Strategic Advertising and Marketing at the Fox School of Business could be exactly what you’re looking for.
The part-time grad program is a collaborative effort between the Fox School of Business and the Klein College of Media and Communication. In order to get a holistic, sophisticated view of the interrelationship between these two vibrant disciplines, students alternate between marketing classes taught by Fox faculty and advertising courses led by Klein professors.
Below, a few former students talk about finding exactly what they were looking for in the Strategic Advertising and Marketing program—and how the degree helps to boost their careers.
Becoming a Better Marketer—and Moving Up to Manager, Too
Matt Barber, after earning a bachelor’s in marketing from Messiah College in 2005, worked in various marketing roles before taking a job with Subaru in 2015. He now works as a brand partnership and experiential marketing specialist at the Japanese car company’s Camden, New Jersey headquarters.
Barber’s goal is to move up to a managerial role. But that’s not necessarily why he’s pursuing the MS in Strategic Advertising and Marketing—it’s because he, first and foremost, wants to be a better marketer.
“It wasn’t just a play to move up the ladder, but to be better as a marketer and then let everything else settle where it settles,” says Barber, who started the program last year and plans to finish in 2021.
But, of course, Barber sees the degree as a necessary step to a leadership position, too. And he chose the MS in Strategic Advertising and Marketing over an MBA program because he loved the “hyper-targeted” curriculum focusing on his chosen field.
“Temple is the only school I knew that actually had a marketing graduate program with this narrow of a focus,” he says. “It’s very unique to have a program with a combined marketing and advertising track—that was huge for me.”
Barber, who in addition to working full time has two children, also chose the program because it can be customized to meet the demands of busy, working professionals.
“It’s great to be able to go to school and work while having a family,” Barber says. “It’s been a great experience. I find myself in meetings, big strategy discussions, or discussions around positioning, and these higher-level concepts are clicking quicker for me now. This is totally a result of what I’m learning in class.”
To Grad School or Not to Grad School?
When Brittany Turner, BBA ’17, graduated from the Fox School in 2017 with a Bachelor of Business Administration and a major in marketing, she was unsure about her next move. Grad school was an option, but it was tough finding the right program. Then she heard about the MS in Strategic Advertising and Marketing.
“It was exactly what I was looking for,” says Turner. “I feel it was everything that was missing from my undergrad studies and it has connected the dots to make everything more applicable to the real world. I think it goes hand-and-hand with somebody who is working in the industry because it gives you the chance to understand it from not only the educational standpoint but also from the actual working standpoint.”
Turner was working as a staffing manager when she started the program in 2017; she is currently working full-time as a Chapter Coordinator at Entrepreneurs’ Organization. “I would love to get more into strategic marketing,” she says. “And this program is a great mix between marketing and advertising, so it gives an overhead view of the field, which a lot of other programs lack.”
In addition to gaining valuable skills that will help her succeed in her career, Turner is learning a lot from the diverse professional backgrounds of her classmates.
“I pretty much knew everyone in my classes. We are all going through it together. It was a fun experience getting to know everybody, and getting to know their different business experiences and how they fit in with what we are learning.”
Finding the Perfect Fit
Victoria Cianciulli, BBA ’11, within several months of earning a Bachelor of Business Administration from the Fox School in 2011, took an entry level role as a marketing coordinator with Comcast Spotlight, the Philadelphia-based global telecommunications conglomerate’s advertising sales division. Her current title is senior sales marketing specialist.
She started her MS in Marketing Communications at Fox, but when she heard about the Strategic Advertising and Marketing program, she switched degrees because it was the optimal fit for the career she’s pursuing.
“It couldn’t have been more perfect,” says Cianciulli. “Temple is the only school with a specialized program like this. Being in the workforce while participating in this program has helped everything click. I find myself constantly applying subjects from class to my job and the real world.”
Cianciulli’s objective is to progress within Comcast Spotlight—and she’s confident this degree will enable her to do that.
“I love what I do currently and I am definitely in pursuit of growth within Comcast,” she says. “I also hope I am able to position myself as a thought leader—having now been trained in an elevated educational setting—and share new information with my peers or even managers and leaders above me. This degree will help me do so.”
Learn more about the Fox School’s Master of Science in Strategic Advertising and Marketing.
The Fox School of Business‘ Center for Student Professional Development (CSPD) has a commencement tradition. Toward the end of every semester, graduating students, when they secure a post-graduation job, ring a bell and publicly announce who their soon-to-be employer is and what their new position will be.
It’s a great way to declare, “I did it! And this is what I’m doing next!”
Temple University’s commencement, which will include hundreds of undergraduate students receiving BBA’s from the Fox School, is this week. So we asked several members of the Class of 2018 to share with us their new jobs and some inspiring stories about their time at Fox and Temple.
Kasey Brown, BBA ’18
Major: Management Information Systems
SPO: Association for Information Systems
New Job: Summer staff missionary, Catholic Youth Expeditions
New Uplifting Experiences: “First and foremost, I’m excited to grow in my Catholic faith. Temple gave me a beautiful opportunity to discover this faith, and I feel so blessed to work for an organization that allows me to grow and discover even more. Secondly, I have always had a special place in my heart for high school students and young adults. I remember what a difficult time of life it can be, and I look forward to being with them and help them in any way I can. In addition, working with Catholic Youth Expeditions means getting to learn more about how to serve the poor and how to love others—and there’s nothing more important to me.”
Helping Others: “Temple and Fox gave me the opportunity to hone my skills—not only in business, but also in communication, time management, leadership, crisis management, critical thinking, and teamwork. More importantly, Temple and Fox helped me discover the reason why I wanted to do business: to serve others. I know that in whatever job I do, it’ll never be just a job. It will be an opportunity to use my skills to help others and give back all I’ve been given here.”
William Clark, BBA ’18
New Job: Financial analyst, Revint Solutions
Perfect Launching Pad: “As I progressed through my lower-level BBA core classes, I realized I had a passion for analyzing underlying financial data. I have been a math and science guy as early as the second grade, so pursuing a career centered around financial analysis seemed like a natural fit. A financial analyst position is the perfect launching pad for a long, successful career in corporate finance.”
Love at First Sight: “I fell in love with Fox from the moment I attended my first course. I had the privilege of being taught by some of the best professors in academia, within a modern building full of the latest finance-based technology. The Capital Markets Room was one of my favorite places at Fox, as I was able to hone my skills in Bloomberg, FactSet, and VBA programming, among other things. I was able to attain valuable knowledge that allowed me to separate myself from the crowd.”
Alexa Ann Gerenza, BBA ’18
SPO: American Marketing Association
New Job: Group ticket sales associate and service coordinator, New York Yankees
A Lifelong Fan’s Dream Job: “I’ve been a Yankees fan my entire life and to now have a job that always seemed so unrealistic it’s still hard to believe. Moving to NYC and having my office at the stadium and my work schedule based around game days, is less typical, yet so very exciting. This is an entirely new lifestyle than one I expected to have post-grad, but I’m beyond excited for the journey ahead.”
Finding Confidence (and Forever Friends!): “The American Marketing Association has given me my forever friends and motivated me to work harder in everything I do. It has given me more opportunities than I ever imagined, including two trips to the AMA International Collegiate Conference in New Orleans, leading Temple’s chapter as vice president to success as a top five chapter, touring the Facebook office in NYC, and competing in an eBay sponsored case competition. Without the lessons learned and the experiences gained, I wouldn’t have had the confidence to send the initial LinkedIn connection to the Yankees and jump on the first phone call, which ultimately led to the position.”
Kyshon Johnson, BBA ’18
Major: International Business
New Job: Business Leadership program/Global sales associate, LinkedIn
Linking Up with LinkedIn: “LinkedIn is my dream company. I was able to tour the San Francisco office in 2016 and made a promise to myself I’d work there. I felt the company and culture aligned perfectly with my passions and life purpose. Initially, I applied for a summer internship and was rejected. I used that experience as motivation and an opportunity to improve my professionalism. I interned at Comcast and gained industry experience before applying for my full-time role. I am confident LinkedIn and the Business Leadership program will groom and mold me into a successful business woman.”
The Fox School Network: “I am thankful for the resources and support that Fox and Temple have provided during my undergraduate experience. Fox has a strong alumni network filled with professionals throughout the world. I utilized the alumni network to connect with Owls within the technology industry. I was able to meet with individuals that work at Google, Facebook, and LinkedIn. They were all enthusiastic to assist me in landing a role at their companies. This professional foundation allowed me to explore career options and connect with amazing individuals.”
Katherine Taraschi, BBA ’18
New Job: Owner, O bag (King of Prussia Mall)
An Italian Vacation Inspires a Career: “O bag is an Italian company that creates interchangeable bags and accessories that customers can build in the store. It’s a store my friends and I were completely obsessed with when we visited Italy last spring. We visited six different locations all over Italy and one in Budapest. O bag King of Prussia will be located on the first floor of the Plaza between Lord and Taylor and Nordstrom.”
Benefits of a Real-World Curriculum: “I love that the professors at Fox all have real-world experience. Hearing different situations that they’ve encountered embedded in course topics gave a different perspective to the lessons—and definitely helped prepare me for my new position as a business owner.”
Lindsey Thompson, BBA ’18
Major: Human Resource Management
SPO: Net Impact; Society for Human Resource Management
New Job: Compensation analyst, Day & Zimmermann
A Passion for Philly… and Data: “I’m so excited to continue to live in my favorite city (Philadelphia), work with coworkers I have formed connections with during my internship at Day & Zimmermann, and to dive into the details of data in a field I’m passionate about.”
Involvement Pays Off: “The professors in Fox’s HR department, as well as other schools throughout the university, are some of the kindest and most knowledgeable people I’ve met. I can’t thank them enough for passing on their extensive industry knowledge, their warm and understanding natures, for making me think, and for serving as mentors. My leadership position with Net Impact and my role as a Teaching Assistant taught me the value of detail orientation, time management, effective communication, and remaining open-minded. I would suggest to any undergrad to get involved outside of class, because it has really added to my experience here at Temple!”
Ian Usher, BBA ’18
Major: Management Information System
SPO: Association for Information Systems
New Job: Media-Tech associate, NBC Universal
Becoming a Tech Leader: “I’m incredibly excited to start working for NBC Universal. While working for NBCU last summer, I discovered the company has a wonderful culture where I feel engaged and valued, even as a young employee. During that time, I became good friends with other interns, and it will be wonderful to continue to grow those relationships. The Media-Tech Associate program is a very demanding program, but it’s designed to give us the skills necessary to become future technology leaders.”
A Professional Journey Began at Fox: “Throughout my career at Fox, I was pushed to think logically, clearly, and critically to solve many real business problems. I was fortunate to work on projects with real companies, from startups like PoundCake to major organizations like CHOP. Completing these projects and learning how to interact with professionals helped me excel during my internship and prepared me for the workplace more effectively than if my classes were purely lecture-based. I was a poor writer before coming to Temple, and Fox classes like Business Communications have helped me improve my writing skills dramatically. That’s been critical thus far in my professional journey.”
Learn more about the Center for Student Professional Development.
Michael F. Smith, after five years serving as the chair of the Department of Marketing and Supply Chain Management (MSCM), will step down in July. He will be replaced by Edward C. Rosenthal.
Smith, who earned his PhD from the Kelley School of Business at Indiana University, has taught at the Fox School since 1980. He has seen the MSCM Department undergo many transformations in his 38 years at Temple University. When Smith first started, there were less than 20 full-time faculty in the MSCM Department, and now there are 46 faculty members.
“Now we’re attracting faculty and PhD students from top schools around the world,” says Smith. Among the top research faculty hired while he has been chair are Xueming Luo, Subodha Kumar, Joydeep Srivastava, and Maureen Morrin. “Not only do we have the ability to hire top faculty and attract top students, but we’re able to give them the resources they need for research and teaching. The department has, overall, grown so much.”
Under Smith’s leadership, the department launched the undergraduate major in Supply Chain Management (which now has more than 160 students), an Online MBA concentration in Supply Chain Management, and, in collaboration with the Klein College of Media and Communication, a MS in Strategic Advertising and Marketing. Next year will see the launch of both MS and PhD programs in Supply Chain Management. He has also helped further link Temple, the Fox School, and the MSCM Department to the regional logistics, transportation, and supply chain industry. His time as chair has been defined by his remarkable ability to navigate these great changes.
“The curriculum is changing, the students’ needs and professional development requirements are changing, the faculty is changing—everything is in constant flux,” says Smith. “When Ed becomes chair, he’s certainly not stepping into a situation where it will be business as usual. He has the support of everyone in the department and Dean Porat, so I’m confident that he’s up for the challenge.”
Rosenthal, after earning his PhD at Northwestern University, arrived at the Fox School 32 years ago. He has taught courses in game theory, logistics and supply chain management, and production and operations management, and he received the Lindback Award for Distinguished Teaching and the Musser Award for Excellence in Teaching. He has had articles published in numerous journals, including the Journal of Public Economics and Games and Economic Behavior, and he has written two books, The Era of Choice: The Ability to Choose and Its Transformation of Contemporary Life and The Complete Idiot’s Guide to Game Theory.
Like Smith, Rosenthal has witnessed the evolution of the Fox School and the MSCM Department over the last few decades. And he is excited to take on his new role as chair of the department.
“I love the synergy of this department and I have a lot of high hopes,” he says. “In the three decades I’ve been here, Temple has become a world-class research university. The whole business school has gone through such a huge transformation and the MSCM Department is a big part of that energy. I hope to continue this growth and help us solidify our reputation as a school that does world-class work.”
One of the big goals of the department, Rosenthal says, is to revamp the curriculum to match the shifting needs of tomorrow’s employers.
“We want to get ahead of technological trends and not react to them,” says Rosenthal. “It’s a big challenge figuring out where to go next, but we’ll have a new committee take a fresh look at all our curricular offerings to determine that we have the right balance of course offerings. A lot of things in the real world move fast and academics tend to lag behind. But we refuse to do that; it’s our responsibility to prepare students for the job market in an always-changing world.”
Learn more about the Fox School’s Department of Marketing and Supply Chain Management.
This past year has been a year of growth and outstanding achievements on the part of our students and faculty in the Department of Marketing and Supply Chain Management (MSCM).
Enrollment of MSCM majors is well over 1,000 students and numbers in the Marketing, Supply Chain, and Digital Marketing minors are strong. MSCM continues to enhance our practice-focused curriculum offerings by incorporating more analytics and experiential learning activities. MSCM launched a joint Master of Science in Strategic Advertising and Marketing with Klein College of Media and Communication, as well as an Enterprising Marketing Management concentration in our MS in Marketing.
MSCM hosted a Supply Chain Management career expo in the fall and a Marketing career expo and Consumer Insights event in the spring. MSCM and Temple American Marketing Association (TU-AMA) also hosted a Regional AMA Student Conference. Temple University Supply Chain Association (TU-SCA) hosted professional organizations for events and participated in site visits. Hundreds of students participated in these initiatives, and industry professionals delivered valuable presentations about industry trends and advised students of internship and job opportunities.
I am excited to report that this past year TU-AMA was again designated “Top 5″ out of over 400 global chapters by the American Marketing Association. TU-SCA students have also been successful in national and regional conferences and competitive events. Professional Sales Organization (PSO) students competed and placed in national and regional sales competitions. Outstanding students from TU-AMA, TU-SCA, and PSO were honored at an annual banquet sponsored by the MSCM department on April 26.
New faculty joined the department, including one SCM faculty member, Tim Young, with extensive industry experience and internationally recognized thought leader Dr. Subodha Kumar. We also hired Michael Hughes for the integrative business initiative. A number of faculty in Marketing, Supply Chain Management, and Business Communications will join MSCM in the fall.
Our research faculty and centers continue to produce innovative research and host national and global conferences. The 40th Annual INFORMS ISMS Conference, chaired by Xueming Luo, will bring over 900 conference attendees to Temple University and the Fox School of Business June 13-16. The Global Center for Big Data in Mobile Analytics also co-hosted the NYU 2017 Conference on Digital, Mobile Marketing, and Social Media Analytics in December 2017. The Center for Neural Decision Making will co-host its 7th Neuro Marketing conference at University of Michigan in June 2018, and center director Angelika Dimoka also led the initiative to host the Greek America Foundation’s 2018 National Innovation Conference at Temple University May 3-5.
MSCM is very excited to continue the momentum of excellence with additional faculty and new students. We look forward to working with alumni and other stakeholders to continue to increase the value we add to our students, employers, and our community.
Chairman, Marketing and Supply Chain Management Department
The Temple American Marketing Association (TU-AMA) did it again! On April 7, at the 40th Annual American Marketing Association International Collegiate Conference (AMAICC), TU-AMA was designated a Top 5 student chapter among 429 collegiate chapters worldwide.
TU-AMA competed against 284 collegiate chapters that submitted written annual reports to be considered in the 2018 running for chapter recognition. A panel of judges evaluated chapter annual reports of activities and in the following areas:
- Professional Development (35%)
- Social Impact (15%)
- Fundraising (10%)
- Membership Development (10%)
- Communications (10%)
- Chapter Operations and Planning (20%)
Thirty of TU-AMA’s 244 members (2017-2018 school year) represented our chapter at the AMAICC in New Orleans, Louisiana, to compete in a variety of competitions, attend speaker sessions, and network with professionals. In addition to earning Top 5 chapter status, TU-AMA also received the following recognition:
- Outstanding Marketing Week
- Regional Conference Recognition
- Top 15 – Mary Kay Case Competition
- 4th Place – Website Competition
- Semifinalist in Perfect Pitch Competition—freshman BBA student John Ourand
Each year, students attending the conference significantly benefit from the opportunity to network and excel. Students say:
“There are not enough words to describe how much AMA has impacted my life over the course of my college career. I am so thankful for this organization and the person it shaped me into, the people I have met, and opportunities that I have had.” – Alexa Gerenza, BBA Marketing senior
“My first year at the AMAICC was a great experience, and I look forward to going again in the future. The opportunities to network and learn more about the ways to build a career in marketing was valuable.” – Harry Gaffney, BBA Marketing sophomore
“[AMAICC] was a truly amazing experience. There were so many great speakers and networking opportunities that made it a time that I will never forget.” – Danny Glackin, BBA Marketing junior
MSCM congratulates TU-AMA students on their amazing achievements!