Kelly Mangold
Dave Scott
Marie Adolphe

MESSAGE FROM THE PROGRAM COMMITTEE

GAME-CHANGING OPPORTUNITIES TO ENRICH THE POOL OF TRAINED MARKETING TALENT

Today's complex data-driven, digital world demands young professionals with extensive knowledge, practical experience and business maturity as they prepare to enter the marketplace. To meet these evolving needs Marketing EDGE continues to evaluate and transform its programs to provide market-ready talent for our key corporate partners.

Similar to the demands on today's companies to continually review and revise their services and product offerings, the same is true at Marketing EDGE. After an extensive one-year program review of the more than 15 programs offered by this organization, the Board approved a dynamic shift. We are refining our focus in an effort to deliver critical, unique, and much-needed programs that bridge the gap between academic theory and the practical knowledge and skills required in the workplace.

While this change may seem subtle, the outcome is designed to smartly and efficiently allocate our resources toward what we do best: preparing college students for your marketplace demands!

Marketing EDGE programs are conceived as part of a trajectory, a series of steps and processes we call "the funnel." It's a directional approach illustrated by the elements of our organization's motto — "Educate. Develop. Grow. Employ":

  • EDUCATE: It's the broad end of the funnel, the first phase in our preparation of aspiring marketing professionals, comprising programs such as our Student Career Forums (half-day programs introducing students to the various career tracks in marketing); and the Collegiate ECHO Marketing Challenge (in which sponsoring companies let students apply classroom theory to real-world learning opportunities to provide valuable, practical experience that translates to the workplace);
  • DEVELOP: Participants continue their professional preparation through our summer immersion series — I-MIX and I-MAX (newly-branded Collegiate Summits: Digital and Analytics) — as well as online learning courses offering a complete theoretical foundation in various aspects of the field;
  • GROW: These programs have a decided academic focus, including our Professors’ Academy, Journal of Interactive Marketing®, and the Professor’s Institute, and the Shankar-Spiegel Best Dissertation Proposal Award;
  • EMPLOY: All of our efforts are designed with the single focus of enabling companies nationwide to employ premier talent, in both marketing internships and entry-level positions... ultimately leading to the next generation of marketing change agents.
I would recommend this program 100%! I didn't really know what to expect, but in a few days I have met so many amazing people while learning so much about marketing and about what it takes to build a successful career.
Diana Abad
Texas Christian University
2015 Collegiate Summit | Digital (formerly I-MIX)
It may look like a classroom, but it was anything but that … as students from across the country gathered at Google's headquarters for an immersion in digital marketing.  (2015 Collegiate Summit | Digital)

It may look like a classroom, but it was anything but that … as students from across the country gathered at Google's headquarters for an immersion in digital marketing. (2015 Collegiate Summit | Digital)

The choice to discontinue a program is often layered; that's true for Marketing EDGE. Last June our Board voted to sunset the Summer Internships and Next Generation Leaders programs. With a laser-focused purpose to ensure that Marketing EDGE resources are used in the most efficient and effective manner to achieve our ultimate goal to enrich the pool of market-ready talent in this field that prompted these difficult decisions.

Perhaps nothing speaks to that specific capability like our summer immersion programs, Collegiate Summits: Digital and Analytics (formerly known as I-MIX and I-MAX, respectively). Thanks to a sponsorship by Google, the following programs took place at their Mountain View, CA headquarters in June and August:

  • Collegiate Summit: Digital: designed for students considering a career in marketing, they are immersed in today's latest digital marketing practices.
  • Collegiate Summit: Analytics: focused on the latest, data-driven marketing trends. The program also fulfills an important goal in our Strategic outlook: engaging students in a wide range of STEM (science, technology, engineering, mathematics) and social science majors.
The real life examples were so useful and something that couldn't be replicated in a classroom.
Megan Yung
Duke University
2015 Collegiate Summit | Analytics (formerly I-MAX)
In addition to learning from marketing leaders who serve as 'teachers' in Marketing EDGE programs, students gain extensive knowledge and connections through their exchanges with each other.

In addition to learning from marketing leaders who serve as "teachers" in Marketing EDGE programs, students gain extensive knowledge and connections through their exchanges with each other.

We've set our course and look forward to delivering on a more powerful, refined result that meets the needs of our core supporters. These programs will expand our organization's efforts to provide life-changing educational experiences for more college students across the country. So doing, we will provide new generations of marketing leaders to elevate this field to new, broader levels in the future.

Kelly Mangold, Co-Chair
Dave Scott, Co-Chair
Marie Adolphe, Vice President, Program Development

This Student Career Forum had given me the knowledge and motivation to be more competitive in the marketing field.
Samantha Gottlich
Attended October 2015 Student Career Forum
Marketing Major, Johnson & Wales