Category Archive: Marketing | Business and Economics

Marketing

Allegheny Students Take Top Prizes in Marketing and Economics at the PSU Behrend-Sigma Xi Conference

By Beth Ryan April 26th 2022

Sigma Xi participants, first row from left: Arigun Bayaraa, Professor Gaia Rancati, Khalid Mohamed; second row: Raymond Englert, Nabid Agag, Thi Thao Nguyen

The Penn State Behrend-Sigma Xi Undergraduate Research and Creative Accomplishment Conference provides an opportunity for students to present their research and creative accomplishment results in a public setting. Many students use this regional conference to practice their presentations prior to presenting them in a national or international setting.

Allegheny students having recently completed their senior projects, participated in the Marketing and Economics session in preparation for their upcoming oral defense. The students presented before a panel of judges made up of academics from a variety of disciplines from western Pennsylvania and Ohio.

First prize – Raymond Englert, Analyzing Manufacturing Employment Decline in Western Pennsylvania (Professor Rancati)
Second prize – Thi Thao Nguyen, Customer Experience in Coffee Stores in Vietnam: A Multidisciplinary Research (Professor Rancati)
Nabil Agag, State of The American Healthcare System: The Failure of our Time (Professor Michaelides)
Arigun Bayaraa, Super Bowl commercials’ effectiveness in creating a diverse and inclusive brand image: A neuromarketing approach (Professor Rancati)
Khalid Mohamed, To What Extent is the Sugar-Sweetened Beverage Tax an Effective Government Intervention Towards Public Health? Reviewing Discrepancies Between Sales and Consumption (Professor Michaelides)

The Allegheny College Senior Project

The Allegheny College Senior Project is not a mere report or semester paper, but a significant piece of independent study, research or creative work conducted under the supervision of one or more faculty members. The outcome of a Senior Project is more than a grade or a written document; for the student it often results in a new way of looking at complex problems and inspires an appreciation for the power of ideas that might previously have seemed like abstract concepts in a textbook. Often it can be a pivotal time when a student realizes his or her own abilities and potential. The Senior Project also improves opportunities for graduate school and employment. Learn more

The Department of Business and Economics

At the Bruce R. Thompson Center for Business and Economics, students may choose to pursue a major in economics or business with each course of study applying the rigor of a strong background in economic theory with the added benefit of interdisciplinary course work that allows students to create a concentration that matches their personal interests. Like many related disciplines in a liberal arts curriculum, Business and Economics emphasizes oral, written, and quantitative methods in courses and seminars.

We offer students a program that requires a balance of theory and application in its curriculum. The offerings are a combination of theory courses, quantitative work, and a number of field courses that are also accessible to non-majors and minors. It is a program designed to provide a liberal educational foundation for citizen and voter, for postgraduate study and careers such as international affairs, law, business, banking and finance, human resources, accounting, marketing, education and public policy. Learn more

Afua Osei ʹ08, 2021 Executive in Residence

By Beth Ryan October 7th 2021

Lunchtime Learning event with Afua Osei, from left: Arigun Bayaraa, Noah Tart, President Hillary Link, Kaylin Tang, Afua Megan Dennis, Morgan Douglas, Maya Ginter-Frankovitch and CBE Co-Director Professor Tim Bianco

Afua Osei is a social impact leader with more than 10 years of global experience in creating purposeful partnerships to advance women’s economic participation. As a Co-Founder of She Leads Africa, Afua built a digital lifestyle platform for multicultural women reaching more than 800,000 women across 100+ countries. Afua built the sales team and relationships to execute innovative brand partnerships with brands such as Facebook, Google, Unilever, Visa, Nestle and L’Oreal. Featured in the Financial Times, BBC, CNN and CNBC, Afua has had the privilege of sharing her expertise at high profile global leadership, entrepreneurship and digital conferences across North America, Europe, Middle East and Africa.

Executive in Residence, Afua Osei ’08

As this year’s Executive and incoming Allegheny College Trustee, Ms. Osei visited classrooms and met with students in the Business & Economics and Political Science departments in Quigley Hall as well as the Allegheny IDEAS Center.

Tuesday, October 12, 12:40 to 1:30 pm
“Afua Osei ʹ08 – A Remarkable Allegheny Journey”
Quigley’s Henderson Auditorium, Q101

Wednesday, October 13, 12:40 to 1:30 PM
“Should Government be in the Business of Entrepreneurship?
Quigley’s Henderson Auditorium, Q101

The Executive in Residence program is a co-curricular activity sponsored by the Bruce R. Thompson Center for Business and Economics. The event is designed to connect Allegheny students and faculty with prominent business executives who spend several days on the Allegheny campus speaking about their life experiences in business, paths to success and lessons learned.

Marketing Monday – Agile Neuroscience: Using remote tools to capture immersive consumer experiences

By Beth Ryan October 5th 2021

The Bruce R. Thompson Center for Business & Economics Marketing Monday lecture series for October featured Jorge Barraza, Ph.D., Assistant Professor of the Practice of Psychology, and Co-founder & Chief Technology Officer at Immersion, a company that provides a truly agile neuroscience tools that predict what people love.

He is a professor of Consumer Psychology at the University of Southern California (USC), specializing in applying psychology and neuroscience to understanding and predicting consumer behavior. He has published numerous articles on emotion, decision neuroscience, and the use of stories to influence decision making. He teaches Consumer Psychology, Pro-Seminar, and Treatise at USC.

The Bruce R. Thompson Center for Business and Economics (CBE) prepares Allegheny College students to succeed in a diverse, global economy. The Lunchtime Learning Lecture Series provides students with opportunities to gain valuable information on topics and industries related to internships and careers.

Unleashing your most potent marketing asset: Your Capital S Story

By Beth Ryan September 1st 2021

The Marketing Monday series returned on September 13th featuring Paul Furiga, President and Chief Storyteller at Word Write, a PR and digital marketing agency in Pittsburgh, PA.

Paul learned storytelling by writing and editing more than 20,000 stories during two decades as a journalist before going into public relations. At WordWrite, he ponders the question: Why should someone consider hiring us, working with us or partnering with us? The answers to those questions help him chart the next chapter in WordWrite’s evolving Capital S Story. He’s quite literally written the book on that topic, Finding Your Capital S Story, Why Your Story Drives Your Brand.

The career path that Paul traveled to PR is a story in itself. He’s been a racetrack photographer, theater usher, investigative journalist, wannabe musician, classical radio host, broadcast journalist, White House correspondent and editor.

Paul spent several years at the global agency Ketchum Public Relations, where his clients included Alcoa, Bridgestone/Firestone and Rutgers University. When he founded WordWrite in 2002, Paul’s experience in journalism and PR convinced him there was a better way to deliver results — through storytelling.

He first learned to tell stories at Miami University of Ohio — NOT the Miami in Florida. This one is much older and there are no palm trees on campus. Paul’s degree says B.S. in mass communications — and he admits, he can B.S. with the best of ‘em!

At WordWrite, Paul takes his role as teacher and mentor seriously, working to encourage, inspire and support our team and the many fine young people he meets in our profession and community.

Marketing Monday with Kimberly Scochin ’10

By Beth Ryan June 28th 2021

Kim Scochin, GAF World Headquarters, Parsippany, NJ

The Bruce R. Thompson Center for Business & Economics welcomed Kimberly Scochin ’10 on March 15 to present “New Product Commercialization into various Markets through Omni-channel Strategies and Execution.” She shared her career path from Allegheny, giving students a window into the life of a busy, high profile marketing professional.

Kimberly is the Channel Marketing Manager with GAF

She is a creative, data-driven marketer who has spent the past 10 years in the manufacturing industry focusing on product commercialization, branding and channel marketing. She has extensive experience leading new product commercialization into various markets through omni-channel strategies and execution. As Channel Marketing Manager, Kim is focused on curating relationships through the development and execution of channel alignment strategies for both commercial and residential products and services from GAF to the various wholesale and dealer partners across North America.

Kimberly has also worked for companies such as Ingersoll Rand, Alpha Wire, and American Standard Brands in communications, brand marketing, and channel roles. She is a 2010 graduate of Allegheny College, and earned her M.S.B.A. Marketing in 2011 at the University of Rochester, Simon School of Business.

The Bruce R. Thompson Center for Business & Economics attracts Allegheny’s next generation of business innovators and entrepreneurs by providing a host of co-curricular activities that connect with and deepen their classroom experiences. The Lunchtime Learning Lecture Series provides students with opportunities to gain valuable information on topics and industries related to internships and careers.

Marketing Monday: Storytelling in Marketing

By Beth Ryan April 15th 2021

The Bruce R. Thompsons Center for Business and Economics will present another Marketing Monday on the practical use and benefits of Storytelling in Marketing. This event is open to the Allegheny community via Zoom, please email Beth Ryan at bryan@allegheny.edu for a link to this session, to be held on Monday April 19, at 12:15 pm.

Our speaker is Prof. Payal Trivedi, Assistant Professor of Marketing at the Jagdish Sheth School of Management (JAGSOM), in Bengaluru, India. At JAGSOM, she teaches Marketing Management and Consumer Behavior. Her research interests include consumer behavior and digital marketing. She has published and presented her research at various national and international symposiums.

Dr. Trivedi completed her Bachelor and Masters degrees in the field of management from the state university system of India. Her doctoral studies focused on the field of consumer behavior from MICA, Ahmedabad, India. She is a visiting scholar at the State University of New York (SUNY) Buffalo. Previously, she worked as an Assistant Professor (Marketing) at the Pune Institute of Business Management (Pune) and as an Academic Associate (Marketing) at the Indian Institute of Management, Ahmedabad (IIM-A). In addition to her academic experience, she served as an inbound sales executive with Jindal RHM Interactive Private Ltd., Ahmedabad.

Marketing Monday – Understanding Intuitive Marketing: 8 Mistakes Persuasive Marketing Makes

By Beth Ryan November 19th 2020

The Bruce R. Thompson Center for Business & Economics welcomed Dr. Stephen Genco on Monday, November 9 to discuss persuasive marketing and his ongoing research. You can view his lecture here on YouTube

Stephen Genco is a marketing innovator, entrepreneur, management consultant, and educator. In 2006, he founded one of the first research firms devoted to applying neuroscience, social psychology, and behavioral economics to the study of marketing and consumer choice. Today, he is an active educator and speaker, conducting seminars and workshops around the world. Dr. Genco holds doctoral, master’s, and bachelor’s degrees from Stanford University and a master’s degree from the University of British Columbia. A pioneer in the study of unconscious influences on consumer choice and behavior, he has written two books: Neuromarketing for Dummies (co-author, 2013) and Intuitive Marketing (2019).

Two Events Provide an Insider View into the Art & Science of Marketing

By Beth Ryan October 20th 2020

The Bruce R. Thompson Center for Business & Economics hosted two marketing presentations as part of the Lunchtime Lecture Series on October 26 and 27, 2020.

Marketing Monday, October 26: How do Advertising Agencies Present Themselves to Clients? Scott Morgan, President/Partner of Brunner, Inc., Pittsburgh gave students an insider’s view into ad agency operation.

Scott is president and partner of Brunner, a top 100 U.S. independent advertising agency with offices in Pittsburgh and Atlanta. He is also chairman of Magnet, the global network of independent ad agencies. The agency is known for its creativity, including its Super Bowl work that was Adweek’s “Brand Story of the Year” and for its expertise in digital media and performance marketing, often cited by Forrester as a marketing innovator. Watch his presentation here on YouTube

On Tuesday, October 27, Carla Nagel, the Executive Director of the Neuromarketing Science & Business Association and the founder of the Neuromarketing World Forum presented, “The World of Neuromarketing: How Neuromarketing, Around the Globe, is Used to Improve Organization Goals.”

Carla Nagel is the Executive Director of the Neuromarketing Science & Business Association and the founder of the Neuromarketing World Forum. She is an open-minded community manager and masters ‘getting things done’ in a nice and friendly way. Although she does not have a background in neuromarketing, she developed an objective helicopter view on the industry worldwide. Carla founded the NMSBA in 2012 and since then she runs it with enthusiasm. Together with her team she is responsible for the publications “Insights”, the Neuromarketing Yearbook, the Shopper Brain Conference Series and the Neuromarketing World Forum.

Email bryan@allegheny.edu to register.

Marketing Monday – John Paul Marcantonio ’01

By Beth Ryan October 14th 2020

On October 5, the Bruce R. Thompson Center for Business and Economics welcomed John Paul Marcantonio ’01, Chief Executive Officer and Managing Director of Gale Pacific Ltd. John Paul will share his Allegheny journey and how his company has adapted during the ongoing pandemic.

GALE Pacific Limited (GALE) is a trusted leading global marketer and manufacturer of branded screening and shading products for domestic, commercial and industrial applications. The company has recently introduced GALE Guard reusable face masks to meet the public’s needs for face masks with antimicrobial treated fabric.

Click here for John Paul’s Presentation on YouTube

John Paul joined GALE Pacific in October 2017 as the General Manager of the Americas business. He was appointed Chief Executive Officer in November 2019 and was appointed as Managing Director in August 2020. John Paul has extensive experience working across both consumer and commercial products sectors globally. Prior to joining GALE Pacific, John Paul built an impressive career at Newell Brands in roles of increasing responsibility in marketing, sales and management over fifteen years.

John Paul lived and worked in Melbourne, Australia for several years as the Regional Marketing Director of Newell Brands’ APAC hardware businesses and has held multiple global product and brand marketing leadership positions over his tenure. In his last role before joining GALE, John Paul served as the Global Vice President of Marketing for the Rubbermaid brand.

Selected Topics in Neuromarketing: Influencing Consumer Decision Making in the COVID Era

By Beth Ryan September 17th 2020

Dr. Michael Barbara, Chief Behavioral officer at Clicksuasion Labs, will Zoom in on September 23 to update students on how consumer behavior has shifted in the “new normal.”

With literally thousands of decisions that we make each time you step into a grocery store or a Best Buy or your favorite clothing store – how do you decide what to buy? More important, how do these stores decide how to persuade you to pick one item over another? Push this button instead of that one? Attend this Zoom lecture to get insight on what’s going on behind the scenes before you make your next shopping trip. Meet Michael Barbera on YouTube

Email bryan@allegheny.edu for more information and registration.

Dr. Michael Barbera is an award-winning consumer psychologist and business strategist for Fortune 50 companies. He is a leading expert in the complex factors that drive the entire consumer decision-making process, including consumer behavior, emotion, and experience. His practice areas include social psychology, decision-making, brand management, marketing, product placement, and long-term business growth strategies.

As the chief behavioral officer at Clicksuasion Labs, Michael helps clients to better understand consumer influence and consumer behavior, both online and in person. With Michael’s help, companies build customer experiences that are more efficient, engaging, and effective. He also creates evidence-based solutions that affect both external marketing strategy and internal operations management with behavioral economics and behavioral finance.

Michael has worked with large organizations including Boeing, Microsoft, The Washington Post, John Deere, Harley Davidson, LendLease, the United States Department of Defense, and the United States Department of State. He has also worked with academic institutions including Ithaca College, Purdue University, Duke University, and the University of North Carolina. Michaels’s clients have also appeared on the Billboard Top 40, ABC’s Shark Tank, Bravo’s Million Dollar Listing, and Gordon Ramsay’s Kitchen Nightmares.

Michael champions entrepreneurs and business leaders as a teacher, moderator, and mentor. In 2015, the White House recognized Michael for his many contributions to entrepreneurship. Michael shares research, insights, and thought leadership as a celebrated keynote speaker, host of the Clicksuasion podcast, and dynamic TEDx presenter. More than 100,000 people have seen Michael speak on four continents, and he has earned more than 250,000 views online.