INSIDE THIS ISSUE Marketing Mix 1 Alumni Profile: Undergraduate 1 2011 USASBE 1 Department Professors 2 Conversations with Students 3 New Jersey Green Association 4 FDU Alum, Joe Russo 4 Marketing Mix is in full swing this semester! By Daniela Hlinka Have you ever wondered what it is like to work for an NFL football team, a luxury car company, or a television network? If you have, the Marketing Mix is the student club for you! This semester, our members are eagerly anticipating many exciting events. We are planning on hosting the Director of Product Planning of Maserati North America, Robert Allan, as well as Fairleigh Dickinson alumnus Paul Scott who has started Idea Farm, a marketing consulting company. We are also planning a visit to Nickelodeon in New York City to tour the Viacom building and learn more about their marketing and licensing strategies. Our meetings are fun, interactive and provide great networking opportunities for students. You can get involved with the club and at the same time learn about exciting opportunities to intern at the companies whose employees come and speak to us. We now have students working with The New York Jets after we hosted one of their representatives as a speaker in the spring. Another great company where fellow students have interned is Ciao Bella Gelato, based right here in Florham Park. On campus, the Marketing Mix is establishing a real presence. Already this semester members have participated in the Homecoming Charity Carnival. The club built a tomato throwing game called Marketing Mix Rotten Revenge. Carnival goers paid a dollar for two throws to throw at willing members of the club. The booth was a big hit, and all proceeds went to the Interfaith Food Pantry. We also participated in Club Fair this fall and have recruited many new faces to join the organization. However, we are always looking for new members and ideas. Our meetings are open to all majors and are held every other Tuesday at 5:00 pm in the Sammaratino Room. Check us out on Facebook.com! 2011 USASBE Conference Dr. Ethné Swartz, Chair of the Marketing and Entrepreneurship Department, will head the annual United States Associate for Small Business and Entrepreneurship (USASBE) Conference from January 13 to 16, 2011, at the Hilton Head Island in South Carolina. Dr. Swartz is the Program Chair of the conference, and she leads a dedicated team of entrepreneurship professors from different universities in the United States. The keynote speakers for 2011 conference are Marie Johns (Deputy Administrator of the US Small Business Administration), William B. Gartner (Arthur M. Spiro Professor of Entrepreneurship at Clemson University), Jennifer Prosek (Founder and CEO of CJP Communications), Lee Rainie (Director of the Pew Internet and American Life Project) and FDU alumnus, Richard Sweeney (Co-Founder of Keurig, Inc.). The USASBE conference is one of the premier gatherings of entrepreneurship scholars and educators in the world. Please see the conference site www.usasbe.org/2011 for more information. Where can an FDU undergraduate marketing degree take you? Alumni Profile: Ms. Sidrah Qayyum, class of 2009 Ms. Sidrah Qayyum Class of 2009 Major: Marketing Minor: Advertising Major: Marketing Minor: Advertising Internships during college: Bill Blass, New York; Points Medical, Somerset NJ First job out of college: Junior Marketing Analyst, Points Internships during Medical, Somerset NJ college: Bill Blass, New York; Points Medical, Somerset, New Jersey Current job: Search Engine Marketing Manager, Zeta First job out ofYork college: Junior Marketing Analyst, Points Interactive, New Medical, Somerset, New Jersey Best thing about my job: It's very engaging and requires a Current job: Search Marketing Manager, Zeta lot of critical thinking toEngine make sure all projects are up to par Interactive, New York Requires a lot of "out of the box" with client's standards. thinking and new ideas to generate brand awareness and sales Best thing about my job: It's very engaging and requires leads. critical thinking to make sure all projects are up to par with client'sthing standards. theofbox" thinking and new Worst about Involves my job: "out It's of a lot work. ideas to generate brand awareness and sales leads. 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Best advice for people going into my field: Keep up to date with the news and changing events, as many companies are either being bought out or merging. Introducing Adjunct Professors: Lindsey Greene Barrett (lindsey_greene @fdu.edu) Lindsey Greene Barrett is president of Women Throughout Time, an organization that provides a series of lectures, seminars and workshops for and about women. She founded Women Throughout Time to further women‟s history education and provide programs for businesswomen and women entrepreneurs. Barrett graduated from the University of Virginia in 2000 with a B.A. in English and a history minor. After graduation, she began working for Singleton Browne Corporation, an entrepreneurial venture in industrial and residential construction and development started in 1965 by her father. For the last eight years, she has acted as manager of the firm‟s industrial holdings in Upper Saddle River, NJ. Barrett received her M.B.A. from Fairleigh Dickinson University in 2007, and is currently an adjunct faculty member at FDU teaching two entrepreneurial classes, Women as Entrepreneurs and Business Ventures Capstone. She resides in Wyckoff with her husband Nicholas. She is active in several local organizations on a volunteer basis, including the Hermitage (a historic house museum and history education center), the Girl Scouts and FDU‟s Sands of Time: Exposure to Greatness. Find out more about the Entrepreneurship and Marketing professors at the Entrepreneurship and Marketing Department, Silberman College of Business site at www.fdu.edu Raymond Capozzi (raymond_capozzi @fdu.edu) Raymond Capozzi became an adjunct professor at Fairleigh Dickinson University in 2005, and has taught Marketing Research, Marketing Concepts, Business Forum and Advanced Marketing Management at the undergraduate and graduate levels and for the Executive MBA and the MBA Verizon Wireless programs. His teaching experiences have also taken him to Africa, where he served as a Peace Corps teacher in Ethiopia. Ten years later, he came back and served as a marketing coordinator and taught entrepreneurial and cottage-industry skills for developing practical revenue streams for the university in Ethiopia. Capozzi has traveled in more than 90 countries as a consultant and tourist. Outside of the classroom, he held positions at American Cyanamid‟s Consumer Products Division and the Post Division at General Foods. He specialized in new-product development and test marketing for many different packaged goods. In addition, he had his own company, offering marketing research/services to many large and small corporations, including Johnson & Johnson, Nabisco, Burger King, Taco Bell, L‟Oreal and Alberto Culver. “My teaching style is to be myself by bringing to the classroom my personal life experiences and „real world‟ business experiences,” Capozzi said. “I always keep remembering, when dealing with students, that at one time I was a student on the other side of the desk, with similar anxiety and goals. I try to place the course content into perspective, recognizing the pressures facing young people today.” Capozzi earned his B.S. and MBA in business management and marketing at FDU. Gina Tedesco (gina_tedesco @fdu.edu) Gina Tedesco is an entrepreneur, a private investor, a business consultant and a professor. She is the founder and President of Opus International, a consultancy offering services in business strategy, mergers and acquisitions, strategic planning, product licensing, valuation analysis, due diligence and entrepreneurial financing, as well as providing industry expertise and analysis on the pharmaceutical and biotechnology industries. Tedesco's career of 24 years includes co-founding three successful start-up ventures after holding various senior level management positions in a global pharmaceutical company which included postings in Paris, France, and Sao Paulo, Brazil. Tedesco earned a B.S. in mechanical engineering from the University of Massachusetts at Amherst (Pi Tau Sigma) and an MBA from George Washington University (magna cum laude) as well as an additional MBA certificate in entrepreneurship from Fairleigh Dickinson University. Tedesco is a member of Jumpstart, a private, member-led angel group that invests in early-stage technology companies in the mid-Atlantic region. She has served on the boards of both public and private ventures and currently serves as a trustee of the Somerset Hills Educational Foundation. She is a member of the advisory board for the Rothman Institute of Entrepreneurship at FDU. Professor Tedesco teaches graduate classes in entrepreneurial finance and leads the MBA Business Ventures Capstone course for the department. Learn more, have fun and build your network! Join the clubs supported by the Entrepreneurship and Marketing Department: GRADUATE BUSINESS CLUB Jason Blumstein, President (fdu.gbc@gmail.com) Dr. Ethné Swartz, Advisor (swartz@fdu.edu) Professor Ann Huser, Advisor (ahuser1@gmail.com) Next meeting will be on October 27, Wednesday, 6:00pm at the Rutherford Room, Madison Campus MARKETING MIX CLUB Daniela Hlinka, President (dhlinka@student.fdu.edu) Professor Ann Huser, Advisor (ahuser1@gmail.com) Dr. Caroline Munoz, Advisor (Munoz@fdu.edu) Meetings are open to all majors and are held every other Tuesday at 5:00pm in the Sammaratino Room, Madison Campus Richard Metting is a young entrepreneur who started his business at the age of 21. His company, Computer Medic LLC, was established in October 2008. The company offers in-house as well as business services. Richard completed his undergraduate studies as a finance major. He was recently selected as the winner of an NJSEA (New Jersey Student Entrepreneur Awards) award. Conversations with Students By Mayur Gandhi Q: What were your most formative work experiences? Richard: I was 18 when I started working for Erickson Retirement Community. As a resident technician for the company, my duty was to assist senior citizens with their computers and cable services. I offered to work voluntarily for a couple of weeks to get my shoe in the door. They saw my ambition so they put me on the payroll right away. After 2½ years of service I left the job to pursue my lifelong dream of setting up my own business. Q: Who is your inspiration? Richard: My father is my inspiration and he is an alumnus of FDU. He motivated me to start a business and pushed me to go into computers. Q: What services do you offer your customers? Richard: Computer Medic LLC has four employees including me. Our revenue is about $10,000 per month. Most of our clients are from Erickson Retirement Community. They have always loved my services and continue to give us business. Computer Medic LLC provides technical solutions to people who need help. These services are typically training, consulting, and repair. I love taking risks, so recently I made a contract with a cable company by the name “Arledge.” They lost their good reputation because of lackluster customer service. My crew and I have decided to rebuild their business plan and improve Arledge‟s image. Q: What are your near-future plans? Richard: Currently, I am working to expand my existing business. I am opportunity driven, so if I find a new opportunity I will start a new business. “My father is my inspiration and he is an alumnus of FDU. He motivated me to start a business and pushed me to go into computers… Currently, I am working to expand my existing business. I am opportunity driven, so if I find a new opportunity I will start a new business.” - Richard Angeline Shen (left) is an aspiring MBA student at the College of Florham majoring in entrepreneurship. This summer she completed an internship at the footwear company, Lindsay Phillips, Inc. Q: What was the duration of your internship and what responsibilities did you have at this company? Angeline: My internship period was from May 24 to August 27, 2010. It started with a training day, where I was told about the internship structure and the job description. The three-month internship was divided into three stages. In stage 1, I had to interact with the customers and provide them with web based customer services. These services include processing an order, helping customers to track their order(s) and explaining to them about the return policy on an order. In a day, I attended approximately 20 phone calls and worked on about 20 email inquiries. The company had a very satisfactory performance appraisal for me during this stage. My next task was to train a newly hired full-time employee, which I completed successfully. In stage 3, the company expected me to carry out the marketing tasks. “Listening to a professor tells you how to apply your classroom knowledge to the real world. In my Marketing Concepts class, I learned the basics of marketing that I applied in my internship.” - Angeline Q: How could you link FDU’s classroom experience to this opportunity? Angeline: It was a good learning experience. Listening to a professor tells you how to apply your classroom knowledge to the real world. In my Marketing Concepts class I learned the basics of marketing that I applied in my internship. I also created a customer database in Excel to ensure accuracy of customer information, track customers‟ replacement and log customer contact by telephone or computer. The tool helps the company to monitor and maintain high customer service levels. Q: Who is your inspiration? Why? Angeline: My mother is my inspiration. She is a businesswoman who imports fresh foods from Vietnam to China. In the future, I would like to be a successful businesswoman like her. The New Jersey Green Association (NJGA), a nonprofit association dedicated to the preservation of New Jersey‟s environment, hosted their quarterly meeting at Fairleigh Dickinson University in July. FDU was a perfect selection for this particular meeting entitled “The greening of Governor Christie” as it echoes the University‟s “Green Campus” policy. It was attended by large and small businesses interested in sustaining New Jersey‟s green environment. The guest speaker was Mr. Bob Martin, New Jersey‟s newly appointed Department of Environmental Protection (DEP) Commissioner. Commissioner Martin discussed the DEP‟s vision for the next four years, with priorities that include cultural change, regulatory reform, a license site profession program, water protection, promotion to use wind and solar energy and protection of parks and wildlife. The meeting moderator was Mr. Eric Orlando, Vice President of Kaufman-Zita Group. Mr. Orlando noted that after getting elected, Governor Christie opened the office of Economic Development and Green Energy in NJDEP. The primary mission of this office is to help businesses develop more opportunities for wind and solar power. Mr. Orlando also enumerated the three main goals of the Governor‟s Energy Policy as: 1) reducing the cost of energy through increases in efficiency, 2) increase in in-state energy production and storage and 3) outreach to renewable energy companies to encourage their relocation to NJ. He then briefly reviewed the list of pending legislations that can influence the undertakings of NJGA and its members. In addition, NJGA Executive Director, Mr. Allan Fliss, discussed the growing membership of the Association and some of the new initiatives of NJGA. Overall, the event was in interest for the green businesses and entrepreneurs who are looking to get into the State‟s growing green industry. Professor Domenick Celentano represented Fairleigh Dickinson University at this event. In photo, Eric Orlando speaks before the attendees of the forum. At the bottom is a photo of NJGA organizers. About NJGA It is a non-profit organization committed to the improvement and longevity of the environment within the state of New Jersey. The Association is comprised of senior representatives from environmentally friendly industries, academic institutions and state government organizations, dedicated to the preservation and maintenance of the environment. The New Jersey Green Association aspires to make the Garden State live up to its name. Find out more about NJGA and how you can become a member at www.nj-green.org On April 16, Joe Russo, an FDU Alumnus, joined Professor Richard Archambault’s Business Planning Forum course and visiting honors students from Teaneck High School. Mr. Russo brought and presented a real-life problem that his dairy supply company was trying to solve. The students were given sales/demand data and were divided into teams to brainstorm alternative growth strategies. At the end of the fast paced exercise, readouts by each team and awards of prizes to the best team, all the students were treated to a wide variety of their favorite ice cream treats! The objective was to introduce students to an external company with a real business problem as well as to celebrate an event held each spring – World Entrepreneurs Day – celebrated on April 16. Dingman’s Dairy is a wholesale ice cream, topping and dessert distributor in Paterson, New Jersey, that has been a household name for the last 50 years and continues to serve its 2,000 business customers in the New Jersey, New York and Pennsylvania areas with over 1,500 different types of ice creams and toppings. The company was acquired by new owners in 2007. They want to expand the current operation not only in ice cream and topping, but other related industries. It currently has 30 employees and intends to continue hiring as the operation expands. The goal of the exercise was to create a marketing plan that will flatten the company‟s sales cycle and will provide additional incremental profits. Marketing & Entrepreneurship Department In the photos, from the top: 1) Joe Russo, explaining the ice cream business cycle. 2) Teaneck high school teacher, Ms. Katie Cannao, discussing with FDU professors Ethné Swartz and Richard Archambault. 3) Students getting ice cream from the cart. 4) The best team for the exercise. Ethné Swartz, Chair Patti Albanese, Administrative Assistant Metropolitan Campus (V) 201-692-7213; (F) 201-692-7219 Maribeth Kenworthy, Administrative Assistant College at Florham (V) 973-443-8850; (F) 973-443-8870 Graduate Assistants: Donna Isabel Averion Mayur Gandhi Bryan Gray Tolu Malik