During my CIMBA MBA journey, it was a great pleasure to meet and be taught marketing class by Professor Molly Rapert! She embodied all the core values I was seeking in this program: humanity, availability, sensitivity, and a wealth of competencies and knowledge driven by passion and curiosity.
The key takeaway I learned from Professor Rapert's class is that marketing is much more than what I had initially thought. It's not just about advertising or brainstorming; it's about connecting with people on a deeper level. We had the opportunity to create a store walk presentation and learned an abundance of new aspects regarding a grocery store. It's common for us to visit a grocery store regularly to purchase our needed goods, but we often overlook the intricate marketing efforts behind it. It was a mind-opening experience to realize the extensive studies and effort involved—from the transition zone at the entrance designed to acclimatize us to the store atmosphere, to the strategic placement of "grab and go" products near related items, such as placing corkscrews in the wine section. The most fitting quote that represents the store, in my opinion, is the following one; “The best stores are like a well-choreographed dance – they engage all your senses and guide you effortlessly through the shopping experience” from Paco Underhill, author of Why We Buy.
Another aspect of marketing that I found fascinating was the definition of a brand. It's no longer just an image, logo, or phrase, but a deeper connection with what we, as people, relate to. A brand is much more than just a slogan; it's a core part of who we are. One of the best examples I can think of is comparing Apple and Samsung. Therefore The introspective studies on the persona that a brand includes are massive.
Thus, once again, I realized that marketing is much more diverse than I anticipated. While it starts with the four Ps—product, price, place, and promotion—each definition expands to reveal a vast array of factors and aspects focused on people. One thing I am certain of now is that marketing prioritizes people above everything else, and I will never enter a store with the same mindset as before!
I would also like to express my gratitude to my team members for all their effort and patience in the store walk project, and for staying up late to organize the work together. Thank you again Alvise Ortolan, Caitlyn Garrison, LSSGB, Carlo Brugnotto and obviously little Cecilia.
#rapertmktg #cimba #mba
We comp up promo items all the time for student properties so I found this helpful! Thank you!