On Friday May 4th, 2012 a class of Wharton School students met with Microsoft Executives to discuss their semester’s project: How to improve Windows Phone marketing.
Wharton students in Associate Professor Americus Reed's marketing course present their recommendations to Microsoft executives about the Windows Phone platform. ( Alyssa Cwanger/ For the Times / May 4, 2012)
The students spent the last semester in Americus Reed’s Consumer Behavior class gathering and studying data relevant to Windows Phone and its place in the market. During the class they data gathered by analyzing the competition, observing users, and conducting focus groups in order to develop their hypothesis.
They weren’t alone in their endeavors though. In the beginning of the semester each student signed a Non-Disclosure agreement with Microsoft, and in return was granted real world data straight from the source. Combining these sources gave the students a unique perspective into the working of the business world and allowed them to apply what they learned ”to something real that matters to somebody,” as Mr. Reed told The Times.
The Microsoft executives visited the class three times: to kick off the class, check in and to hear the finalized presentations. As described by Lauren Lubetsky, a Wharton junior, their 15minute presentations included recommendations on target demographics as well as, “how to best position the product and tailor the messaging to successfully reach that target demographic.”
“What’s beautiful about it, I’ve done this 12 years, and every time it’s a huge win-win for everyone,” Reed told The Times. The class gains real world knowledge and experience, while the company ”get to tap into 140 smart brains” for about 3,000 man-hours, Reed said. As an added bonus, the students gain access to executives with hiring power.
Source: LA Times