MKT353 BEST : Brands, Experience, and Social Technology Qualification Essay for Spring Quarter 2011

Thank you for your interest in our class. We look forward to working with rockstar multidisciplinary teams of students from across campus on building innovative brands and propelling them into the world via social technology. We intentionally cross-listed this course at the d.school and the b.school in order to attract a diverse group. Ten weeks is short. We will form teams by the end of Day 1 to make the most of our time together. Through this qualification process, we hope to create the best experience for you, even before class starts! Our goals for this application are as follows. (1) To confirm with you by 11:59 pm on Monday, March 8 (one month before class) your spot in this class.

A. If you are a GSB student who has been allocated a seat via lottery (either via super round or spring quarter elective registration), your submission of this qualification essay after registration is your acknowledgement of your commitment level to this class. Your timely submission by the deadline below will secure your spot in this class.

B. If you are a GSB student who is on the waitlist for this class, your submission of this qualification essay keeps you

on the waitlist. If you do not submit a qualification essay, you will be removed from the waitlist after Feb 23, 2011. C. If you are a non-GSB student, this qualification essay is your application to this class. If we have more non-GSB

students applying than we have room for, we will be selecting non-GSB students based on the quality of their applications and our goal of assembling a diverse and balanced learning community.

(2) To gather information before class starts in efforts to help students with project team formation, which

we will orchestrate at the midway point of Session 1. We hope to serve you better by gathering and sharing with you the skills and passions of your fellow students.

What we are looking for. • Please answer the three questions below, limiting your answers to a single letter sized (8.5” X 11”) page.

You can be as creative as you want! We are not limiting word count, type of media, font or font size. • Submit this essay as a PDF to BEST.stanford@gmail.com by 9:00 am on Tuesday, Feb 22. Question 1 The basics

Put in the header of your application : (1) Name and SUID, (2) Gender, (3) Phone and Email, (4) Program and Year, (5) List of 3 other spring quarter commitments, (6) List of 3 skills you love exercising, (7) Section 1 (1:15p) or Section 2 (4:30p).

Question 2 What sparks you?

What in particular sparks your interest in this course? Name three brands that you would like to work on in this class. They could be brands you love, brands which you see a clear need / call for action, or brands that you are simply intrigued by and would like to know better.

Question 3 Six word resume

Ernest Hemingway claimed that the best story he ever wrote was done in six words: “For sale: Baby shoes, never worn.” In six-words, what is your story? The audience for this six-word story is your future classmates and your teaching team.

Thank you from your teaching team! Jennifer Aaker (GSB marketing professor) Chris Flink (d.school professor) Joe Brown (GSB design fellow) Emily Ma (GSB design fellow) Purin Phanichphant (Product Design Graduate Student) Brett Westervelt (Product Design Graduate Student)