The BBA Beat

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Around the World: Studying Abroad with

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04 | Faculty Profile:Dr. Jagdish N. ShethGet to know Goizueta Business School’s Charles H. Kellstadt

Professor of Marketing

06 | Studying Abroad and How It Can Benefit You

Going Global: Why studying abroad via the BBA International Programs

may be right for you

09 | Internship Do’s and Don’ts

Beat writer Amrit Basu writes about what you need to know to ace your

next internship experience

08 | A Letter From a Goizueta Senior

Welcome to the BBA program! Here’s a few things you should know about it

10 | Club Spotlight: Goizueta Marketing Club

We take you inside Goizueta’s premier student organization dedicated to

marketing

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2 | The BBA Beat Fall 2013, vol. 2

12 | T.G.I.T. (Thank Goizueta It’s Thursday): Kegs on the Courtyard

Grab a beer and join us for a longstanding Goizueta tradition.

EDITORS-IN-CHIEFDavid Linstone

Stephanie van Gelder

Writing & EditoriAlMANAGING EDITor

Kevin ShengCoPY EDITorS

Jenna Kingsley, Kara Maynard, Dylan WolfingerStAff WritErS

Jenna Kingsley, Lauren Taylor, Melvin Shieh, Vrinda Pande, Amrit Basu, Rafi Hoq

DESIGN & LAYouTdESign EditorWilliam McCabe

BuSINESS DEvELoPMENTvICE PrESIDENT oF BuSINESS DEvELoPMENT

Ishaan JalandirEctorS of corporAtE rElAtionS

Deenie Schlass, John KimCorPorATE rELATIoNS MANAGErS

Andrew Ethridge, Noormin Sohani, Zaraif HossainDIrECTor oF ALuMNI rELATIoNS

Lillie HuangALuMNI rELATIoNS MANAGErSAlexa Feuerstein, Ishan Prakash

DIrECTor oF CoMMuNITY rELATIoNSHanbi Lee

CoMMuNITY rELATIoNS MANAGErSChen Chen, Charlotte Zhou, Kyu Ree Kim, Robert Lu

HEAD oF ACCouNTSJeff Meng

ACCouNT ExECuTIvESKahaan Patel, Crystal Hsu, Simon Wong

MArKETING & DISTrIBuTIoNCHIEF MArKETING oFFICEr

Rachel Rosenbaum, Melanie RiederMArKETING MANAGErS

Annie McNutt, Dhruv Kapur, Joshua Chinnaswamy, Shayan Shah, Shiyu Song, Vishesh Parekh

FINANCE & ACCouNTINGchiEf finAnciAl officEr

Jialei Zheng

Andrea HershatterChairwoman and Senior Associate

Dean, BBA Program, Goizueta Business School, Emory University

Kenneth WongVice Chairman and Co-Founder,

The BBA Beat Magazine

Lee PasackowBusiness Librarian, Goizueta

Business Library, Emory University

Nikki GravesBusiness Communications Professor,

Goizueta Business School, Emory University

Ellen GablerInvestigative Reporter and Assistant Editor, Milwaukee Journal Sentinel

Patrick McBridePresident, BBA Council,


Hannah ChungFormer President, BBA Council,


Board of

Directors

Fall 2013, vol. 2 The BBA Beat | 3

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www.facebook.com/bbabeat


KNOWN globally as a scholar in market-ing, Dr. Jagdish N. Sheth is currently the Charles H. Kellstadt Professor of Marketing in the Goizueta Business School. Additionally, he consults for AT&T, Allstate Insurance, Ford, Philips, Ernst and Young, and Cox Communications, as well as many other companies.

“Jag,” as he is more commonly known, specializes in consumer psychology, marketing theory, global competitive strategy, relationship marketing, and geopolitics and demographics. Sheth remarks that his journey in the field of marketing was accidental. His initial goal was to become a CPA but he could not fathom working for three years in India without pay. Consequently, he decided to move to America in 1961 to pursue an MBA at the University of Pittsburgh. Before his tenure at Emory University, Dr. Sheth held academic positions at the University of Southern California, University of Illinois, Columbia University, and MIT.

A profiled author, Dr. Sheth co-wrote the classic handbook on marketing, The

Theory of Buyer Behavior (1969) with John A. Howard. This publication explains the buying behavior of individuals over a period of time. He has published more than 300 research papers, including his latest piece, the 4A’s of Marketing: Creating Value for Customers, Companies and Society, along with Dr. Rajendra Sisodia in 2012. For his excellence in business, Dr. Sheth has been bestowed with numerous honors, three of which are among the top awards presented by the American Marketing Association: the PD Converse Award for Marketing Theory (1998), the Charles Coolidge Parlin Award for Marketing Research (2004), and the Richard D. Irwin/McGraw Hill Marketing Educator Award (2004). He sits on the board of numerous business organizations around the world and has presented his research in at least twenty countries.

Sheth is actively engaged in developing the marketing sector throughout the world. In 1991, Dr. Sheth established The Sheth Foundation to promote innovation and advance knowledge in the field of marketing. In a documentary celebrating the 20-year impact of the foundation, Dr. Sheth stated that his organization’s mission is to “encourage the next gener-

ation of scholars to be passionate about the discipline [of marketing] and invest in their future.” Dr. Sheth has an interest in awarding opportunities to the brightest minds in marketing and business that share the phenomenal dedication that he possesses for his work.

Sheth is a leader in international busi-ness and has published several books on emerging economies. In a July 2011 conference in Kuala Lumpur for his book, Chindia Rising: How China and India Will Benefit Your Business, Dr. Sheth expressed that “in emerging economies, the role of government is critical because all the governing institutions are not orga-nized and mature.” Sheth founded the non-profit organization India, China & America Institute (ICA) in 2003 to foster trade and investment by providing a non-governmental platform for experts to exchange ideas. Sheth strongly believes in collaboration to create knowledge in order to enhance the abilities of business executives and policy makers to contrib-ute to society.

Dr. Sheth’s timeless insights and ideas are invaluable in helping businesses progress and break the status quo in such competitive environments.

By Vrinda Pande

Dr. Jagdish N. ShethFaculty ProFile:


6 | The BBA Beat Fall 2013, vol. 26 | The BBA Beat Fall 2013, vol. 2 Wat Arun - Bangkok, Thailand


WITH so many classes to take and requirements to fulfill, some students may be asking themselves, “Why should I spend time and money studying abroad? What does living in another country do for me?” Having just spent a month of my summer as an intern at the ShangQiu regional branch of the Bank of China, I have discovered several benefits from the study abroad experience.

The most obvious perk is that studying or working abroad will enhance one’s global perspective. By that I mean the student will gain a more holistic under-standing of global economic conditions and thus contribute to their trade more efficiently. For example, ShangQiu is a relatively developed urban area with a predominately middle-class population; so it would be more economically viable to pursue infrastructure development and support local family-owned businesses

than to look after the interests of the small population of rural farmers.

Studying abroad will also increase the diversity of one’s skill set, a feature all employers are eager to see in a poten-tial employee. For starters, working in a foreign nation often requires an inti-mate understanding of that country’s language and culture. For companies with international interests, such abilities may prove to be invaluable. Adjusting to foreign cultural norms also improves one’s ability to think creatively and to be a team player.

The exchange of culturally differentiated ideas is also essential to developing a dynamic business. It is the responsibil-ity of a successful entrepreneur to fully understand the relevant cultural issues and help resolve the problem. For example, business in China is primarily conducted through social interactions and friendly patronage, and governed by a traditional sense of respect that is similar to the idea of filial piety distinct to

Going Global: Why studying abroad via

the BBA International Programs may be right for

youBy Kevin Sheng Asian cultures. It is a customary practice

in China for business meetings to be held over extravagant dinners, during which negotiations depend on the generosity and hospitality of hopeful business part-ners.

Integral to the experience of living abroad is the exposure to ideologies and values completely new to the student. Gaining access to new or otherwise uncommon ideas is an enormously rewarding expe-rience. It can also help in future busi-ness endeavors. In understanding other cultures values and ideals your company will be able to work well with them without worry of being accidently offensive.

These ideas may be the foundations for future innovations that ensure the survival and continued evolution of today’s complex and dynamic markets. Finally—and most importantly—a summer, semester, or year abroad will expose students to a potentially new way of life that is likely to facilitate personal and professional growth.


By Kara Maynard

Dear prospective and newly admitted BBA students,

As you all know, Oxford College, Emory College of Arts and Sciences, and Goizueta Business School are the major bodies that form the greater Emory University. Yet, all three are incredibly different. Having attended all three schools, I could write an endless number of pages about the differences between these institutions. But since you are all Emory students, I am sure you already have too many things to read. Below, I have written about the four main obser-vations I have made during my time at Goizueta Business School. Enjoy!

1) competition.Don’t let anyone tell you differently. At Goizueta, competition is intense. With such highly motivated students and the infamous Goizueta curve, you can expect to have your share of studying time cut out for you. And while the environment is competitive, don’t be afraid to reach out and make friends with other business students. These close friends will most likely be the ones you will have to depend on for the countless group presentations and projects.

2) Professors. All three institutions are lucky to have

highly accredited professors. But, at Goizueta, don’t expect your professors to be mere teachers. Professors at Goizueta have highly profitable businesses on the side or conduct research in their spare time. Some work for JP Morgan while others own private consulting or investing firms. This being said, finding the time to meet with a Goizueta professor is about ten times harder than meeting with an Emory College of Arts and Sciences or Oxford College professor—but who knows? Maybe you’ll end up with a job thanks to one of them.

3) Bcomm (Business communications). I will be honest you with you—BComm is not easy. This required class requires a lot of time commitment. You will re-write both your resume and your cover letter a thousand times, but it will be worth it. When it comes down to the job search process, BComm is what makes a Goizueta student stand out from a student at Oxford College or Emory College of Arts and Sciences. After BComm, a Goizueta student knows how to sell him or herself to an employer during an interview, has acquired enough business etiquette to make it through any awkward networking situation, and understands how to use LinkedIn to his or her advantage. These traits are necessary in order to excel and land your dream job. Yes, it may be time and effort intensive, but BComm is the class that will directly help you break into your career path of choice.

4) cMc (career Management center).The CMC is incredible! The Goizueta Class of 2013 is 97% employed as of August 2013. If you want a job, all you need to do is talk with one of the CMC advisors, though you may have trouble getting an appointment with the famed CMC duo of Anne Kocurek and Pam Brown. But, don’t worry. The appointment will be worth it. The CMC won’t just help you get a job—they will help you get THE job. Do you want to work for the marketing department of Nike or Coca-Cola? Or, are you interested in becoming an investment banker for Goldman Sachs? Better yet, would you like to work at Google? Well, the CMC can help you get any one of these jobs and many more. Make sure to pay the nice staff at the CMC a visit when you are ready to start looking for your next internship or full time job!

That’s right, the competition, professors, Business Communications class, and Career Management Center are the reasons why Goizueta is unique from the rest of the University. However, without any one of the four, it simply wouldn’t be the same institution we all take such pride in being a part of.

So enjoy your time here and take full advantage of every opportunity!

Yours truly,

A Goizueta Senior

A Letter From a Goizueta Senior


By Amrit Basu

“HOW do I get my dream summer intern-ship?” This is likely the number one ques-tion that floats around the minds of juniors at Goizueta Business School. However, given Goizueta’s excellent placement rates the real question that should be asked is: “What should I do once I have started my dream internship?” There are a variety of steps students can take to maximize the summer internship experience:The first crucial step is to be professional and punctual every day. This may seem obvious. However, it cannot be overstated given the importance of reputation in the workplace. This brings us to the next

recommended step, which is to constantly display your enthusiasm. Interns who show enthusiasm are more likely to draw positive attention and receive additional assignments when new projects are in the pipeline.It is also important for new interns to understand the style of their managers. Every manager has a different approach to managing work and it is important to clarify your manager’s set of expecta-tions. For example, this past summer my manager was not interested in the micro-level details of my work as long as I was performing well. I knew of other managers at the same office who did prefer to micromanage, and their interns had to adjust accordingly. Developing a good relationship with your manager is

essential because they will have a large say in determining whether or not you receive a return offer.Also, if your manager grants you permis-sion, it is advisable to solicit projects from other members of the team. Full time employees at a busy company are more than happy to have additional help at their disposal. This provides a way for interns to differentiate themselves from their peers who may or may not have gone the extra mile to gain exposure and network with individuals in different parts of the company. Ultimately, the official title of your internship is not as important as what you make of it. Hopefully, the steps suggested above will help you take advantage of your next summer internship.

Internship Do’s and Don’ts


If you are an Emory student with questions about marketing, the Goizueta Marketing Club just might have the answers.

Goizueta Marketing Club, known to its members as GMC, is a Goizueta organization dedicated to helping its members learn how marketing permeates all aspects of business. They focus on presenting relevant information about marketing to their members as well as exploring different jobs within the field.

They also teach members how to market themselves.

“What is different about the GMC is that we have don’t only explore what jobs exist in marketing, but also how to market yourself to employers,” said Goizueta senior and co-president of GMC Alyssa Kleinman.

GMC works to educate members through presentations, guest speakers, and marketing treks held throughout the year.

“Our main goal is just to put on exciting and educational events that make people more interested in marketing,” said Jesse Kramer, fellow co-president and Goizueta junior. “We want people to be as prepared as they can be for jobs in the marketing world and the job search in general.”

Kramer is studying abroad at Cass Business School in London this fall, but still intends to keep in touch by helping plan GMC events during the semester. He stated that one great thing about being involved with GMC is the range of guest speakers from top marketing firms, who

talk about everything from search engine optimization to online networking.

“Students can expect to hear first-hand advice from marketing executives in Atlanta, stories from fellow students with valuable experience in marketing, networking with all the club members, and tons of free pizza to boot!” he said.

Kleinman and Kramer also mentioned that the GMC is not exclusive to Goizueta Business School students.

“All students are welcome at GMC events,” Kramer said. “While our club is

mostly comprised of Goizueta students, anyone that has an interest in marketing is encouraged to attend.”

Becoming a full member of GMC requires attendance at a minimum of three events. However, all non-members are invited to attend any events that interest them.

The club has around forty members this semester, Kleinman comments.

Each year, GMC works with the Career Management Center (CMC) to host vari-ous junior seminars. They are looking to expand their events and work together

By Jenna Kingsley


Club Spotlight:

with other clubs on campus. In doing this, they hope to reach out to the hundreds of dual-concentration students at Goizueta.

The GMC events both presidents are most passionate about are the marketing treks.

Last year, they participated in the Atlanta Marketing Trek.

“Every year, a number of GMC students travel across the Atlanta metropolitan area to visit marketing agencies and marketing teams of larger companies,” said Kramer. “We get to tour the companies, listen

to speakers talk through their current/past projects and day-to-day affairs, and network with a bunch of staff members.”

Kleinman agreed with the importance of the treks.

“Last year… we visited RMI, a local Atlanta digital advertising agency,” she said. “Visiting the agency showed me how much fun and interesting a job in an agency could be.”

However, the club is important to members for more than just learning what jobs in marketing are available.

“Even if you’re applying to a job at a company like Goldman Sachs, you need to market yourself to the interviewer,” said Kramer. “That’s what we try to teach. Marketing not only in terms of the profes-sion, but in terms of how it touches every other sphere of business.”

Kramer said that any students interested in entering the professional world should consider joining GMC.

“I guarantee that students will learn some-thing new at every meeting, whether it be from me or a top marketing executive.”


By Lauren Taylor

KEGS in the Courtyard, more commonly known simply as “Kegs,” is a longstanding tradition at Goizueta Business School. Today, Kegs is not only a time to kick back and enjoy food and beer, but also a networking tool that many students use to make connections with their peers, faculty and alumni. Andrea Hershatter, Senior Associate Dean & BBA Program Director at Goizueta, says that the objective of Kegs is to “build community and create an informal opportunity to gather and network.” Patrick McBride, President of the BBA Council, recalls reading an article as part of the first BusinessWeek undergrad-uate business school ranking in 2006. In it, kegs was hailed as an example of Goizueta’s camaraderie. “Emory was the only school called out for hosting a weekly community event,” he syas. “I think that says a lot about not only Goizueta, but also Emory University as a whole. Between Kegs and things like Wonderful Wednesday, Emory students

have a great record of continuing tradi-tions that bring together the student body on a regular basis. What other schools do that?” So who can attend? Kegs events, which are held on Thursday afternoons, are run by the BBA and MBA Councils for busi-ness school students. Dean Hershatter emphasizes the availability of non-alco-holic drinks for those who are under the drinking age, along with the availability of food and the emphasis on interaction, not the actual beer . Once a semester or so, there is a kegs event that includes alumni. . McBride believes that “Kegs is one of the best and most lasting memories for Goizueta alumni, who can be counted on to turn out in large numbers for alumni kegs. What can you expect on a Thursday evening? Each Thursday is different. Sometimes, r an on-campus club or orga-nization sponsors kegs, or they are tied to an event like a key speaker. More often, the Council chooses a theme or a food experience.. Dean Hershatter gives a short review of some past events, which

include “carnival kegs, gaming night kegs, alcohol-free kegs, entrepreneurship kegs, food truck kegs, and service-day kegs.” McBride adds that there have been sponsored kegs, for example Home Depot Kegs, as well as holiday kegs, like Halloween Kegs. He encourages BBA students to send suggestions to the BBA Council at [email protected]. McBride acknowledges that Kegs on the Courtyard “is one of the most highly attended regular programming events on Emory’s campus.” He and the BBA Council are working on creating additional programs so even a BBA student who doesn’t typically attend kegs can find his or her own niche. In addition, McBride would like to host another “Community Kegs” that is intended for all students to attend. He states, “It’s definitely some-thing I want to bring back this year, to exemplify Goizueta’s dedication to being a part of the bigger Emory community.” In the meantime, BBA students are encouraged to come out any Thursday and enhance their networking skills while enjoying ample food and drinks!

Kegs on the Courtyard

T.G.I.T. (Thank Goizueta

It’s Thursday):


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