Vanitha Swaminathan, Robert W. Murphy Faculty Fellow and Associate Professor of Marketing, challenges her MBA students to apply marketing and advertising strategies taught in class - particularly search engine marketing techniques - to real-world business problems. Students complete a project in which they optimize a Google AdWords campaign for small businesses and nonprofits in the Pittsburgh area.
"Katz is a great environment to experience business firsthand through all of our experience-based learning opportunities," Swaminathan says.
Swaminathan says the AdWords project is a win-win for everyone involved. Students gain practical marketing experience by working as business consultants. The organizations, in turn, see a jump in customer traffic to their Web sites, which leads to higher sales and visibility.
"Our faculty is engaged in cutting edge research that addresses important issues facing industry," she says.