Exterior of Farmer School of Business at sunset

Experiential Learning

Highwire Brand Studio

Highwire Brand Studio is an innovative experiential learning capstone focusing on developing branding strategies and tactics to address opportunities faced by real-world client companies. Each semester senior students from marketing, design and other university majors compete on disciplinary-diverse teams to develop the best overall recommendation for the client’s branding challenge.

Clients partner with Highwire Brand Studio in order to tap the unique perspectives and experiences of Miami’s top students and commonly use student-developed strategies and tactics in their subsequent marketing and branding efforts. Recent clients have included P&G’s Pringles, Olay and Pantene brands, Nestlé’s Purina and Toll House brands, Speedway, Pepsi, Microban Europe, New Chapter Natural Vitamins and Hasbro. Deliverables for these projects included strategies and tactics for brand positioning, brand naming, brand design and visual elements, promotional programs, in-store merchandising and display materials, social media programs and product packaging.

Contact

Dr. Michael McCarthy (513) 529-1223 mccartms@MiamiOH.edu


StrategyWorks

StrategyWorks is a capstone offering with a core focus on the development of effective marketing strategy executed through the full spectrum of the marketing mix. Each student team develops a go-to-market plan for the client over the semester. Teams conduct an extensive market analysis, including primary and secondary research, and use these research-driven insights to identify the optimal target market and brand positioning. Each team then develops recommendations on how to execute the marketing strategy across the marketing mix. Student-client interaction is integral to this offering, both during the semester and for final student presentations. Students are encouraged to tell a story with their proposed strategies—learning how to weave a tale is an important part of the marketing process, and as they prepare for their final presentations, this storytelling aspect is critical.

Past clients include: J&J Ethicon Endo-Surgery, NCAA, AdvancePierre Foods, Cessna Aircraft Company, Nestle and Reebok.

Contact

Mr. Pete Jack (513) 529-1200  jackac@MiamiOH.edu


Foresight

Foresight is a multidisciplinary capstone experience involving senior-level marketing and business students. Student teams work over the course of the semester to develop and recommend a product or brand innovation strategy. The teams make recommendations based on the interpretation of primary and secondary research on the significant trends likely to influence (a) the future needs and wants of customers and (b) the ability of the products/brands to address those needs and wants in a competitive market environment. Recommendations include a product/brand innovation strategy and implementation roadmap for a specified mid to long range period of time.

Contact

Dr. Devon DelVecchio (513) 529-9364 delvecds@MiamiOH.edu


Interactive Media Studies Practicum

Interactive Media Studies Practicum examines the tools and methodologies involved in creating and managing the production of new media. Students study different development models in a real-world setting and work with a client in business or industry to produce an interactive solution. This course particularly focuses on two aspects of the client project: (1) the management of new media development, and (2) the processes that best develop the synergy of an interdisciplinary team working toward a shared goal and the tools of development. It also emphasizes project planning and management. While it may be the case that programmers need to know coding and graphic designers need to know vector graphics, the successful manager will know something about both of these tools, about how they work together, and about how to specialize in one of them.

Contact

Dr. Glenn Platt (513) 529-2808 plattgj@MiamiOH.edu


Sales Challenge

The Sales Challenge has been an integral part of our Marketing department’s Creating Customer Value course since 2006. It is an exceptional learning and developmental experience for both students and client companies. The relationships created have also strengthened and enhanced recruiting for internships and full-time positions.

The Sales Challenge offers a value-added benefit to both the students and the client companies, allowing the client company to see the sales student candidates engage with sales prospects and evaluate whether they would be a good fit for a sales position.

Students and faculty participating in the Sales Challenge have worked with Abbott Laboratories, The Nielsen Company, ADP, American Eagle Outfitters, AT&T, Aurora Casket Company, Cardinal Health, CDW, Cincinnati Bengals, Cintas, David J. Joseph Company, Deloitte, EMC, Ethicon Endo Surgery, General Mills, Kraft Foods, NCR, Nestle, Northwestern Mutual Life, Procter & Gamble and many other companies.

Contact

Mr. Pat Lindsay (513) 529-1207 lindsapj@MiamiOH.edu


Battle of Ohio Case Competition

The Battle of Ohio Case Competition gives students the opportunity to gain important presentation and research skills. Each year, Deloitte Consulting sponsors the Annual Battle of Ohio at the University of Dayton, where each university business department in Ohio sends teams to compete. Teams are given a case study and allowed one week to prepare a solution and fifteen-minute presentation based on market research.

Contact

Ms. Jan Taylor (513) 529-1222  taylorje@MiamiOH.edu


Miami Ad Week

Miami Ad Week is a four-day project based immersive experience that provides students with knowledge, insights and networking opportunities with Miami alumni currently employed in advertising, PR and media industries.

  • Explore careers in advertising, public relations, and media through a variety of personal interactions and industry research.
  • Design an individualized strategy for engaging with prospective employers within the industry.
  • Participate in interdisciplinary teams to develop a social media strategy for an actual client proposal and showcase their capabilities to industry EVPs and SVPs.
  • Gain strong presentation and storytelling skills by working directly with agency experts.
  • Engage and network with Miami University alumni working within these industries.
  • Create a résumé that articulates value and be ready to participate in both on campus and off-campus recruitment activities.

Contact

Ms. Jan Taylor (513) 529-1222 taylorje@MiamiOH.edu