Tag Archives: marketing

BrandWeek is a three day short course of lectures and group activities for Owen students who participate centering around the topic of how companies manage their brands. It is an exceptional chance for students with and without marketing backgrounds to learn more about working in marketing and brand management positions. Our focus this year for BrandWeek was social media and how it’s changing the way products are marketed today. During the week students were broken into 5 teams of six with the ultimate goal of preparing a social media marketing strategy for the newly released car, the Ford Fiesta around Vanderbilt and the greater Nashville area. The team that won will implement their marketing strategy in module 2 with a total project budget of $15,000. Teams were judged by a representative from Team Detroit/Retail First, a company that markets Ford products in the region.  Our mediators for all of BrandWeek’s speakers and planned events were Associate Professor of Marketing at Owen, Steve Hoeffler and an executive with White Oaks Brands. Professor Hoeffler was a fantastic person to run the program because of his insightful, thought provoking questions he posed to the speakers, and students throughout the three days. The representative from White Oaks offered a wealth of insights from his vast industry experience as a former Senior Vice President of Brown-Forman Corporation who was in charge of the Jack Daniels’ global marketing strategy.