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In a world of seemingly endless choices, today’s consumers don’t often travel a linear path when making a purchase.
To help ease the stress of transitioning from college to the workforce, the ExDM department at BYU Marriott added a new professional prep class for its students.
Walking timidly into the Tanner Building for her first class of her freshman year, Melissa Trautman didn’t know what to expect from the class or from her future BYU experience. She hoped the course title, Creating a Good Life, would come to literal fruition, but she had no idea the significant impact the class would have on her life.
It’s the new adage of the marketing world: the secret to happiness is spending money on experiences, not things. While the desire for the latest gizmo has long fueled a culture of consumption, lasting memories can make a business a winning one.
You’re scrolling through Facebook, and a video catches your eye. A man is riding a horse on a beach and telling you he is the man your man could smell like.
After standing on one foot while trying to decide which printer to buy, students hobble out of 340 TNRB with some extra credit but without the slightest clue what their answers will be used for.
A painted papier-mâché mask with a lively hodgepodge of primary colors and an obvious grin sits quietly in a Marriott School office, bearing an uncanny resemblance to the professor sitting only a few feet away.
With laptops charged, whiteboards cleared, and markers ready, it’s now up to the Executive MBA students’ careful positioning and strategic thinking to navigate the intricacies of a simulated marketplace.
This class doesn’t have a textbook. In fact, some of the required reading comes from Wikipedia, a taboo for just about any other class on campus. But the syllabus states it bluntly: “Text: none; it would be outdated anyway.”