Install a specialty digital printing press that could produce high-quality wine labels in batches of less than 10,000. Recruit young professionals to join the Penn Yan Rotary Club. Design a new brand strategy for a food service supply company with 75 years of local history. Introduce a video game for individuals with autism through a kickoff event where the crowd will source (fund) the project. Market Hunt Country Vineyard wines to prospective new customers. Promote a study-abroad program to campus students with a video.
These are just some of the recommendations that students in a Keuka College graduate program presented Feb. 20 and 21 to local merchants and business leaders as part of Dr. Yang Zhao’s Marketing for Managers class.
The students met with leaders of local companies or non-profit organizations to assess the needs of the respective businesses, then worked in small teams to develop marketing plans to address the primary issues. Each team conducted research, interviews, surveys, and financial analysis to develop recommendations for their clients. The students then created a formal marketing plans showcased them in Powerpoint presentations during the final week of the eight-week course.
The eight-week course is part of a one-year program where students earn a Master of Science degree in management with a focus on international business (MSMIB). The MSMIB is similar to an MBA, but with more practical application. Enrollment features a mix of American, Vietnamese, Chinese, and Lebanese students, as well as one from Lesotho.
According to Fredric Tassone of Syracuse, whose team prepared a plan to help the Penn Yan Rotary Club recruit six new young professionals each year, conducting surveys was the hardest part. However, after analyzing the data the research uncovered, the team recommended the club target new members in the 23-35 age range, one of three market segments they identified, and of the three, the one most likely to have the time and interest to join.
“We gave them the most feasible option, since they don’t have a lot of money to advertise, and with their networking focus, that’s probably the best way to build up the club,” Tassone said. (more…)
Editor’s Note: This is the third in a series of profiles of new, full-time faculty who have joined the Keuka community.
Back in the fall of 2006, Dr. Yang Zhao served as an academic adviser to four international students attending classes on the home campus in Keuka Park. Today, some 79 international students from 12 countries attend classes here, learning how to compare and contrast America with its global neighbors in background, economy, and leadership development.
This fall, after earning her doctorate and serving several years as an adjunct professor for Keuka, Zhao became part of the full-time faculty, teaching courses in economics and leadership to graduate students in Keuka’s Master of Science in management with a concentration in international business (MSMIB) program.
Her studies in China focused on economics, and she holds a B.S. in economics from Shangdong University of Finance and an M.A. in economics from Dongbei University of Finance and Economics. While teaching in China’s Qiqihar University, Zhao published seven research articles relative to strategic planning, management, marketing, economics and business to help entrepreneurs and companies to better serve their community. In 2003, she won the Outstanding Young Professor award, for the Hei Long Jiang province of China. During that time, she also served as an academic coordinator for the Keuka China Program (KCP) and assistant professor at Qiqihar University.
Here in the U.S., she has added an M.S. in management from Keuka, and just this summer, completed an education doctorate in executive leadership from St. John Fisher College. In addition to her many years of experience in international education, as a full-time and adjunct professor, Zhao has also spent seven years as a local business owner and entrepreneur working in property management. Her connection to the local business and community network, as well as related marketing and financial management skills, help provide what international learners and domestic students are looking for when they study at Keuka, she said.
“As a business leader, you have to understand the entrepreneur’s point of view, to understand how to help students start thinking as a future leader, not just a manager. That will help students to be successful in their career development,” Zhao said.
April 17 was a day many Americans circled on their calendars.
And not because they were looking forward to it.
April 17 was tax day.
“Imagine how most people feel about doing their own tax returns,” said Rita Gow, associate professor of accounting. “Now, imagine if you are a student from China, Vietnam, or South Africa and totally unfamiliar with the American tax structure or not familiar with the concept of taxing your income.”
A daunting task to be sure—unless you were one of the nine international students attending Keuka College who, thanks to a collaboration between Gow, the Center for Global Education, and AARP Foundation Tax-Aide, didn’t have to sweat April 17. (more…)
You don’t have to be a beauty queen to believe in yourself and your dreams.
That’s what Ngoc “Ruby” Nguyen, 21, of Hanoi, Vietnam believes. In her home country, Nguyen has modeled fashions for online magazines. She was also a student at Keuka’s partner school, the International School – Vietnam National University, Hanoi, choosing to study in Keuka Park about a year ago. Her modeling skills served her well last spring as coordinator of Keuka’s annual multicultural fashion show, sponsored by BAKU (Bearers of Ancient Kultures United). Yet while she certainly loves beautiful clothes, shoes and accessories, Nguyen says she is about much more than shiny hair, perfect skin or a fan club following.
That’s why she helped form the “I (Heart)* Me” Club at Keuka early this year. So far, some 34 people, including one man, have attended meetings where Nguyen and other members work together to build self-confidence, self-esteem and a positive mental image. Indeed, “Embrace Self-Esteem” is the motto for the club.
“So many girls don’t think they are beautiful. They have problems with image: not pretty enough, not thin enough, not good skin, not good hair,” she explains. “I think the media says, ‘You’re not good enough. You have to use this product or something to be beautiful.’ Why put yourself under such pressure?”
Nguyen says each meeting has a dual focus: tips on outer beauty are a part, yes, but a connection is always made to inner beauty, self-confidence and strength of character. (more…)