University of Michigan

Fall 2018 Winners

Ross Van Doren

Ross Van Doren

Ross is a senior at the University of Michigan Ross School of Business. He’ll be graduating in May 2019 with a BBA emphasizing finance and strategy. Following graduation, he’ll be moving to Washington D.C. to start a full-time position at Capital One as a Product Management & Analytics Associate. During his career, Ross hopes to create value in businesses by building products and organizations that serve a purpose and improve the lives of their consumers. Apart from his academic endeavors, Ross is also a peer coach in his business school’s career center and an avid golfer.

“Collaboration is a skill vital to one’s career success in the business world and beyond; Fox Sports U gave me and my team the opportunity to combine our varying skills and backgrounds to work together and develop a successful strategic marketing plan.”

“Much of my experience in business school has been theoretical, but this experience allowed us to apply the skills we have gained in theory to an accurate simulation of what the real world of work entails.”

“The work my team and I produced for this program showed me that value creation in a business doesn’t just stem from product development, but it also stems from how those products are positioned to the consumer and what friction they are shown to ease.”

Allison Silberman

Allison Silberman

Allison (Allie) Silberman is currently enrolled in the Master of Management program at the University of Michigan’s Ross School of Business, Class of 2019. After graduating, she hopes to start a career in public relations. In her free time, Allison enjoys catching up on political news, training her puppy, Perry, and spending time with her family.

“This is an awesome experience for anyone with a creative side. The sky is the limit when you pitch ideas to FOX Sports University.”

“This program allows you to develop skills that can be applied broadly. I will absolutely carry what I learned from this experience into my career.”

“The FOX Sports University program pushes students to think outside of the box, step out of comfort zones, and learn new ways to communicate.”

Kow Bedu-Addo

Kow Bedu-Addo

Kow is from Ghana and graduates in May 2019 from the University of Michigan with a bachelors in Business Administration, concentrating in Strategy and Marketing at the Stephen M. Ross School of Business. He will begin his career in Risk and Financial Advisory at Deloitte in Detroit starting in the summer of 2019. Besides academics, Kow enjoys playing and watching soccer, cooking, and traveling with family and friends.

“FOX Sports U gave us a great simulation of the ambiguity of marketing and the different steps it takes to create value for a client. The resources that they provided, paired with professor Collins lectures enabled us to come up with strong recommendations for our clients Volkswagen and the Women’s World Cup.”

“I enjoyed being able to convert initial ideas into tangible deliverables and figuring out ways to measure the success of our ideas across several weeks. The final presentation of our ideas in front of our whole class and the Fox Sports representatives was a great learning experience.”

“As a passionate Chelsea FC and soccer fan, I really enjoyed getting to learn more about the Women’s World Cup and the value that it creates for its viewers. This project allowed me to view soccer from a new perspective!”

Emily Herard

Emily Herard

Emily Herard is a senior with a dual degree at the University of Michigan’s Stephen M. Ross School of Business, with an emphasis in marketing, and in Sport Management at the School of Kinesiology. Emily will graduate in May 2019 with plans to work in the sports industry. Emily enjoys watching sports and is the head manager of the University of Michigan Women’s Basketball Team.

“The FOX Sports U program was a great opportunity to work with real clients and apply course concepts in a real-world setting.”

“The FOX Sports project gave me an opportunity to creatively solve a problem and gain hands-on experience creating a creative recommendation for a client.”

“It was awesome being able to present our project to FOX Sports at the end of the semester and they were helpful throughout the entire process.”

Jacob Artzi

Jacob Artzi

Jacob Artzi is a senior in the Stephen M. Ross School of Business and will be graduating from the University of Michigan in May 2019 with concentrations in Finance and Strategy. He will be continuing his passion for solving financial problems at General Motors as an Finance TRACK Analyst in Detroit after graduation. In his personal life, Jacob enjoys golfing, learning about biotechnology, and spending time with family and friends.

“FOX Sports University gave my team the opportunity to apply our academic skills to real world business problems and formulate creative solutions.”

“During the project, FOX Sports team members were available to give my team expertise and made us feel like part of their family.”

“It was a great experience to work on a high impact campaign like the Women’s World Cup, where our ideas have the potential to reach millions of people.”

Preston Rabban

Preston Rabban

Preston Rabban is a senior at The Stephen M. Ross School of Business at the University of Michigan. His emphasis is in finance and accounting, and he plans to work in the finance and accounting department at Fiat Chrysler Automobiles after graduation. Preston has a passion for numbers, and his personal goal is to own and operate his own venture capital fund. Preston also has a passion for sports, specifically, football and basketball. He is a fantasy football fanatic, and he enjoys watching and playing both sports.

“Our team wanted to do something to excite everyone who was watching, especially the FOX Sports University representatives!”

“The project was very ambiguous, which made it more challenging to do, however, it was way more interesting because of that.”

“Creativity was key to make this project a success.”

Charlotte Wittels

Charlotte Wittels

Charlotte Wittels is a junior in the School of Information focusing on User Experience. She plans to pursue a career in technology and business in a product management or UX design role. She loves yoga, baking, tennis, and traveling, and is looking forward to bringing her passion for problem solving to the work force.

“The Fox Sports U project challenged us to generate marketing solutions to successfully meet the needs and requirements of different stakeholders. We explored various responses to ambiguous problems that we will likely face in a real work environment.”

“This project stimulated creative thinking and problem-solving based on tangible research. We were encouraged to develop a strategy focused on reason and human behavior in order to implement a successful campaign.”

“A meaningful takeaway from this experience is the power of storytelling, which enabled us to execute a successful marketing campaign from start to finish. We selected an idea that prompted storytelling from consumers and also followed a storytelling format for our presentation, using digital tools and audience participation to effectively sell our concept.”

Simran Singh

Simran Singh

Simran is currently a Master of Management Student at the Ross School of Business and will be graduating in May 2019. Upon graduation he is interested in working either as a consultant or marketer. Outside of academia, Simran is a very passionate about dance and music.

“The construction of the presentation is just as important as the content.”

“Working with FOX Sports gave me a taste of how marketers create and pitch campaigns.”

“This had to be hands down one of my favorite projects I’ve worked on because I got apply what I learned in class and receive real-time feedback.”

Cody Vanderhagen

Cody Vanderhagen

Cody VanderHagen earned his Bachelor Degree in Sport Management from the University of Michigan in 2016, after which he began his career as the Special Operations Manager for the wrestling apparel manufacturer, Cliff Keen Athletic. In May, he will be graduating from the 2019 Ross School of Business Master of Management program. He plans to pursue a career in either Finance or Nonprofit. Outside of class, he continues to stay involved in the sport of wrestling by coaching for the local Detroit Roughneck Wrestling Club after serving as a member of the UofM Men’s Varsity Wrestling Team during his undergrad career.

“The FOX Sports U challenge was extremely invaluable. To be able to utilize a platform like Taco Bell to create a meaningful brand activation was truly an experience that was worthwhile and unforgettable.”

“The practical experience gain from this project is unmatched. There is nothing like real-life experience and to have such an opportunity was extremely beneficial.”

“This project was a simulation of what goes on for a marketing and advertising company day-to-day. Even though frustrating at times, it served as a very rewarding experience once the pieces started to align and come together. After our presentation to the FOX Sports U team, I was really happy with our end result!”

Miriam Merklin

Miriam Merklin

Miriam Merklin is from Denmark and on exchange during Fall 2018 at the University of Michigan Ross School of Business. Back home, she will graduate with her bachelor in Intercultural Marketing Communication in June 2019. She will continue with a master’s degree at Copenhagen Business School. Miriam’s passion is for the intersection between marketing, communication and culture and she hopes to spend her career creating a positive impact in the world. In her free time, she enjoys writing, traveling and attempting to learn the ukulele.

“Coming from my home university where focus is mainly on theory, it was great to experience applying theory to solve a real business case for FOX Sports and Taco Bell.”

“FOX Sports U was a really exciting challenge to take on. Our team had great learning outcomes in everything from the ideation phase to the final presentation, and we really enjoyed bringing our creative ideas to life.”

“The project gave insight into how we as marketeers can activate networks of people and make them excited about our client’s brand. The project shifted my perspective on how I approach marketing, and I am definitely going to bring that knowledge with me in the future.”

 

Fall 2018 Project Description

Social Media Marketing students at the University of Michigan were tasked by the FOX Sports Brand Partnership team to develop creative ideas that bring brands to life through activations, digital media, and social tactics surrounding the 2019 MLB Jewel Events and the FIFA Women’s World Cup.

 

Professor Profile

MARCUS COLLINS

MARCUS COLLINS

Marcus Collins is a culturally curious thinker with an academic insight into the cognitive drivers that impact consumer behavior. He serves as the SVP of Social Engagement at Doner, a full-serve advertising agency, and is a recipient of Advertising Age’s 2016 40 Under 40. Previously, he led the Social Engagement practice across the New York advertising agency, Translation, leveraging the psychological motivators that drive what we do, say, and share in an effort to create contagious marketing programs that extend across both the online and offline world of “social.” His strategies and creative contributions have led to the success of Budweiser’s “Made In America” music festival, the launch of Bud Light Platinum, the launch of the Brooklyn Nets (Hello Brooklyn!), and State Farm’s “Cliff Paul” campaign – to name a few.

Prior to joining Translation, Marcus ran the Microsoft, GORE-TEX®, and Colgate Palmolive accounts for Big Fuel Communications – a pure play social media agency. Marcus has always found himself at the convergence of media and culture, and this is where he is most comfortable. From his time spent at Apple (iTunes Partner Marketing), leading iTunes + Nike sport music initiatives and college marketing efforts, to running digital strategy for Beyoncé (Music World Entertainment) and co-founding Muse Recordings, he combines consumer behavior with people-driven experiences that put the consumer front and center.

Beyond his professional endeavors, Marcus is an extremely passionate educator and an AACSB certified clinical instructor. He has taught Innovations in Marketing and Social Engagement as an adjunct professor at New York University’s department of Media, Culture, and Communications in the Steinhardt School. Most recently, Marcus joined the faculty at the Ross School of Business, University of Michigan, as a lecturer of marketing – leading classrooms for MBA’s and executive education. He is also among the roster of instructors at Hyper Island, leading social engagement sessions for executive leaders and digital practitioners, and frequently teaches at General Assembly (NYC) and Miami Ad School (Brooklyn, NY).

Marcus holds an MBA with an emphasis on Strategic Brand Marketing from the University of Michigan, where he also earned his undergraduate degree in Material Science Engineering. He is a proud Detroit native, a devoted husband, and loving father.

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