Kellogg MBA Students Choose Best 2019 Super Bowl Ads
Aside from Tom Brady, Aaron Donald, and a shirtless Adam Levine, there’s no doubt that the Super Bowl commercials were the star of the night last Sunday.
The game, certainly, wasn’t the most thrilling. So the question is, what was the best ad of the 2019 Super Bowl? To get to the bottom of the question, a panel of Northwestern Kellogg MBA students got together to discuss each commercial. In the end, they looked for the ads that were the most and least effective at driving business and building their brands.
How Super Bowl Commercials Evaluation Works
First, before we dive into the best and worst ads, it’s important to know how the Kellogg MBAs made their evaluation. Working alongside two of the school’s most widely respected marketing professors—Time Calkins and Derek Rucker—the MBA panel applied the strategic ADPLAN framework.
A—Attention: Did the commercial engage the audience?
D—Distinction: Was the execution unique in delivery?
P—Positioning: Did the commercial represent the appropriate category and feature a strong benefit?
L—Linkage: Will the benefit and brand be remembered?
A—Amplification: Were viewers’ thoughts favorable?
N—Net Equity: Was the commercial consistent with the brand’s reputation and history?
From here, the MBA students came up with the final 2019 rankings.
Microsoft Super Bowl Commercial Wins
For the most effective ad, Microsoft took home the top prize. Their commercial spot was not only charming, but it stood out for its emotional tone and lack of clutter. The ad demonstrated Microsoft’s new adaptive controller and how it helps disabled kids play video games and form friendships. A clear benefit was apparent, showing how Microsoft technology makes the world a better place.
Amazon, Expensify, and Other Standouts
Other stand out advertisers for the Super Bowl included Amazon, Expensify, Washington Post, Pepsi, Bumble, and Google.
Bizarre Andy Warhol Burger King Commercial Flops
As for the least effective Super Bowl commercial, that honor went to Burger King. Their strange ad featured 1982 footage of Andy Warhol eating a Whopper, but it just came across as dull and uninteresting. Other advertising failures included the confusing Avocados From Mexico ad, Sprint’s flying horse disaster, the Turkish Airlines dark and scary spot, Mint Mobile’s unappealing chunky milk, and Simplesafe’s unbalanced ad. As for why each of these commercials failed, it always came back to a confusing message that didn’t deliver a clear benefit.
This article has been republished and edited from its original source, Clear Admit.
The Big Payback: The Highest Paying Jobs for MBAs
Even in 2019, the search for the right MBA program is as unique as each student, and the reasons for applying are as varied as the programs themselves. Advancement in an existing career is an obvious motivation, as is breaking into a new industry or shifting one’s career focus.
One thing that all MBAs can likely agree with, however, is that earning potential is a leading incentive. This brings up questions about the most lucrative fields. Choosing the right concentration can be the first step toward achieving a position that will truly pay off. The following is a look at the current highest paying jobs for MBAs, as well as the majors that can open the necessary doors.
The Highest Paying Jobs for MBAs
Topping the list of the highest paid professions for MBAs in 2018 is strategic management. This specialization leads the way in terms of early to mid career salary, with salary averages beginning at around $125,000. Professionals with this degree and concentration earned $148,000 at the mid-point of their careers. Among the career functions for MBAs with a strategy focus are management consultant, senior strategy manager, senior product manager. Google, Amazon, PwC, and Intel are among the companies hiring for strategic management based positions.
Second on the list of highest paying MBA careers is technology management, which for many grows out of a background in IT or software development. According to Monster.com, tech management careers can start at around $113,000 per year, and advancement leads to a jump to upwards of $165,000. Roles such as senior project manager, vice president of IT, and IT director all emerge from a tech background. Companies such as Accenture, Deloitte, Cisco Systems, and HP all offer leading starting salaries in the IT management field.
Entrepreneurship also falls into the top three earning fields for MBAs. Starting salaries, according to data gathered from PayScale, hover around $100,000 per year, and reach up to around $135,000. Such roles as senior project manager and management consultant are options in the entrepreneurial field, as are various leadership roles in the growing fintech industry. Top hiring companies for entrepreneurship MBAs, according to PayScale, are Amazon, IBM, General Electric, and the Boeing Company.
A career in finance is the fourth of the highest paying categories for MBAs, with a starting salary hovering in the $100,000 range. Those with their sights upon chief financial officer, portfolio management, or financial management positions can hope to land jobs in this arena with high earning power. New York Life Insurance, Fidelity Investments, and Vanguard are currently seeking MBAs for various finance positions.
Along with strategy, tech management, entrepreneurship, and finance, marketing ranks among the most lucrative fields for MBAs. While some marketing jobs do not require an MBA, one can see a wider, more profitable range of options with a specialized study in marketing. Upper level marketing positions can start at around $80,000 per year, and can grow well above $120,000. Current listings for MBAs with a marketing focus include Dell, Microsoft, and, of course, Amazon.
Tech Interests and West Coast Jobs Spike in New Northwestern Kellogg Employment Report
Last week, Northwestern University’s Kellogg School of Management released its 2018 Employment Report revealing a record number of graduates going into the tech industry (28 percent) and more companies hiring Kellogg talent than ever before. Other highlights include a growing number of graduates headed to the West Coast for jobs (around one-third) and a steady employment rate with 94.6 percent of students receiving a job offer three months post-graduation—a slight increase from 94.1 percent last year.
Kellogg Job Offers and Salaries Remain Stable
Over the last two years, Northwestern Kellogg has witnessed strong and steady base salaries and job offers with little to no change. Although the number of MBA graduates heading into consulting decreased slightly this year (down to 30.1 percent from 32.9 percent), the median salary was $147,000 for both years. The technology industry had similar results though interest increased year-over-year (24.9 percent in 2017 compared to 28.3 percent in 2018). Median base salaries in technology stayed consistent with just a slight increase from $125,000 in 2017 to $130,000 in 2018.
As for graduates seeking employment, in both 2017 and 2018, around 82 percent of MBA students were looking for a job. Of those students, 94.1 percent received an job offer last year compared to 94.6 percent this year.
“We are thrilled to see the continued strong demand for Kellogg talent across a diverse range of industries and geographies,” Kellogg admissions says.
Kellogg Students Head to the West Coast & Work at a Range of Companies
One of the most notable differences this year was the number of MBA graduates heading to the West Coast. Thirty-three percent of students took a job in the West, the highest percentage ever. That change correlated to a decrease in interest in the Midwest down to 26.1 percent from 30.2 percent. However, more students took an international job compared to last year (12.8 percent in 2018 compared to 10.9 percent in 2017).
Another stand out in this year’s employment report was the growing breadth of companies hiring Kellogg talent. Last year, 207 companies were responsible for employing all 500-odd students. This year, 228 companies hired MBA graduates, “illustrating that Kellogg equips its graduates for jobs anywhere,” Kellogg admissions wrote.
As for the top companies hiring graduates, that prestige went to The Boston Consulting Group and McKinsey & Company, both of which hired 33 grads. Other top employers included Bain & Company (24), Amazon (21), and Deloitte Consulting LLP (12).
This article has been edited and republished with permissions from its original source on Clear Admit.
7 Best Schools that Specialize in Supply Chain Management
Supply chain management delves into business at the big-picture level. It puts all the operations together to ensure that everything functions smoothly. It’s the ideal position for individuals who are interested in managing people, organizing moving parts, and analyzing global trends.
According to the Bureau of Labor and Statistics, supply chain management and operations is a fast-growing career field. The employment rate is expected to increase by 7 percent by 2026. It’s also an industry with high salary potential with additional earning opportunities due to commissions and bonuses.
Earning an MBA in supply chain management opens up a host of opportunities to work as an inventory control manager, purchasing manager, vendor managed inventory coordinator, warehouse operations manager, and more. And almost every company needs quality employees in the field, which means you could find yourself working in retail, healthcare, technology, and more.
If that sounds of interest to you, the key is finding the right MBA program for success. Below, we’ve outlined our top seven picks for MBA programs in supply management. Continue reading…
Wharton Reveals 2018 MBA Employment Report, Announces $25 Mil Gift
Lots of news out of the Wharton School at the University of Pennsylvania recently. Employment statistics have been published for the most recent graduating class, and a big donation will fund a cool new building dedicated to entrepreneurship in West Philadelphia as well as more international scholarships for undergraduates.
Here’s what’s going on at the Wharton School.
Penn Employment Report (2018)
The 2018 MBA Career Report revealed a slight increase in job offers and salaries with finance drawing in more students than ever. In 2018, 36.9 percent of full-time MBA graduates went into financial services (up from 33 percent last year). Consulting lured the second most graduates at 25 percent, down from 28 percent in 2017. As for technology—the third most sought-after industry—this year there was a small dip down to 14.9 percent from 16 percent in 2017.
Employment Summary
Overall, of the 77.9 percent of Wharton MBAs seeking employment, 98.4 percent received a job offer 90 days post-graduation, and 94.6 percent accepted. For the remaining 17.2 percent not seeking employment—140 students—84 returned to their current company (60 percent), 34 started their own company (24 percent), 17 postponed their job search (12 percent), and five students gave another reason (3 percent).
As for top employers, many prominent companies hired two or more graduates including Accenture Strategy, Facebook, Amazon, Apple, Bain & Company, Deloitte Consulting, McKinsey & Company, Microsoft, and Tesla.
Salaries Rise
Wharton MBA salaries continued their climb, with the school reporting a $5,000 increase in total median base salary, bringing that figure to $135,000 in 2018. The highest median salary—$180,000—went to graduates heading into professional services, followed by venture capital at $175,000 and hedge fund managers at $162,000.
As for regional differences in salaries, the 42.7 percent of Wharton MBA graduates who accepted positions in the Northeastern United States commanded a median salary of $140,000. Another 23.2 percent of grads headed to the West, where the median annual salary was $135,000. The Mid-Atlantic region of the U.S., with its median annual salary of $139,000, drew the third largest percentage of grads, at 7.7 percent. Interestingly, those who took jobs in the Midwest and South reported the biggest paydays, with a median salary of $150,000. This was trailed by the Southwest, with a median annual salary of $145,000.
Another 11.7 percent of the graduating class sought post-graduation employment outside the United States, where salaries on the whole were lower. In Latin America, the median annual salary is $92,000. Salaries are slightly better in Europe, where the median is $119,000, and best in Asia, at $126,000.
$25 Million Gift for Scholarships and New Hall
Right on the heels of publishing its employment statistics last week, the Wharton School also announced a $25 million gift. The transformative gift will go toward constructing Tangen Hall, the first-ever dedicated space for cross-campus entrepreneurship at the University of Pennsylvania. It will also establish an international scholarship fund.
“This gift not only represents a profound commitment to Penn and Wharton student financial aid; it also energizes our entire campus community through Tangen Hall, a game-changing facility for innovation, entrepreneurship, and technology,” Wharton Dean Geoffrey Garrett said in a press release.
Nicolai Tangen, W’92
Alumnus Donation
Nicolai Tangen, the founder of London-based investment partnership AKO Capital and 1992 Wharton undergraduate alumnus, encouraged the AKO foundation to donate as part of Wharton’s More Than Ever fundraising campaign.
“Katja and I are continually inspired by Penn students and pleased to have the opportunity to engage with them and set them up for success,” Tangen says. “We look forward to their many achievements in the years ahead and to witnessing how this new building will bring together the next generation of entrepreneurs, leaders, and innovators to share their talents with one another and for the greater good.”
Tangen Hall
Tangen Hall will be located at 40th and Sansom Street, offering students almost 70,000 square-feet of space to pursue entrepreneurial goals. The hall brings together students from across the university to participate in the new Venture Lab. Also, the building will become the new home of many entrepreneurship-focused programs including:
- Penn Wharton Entrepreneurship
- Goergen Entrepreneurial Management Program
- Weiss Tech House
- Sol C. Snider Entrepreneurial Research Center
- Wharton Small Business Development Center
- The Master’s Level Integrated Product Design Program
Tangen Hall will have dozens of meeting and collaboration spaces for students, retail space for student ventures, a test kitchen, a maker lab with 3D printers and laser cutters, a VR cave, and a café.
“Tangen Hall marks a new chapter for the entrepreneurial community at Penn and in Philadelphia, providing a central hub for the groundbreaking innovations that happen here every day,” Wharton Vice Dean of Entrepreneurship and Innovation Karl Ulrich says. “This physical space will allow faculty to more strongly support students who turn ideas into outcomes that will transform business for years to come.”
Construction will begin in 2019 with completion slated for 2020.
International Scholarship Fund
Beyond Tangen Hall, the $25 million will also go toward a new Katja and Nicolai Tangen International Endowed Scholarship, which will provide funding for international undergraduate students. The goal is to help students who could otherwise not afford a Penn education.
It’s the fourth scholarship made possible thanks to the AKO Foundation and the Tangens. So far, they’ve supported a total of 22 Penn students since 2012.
“We are profoundly grateful to Nicolai and Katja Tangen for their extraordinary commitment to extend opportunities for entrepreneurship to all Penn students,” Penn President Amy Gutmann says. “We are also grateful that Nicolai and Katja are expanding their steadfast scholarship support, enabling the best students from every part of the world to attend Penn, to thrive in their studies, and to serve communities worldwide.”
This article has been edited and republished with permissions from Clear Admit.
Working Harder, Amazon Wages, and More – Boston News
Let’s explore some of the most interesting stories that have emerged from Boston business schools this week.
Knowing What Your Boss Earns Can Make You Work Harder – Harvard Business Week
In new research co-authored by HBS’s Zoë B. Cullen and UCLA’s Ricardo Perez-Truglia, it was discovered that “knowledge of managerial compensation seemed to coax more effort out of workers, [but] the exact opposite [is true] when employees learned what peers were making.”
“How Much Does Your Boss Make? The Effects of Salary Comparisons” finds that “these externalities can have important implications for the provision of incentives within the firm and for pay transparency.”
According to the Harvard Business Week article, the paper could have significant ramifications in terms of how companies “rethink the equity of their own compensation plans and the level of salary transparency they wish to maintain.”
You can read the full HBW article here.
What’s Behind Amazon’s Wage Hike? – MIT Sloan Newsroom
At a moment where Amazon has received intense criticism of its “labor practices and low wages” exemplified by Senator Bernie Sanders’ Stop BEZOS Act, the e-commerce behemoth recently announced that its minimum wage for all U.S. employees will be $15 per hour, effective November 1.
MIT Sloan Associate Professor of Operations Management and Good Jobs Institute founder Zeynep Ton explains the political strategy behind Amazon’s decision.
In addition to Amazon’s desire to position itself as a “worker-friendly company,” Ton explains, “a lot of retailers are finding it difficult to attract people, especially going into the holiday season. [Outlets like] Macy’s and Target are looking to hire tens of thousands, and it’s going to be harder for them now. They’ll have to up their game, not just for the holidays but in general.”
Amazon Founder, Chairman, and Chief Executive Officer Jeff Bezos, the world’s richest man, has become part of the focus on Amazon’s questionable business practices in recent years.
Ton adds, “The investors are very different, and their tolerance for low profitability is much lower for general retailers than for Amazon. It’ll be challenging for other companies, and I hope they start to look for ways to make their people central to their success.”
You can read more about the move from Amazon here.
Why Aren’t Companies Getting Better At Breakthrough Innovation? – Babson Thought & Action
For their new book, Beyond the Champion: Institutionalizing Innovation Through People, Babson College F.W. Olin Graduate School of Business professors Gina Colarelli O’Connor, Andrew Corbett, and Lois Peters posit that “looking to grow and succeed, getting better at innovation is a constant, nagging, and critically important challenge.” Beyond the Champion offers a blueprint for organizational change.
In an excerpt from the book, the authors write:
“Strategic innovation is a “team sport”: it’s so big that no one person has the skill set to do it all. Individuals want defined roles that allow them to take advantage of their innovative strengths—roles that give them some autonomy while still providing guidance for where they should invest their energies. The passion model is great, but it’s not enough in a large, established company.”
You can read the full Babson Thought & Action article here.
