Chris Shumaker returned to Blacksburg to inspire students through marketing in Professor Wertalik’s class. All undergraduate business students take an introductory marketing course in order to better understand the impacts and importance of marketing. Guest speakers in this large class are able to share industry experiences with students in order to provide insight. He kicked off his conversation with the class on Wednesday afternoon with a picture of his college dorm room in Pritchard Hall. Giggles filled the room as students saw how their college dorm room experiences compared.
Chris’ marketing journey has been extensive and full of hustle. His path has enabled him to learn different dimensions of marketing. Throughout his story, students learned that marketing presents various challenges and countless opportunities because it involves critical thinking in order to effectively communicate to fragmented audiences. We were reminded that even premium brands have marketing problems, which is why strategy is key. When it comes to brand marketing, people need to buy into who the brand is. Brand purpose drives behavior, so the why behind a brand and its product or service can allow for unique, value based differentiation among competitors.
Marketing careers are people-oriented, competitive, lucrative, creative and fun. As students prepare to take on internship opportunities and full-time jobs, it is important to wear different hats and be ready to roll up your sleeves in order to gain experience. He walked us through the power of data informed insights which can help creatives predict behavior and anticipate what’s next. As young professionals search for jobs and prepare to begin careers, Chris advised students to “know what you want”. Using your network is a key way to get your foot in the door to new opportunities. The importance of considering strengths can help guide students in the right direction when it comes to evaluating career options. Young professionals are known to be socially savvy, so it is important to know the specialties of the space you want to be in. Being able to orchestrate content that people want to share is key to implementing successful marketing techniques.
The presentation came to a conclusion with Chris’ take on navigating the real world, with a key emphasis on making sure to have a moral compass to guide decisions. He shared with students the importance of letting individual talent be recognized as they elevate in their careers. Virginia Tech students were so appreciative of Chris’ time and enjoyed listening to him share about how he turned the class into a career. Hokies were inspired and walked away with more knowledge about potential marketing career paths and how marketing is also a strong compliment to other areas of study.