Halfway Done and Half the Answers

A Wisconsin B-schooler finds second semester is not as hard as the first. Maybe the work is easier, or maybe you just get used to it

by Marjani Coffey

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Marjani Coffey
Wisconsin - Madison
MBA Class of 2008

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"I'm done!" I shouted with joy as I left my operations exam. True, there's still one year to go, but finishing the first year is worthy of a celebration. Of course, I never thought I would not finish, but I had plenty of "How the heck am I going to get through this?" days.

Last time I wrote, I was beginning what would become the hardest project I've ever undertaken (see BusinessWeek.com, 3/20/07, "A Marathon Day of Marketing Myself"). My teammates and I created a marketing communications plan for a local mall. I cannot express the importance of having a good team with people of diverse skills.

I used my TV news experience to develop our advertising and public relations campaign.Carlos used his design knowledge to create an awesome Web site and print ads. Cyrille's marketing experience helped us revamp the mall's direct mail campaign. Lastly, Soly's engineering background gives her an eye for detail that is essential to conducting good research and putting the finished product together.

Most important—everyone developed passion for the brand. That passion helped our project stand out. We received excellent feedback from our peers, professor, and the mall marketing director.

Looking Good is Half the Battle

Academics-wise, second semester was not as hard as the first. I don't know if the work is easier, or if I've just gotten acclimated to studying and being back in school.

Second semester is more of a lesson in time management because you take on a greater role in extracurriculars. Soly convinced me to join a team for a campuswide case competition, and we won second place. Carlos and I were elected co-presidents of the Consortium Club, which promotes diversity within the School of Business.

I was selected to join the brand center's interview team, which conducted a weekend of interview training for incoming consortium students. I also write for the UW MBA blog, and I'm the communications co-chair for UW's National Association for Women MBAs. I definitely have enough to keep me busy. However, the most important title of all: I was voted best at looking the "MBA Part" by my classmates. Thanks, guys!!!

This year went by so fast. I can honestly say I learned more than I ever thought I would, both academically and personally. When I read the business press, I actually understand what I'm reading. Terms that were foreign to me before business school like market capitalization, P/E ratios, and return on equity now make sense.

A Move to Brand Management

On a personal note, I learned how to become a better judge of character. That's important when it comes to picking teammates and allies. I also developed diverse relationships, which is a big contrast to my undergraduate experience. Back then, everyone would talk in class, but never hang out afterwards. In B-school, I have friends from all over the globe.

Overall, I had good experience at Wisconsin. I love how much the school values student feedback. When members of the Consortium Club lobbied for a diversity component to orientation, the administration listened, and the program will be implemented this fall. Students are constantly asked for their opinions on classes and other initiatives.

I don't mean just filling out a survey. Administrators are always willing to meet with you or talk with you in the hall or at a school function.

This past year solidified my decision to switch to brand management. Next week, I'm headed to S.C. Johnson in Racine, Wis., as marketing intern for Glade. Carlos will be there working on Scrubbing Bubbles. I know the internship will be a lot of hard work, but I can't wait to get started.

Of course, I'm sad about leaving Madison for the summer. It will be nice to return as a second-year and having first-years look to me for guidance. Little do they know, second-years don't know much more than they do. A year of B-school just teaches you it's O.K. not to have all the answers.

Coffey is a member of Wisconsin - Madison's MBA class of 2008.