No More Chasing Fires

After six years as a news reporter and anchor, this Wisconsin MBA newbie wanted a change from the not-so-glamorous world of TV

by Marjani Coffey

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Marjani Coffey
Wisconsin - Madison
MBA Class of 2008

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How do you go from chasing fires to marketing consumer goods? It may seem like an odd switch, but that's exactly what I intend to do. For the past six years, I've worked as a television news reporter and anchor. I've reported live from the scenes of fires, murders, and just about anything else you could think of. Everyone thinks it's glamorous, but reporting in the rain, snow, cold, and extreme heat can get old fast. After years of pondering a career change and requesting, and eventually throwing away, B-school literature, I decided to take the plunge.

I've always had an interest in business. As an undergrad, I double-majored in broadcast journalism and economics. In the long term, I wanted a career that would combine my communications and analytical skills. Working at TV stations gave me a glimpse into the worlds of sales and marketing.

While in TV, I loved watching editors create commercials. They would challenge station clients to define their "target audience" and "brand identity." Those experiences prompted me to research careers in advertising and public relations—ultimately, brand management was the best fit. It utilizes many of the skills I developed as a reporter. Just as reporters have to come up with ideas to attract viewers, brand managers have to develop strategies to attract consumers. I figured getting an MBA would be the best way to break into brand management.

Testing, Testing

Before that dream could come true, the GMAT stood in my way. The lovely, fun GMAT. The verbal part was a piece of cake. I skimmed a few practice tips, but did not need intensive review. I'd been using my verbal skills my entire professional career, but the quantitative section was an entirely different beast.

I was always good in math, and got A's in algebra and calculus; however, I hadn't used any of those formulas in six years. It's true, if you don't use it, you lose it. Furthermore, I'm cheap and did not want to pay for any of those expensive prep courses. Using books and CD-ROMs from the library, I buckled down for six weeks. I stayed up late working problem after problem and complaining to anyone who'd listen. (Thanks, guys!) Eventually, the math rust wore off and I did well on both sections.

Once the test was out of the way, I only applied to three schools. My plan was to attend school in Chicago, in order to be close to my family. The school I ultimately chose found me through the Graduate Management Admission Search Service. One Saturday afternoon, I received a brochure from the University of Wisconsin-Madison. I knew I was not going to the Cheese State, so I put the booklet in the junk pile.

Applying Yourself

I casually mentioned the brochure to my mom and she encouraged me to look at it. Once I read it, I was converted. The Wisconsin MBA is structured into 13 specializations. Students with specific career goals choose right off the bat the concentration that works for them. Wisconsin has the first university-based Center for Brand and Product Management. I felt this program would be better for me than a general MBA.

The application process appeared daunting at first, but it actually wasn't that bad. The most challenging part was writing essays about products that are and aren't marketed well. Even though I did not have formal marketing training, I wanted to make sure I could use key terms in my essay and show that I was thinking like a marketer. To prepare myself, I skimmed a lot of marketing/advertising Web sites and read marketing books at the library.

UW's Brand Center is highly selective. Each year 10 to 20 applicants, approximately 15%, are accepted. Director Amy Schmidt ensures that qualified candidates get lots of one-on-one attention. Shortly after I submitted my application, I was invited to campus for an interview. I got a chance to meet the dean, program directors, the admissions head, and other students. I attended a class and shared meals with students.

My Friend, the Dean

None of the other schools I applied to gave me that much attention. In addition, I was impressed by the program's advisory board. The board is made of senior managers from leading companies. Current students assured me they had direct access to board members who offered real-world expertise and help with career placement. The most important thing I witnessed during my visit was the team spirit among students, faculty, and staff. At the risk of sounding hokey, it really felt like a family. You can't fake that type of camaraderie.

The day after my trip, dean Mike Knetter called me to tell me I'd been accepted to the program. How cool is that to get a phone call from the dean? After I sent him a thank-you note, he sent me a handwritten (yes, completely handwritten) note back. When I saw Mike a month later, he remembered me by name. That's the Wisconsin way.

It's personal. You don't get lost in the shuffle. You're not a number. Alums have told me the career services department will work just as hard to get you a job as you do yourself. Furthermore, because the program is so small, students say, you don't have to fight for interviews when recruiters come.

Brand New You

Upon acceptance to UW, I became a part of the Consortium for Graduate Study in Management. This group focuses on the inclusion of qualified minorities in the corporate world. Every year, the consortium holds an orientation program so students can network with companies.

Before orientation, the Brand Center held a boot camp for its six consortium fellows. Over 48 hours, we learned marketing basics and networking and interviewing tips. The résumés from our former professions were ripped to shreds (how humbling) and made marketing-ready.

After graduation, I want to work as an assistant brand manager for a consumer products company. Ultimately I want to follow the track to marketing director and general management. A year ago, I didn't know I would be heading to B-school this fall. But, it feels right. Just like in my last career, I expect the hours to be long and the work to be hard, but at least I can leave the ambulance chasing to someone else.

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