by Lillian Kraft
John Donaldson, Assistant Professor of Business
A recent interview with Professor John Donaldson, assistant professor of business at University of Northwestern – St. Paul, reveals a reality of marketing that is much broader than most people realize.
Because everyone is a customer to somebody, the definition reaches far beyond one’s typical expectation of businessmen in a ten-story skyscraper. Donaldson emphasizes that the basis of marketing is to understand your customer’s needs and figure out how to provide for those needs as efficiently as possible. Marketing’s definition is wide enough to cover students themselves.
“Marketing is for everyone, whether they’re in ‘marketing’ or not.” Professor Donaldson
When asked how students can market themselves as viable employment candidates, Donaldson advised that one of the biggest variables that keeps companies from hiring employees is a lack of running spellcheck on resumes!
“Companies are desperately looking for individuals who can effectively communicate directly with other employees, vendors and customers,” advises Donaldson. Beyond that, the ideal applicant must be able to communicate their story: what they have done and what they can do for the company.
“Companies are desperately looking for individuals who can effectively communicate directly with other employees, vendors, and customers.” Professor Donaldson
Donaldson recommends the following top three marketing skills as something every student should work towards having:
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Be able to ask questions as well as listen to answers.
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Be able to think outside the box and find creative solutions to problems.
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Be persistent! This means you need to have the endurance to change things, communicate, and keep pace with everyone else in the marketing field.
Although studying marketing “may not be for everyone,” this interview with Donaldson certainly suggests that everyone – including current students – can benefit from marketing skills.
