'What Poetry Brings to Business' listed as a must-read

"Leadership Development," an electronic newsletter of the Banff Centre (Alberta, Canada), has listed "What Poetry Brings to Business," a book co-authored by Ted Buswick, executive-in-residence in the Graduate School of Management, among its ten most highly recommended leadership books.

"What Poetry Brings to Business" is written by Clare Morgan (of Oxford University), with Kirsten Lange (The Boston Consulting Group) and Buswick. The book is published by the University of Michigan Press and will be available in spring 2010.

A review by Buswick, who is head of Oral History and Archiving at The Boston Consulting Group, has been published in The Oral History Review (Vol. 36, Issue 2, Summer/Fall 2009). The book is Sascha Feinstein's "Ask Me Now: Conversations in Jazz and Literature," based on numerous interviews with jazz musicians and poets about the similarities in their fields.

Advertising Students Get Creative with Final Projects
 

Professor of Marketing, Keith Coulter, asked students in his Advertising class to develop promotional campaigns for a fictitious product or service this semester. Students were challenged to create media plans that produced the greatest exposure for minimal investment. Campaigns comprised of broadcast, print, as well as Internet components, with the latter including YouTube videos, Facebook applications and blogs. The class measured blog visits and posts, YouTube hits and Facebook application ‘acceptances’, among other factors, to track progress, and awards went to the most viral product.

For some students like Catherine Yeh, MBA ‘09, a former web designer with a degree in fine arts, this project was an opportunity to combine knowledge in business and marketing with her artistic inclinations. Catherine, and 3 other students (Stephany Lin, Fred Pien and Wendy Lin) teamed up to develop a marketing strategy around a high-end perfume product they called Amour Destine. The team merged their writing and design skills and, using tools like Photoshop CS2, Ulead VideoStudio 10 and Sims 2, created a blog that included an animated video, with music, subtitles and other effects.

Of his class’ final products, Dr. Coulter said, "I was impressed with the quality of the creative, which [was] reflected in the high conversion rates. I think they had fun with it!” To see the work that Catherine’s team accomplished, visit Amour Destine. To see all the class campaigns, visit the GSOM Facebook Fan Page.