Navigating the Marketing Maze: How Professor Guidance Transformed Two Careers
As Binghamton University students, Chris Epple and Marc Hanson found themselves at a critical juncture in their marketing aspirations. The question on their minds was crucial: Should they focus on agency marketing or brand marketing? A chance meeting with Associate Dean George Bobinski, a respected professor at the School of Management (SOM), turned out to be the pivotal moment they needed.
A Professor’s Insight: Finding Their Niche
With almost three decades of experience behind them now, Epple and Hanson can look back and appreciate the clear direction Bobinski offered. His discerning perspective was spot-on:
- Marc, he advised, was suited for agency work, known for his ability to think broadly while managing multiple details.
- Chris, on the other hand, was more aligned with brand-focused roles, thriving in brand strategy and creativity.
These insights were instrumental in steering their careers towards success.
Remarkable Trajectories
Fast forward nearly 30 years, and both alumni have made significant strides in their fields:
- Chris Epple serves as Vice President of Marketing for the Americas at Harman International, a major player in audio and automotive technology.
- Marc Hanson is a Senior Director of Commercial Marketing at PepsiCo, guiding a team that promotes a portfolio worth billions.
Their careers exemplify the value of targeted advice and the enduring impact of education.
Staying Relevant in a Rapidly Changing Landscape
Both Epple and Hanson often return to Binghamton University to mentor aspiring marketers. They are passionate about offering personalized guidance, which is vital for students navigating today’s complicated job market.
Marc puts it succinctly: “One of the biggest challenges in this business is finding ways to stay relevant while being willing to experiment.” Even within the framework of a massive corporation like PepsiCo, he emphasizes an entrepreneurial mindset that fosters innovation and strengthens brand health.
Chris describes the essence of marketing as the ability to become a “chameleon”, understanding the nuances of consumer needs—both expressed and unexpressed. He emphasizes:
“The job of a marketer can be boiled down to thinking about the needs of your consumer—those they articulate and those they can’t.”
The Power of a Binghamton Education
Both Epple and Hanson attribute their professional skills to Binghamton’s comprehensive business education program. From teamwork to psychological principles in marketing, their time spent at SOM laid the essential groundwork for their careers.
Epple recalls the profound impact of his MBA journey, where he frequently encountered the same foundational texts from his undergraduate days—highlighting how Binghamton equipped him with a solid advantage in the business world.
Their commitment to mentoring current students reflects a sincere desire to demystify the marketing industry. They frequently participate in classroom discussions and host case competitions, aiming to empower aspiring marketers with insights and exposure to real-world challenges.
“I encourage students to find their own relevant pathway into the business because what works for one person doesn’t always work for another,” Hanson notes.
The Ever-Evolving Landscape of Marketing
As they engage with the current cohort of students—primarily Generation Z—Epple observes a dedicated group eager to learn and innovate. He acknowledges that while the pipeline of recruitment may not be as constant as it is in accounting, marketing students today are honing essential networking skills alongside their strategic abilities.
Reflecting on their journeys, both Epple and Hanson have ventured into diverse roles across well-known companies like A&E Networks, Kraft Foods, and The Dannon Company.
Hanson highlights a significant shift in marketing dynamics: consumer connection has dramatically evolved. He stresses that understanding the unique selling points of a brand and effectively communicating those to the target audience is paramount in today’s digital ecosystem.
Conclusion: Charting a Path in Marketing
The paths that Chris Epple and Marc Hanson chose highlight the profound impact of informed guidance and education in shaping successful professional journeys. Their ongoing involvement with Binghamton University underscores their commitment to fostering the next generation of marketing leaders.
Their stories serve as reminders that finding one’s niche in the marketing realm requires not just ambition, but also insight—often sparked by the advice of a dedicated mentor.
