Marketing in Manhattan: Bringing Students to the Big Apple to Enrich Classroom Learning and Explore Careers

Each year, the Whitman School of Management brings marketing management students to New York City not just to study the industry, but to stand inside it. This spring, the Marketing Innovations Janmester course, the Marketing in Manhattan Career Exploration Trip and the Marketing Senior Showcase gave three groups of students the chance to learn and interact with alumni, employers and professionals in the country’s marketing and media capital.

Marketing Innovations Janmester Course

Whitman offered a weeklong, three-credit intensive Marketing Innovations course, along with four other class offerings. Marketing Innovations, taught by Professor of Marketing Guiyang Xiong, took a deep dive into how emerging technologies are reshaping the marketing profession and exposed students to the forces transforming marketing today: artificial intelligence, virtual and augmented reality and the rapidly expanding creator economy. 

Over the course of the week, students explored how AI is reshaping marketing research and consumer insights; they examined immersive technologies, like virtual try-on experiences, being used by retail brands; and they discussed metaverse applications and how VR/AR are creating new pathways for purchasing decisions. Rounding out the curriculum was a close look at social media and the creator economy, including influencer marketing, brand-creator partnerships and the business models fueling this space.

What set the course apart was how thoroughly it was grounded in real industry practice. Rather than relying solely on theory, Xiong brought in a roster of Whitman alumni to share firsthand perspectives from major brands, agencies and media companies. Speakers included Allie Baum ’16, AVP, global brand strategist, Chubb; Lauren Hunter ’11 MBA, G’11 (NEW), managing director and head of U.S. Retail Banking and Citigold Marketing, Citi; Brian Iglesias ’14 MBA, VP of Sports Marketing at ESPN; Michael Lombardi ’03, ’12 MBA, global consulting principal, Ogilvy Consulting; Katelyn Meola ’10 (WSM/NEW), brand marketing director, PepsiCo; and Kenny Mintz ’19 (WSM/NEW), director of Communications and Brand, Gamefam. Their presence meant students weren’t just learning concepts—they were hearing how those concepts play out in day-to-day marketing roles across different industries.

The week’s centerpiece was a visit to the NBA, coordinated by Jade Daniels ’19 MBA and Micah Tannenbaum ’04 (MAX), G’05 (MAX). The visit gave students a rare behind-the-scenes look at how a major sports and entertainment brand approaches marketing in practice. The agenda included a discussion on the integration of AI into marketing roles at the NBA and a chance for the students to try out some VR-related initiatives to be launched by the league.

Marketing in Manhattan Career Exploration Trip

That same week, Whitman brought 20 undergraduate students to the city for the Marketing in Manhattan Career Exploration Trip. This experience is designed to connect students directly with employers and alumni across the industry. Over three days, students visited Bloomberg, Condé Nast, Deloitte, NBCUniversal, Synchrony and WPP. Each visit was hosted by Whitman alumni and recruiting partners eager to share their career paths and day-to-day work. 

A highlight of the trip was the annual Whitman Alumni Networking Night. Students from both the marketing and Whitman on Wall Street finance career trip gathered with more than 50 alumni, recruiting partners and friends to absorb advice, practice networking skills and make career connections.

Students visiting Synchrony

Marketing Senior Showcase

In May, Whitman returned to New York City with 18 recent graduates from the Class of 2026 for the Marketing Senior Showcase, an opportunity to introduce top marketing talent directly to recruiting partners and explore placement opportunities. The showcase included visits to Heineken, Horizon Media, Joele Frank, Live Nation, Salesforce and Uber, with alumni and industry professionals at each stop taking time to share their how they got where they are; answer questions about essential skills and company culture; and discuss open roles within their organization. The trip also featured a networking brunch, where the recent graduates connected with alumni who shared insights and experiences about working in marketing in Manhattan.

Hands-on, off-campus experiences like these that expand classroom learning and give students an up-close view of the industry are woven into the fabric of the marketing management major at Whitman. Interacting with accomplished alumni who once sat in their seats and now work at the center of marketing innovation, show students how their Whitman education can prepare them for and open doors to coveted career opportunities.

Special Thanks

We extend a special thank you to the following Whitman alumni for giving their time, sharing their perspectives and using their connections to make the spring 2026 marketing management career trips to New York City transformational experiences for students and recent graduates: Katharine Adkins ’25, Chad Bender ’05 (WSM/NEW), Samantha Benvegna ’19, Elizabeth Casserino ’17, Madeline Clark ’25, Joshua Cohen ’21, Jenna Cooper ’22, Hannah Cotel-Altman ’23, Aaron Daughtrey ’17, Andrew Dranoff ’22, Brian Friedman ’18, Gina Giudice ’20, Sophie Green ’23, Felicia Johnson ’20, Evan Kalish ’25, Michaela MacLeod ’23, Logan Margolis ’17, Kristin Mascolo ’19 (WSM/NEW), Scott Mueller ’21, Fardin Nasir ’23, Tyler Newman ’20, Jack Reardon ’18, Sydney Resnick ’25, Ritu Sadarangani ’21 (WSM/NEW), Jolie Sangiorgio ’21, Connor Schultz ’23 (WSM/MAX), Dana Leigh Smith ’10 (MAX) and Julia Weisman ’19.