The Program
Overview
Career Acceleration Modules

Consumer Brand Marketing (B2C Marketing)

Bringing the Marketing Plan to Life

“The B2C CAM has been the highlight of my time at W&M. The combination of market simulations, trips to big-name companies, impressive in-class speakers and the live case … well, sometimes there wasn’t a lot of sleep involved, but it was fascinating and a very valuable experience.”

Nina Patel, '05

Consumer marketing is one of the most dynamic fields in modern business.

Changing demographics, consumer uncertainty and an explosion of product options make strong branding and selling critically important, as well as constantly challenging.

The Consumer Brand Marketing Module focuses on preparing students for careers in marketing management, primarily in product and brand management for consumer goods (B2C marketing). Students develop a rich understanding of the basic marketing plan, as well as the tools and frameworks of product or brand management. But, as importantly, these are then brought to life through guest speakers, class trips to major company sites and a real-world consulting assignment.

In Fall, 2006, CAM teams developed 2007 marketing plan proposals for Smithfield Foods, including advertising campaign concepts, product and channel recommendations, plus full promotional programs.
The CAM is taught by Dr. Todd Mooradian and Dr. Lisa Szykman. Their passion for understanding consumer behavior, as well as for applying theory to real-world applications will be an invaluable experience as you move into your new marketing career.

CAM Speakers