By Caroline Barnhill<\/em><\/p>\n\n\n A few years into her career in the corporate world, Claire Mangum began thinking about which graduate degrees could drive her career forward, allow her to grow professionally and help her gain a competitive edge. <\/p>\n\n\n A proud, third-generation graduate of NC State, Mangum toyed with the idea of applying to the Jenkins MBA<\/a> program, or to Jenkins\u2019 dual-degree Juris Doctor-MBA program<\/a> offered in concert with Campbell University. <\/p>\n\n\n And then, in a moment of serendipity, a post announcing Poole College of Management\u2019s new Master of Management program with a concentration in marketing analytics<\/a> popped up on her Facebook page. <\/p>\n\n\n \u201cI knew it was the perfect opportunity for me because it\u2019s in the exact field of marketing that I want to break into,\u201d Mangum says. \u201cIt will also help me differentiate myself from other young professionals with marketing degrees and a few years of experience. Because I\u2019m still in the early stages of my career, obtaining a master\u2019s degree in something so niche will set me apart from other candidates and help me get my foot in the door.\u201d \u201cI love research, science and facts, but I have a very creative side as well, so marketing gives me the ability to use both \u2018sides\u2019 of my brain, so to speak,\u201d she says. \u201cWhen you add in data analytics, I have a ball. I really enjoy turning data into concrete applications, and I know that this is such a critical part of marketing products and services. Data allows you to understand consumer behavior, wants and needs, so I\u2019m very eager to grow this skill set through the marketing analytics program.\u201d<\/p>\n\n\n Growing those skills, she believes, will also allow her to streamline companies\u2019 marketing efforts in a changing world. In Mangum\u2019s eyes, data is brimming with possibilities \u2013 and yet for many companies, its power has mostly gone untapped.<\/p>\n\n\n \u201cData has the ability to take a lot of the guesswork out of the marketing process to allow for more tailored marketing efforts, which leads to more awareness, higher sales and more money for a company\u2019s bottom line,\u201d she explains. \u201cBut there are several companies that are just starting to make use of data, even though we have been in the world of \u2018big data\u2019 for quite some time.\u201dRecognizing that data analytics is the future, however, Mangum is eager to get ahead of the curve \u2013 and to use the knowledge and expertise she gains as a force for good. One way she hopes to do this is by helping companies grow in more ethical, transparent business models.<\/p>\n\n\n \u201cCompanies often use misleading language or emotionally evocative words and imaging to shape the way consumers view products. For example, several companies have started \u2018greenwashing\u2019 their products when it comes to eco-conscious or sustainability claims. Doing even a small amount of research, however, usually shows that these claims are unsubstantiated. Often, these companies are either doing nothing \u2013 or the bare minimum \u2013 to care for the environment and pursue sustainability, and because they know that most customers aren\u2019t doing their research when they buy a pair of jeans or a household cleaner, these brands are able to get away with it,\u201d Mangum explains.<\/p>\n\n\n \u201cA lot of companies love living in the grey area, where they aren’t technically engaging in false advertising, but they aren’t being transparent either. But transparency and sincerity are important to me, and I want to push the marketing industry to be better. I also want companies to have the data to prove it,\u201d she continues.<\/p>\n\n\n With those dreams before her, Mangum is excited about being part of the marketing analytics program\u2019s first cohort of students \u2013 and the fact that the program is at her alma mater is just the icing on the cake.<\/p>\n\n\n \u201cThis truly is the perfect degree program at the perfect school. I\u2019m thrilled to be part of it and to help show the world the power of marketing analytics, and I imagine that this sort of program will start popping up at other schools as more people recognize how valuable it is.\u201d<\/p>\n This post was originally published<\/a> in Master of Management Marketing Analytics.<\/em><\/p>","protected":false,"raw":"\n By Caroline Barnhill<\/em><\/p>\n\n\n A few years into her career in the corporate world, Claire Mangum began thinking about which graduate degrees could drive her career forward, allow her to grow professionally and help her gain a competitive edge. <\/p>\n\n\n A proud, third-generation graduate of NC State, Mangum toyed with the idea of applying to the Jenkins MBA<\/a> program, or to Jenkins\u2019 dual-degree Juris Doctor-MBA program<\/a> offered in concert with Campbell University. <\/p>\n\n\n
Mangum also saw the marketing analytics program as an opportunity to leverage her skills and passions in a unique way.<\/p>\n\n\n
\u201cThings in the world, and in the business landscape change, so rapidly \u2013 and that rate of change is accelerating. To be successful, businesses are going to have to rely on data more and more to clarify what\u2019s going on, predict the next market trends and become more efficient.\u201d<\/p>\n\n\n