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Tools in the Marketeers’ Toolbox

I have experienced the joy of learning at a high academic level through both my undergraduate studies at Baylor University and my graduate studies at SMU.   I have also found the exhilaration of applying that learning in a professional setting – both as a writer and as a business professional. 

I have learned over 34 years in Marketing and Sales that there are many tools that a person can use in a Marketeer’s ‘toolbox’.   My mother was an elementary school teacher and church organist, while my father was an entrepreneur in retail management.  

Experiential learning was essential to my growth and development; and creativity was always embraced by my loving and supportive family.  

My parents gave me my first ‘toolbox’, and it was up to me to decide which tools to use in my quest to becoming a Marketeer.  

When it came to writing and expressing my thoughts and ideas, it seemed that they were best showcased through my passion for Art and Music.  Today is no different. I often find myself saying to college students who have not yet declared their major, “if you can write – you can do anything!”   That was my parents’ advice to me as a junior at Baylor who was undecided about her major.  “You’re a very good writer Stephanie.  Why don’t you think about Journalism?” 

Perhaps the world of Marketing can best be divided into two spheres.  The first sphere is the Art of Marketing (inhabited by ‘creatives’) and the second sphere is the Science of Marketing (inhabited by data scientists).  I excel in the first sphere as a Creative.  However, I am also able to interpret the data in the second sphere and make strategic decisions.  It is with this strategic mindset that a Marketeer can develop effective messaging and campaign strategies.   

When both types of Marketeers work together with specific goals and measurable outcomes for their organization, the sky is the limit!  It is at these respective crossroads where academicians and professionals’ core values with respect to learning are intertwined.  One such example was when I attended the Disney Institute – the summer before I graduated from the SMU MBA program. 

When it came to writing and expressing my thoughts and ideas, it seemed that they were best showcased through my passion for Art and Music.  Today is no different. I often find myself saying to college students who have not yet declared their major, “if you can write – you can do anything!”   That was my parents’ advice to me as a junior at Baylor who was undecided about her major.  “You’re a very good writer Stephanie.  Why don’t you think about Journalism?” 

Perhaps the world of Marketing can best be divided into two spheres.  The first sphere is the Art of Marketing (inhabited by ‘creatives’) and the second sphere is the Science of Marketing (inhabited by data scientists).  I excel in the first sphere as a Creative.  However, I am also able to interpret the data in the second sphere and make strategic decisions.  It is with this strategic mindset that a Marketeer can develop effective messaging and campaign strategies.   

When both types of Marketeers work together with specific goals and measurable outcomes for their organization, the sky is the limit!  It is at these respective crossroads where academicians and professionals’ core values with respect to learning are intertwined.  One such example was when I attended the Disney Institute – the summer before I graduated from the SMU MBA program. 

Google Analytics and Data Mining now drive the Creative Process.  It is with this mutual understanding that a Marketeer extrapolates the data that drives the creative process and the decisions that follow.