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A.C. Nielsen Center for Marketing Research

The premier Marketing Research MBA

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Executive Overview• The A.C. Nielsen Center for Marketing Research trains full time

MBA students with a specialized in-depth education in the ideas, issues, techniques and application of marketing research

• Exclusive: Enrolling 10-20 students a year• Students have 2 – 8 years of work experience prior to the program.

Typically, ½ of the students worked in the research industry, other ½ are new to research.

• Sizable: 270+ alumni working around the world• Real-world, current corporate marketing research exposure is a

cornerstone of our program• A variety of companies get involved with the A.C. Nielsen Center for a

variety of reasons:• Shaping the future of Marketing Research through influencing

education• Exposing students to company’s expertise• Potential for students to consult & work for the company

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• The premier Marketing Research MBA program

• Specific & deep curriculum taught by faculty• Marketing research methodologies to discover

insights to impact marketing strategy• Quantitative & qualitative specifically

• Applied learning experiences• Current Topic classes & field trips• Student consulting projects

• Connected with industry leaders• EAB, Alumni & Industry Friends

• Supported by Center staff• Individualized career coaching &

educational experiences

MBA & Specialized Curriculum

Applied Learning & Current Topics

Dedicated staff

Industry Connections: EAB, Alumni & Industry Friends

Guiding Strategy

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• Full time 2 year strategic MBA program• Finance, Accounting, Human Resources, Business Strategy, Operations, etc.

• Combined with a masters-level education in Marketing Research• Introduction to Marketing Research

• First semester overview; reviews framing marketing research to impact business decisions• Marketing Analytics

• Marketing mix modeling, panel data analysis, conjoint analysis, segmentation, machine learning, Big Data, etc.

• Qualitatively-based Marketing Insights• Scaling, Factor & Cluster Analysis• Experimental Design• Developing New Products

• A mixture of theory and application bringing all of the methodologies together applying them to the NPD process where they go from ideation, concept development & testing of a new product for a corporate client

• Consumer Insights Consulting Practicum• Consulting class doing marketing research for corporate projects

• Current Topics in Marketing Research• Applied learning class required each semester. Mainly guest speakers demonstrating how research is done

and applied in their business

• Plus electives, other marketing & marketing research classes

Curriculum Overview

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Our Students & Industry Involvement

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Corporate involvement in our students’ education is essential

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Corporate Involvement OverviewA.C. Nielsen Center at University of Wisconsin - Madison

Involvement Activity Scope Exposure / Company Benefit

1. Company hosted Lunch & Learn

Buy our students lunch to give them an hour on your company and

servicesAwareness with future clients and giving back to

help educate future of industry.

2. Classroom Guest Speaker

Varies from a ~1 hour & 45 min. presentation to an afternoon-long

workshop. Topics vary.

Classes typically have 15 – 40 students. Companies use this to build their presence to

help recruiting, and to give back to help educate future of industry

3. Semester-long class consulting project

Companies can hire our students to do primary research, analyze data,

synthesize reports, etc.

Company states the business question, students do the work, companies get results,

recommendations, etc.

4. Summer Internships Hire a student full-time for the 10-13 weeks of the summer.

Excellent screener for full-time hiring. Most companies budget $25,000-$30,000 for a

10-13 week MBA student intern.

5. Full Time Hiring Hire a graduate for full-time employment.

Top-notch marketing research talent. Average salary is ~$100,000 with a range of ~$80-$120k.

6. External Advisory Board Participation

2 meetings in Madison per academic year. Each meeting is typically a day

and a half.

Peer group of ~30 companies represented. Extensive student interaction. Advise Center on

industry & mentor students.

A.C. Nielsen Center’s External Advisory Board

Cherie Leonard

David Shepherd

Alumni Representatives:

Bob Drane

Dennis Degeneffe

Ann Dencker

Jay Luttrell

Active Friends of the Center:

Steve Cooley

Lisa Gudding

David Guenthner

AnshuGupta

Jami Guthrie

Beth Bubon

Martyn Crook

Stacey Symonds

Greg Smith

Bryan Vaughn

Jeanine Bassett

Stuart Taylor

Tanya Schooley

Randall Janisch

Jim Lane

Paul Metz

Tara Marotti

Barry Jennings

Paul Markowitz

Marcos Perez

Kaz Gunay

Heiko Schafer

Julie Norvaisas

Brian Hart

Jackie Hillback

Joseph Bagby

Joanne Crudele

John Copeland

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Hiring our students: Internships & Full Time• A.C. Nielsen Center for Marketing Research MBA students are in high

demand• Internship recruiting is competitive with companies typically hoping

internships lead to full time offers and placement• Internship interviews on campus mid-October through mid-November

• Companies quickly make offers; most students accepting by Thanksgiving or early December

• Internships typically range from 10 - 13 weeks• Paid internships; many internships include ‘other compensation’ (housing, singing

bonus, etc.)

• Full Time job recruiting• Interviews on campus mid-October through mid-November & late-January through

February• Students attend National Career Fairs seeking positions• Many leverage personal & Center connections for ‘Just in Time’ positions

Class of 2017 vs. Class of 2016 Internship Statistics

Class of 2017 Class of 2016Average Monthly Salary $6,703 $6,538 Median Monthly Salary $6,899 $6,962 Average Other Compensation $2,333 $5,000 Monthly Salary Range $3,813 - $9,600 $3,171 - $7,500

Class of 2016 vs. Class of 2015 Full Time Statistics

Class of 2016 Class of 2015Average Annual Salary $98,145 $92,857 Median Annual Salary $100,000 $96,000 Average Other Compensation $19,625 $21,700 Annual Salary Range $88,000 - $107,000 $63,000 - $107,000

A.C. Nielsen Center Students – Class of 2016

Eli Fish

David Gailey

Min Nie

Scott Peiser

Sarah Phillips

Pushkar Raj

Deisha Stanke

Jack Tong

Peter Wierenga

Internship Placements for the Class of 2016

A.C. Nielsen Center Students – Class of 2016

Eli Fish

David Gailey

Min Nie

Scott Peiser

Sarah Phillips

Pushkar Raj

Deisha Stanke

Jack Tong

Peter Wierenga

Full Time Placements for the Class of 2016

A.C. Nielsen Center Students – Class of 2017

Internship Placements for the Class of 2017

Camille Clark

Christopher Cohen

David Elster

Adrianna Fie

Jose Garcia

Brian Marsden

Zihan Miao

Laura Sheehan

Shaun Kane Sekou Muhammad

Talha Sheikh

Steven Siglinsky

Agnes Traye

Sean Vidal

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Contact the A.C. Nielsen Center

• Professor Neeraj AroraAcademic Director of the A.C. Nielsen CenterJohn P. Morgridge Chair in Business Administration neeraj.arora@wisc.edu (608) 262-1990

• Tenured faculty, focuses on curriculum, teaching & academic research

• Kristin J. BranchCenter Director kristin.branch@wisc.edu (608) 262-9116

• Corporate marketing background prior to UW• Leads corporate involvement in the Center• Facilitates recruitment initiatives for student internship & full time hires• Main student liaison

You are welcome to contact anyone on the A.C. Nielsen Center team; Kristin will be your lead contact for starting your involvement with the A.C. Nielsen Center.