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The Art and Science of Marketing: My Internship with Allegion


Marketing has transformed from an art to an art and a science in recent years. New programs, tools and technologies have amplified the amount of data available to enhance the effectiveness of marketing campaigns, Travis Baugh_Krannert MBAmaterials, and promotions. The ability to analyze and make decisions based off of that data is of paramount importance, making Krannert’s quantitative focus extremely valuable for a modern-day marketer.

Our MBA program’s analytical emphasis has helped me tremendously in my summer internship experience with the Commercial Electronics division of Allegion, a global leader in providing security products and solutions for homes and businesses. I have had an incredible experience with them! One of my main responsibilities as a Product Management and Marketing intern has been to find ways to increase the revenues of two company products.

A data-driven approach has spearheaded my efforts as I look at numbers from a wide variety of sources. For example:

  • Evaluating data on what our specification writers are inclined to write into buildings can help us identify gaps in training and marketing materials.
  • Creating reports on month-to-month purchases by each of our channel partners aids us in building promotional programs that help us reach our revenue goals, in addition to aligning the incentives we offer to the growth targets they need to hit to receive them.
  • Breaking down the number of leads for electronic locks by their third-party software provider helps us prioritize the alliance partners we should be highlighting in our materials and the companies we should be pushing to jump on board with Allegion.

The multitude of marketing classes I was able to take in my first year in the program prepared me to achieve success with each of these tasks. Marketing Analytics showed me how to implement valuable tools and processes in examining data. Social Media and Digital Marketing opened my eyes to how we could improve our website and utilize various online campaigns. Business Marketing prepared me for the B2B method Allegion uses and gave me the perspective of how to properly work with our channel partners and end user markets.  Marketing Management provided the big picture view of how all these elements tie together for an organization.

With several years of journalism and content creation under my belt, I have felt comfortable with the creative side of marketing for a long time. The Krannert MBA program’s emphasis on data analytics has rounded out the skillset I need for a marketing career for tomorrow and well into the future.

Hail Purdue!

Travis Baugh

MBA Class of 2017