For Diona Jimmerson, enrolling in Robinson’s online B.B.A. degree completion program just made sense. She earned an associate degree from Perimeter College and applied those credits toward a bachelor’s at Robinson. Plus, she works part-time and needs a flexible schedule. She graduates with a B.B.A. in marketing in May.
Jimmerson’s goal is to secure a product marketing role with a brand she follows, like Apple or a luxury retailer. Her courses have prepared her for that type of work. In Buyer Behavior with Jennifer Daniels, she explored factors driving customers’ purchasing decisions and how to adjust marketing strategies accordingly. Those learnings culminated in a group project; Jimmerson and her peers selected the brand Dove, identified strengths and weaknesses of its current messaging, fleshed out buyer personas, and made recommendations based on their findings.
“Our key suggestion was for Dove to communicate that its products are affordable without sacrificing quality,” Jimmerson said. “Dove customers care about the environment, so we also thought it would be wise for the brand to use more eco-conscious ingredients and packaging.”
This semester, Jimmerson’s plate will be chock-full of more hands-on assignments. In Marketing for Entrepreneurs, again with Jennifer Daniels, she will build a marketing plan for a small business or proposed startup, including the positioning of a new product or service to increase the venture’s chance of success. She also signed up for Salomao DeFarias’ in-person Global Business course because she was so intrigued by its capstone project, to be completed virtually in collaboration with peers from Portugal. Jimmerson and her teammates will select a company looking to expand its global presence and write a case study from start to finish. As opposed to merely reading a case study completed by another party, the group will conduct research and interviews, write the case, and present their insights.
Aside from the camaraderie cultivated through group projects, one might equate an online program with social isolation. But through a GroupMe established specifically for students in the online B.B.A. program, Jimmerson keeps in touch with her classmates, many of whom she has developed friendships with offline. Jimmerson also has found program director Ritu Lohtia to be responsive and supportive.
“Dr. Lohtia checks on us regularly and makes her contact information readily available,” Jimmerson said. “Her follow-up times are really quick.”
Jimmerson has taken advantage of resources from the Career Advancement Center as well. She attended a resume improvement webinar and will participate in a virtual career fair.
“The Career Advancement Center helped me strengthen my resume so I can apply to internships and jobs,” Jimmerson said. “I’m open to opportunities to help a company meet its objectives and goals.”