September 25, 2019

Connecting Students to Event Careers in Experiential Marketing

By Jessie Yeh, Assistant Director and Career Coach at NYUSPS Wasserman

In an effort to connect students to the growing field of events management, the NYUSPS Wasserman Center for Career Development and Jonathan M. Tisch Center of Hospitality partnered to host an Event Careers in Experiential Marketing Panel. 

Experiential marketing (or messaging you can touch, feel or view in a physical space) [1], continues to be a valuable marketing strategy that immerses consumers within a product [2].  The panel, moderated by Dr. Lynn Minnaert, Academic Chair & Clinical Associate Professor at the NYUSPS Tisch Center, gave students the opportunity to hear from experiential marketing professionals from a diverse group of companies including Viacom, BMF Media, LLG Events, BizBash and Industria Creative. 

“From the event planning and production process to the actual event delivery, the panelists discussed how working in events is about much more than managing logistics - they offered great insights on what makes event attendees connect with brands. Time and again, they emphasized how event producers need to be hands-on problem solvers and strategic thinkers. A successful event professional combines creativity and originality with great attention to detail and thoroughness - flexibility and versatility are certainly required traits,” said Dr. Minnaert. 

Giving students the resources to explore what it really means to work in the industry or field they are studying is part of the mission of the NYU School of Professional Studies and the Wasserman Center for Career Development. The Center’s Career Wellness Model focuses on helping students connect their interests, values and strengths to a rewarding and meaningful career. Partnering with academic departments on events that connect industry to students is one way students are able to get a better understanding of what talents and skills their target industries are looking for. 

According to the U.S. Bureau of Labor Statistics, employment of meeting, convention, and event planners is projected to grow 11 percent from 2016 to 2026, a higher than average growth rate [3]. The panel complements a new MS in Event Management degree that the NYUSPS Jonathan M. Tisch Center of Hospitality will be launching in Fall 2019 that has been developed to address the need for a specialized, skilled workforce in the meetings and events industry.

Student discussing with panel member

NYUSPS Tisch Center student networking with David Adler, CEO and founder of BizBash, after the panel.

[1] Shareen Pathak, Just what is Experiential Marketing, and how can it be Measured? (Adage, 2014); [2] Molly Galetto, What is Experiential Marketing? Best Practices, Examples, and More (NG Data, 2017); [3] U.S. Bureau of Labor Statistics

Related Articles