Marketers Bracing for Impact
Just when marketers thought they had adapted to pandemic-era supply chain woes and inflation shocks, a fresh disruption arrives: tariffs. Recent U.S. policy changes that target key imports such as autos, electronics, clothing, and food will have ripple effects through many other related industries. Tariffs will affect not just pricing but the full marketing mix. Whether you are in charge of pricing models, brand communication, product positioning, or demand forecasting, sudden shifts in import costs can reshape market strategies. As costs rise, brands face tough choices…pass on higher prices to consumers, cut margins, or find new suppliers. Each decision affects brand equity, positioning, and perceived value.
A brand’s “Made in...” label can suddenly be a liability or an asset. Tariffs put a spotlight on origin stories, manufacturing transparency, and sustainability claims. Cost or value perceptions may shift overnight. The apparel company, American Giant, sees its “Made in America” heritage as an opportunity. Adweek
Uncertainty throws off demand forecasts, launch calendars, and promotional timing. Agile, data-driven marketing intelligence becomes a necessity, not a luxury.
What should Marketing Intelligence pros do?
Monitor Tariff-Linked Sentiment: Use social listening and consumer sentiment tools to gauge public perception around pricing and sourcing.
Refine Scenario Planning: Incorporate trade policy shifts into demand forecasting and channel strategy simulations.
Stay Close to the Ops Team: More than ever, marketing intelligence must be cross-functional and work closely with supply chain, finance, and product teams to ensure marketing isn’t blindsided. Some auto companies are considering shifts in production locations to mitigate tariff costs, while others are evaluating price adjustments to adapt strategies that balance cost implications with market competitiveness. One example is KIA’s announcement that it is suspending its Auto Assurance plan Car and Driver+1
4. Review media planning and buying strategies: Agency planners are advising clients to stay flexible to be able to shift dollars allocated for TV Upfronts to performance marketing driven by retail and digital channels. For more insights from leading ad executives, this Ad Age article covers a variety of perspectives: AdLeaders on MediaBuyingPlanning
Although marketers can’t control trade policy, they can shape the response. In times of trade turbulence, marketing intelligence isn’t just about analyzing the past—it’s about preparing for what is ahead.
Winning
The Lucky 13 Cohort continues their winning ways. Always willing to take on challenges, this cohort believes in hard work and perseverance. Early in the month, the mighty A.N.T. team of Aneri Patel, MSBA, '25, Navya Maheshwari, MSMI '25, and Triveni Rai, MSMI '25, faced stiff competition from the Baruch teams. Still they prevailed to finish in second place at the annual Zicklin School of Business Graduate Case Competition.
The challenge for all teams was to develop an ethical AI startup for education. The A.N.T. idea was an AI-driven learning tool designed to support university students in building essential professional skills. Their engaging and innovative presentation demonstrated a clear understanding of the technological possibilities and the ethical responsibilities in education.
Last week was also very intense for the teams competing in the Marketing Analytics competition. Undergrad and grad teams within the Marketing Area had one very short week to analyze data and develop their proposals. The dynamic MSMI team of Cathy Liu, Tiffany Nguyen, and Emily Ramsubir prevailed to take first place. A huge thanks to the judges, Profs. Zhe Han and Seoyoung Kim, and to Dr. Nejad for organizing this competition.
Save these Dates
Wed. April 23: The NY Botanical Garden Orchid Show. Entrance tickets are for 2:30 PM. This is an indoor dazzling display of orchid arrangments. It's quite stunning. This year’s theme is Orchids Mexican Modernism. Tickets are limited but please check your schedules first before you commit: SIGNUP HERE and we’ll send more details to attendees.
Sat. April 26: Zip Nguyen, BBC, will be doing a podcast at LC in the afternoon. All details have not been worked out yet. We’ll keep you posted.
New Jobs in Career Path!
If you haven’t checked Career Path, some of these are new:
CIBC, Various FT Roles, All Work Authorizations
BlackRock, 2026 Summer Internships, All Work Authorizations
Beiersdorf, Various FT and Internships, All Work Authorizations
Uncommon Schools, Director of Data and IT Support, US Work Authorization only
openDoctor, BD and Marketing Internship, All Work Authorizations
NeilsenIQ, FT Associate Client Manager, All Work Authorizations
Governance & Accountability Institute, Inc. (G&A), 2025/2026 Sustainability Reports Research Analyst Internship, US Work Authorization only
Bloomberg, Data Analytics Internship, US Authorizations only
Moody's, Ratings and Research Support Intern, US Authorizations only
LVMH, LVMH SPRING Graduate Program - Product Leaders, All Work Authorizations
AND MANY MORE!
Our Career Advisors also created a prep doc for 30-minute behavioral interviews. Behavioral Interview Prep and for Personal Branding which was presented at FWIB. And, if you missed the Canva Presentation, here is a link to the recording: :https://fordham.zoom.us/rec/share/Bp_53JDVcIu3psbhnh2fd__jokgoB0e17LppVpKNZWxUjUSmXtwWCoyU92oTr4c.1ejNUMrGH5s1h5SF Passcode: kYv0F.5F