the MSMI Intelligencer Report
March, 2025
Spring Break: Playground for Marketers
In the U.S., Spring Break marks a key moment in consumer behavior, driving increased travel, social activity, and discretionary spending. For marketers, it’s more than just a vacation—it’s an opportunity to connect with a young, experience-driven audience. Brands adapt their strategies to align with this seasonal shift, leveraging influencer marketing, social media, experiential activations, and product sampling.
Beyond hospitality and travel promotions, Spring Break fuels demand for branded essentials—skincare, clothing, accessories, beach gear, drinkware, and more. Pop-up events and sponsored activations dominate beaches, bars, pools, clubs, restaurants, and festivals. Platforms like Instagram and TikTok amplify FOMO-driven trends, curating Spring Break must-have lists and limited-time offers. Brands such as Victoria’s Secret PINK and Gap promote casual, beach-ready fashion, while Coca-Cola and others sponsor large-scale beach events. For more on the history of Spring Break, click here: https://www.spreaker.com/podcast/spring-break-a-brief-history--6115540
Even if you’re spending Spring Break in NYC instead of a beach destination, there’s no shortage of exciting activities. Kick off the week by wearing something green and join in the fun of St. Patrick’s Day. Then take some time and stroll the High Line, visit the Bronx Zoo, experience the Edge, or explore the city’s many art exhibits. For more ideas, check out Time Out New York
Pre-break Sprint
Before the break, the “Lucky 13” Cohort had a packed agenda. At the end of February, a number of MSMI students participated in the first GEN-Jam hackathon competition. Led by Machine Cinema, Minh Do & Justin Suarez, and Fordham Gabelli School of Business faculty members Prof. Mohammad G. Nejad, Prof. Timothy Malefyt and Aida Lahood. students learned how to use several AI tools to create their own marketing videos. Teams then developed a video for marketing Fordham University. The MSMI team of Vidushi Sharma,Vinita Darade, Tanya Wade & Khushi Shah created the overall winning video. Check it out in Vidushi’s post: GenJam
In early March, 65 students from MSMI attended and listened attentively to a CMO panel moderated by Prof. Ancy Joseph with Elizabeth Bramlage (Comply Advantage), Ron Aberman (Accenture), Jo Ryan (Bloomberg), and Rohan Castelino (IRIS.TV). They shared their valuable words of wisdom and expertise with the audience. Next, Linda Luca introduced alums: Shreya Sakhuja (American Express), Gizem Basara (SCL Footwear Group), Felipe Scavuzzo (McKinsey & Co.) and Zip Nguyen (BBC Studios) who shared their insights and journeys navigating careers as international professionals. Later students participated in individual breakout sessions with professionals and alums from a wide range of companies.
The following weekend, Ron Aberman, Chief Sales Officer at Accenture, and Yasmine G., Northeast Sales & Pricing Director, taught their second full-day workshop titled Consulting & Technology Sales: Techniques and Client Acquisition Strategies. MSMI student, Yufan Yao found the session highly engaging and learned “…sales isn’t just about transactions — it’s about forming strong, value-driven relationships with clients that foster long-term growth.”
And last week, the Fordham Women in Business (hashtag#FWiB) hosted their 26th annual conference celebrating women leaders. Organized by Co-Presidents Liora Gonicman, MBA Candidate and Wini Kataria, MSMI ‘25, the program kicked off with Devika Bulchandani, global CEO of Ogilvy and her inspiring career journey as an Indian woman. Speaking about leadership, Devika told the audience… “Leadership is about shifting from being an individual contributor to unlocking the potential and imagination of others.” Highlights from the also included the"Women Who Paved the Path" panel with Camella Barnes (Goldman Sachs) Alexis Marcus (Nasadaq) Marilyn Foglia (UBS) and Erin Ziccarelli (BNY) moderated by Dean Elizabeth Ostler, and a "Personal Branding" workshop led by Profs. Ancy K. Joseph and Paul Kramer, on crafting and presenting our professional identities.
And it doesn’t stop there. After the break, MSMI students are encouraged to sign up for:
Thursday March 27 from 5 - 7PM. LC Campus Register here https://lnkd.in/dz7sNw_H
America has never been as polarized across a broad range of issues as it is today. How can brands best navigate their way forward? Fordham University and the International Advertising Association North America will unveil findings from a major research project exploring this challenge.
Featured speakers include: Magdalena Pawelec, Senior Director and Head of Brand Marketing at Whirlpool Corporation, Lynn Teo, Chief Marketing Officer Northwestern Mutual, Amy Weisenbach, Chief Marketing Officer at The New York Times, and Isys Caffey-Horne, President and Head of Strategic Communications and Reputation Management at Stripe Theory.
Research results will be shared by Fordham’s marketing professors Mohammad G. Nejad, Genevieve Elizabeth O'Connor, and Aniko Nakazawa DeLaney.
Enjoy your break and get ready for the next half.