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I’m responsible for the information happiness of about 3000 students and 100 professors.
In that role I’m advocating for the Isenberg School of Management, which has a big academic program including MBA and PhD programs in management. We’ve been a Mintel subscriber since 2005.
Mintel Academic is primarily used by undergraduate and graduate students to complete assignments or semester-long projects.
More than 90% of my Mintel usage involves using the executive summaries because I don’t need to take a deep dive into the literature for most tasks.
The executive summaries are incredibly valuable, almost as a standalone entity.
When I visit the classroom I can tell students they have access to approximately 1000 consumer marketing reports, which can be product-specific or lifestyle-specific.
The advent of online publishing changed that. Mintel were one of the first market report publishers to recognize the value of being able to put their brand name in front of university students, and we were I think one of the earliest subscribers to their academic collection.
A lot of student groups at all levels have to write a marketing report; typically it’s a group project built around a product or service and the deliverable of the class is a report that is an attempt to emulate what you would see in a real marketing firm, so they will do some surveying, use some data and use market reports as well.
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