Driven by Data

Michelle Creamer ’21 found her sweet spot between the creative and business side of marketing, which led her to pursue a master’s degree in marketing intelligence.

Michelle Creamer

Michelle Creamer began testing the marketing waters as a freshman business administration major when she joined TU Thinks Pink in her freshman year, taking professional photos and videos at breast cancer fundraising events. Later, as vice president of public relations for Tri Delta sorority, “I applied what I learned in the classroom by managing social media and tracking student engagement with the sorority,” explains Creamer. “Trying to raise awareness of the brand was a lot of fun.”

Through a summer 2019 internship with Paragraph, Inc., a branding and advertising agency in Philadelphia, Creamer began to discover the beauty of marketing data, which was reinforced in her TU coursework. At the urging of Associate Professor of Marketing Plamen Peev, who taught the Personal Selling course, Creamer signed up for TU’s Strategic Sales Competition, which gives students two weeks to prepare a 20-minute, videotaped sales presentation for a potential buyer. “The competition was one of the scariest things I ever did, but I was happy to be pushed out of my comfort zone,” admits Creamer.

“ I learned what it means to connect with your target market. ”

Michelle Creamer

That push resulted in a connection with Neuberger and Company, a Baltimore-based management consulting firm, where she is researching potential clients and generating new leads for the company. “I learned what it means to connect with your target market,” says Creamer, who conducts social media reports and uses data to create benchmarks and pinpoint trends in audience behavior for the firm.

Creamer completed TU’s one-year M.S. in Marketing Intelligence program in May 2021. “I want to confidently make marketing decisions based on concrete data,” she says.

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Studying marketing at TU

TU’s undergraduate and graduate programs in marketing prepare students for marketing careers in brand management, marketing research, advertising, public relations and more