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Stanford and other TOP schools with CPG marketing background

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Stanford and other TOP schools with CPG marketing background

by nmlss » Mon Sep 26, 2011 12:58 am
Guys, do you know any insights in regards to schools attitude towards applicants from consumer packaged goods background. The companies I'm talking about are well-known globally but they are not top5 like Unilever & P&G.

I know that other factors are important. But taken in isolation does it matter a lot?
Started as a management trainee, grew in brand marketing, still young.

I understand that Kellogg is a more logical option. But I am interested in Stanford firstly, than Berkeley, maybe Harvard.

GPA is great, ready to spend hell of a time on GMAT to nail it.
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by throughmba » Tue Sep 27, 2011 8:52 am
With attitude, you must be referring to the statistics of applicants from CPG background becoming admit. Is it?
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by Jessica@VeritasPrep » Tue Sep 27, 2011 11:23 am
Admission Committees like applicants from all backgrounds. A career in CPG is great (especially if you can show progression and responsibility). Looking at the make-up of an incoming class is a bit misleading and should not discourage you. Generally, a business school like Stanford attracts the bulk of its applicants from banking/finance/consulting so there will logically be more students represented with this background. This is a function of the applicant pool and not because of a bias against other backgrounds.

Your goal should be to focus on the skills that you acquired as a professional (whatever that background might be) and then convey why an MBA is a good next step to reach your future goals. A successful applicant is able to discuss his/her background and tie it in to the need/desire for an MBA and then explain how "Background X" plus "MBA Y" will equal success in "Future Career Z". Even if you plan to switch careers, focus on the positives of your life in CPG and on the skills you honed in these roles (and how this will help you contribute a unique perspective to your business school colleagues). Do not fall into the trap of trying to diminish your own past just because you think it is less desirable (it is not!). If you plan to stay in CPG, explain why an MBA (from X school) will help you reach your future career goals.

Hope this helps. Let us know if you need more assistance pulling it all together. Good luck on your GMAT!
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by nmlss » Wed Sep 28, 2011 12:31 am
Thank you very much for your response. Indeed, even official statistics of industry breakdowns shows that there is a significant number of people with CPG background and LinkedIn research confirms it.
I guess the better question would be how competitive it is for this particular background and what are the best strategies for differentiating myself. But these are probably the questions I should answer myself :)
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by Jessica@VeritasPrep » Wed Sep 28, 2011 4:17 am
Hi nmiss -

Perhaps I misunderstood your initial question but I will attempt to answer your second one. Yes, there are many marketing/CPG professionals and many of these apply to business school (although not in the same numbers as those in finance and consulting). It is equally as competitive for professionals from any background. The Adcom will expect the same caliber of scores, grades and essays. With that said, sometimes it is easier to differentiate yourself if you come from a more unique background (and, as you said, CPG isn't overly unique so you still have your work cut out for you). An applicant can differentiate her/himself by focusing on his or her thought process and motivation rather than only the end result. Focusing on creativity and out of the box solutions is always helpful (you would be amazed how many applicants only give quantitative statistics in their resumes/applications). Helping the Adcom know who you are in a personal (as well as professional) way can help differentiate an applicant regardless of work history.

Lastly, it is possible that an Adcom could have slightly different expectations for someone from a CPG background vis a vis someone from Wall Street. Someone who has worked and excelled in finance may be expected to have a better understanding of finance whereas someone with a sales background may be expected to have better people (aka "soft") skills. Depending on your role in CPG, you may be expected to have strong analytical skills (pricing and market data analysis) or you may be expected to have good creative skills (if you had more of a branding role). These are just things to keep in mind as you write your resume and essays. But, of course everyone has a variety of ways to differentiate him/herself and it is you who will know this best.

Hope this helps a bit!
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