Students in our Strategic Marketing class had a unique opportunity to hear Dan Beckerman, CEO of AEG, speak about his career and experiences in marketing. Beckerman, also a graduate of the UCLA Anderson School, inspired students by tying together what they are learning in class with real-world examples. Instructor Jennifer Hannon says when she was looking for guest speakers for this quarter’s class, she thought of Dan Beckerman not only because of his ties to UCLA and interest in engaging with our students, but because his stories from his career in marketing are topical and relevant to what Hannon teaches in the classroom.
“Students were very engaged and really enjoyed their opportunity to talk with someone at such a high caliber,” Hannon says. “Dan was able to tie our discussion about targeting with the example of MLS, comparing Chivas to the Galaxy. It got the students engaged and made the discussion relevant. He also spoke about how the organization used to be centralized in terms of marketing, but as the company grew and evolved, they have moved to a more decentralized approach and each property now manages its own marketing efforts, since they know their customer best.”
Many thanks to Dan Beckerman for sharing his time and expertise, and to Jennifer Hannon for arranging such a valuable learning experience for our students!