We are the consulting branch of Marketing Undergraduate Students Establishment, the premier
undergraduate student-run marketing club at The Wharton School at the University of
Pennsylvania. We engage in semester-long projects (approximately three months) with for-profit
clients. Our focus is on delivering actionable marketing strategy to clients on a small
Our student consultants, all of whom have a passion for marketing, are selected through a
competitive application and interview process. They are then matched with projects on the
basis of their skills and interests. Teams usually consist of one project leader, or Account
Executive (AE), and 3-5 team members, or Assistant Account Executives (AAEs). AEs serve as the
primary contact point for client representatives over the course of the engagement.
By connecting engaged and talented students with organizations and businesses, we help drive
change and deliver results for our clients, while our student consultants gain valuable exposure
to real clients and businesses.
As a student-run club, we direct 100% of our project fees to Marketing Undergraduate Students
Establishment’s operations, to fulfill the Marketing Undergraduate Students Establishment
Mission: “To provide an atmosphere conducive to increasing University of Pennsylvania
students’ understanding and interests in marketing and to provide a forum for students to share
their knowledge and creativity while working together to promote the visibility of marketing on
Our philosophy is that we want to prove to you that a student-run organization can deliver superior professional results at a much lower price. Thus, on average, we charge 10 times less than other companies offering comparable services.
Please contact us for more information regarding pricing; it varies depending on project scope.
Our consultants’ diverse set of skills and interests allows us to be flexible with the services we
provide in each project scope in order to ensure that we are fulfilling our clients’ needs. Our core service offering falls under the following three categories; Market Research, Strategy and Implementation. We offer services in a variety areas of marketing on a case-by-case basis; potential clients are encouraged to inquire if they have any questions.
How do you create a dynamic customer base for an internet-based advertising agency that allows users to both create advertisements and interact with other advertisers? In preparation for its launch, the agency was in need of a thorough marketing plan that outlined ways to create a loyal customer base among 18-34 year olds. Since the agency’s business concept was based on user-generated content, they needed ways to engage consumers, build awareness and buzz, and ultimately, build a community on their website.
WHAT WE DID
The consulting branch of MUSE’s first step was to break down the 18-34 age group into different segments to create a direct, focused and effective marketing plan. To do this, the team investigated the client’s business and considered various other customer segmentations that would relate better to the business. This research uncovered that breakdown by customer characteristic was the best approach, and the most effective option would be to separate the 18-34 age group into three segments based on the type of relationship the customer has with advertising.
After customer segmentation, the team worked to develop innovative ways to target the three segments. The consulting branch of MUSE constructed three independent marketing plans implementing both conventional marketing tactics and alternative channels such as the internet. Specifically, the consulting branch found the correct avenues through which to reach students studying advertising-related fields and recent graduates looking to enter the advertising industry.
Considering that the agency’s business model was dependent on a vibrant community of active users, we then focused on customer retention. We devised an innovative and low-cost incentive system to encourage users to create multiple advertisements.
Our marketing plan and recommendations were very well received by the agency’s President, and were incorporated into the company’s initial launch and yearlong budgetary and strategic plan.