My Favorite Course This Semester: Brand Strategy

There are so many wonderful courses at Stern that it can feel overwhelming to select elective classes each semester. Because the Tech MBA has put together a robust curriculum that focuses on both business and technical core classes, my hope for elective courses has been that they will be fun, interesting, and help sharpen on specific skill or knowledge area that I have not previously had experience with. For example, I am interested in sustainability and “foodtech,” so I am taking Social Entrepreneurship in Sustainable Food Business with Professor Hans Taparia.

When I was thinking about my prior role as a Product Manager, and some of the skills that I wanted to develop, I realized that I have not had much exposure to marketing. Specifically, I was interested in branding, and the way in which graphic design, strategy and positioning can come together to change the way a brand is perceived in the market, and the emotional impact it has on consumers. I decided to take Brand Strategy with Professor Gormley, and it has turned out to be my favorite course this semester. When I read the first line of her syllabus, I knew I had made the right choice. “Who says you can’t get real world experience in the classroom? Fran Gormley has worked in the Branding business for three decades and can teach you how to create Branding ideas that can propel a business forward.”

Before beginning at Stern, I was advised to take evening electives whenever possible because it would mean that the course was taught by a “practitioner,” or a professor who is currently working for another organization in the field, as opposed to professors who are lifelong academics. I think this is so important when looking to a subject like branding, because learning from a professor who is currently running her own branding agency ensures you are learning the latest and greatest standards from the industry.

Professor Gormley is a great lecturer, and she structures the class so that she delivers course content for half of the session, and then a guest speaker comes in to talk with the class for the latter half of the class. We have heard from executives across many different industries and branding agencies, specifically at PayPal, Fekkai, Edelman, Wolff Olins, and Interbrand. My favorite speaker so far was Frédéric Fekkai, a legendary hair stylist turned businessman, who spoke about his company Fekkai, and the various transitions it has made over the years. Frédéric spoke about the opportunity he had to sell his company, and eventually buy it back, and it was crazy to hear the story of the shampoo I had in my very own shower at home in Brooklyn! Professor Gormley also gives various case study lectures about the projects she has worked on across her career, making it very applicable to see the before and after of the branding work she has done. This class takes place on Tuesday evenings, but the time flies by, and I look forward to hearing from Professor Gormley and whoever she has in store for us each week. We even are working on a semester long project to rebrand a company of our choosing. I can’t recommend this class enough!

What To Expect of the Stern Tech MBA

As a Graduate Ambassador of the Tech MBA at Stern, some of the most common questions I receive are related to who should apply to the program. Potential MBA candidates want to know what characteristics are the best fit for a focused MBA. They want to understand if it is too technical, if it requires a deep understanding of coding and data science, or the expected job for a graduate of the program. I will try to answer these questions throughout this short article.

The program is an MBA (Master in Business Administration), so it goes without saying that the focus is business and value creation. Nevertheless, it has another core: technology. The Tech MBA seeks to prepare its students to be set up for a rapidly changing world by using technology as a tool to innovate and solve big problems. The mandatory courses mix business fundamentals such as Finance, Marketing or Founding a Startup, with tech courses, such as Dealing with Data or Foundations of Mobile Networks. Additionally, the Experiential Learning approach is a group of activities and courses focused in finding solutions for real-world business problems. As a student, you can be part of the EFL (Endless Frontier Labs), which is an acceleration program for massively scalable startups; or the West Coast Immersion, in which we travel to visit and analyze several companies.

One of the things I value is how diverse the program is. Students come from varied careers such as consulting, software development, product management, entrepreneurship, or even banking. To be ready for the program, it is ideal to take a fast introductory course in coding, and another in financial math. Both are just a recommendation; all things you will need will be taught during the MBA.

Nowadays, most companies want to transform into tech firms and this trend will change the way of doing business in the following years. This makes the Tech MBA a powerful program for being ready to work in big companies, growing startups or developing new ventures. There are no restrictions to where a Tech MBA graduate can work, but the main focus is around Product Manager roles, Strategic roles or Consulting roles.

This is a very current program that is constantly updating to the technological changes that the world is facing. It is a dynamic and fun program to pursue big goals and grow professionally and personally.

Navigating Stern’s Sites & Acronyms

You received your acceptance letter to Stern. Your heart is racing with excitement, you have butterflies in your stomach, and you are grinning from ear to ear. The next thing you know, you’ve received a handful of emails with directions to use different sites and mentions of different departments with different acronyms. Feeling overwhelmed? I sure was! Here’s a little study guide to help you navigate all of the amazing sites and resources that Stern has to offer. This list isn’t intended to be exhaustive, rather a helpful place to get started.

Stern Sites

NYU Stern Life
Stern Life is the best place to start after accepting your Stern offer. Leverage this site for all important announcements, events, action items, and access to resources before starting school. From Stern Life, you can keep up to date with forms to fill out, payments, technical setup and more.

NYU Albert
Albert isn’t a site that you’ll be visiting everyday per say, yet when you use it, it is important! Some of the most common reasons why you’ll go to Albert:

  • Managing your school finances / financial aid
  • To check and manage your course schedule (e.g. add/drop classes)
  • View final grades and submit course evaluations
  • Access to other Stern sites and resources

NYU Brightspace
Brightspace is the NYU Learning Management System (LMS), where all of your classes will be hosted. This is where your professors will upload their syllabi, add assignments, share resources and more. Familiarize yourself with how this site works as you’ll be using it a lot!

Stern Acronyms

OCD: Office of Career Development
OCD will be your best friend as you navigate recruiting while at Stern. This department specializes in career development and support, covering a range of offerings such as resume reviews, mock interviews, recruitment strategy and more.

AA: Academic Advising and Affairs
Academic Advising and Affairs at Stern is the go-to department for support with your degree. This includes navigating specializations, credits, exploring electives and more. You can schedule 1-1 appointments with the AA team. Keep an eye out for scheduled events hosted by this department as well!

OSE: Office of Student Engagement
Access support and resources with regards to life outside of Stern through the Office of Student Engagement. The OSE team supports orientation, student orgs, housing and more. This department is super helpful when navigating your Stern experience beyond the classroom.

Building Community Through Student-Led Events

It’s popular knowledge that a big part of the MBA is networking. But that word sounds like work and isn’t well-suited to the reality of things. There is a more appropriate word: friendships! Over the next year or two of your MBA, you will share life with a group of amazing people coming from various backgrounds, yet all working towards similar goals. If you do things well, you’ll build deep, lasting friendships with a bunch of them because you spend time together. In this blog post, I want to share some ways that our cohort has bonded through student-led community events.

Bars and Restaurants
These are classics. Don’t be shy to book a table somewhere and send a message in your “general” slack channel asking people if they want to join. I bet you that you’ll have to call back to increase your reservation to 20 seats.

Parks
This is a go-to in NYC and a fun way to spend Saturday or Sunday afternoon. Our cohort always ends up in Central Park, but there are tons of other parks too. I recommend getting a Moolky, a wooden pin & skittles game, which you can play as a group. Last time, someone brought a portable cornhole game that was also fun to play 2 vs 2. Do not forget sunscreen, coolers, and hats! If you have a dog, there’s a specific patch of grass just north of the East 72nd Street entrance with lots of other dogs running around and playing together.

Workouts
One of the highlights for me so far in the MBA has been running workouts for my classmates. We meet outside twice a week and sweat together for an hour. Then we usually go to brunch afterwards! Wednesdays are at the Houston st playground, and Saturdays are at Pier 46. Only one rule: you have to come to a workout to be added to the group chat! Don’t forget to take a group selfie post-workout! Open to all at any level, reach out to me if you want to join!

Saturday GCNY crew, Pier 46, 5/15/2021

House/rooftop parties
Rooftops are a huge commodity in NYC summers. Make yourself known if you have a rooftop or a bigger apartment than others!

Poker
My classmates and I had a couple good games, both online and offline. I recommend keeping it inclusive to everyone and giving a chance to people who don’t know how to play to give it a try. If you want to play online you can use pokernow for free and have a simultaneous zoom session.

PPT night
Our cohort has been running a powerpoint night every two months that has proven popular and a lot of fun. The premise is simple: 3 people volunteer to present to the group on a topic of their choice. The topics are completely up to the presenters and tend to be fun (or even ludicrous) in nature. Examples include origami, Whiteclaw, Australia’s Great Emu War, travelling to Chile, 90 Day Fiance, etc. 

Escape the Zoom
In this event attendees are separated into teams of ~4 and attempt to “escape the Zoom” by answering a series of ~8 riddles posted by the organizing team. Each team is sent to their own breakout room and given the first riddle. Once a team solves a riddle, one of the team members goes back to the main room and calls an organizer into their breakout room to deliver the answer. If correct, the team unlocks the next riddle. Hints are offered to teams after 10 minutes without a solution. The winning team is the first team to correctly solve all riddles!

Here’s a riddle to get you started:

Complete this logical sequence:

1 – E – 2 – O – 3 – E –
4 – R – 5 – E – 6 – …

a) S
b) X
c) Z

To see the answer, highlight this full line with your cursor: ANSWER is b) (SI)X 

Trips
Spending several days away together is usually an excellent way to get to know your classmates on a deeper level. And some may have the added benefit of discovering new parts of America. With everyone vaccinated and the slow easing of safety guidelines, trips might soon be part of the MBA experience again. There are as many destinations as you can think of. I’m recommending a local spot below:

Hunter Mountain
In the winter, Hunter mountain is a must-do for skiing and snowboarding with slopes available for all level skiers. It’s just about 2.5 hours outside NYC. You’ll need to book your ski passes well in advance and book a chalet on Airbnb for the group. I recommend renting your gear on the way up to the station where the queue will be a lot smaller.

Thanks for the read, I hope this will be useful to brainstorm what to do after classes! Have fun and see you around the city!

Advice for Incoming Tech MBA students

So, you are finally about to start your MBA experience at Stern – it is exciting and a bit intimidating, but I am sure you are looking forward to beginning this life-changing journey! Last January, I was in the same situation as I was approaching the first classes; now after a few months, I want to share with you some advice that hopefully will help you best prepare and  making the most out the Tech MBA experience at NYU Stern:

1. Take time off if you can 

Before starting my focused MBA, I had heard many times that the Tech MBA was intense, but I wouldn’t have imagined it was going to be this intense! Classes are really fast paced and there is a fair amount of pre-work and group-work required for each class, so if you have the opportunity take a couple of weeks off, it’s worth it to arrive well-rested for the beginning of the first semester. 

2. Adjust to NYC life 

From finding and furnishing your apartment, to sorting out your finances (if you are an international student), there are many things to figure out when moving to NYC. 

Here are a bunch useful links and apps that I found useful when I first moved here:

NYU recommended resources for apartment search. I personally used Loftey, and they helped me find the apartment I wanted without paying any broker or extra fees.
– Sometimes Ikea and other furniture shops have long delivery times, in this case I found
second-hand furniture app quite useful.
– The NYC restaurants scene is one of the most exciting – use Resy to discover new places and to search restaurants by availability for up to 20 people (quite useful to organize gatherings with your classmates!).
– Last but not least, take advantage of being a student again: use Unidays to get discounts on restaurants and shops.

3. Map out your goals
Between clubs, networking events, workshops, course electives, conferences, and entrepreneurial competitions, there are so many exciting opportunities at Stern that you might want to take part in – however, it’s really impossible to do everything! So lay out your plans and goals to help identify critical opportunities and stick with your priorities. Of course, your plan can change during this year, but having a set of goals you want to achieve will help you navigate among all the exciting activities happening around you. 

4. Start socializing from day 1 

You will be surrounded by an extraordinary cohort of students, all with different experiences and perspectives, so getting to know each other is not only fun, but it can help you better understand what you want to do post-MBA. Building meaningful connections with your cohort is one of  the most valuable aspects of this experience. So don’t hesitate to organize after-class drinks, dinners and trips together from day one – time goes really fast!

Outside of your cohort, make sure you leverage clubs as a way to connect with the wider Stern community – CampusGroup will be your go-to resource to join clubs and discover events!

Advice on Moving to NYC from the Perspective of an International Student

Ok, so you’ve got your Stern admission letter and your F1 visa and you’re finally ready to move to New York City! Since you’ve never met anyone from New York who didn’t think this was the best city on earth, you’re feeling pretty good about the move. But if you are still wondering what to expect, this post is for you. It covers what I’ve learned in my first 3 months here as a Frenchman, tips on how to successfully transition as a non-American, and odd things I’ve noticed.

A bit about me-

My name is Luc, I grew up near Paris, lived for a year in Houston before college, studied for 3 years in Montreal for my bachelor’s, and I had been working in Shanghai for 9 years prior to coming to Stern. My background is entrepreneurship: 8 years of early stage tech startups, 5 as founder/ceo, followed by some consulting. My experience with NYC was close to none before I moved here 4 months ago.

Apartment hunting-

Units are usually available right away so you can find an apartment in the 2 weeks leading up to your move-in date (it took me 5 days). There are a few online platforms recommended by NYU when it comes to looking for an apartment. If you’re going to use Facebook housing groups, I recommend doing background checks before you sign anything (I dodged a scammer on a Facebook group by doing a reverse Google image search of the photos on the listing). It showed me that the NYC apartment I had selected was also listed in Paris … no wonder the “landlord” didn’t want to turn on her video when we talked!

In my case, StreetEasy got me there and I recommend using this instead. Word of caution if, like me, you are booking your apartment after a virtual visit: video tours are not the same as in person. You cannot control what is shown or get an accurate sense of the size, the view, the noise, etc. So ask if you can commit for only 3 months with the option to extend at the same rate for the rest of the year. The market has gone way down since COVID, so the landlord might agree. My apartment ended up having zero natural light and I was glad to have the option to move out after 3 months. Note that most listed apartments are not furnished, but if you message the agents on the website they might have other unlisted apartments available that are furnished, or have available furniture in storage to give you. In my case, the agent provided me with a bed and a sofa free of charge and I bought the other cheaper furniture on my own. Another option is to rent furniture: you can get a good bed and sofa for as low as $100/month if signing for 12 months (e.g. livefeather.com, cort.com, casaone.com and others).

Where to live-

There are a lot of differing opinions on the topic. A lot of my classmates live in the West Village and everyone loves it. It feels a bit more European and there are a lot of good spots, but it’s a bit pricey. The East Village and Lower East Side are great options as well (I live on the border of the two). The area is a bit more grungy in my opinion, but has lots of great bars and restaurants. If you don’t mind the commute I’m a big fan of Brooklyn (Fort Greene, Boerum Hill, Cobble Hill, Prospect Heights, Greenpoint, Williamsburg): I like the smaller buildings, the sense of community I get walking its streets, and the welcoming and unpretentious vibe. I also have a classmate who lives in Jersey City right across the river with a beautiful view of the Hudson River, and it takes him just 20 minutes to get to campus.

Hudson & Perry St – West Village

Services-

Once you have your place you’re going to have to figure out a data plan, internet, utilities, and a bank.

Phone plan: Assuming you already have a phone, the best value I found is AT&T’s 12-month prepaid plan, at $25/month + tax for 8GB of data. There’s a catch though: it’s available only online and you need to already have a US phone number to order… your US number…. I was tricked into paying for a 1 month plan at a physical store just so I could order the prepaid 12-month plan online. If I were to do it again, I would get a temporary Skype US number and use that to order instead.

Internet: In theory there are two options, Verizon FiOS and Spectrum. But they cover different areas of NYC so you end up being forced to subscribe to the available supplier for your apartment. You can use your NYU email to get 2 months free with Spectrum, but then it’s $55/month for wifi for the first year and $70 after that. Although I’m told you can call back at the end of the year to get the ‘new customer’ discount again.

Utilities: Another monopoly. I hope your activation on ConEdison’s website goes smoothly as they’re difficult to reach via phone. Your landlord or agent should tell you what you need to do for utilities.

Bank: I pre-opened an HSBC account from abroad (not available in some countries like China so you’ll have to check) and then applied in-person for their credit card when I arrived. You’ll want to get a credit card because it allows you to build your credit history (without which it’ll be hard to finance anything in the US), and because it’s the only type of card that works in all situations, 100% of the time (for some reason my debit cards are a hit or miss). Until I had my credit card, I used Revolut, which offers free payments and free currency conversions. Note that if you’re using an international card and the POS machine or ATM asks for a zip code, enter 00000.

Transportation-

Most people I’ve met like to walk. If that‘s the case for you, you’ll have a great time here. I don’t like walking much, so I’ve explored different options:

Options:

  1. Metro & buses: $2.75 a ride, but you can transfer for free (e.g. metro to bus). There’s no need to buy MetroCards as you can tap your credit card to enter the station. Public transportation will take you anywhere, but it will take time: I find that I tend to have to wait for the next train or bus, and there’s still walking to be done when you arrive at your destination. 
  2. Revel: $1 unlock fee + $0.49 per minute. I love Revel as I used to ride an electric moped every day in Shanghai. These are particularly fast and good. The downside is that it’s relatively expensive (my rides have been $8-10) and you might spend a few minutes looking for a legal spot to park. They accept international driving licenses. The mopeds have a phone holder built-in which is super convenient for using google map. I heard that Revel is starting to rent out electric bicycles for $100 a month as well.
  3. Citi Bike: $3.50 a ride. Good if you can find an electric one, bad if you can’t: the bikes are super heavy and slow. You can book those directly from the Lyft app, too. I’m told that there are subscription plans available if you like City Bike.
  4. Uber/Lyft: More comfortable and expensive. Good to get back home after a night out.

My personal recommendation:
Buy an electric scooter or electric longboard for as low as $350 (or a bicycle). My longboard takes me to most places in 10 minutes. I can take it on the metro or on top of a Revel if I’m going far so it combines well with other forms of transportation. You can even ride across the bridges to Brooklyn. Getting a scooter is both safer and more comfortable than skateboarding because the roads in NYC are quite bad (rough pavement with bumps, iron railings, and holes), especially the bike lanes! Then use Revel when it’s nice out!

A girl on a Revel enjoying the breeze. She’s probably thinking something along the lines of “four wheels move the body, two wheels move the soul.”

Odd things I’ve noticed-
Dogs: (NYC) Americans love dogs. I mean LOVE dogs. I mean you’ll go to some dinners where people will spend a full hour talking about their dogs. If you’re taking a class on Zoom and someone’s dog enters the field of view, the class will stop until classmates and instructors are done commenting on how cute that dog is (and yes, all of the dogs are cute).

Prices: Don’t trust them. All the prices you’re given here are deflated. You’ll need to add taxes, and tips if it’s food or drinks. A typical restaurant bill is 30% higher than previously stated. You might need a calculator to figure out the tip, usually 18-20% of the pre-tax amount given.

Messaging apps: Not everyone uses the same messaging app. Most people have iPhones and use iMessage so they may not use WhatsApp. Regular SMS, Facebook messenger, Signal, and Discord might also be used to communicate with different people. This was odd to me given how everyone uses WeChat in China no matter what phone they have.

Cash: It’s still a thing here. Even coins. Actually, your laundry might not be inside your apartment, so you’ll need to go to your bank to get lots and lots of quarters to operate the machines in your building or at your nearest laundromat. Many smaller businesses refuse credit cards until you reach a certain $ minimum, and I haven’t seen mobile payments being used here yet.

Note that as a result, it takes a lot of time to pay at a restaurant. So instead everyone paying, what happens is 1) only 1 person at the table pays for everyone (yay, credit card points!). 2) Another person usually volunteers to divide up the amounts, goes back home and uses a spreadsheet to proportionally divide the tax and tip, and texts everyone how much they owe. Then 3) you’ll have to download Venmo and link it to your US bank account to pay that first person back. Teamwork.

actual split bill I’ve gotten

 

I hope this was helpful to get you situated in NYC and that you’re excited; this is going to be a fun ride. Please reach out to me with any questions at mbaga@stern.nyu.edu.

Reflections from Spring Semester

In my first blog post, as the fall semester kicked off, I wrote about some of the things I wish I could have told myself going into the summer term for the Andre Koo Tech MBA. Now that we’re here in the spring semester – I thought I may share some thoughts that, if I had a time machine, I might share with myself as the fall semester got underway!

The Fun Is Just Beginning
The summer term is an amazing roller coaster with so much going on – new environment, new classes, new life-long friends. It feels hard to imagine things could move any faster, but when the fall semester kicks off, a whole new world opens up. The academic workload shifts to reflect a traditional semester-based structure, the larger two-year MBA community returns to campus, all the programming from student groups ramps back up, social events spring up, formal recruiting gets kicked off, and on and on and on…

It’s not any “busier” per se, but it’s a whole new set of events and experiences that you need to account for. I return to one of my favorite reflections from a Sternie in the Tech MBA class before mine: “It’s the hardest you’re going to work, but the most fun you’re ever going to have.” That held true over the summer (I mentioned it in my first blog post too), and it certainly remains true in the fall. You will have the most amazing opportunities open up, and they happen very quickly, so be ready!

Vice Dean JP Eggers mentioned once that the MBA experience – and particularly a focused program like ours – is a “year-long exercise in prioritization” and that certainly rings true. The more you can be aware of that fact, and stay proactive in how you manage your activities, will be paramount.

Lean Into As Much As You Can
The amount of student-run clubs that kick off in the fall is amazing, and I highly recommend taking the time to experience as many of them as you can! For me personally, attending events by Stern Speaks and Stern Listens have been incredible, and have really highlighted the amazing levels of EQ in the NYU family. I was also blown away by the amount of programming that was held for allies of certain communities such as Outclass, SWIB, AHBBS, and others. And, of course, there is Stern Social, which brings students together once a week for drinks and laughs. I am happy I had the chance to experience as much as I did during the fall, and I wish I had done more!

Focus With Flexibility
The recruiting season arrives quickly, and the summer months are valuable in helping clarify what sorts of opportunities are in line with your post-Stern goals. When things get “real,” and the cover letters and resumes start flowing, it’s really important to stay focused on what type of work/job/opportunity matters most to you, and then remain flexible in how or where those opportunities surface. Between the amazing staff in the Office of Career Development, your MBA network, in-semester internships, and classes with an experiential component (that connect you with real companies and real projects for said company) there are dozens of different ways to find your “dream job.” Maintain focus on the finish line, but stay flexible on how you arrive there.