Park Bench Marketing Established at Baruch College

PARK BENCH MARKETING ESTABLISHED AT BARUCH COLLEGE

Park Bench Marketing Group @ Baruch College has been established to enable undergraduate students to undertake real-world marketing projects.

The group’s first two accounts are the Baruch College Executive’s on Campus program, which builds meaningful academic and professional relationships between students, faculty, and leaders in the business, nonprofit, and public sectors and Baruch’s Marketing Resource Lab, a faculty-directed, student-run resource center that supports student learning in the areas of advertising, direct marketing, and marketing research. In the future, the group will contemplate doing projects for students who have successfully launched business enterprises as a result of their participation in the Baruch Entrepreneurial Network (BEN).

Park Bench Marketing Group @ Baruch College is led by Michael Lissauer, former executive vice president of marketing and business strategy for Business Wire. Lissauer, who played an instrumental role in the company’s acquisition by Berkshire Hathaway, retired from Business Wire in December 2007. Lissauer works very closely with Dr. Kapil Bawa, professor and chair of marketing at Baruch and Dr. David Luna, associate professor of marketing at Baruch.

The rationale behind the establishment of Park Bench Marketing Group @ Baruch College, according to Lissauer, is that “undergraduate students, better than volunteer executives, can best increase awareness and name recognition for the Executive’s on Campus program and the Marketing Resource Lab and increase student, faculty and corporate, non-profit and public sector participation. It is not a stretch to envision these students bringing this same high level of motivation and creativity to the private sector.”

Park Bench commemorates the fact that Bernard Baruch did his best thinking in Washington DC's Lafayette Park and in New York City's Central Park where it was not uncommon to see him discussing government affairs with other people while sitting on a park bench. The park bench became his trademark and it was said that his office was a park bench near the White House.

Baruch students will benefit by deriving real world experience under the guidance of senior advisors like Lissauer and Park Bench advisor Norman Brust, former vice president corporate communications for Contel (now part of Verizon).

For additional information contact Prof. David Luna at 646.312.3274