Yale Student Nina Chung's Transformative Internship at Procter & Gamble

In a notable internship experience, Nina Chung, a rising second-year MBA student at Yale School of Management, has been making significant contributions at Procter & Gamble (P&G) in Cincinnati, Ohio. This opportunity follows her participation in the Discovery Projects, an experiential course offered by the Yale Center for Customer Insights (YCCI), which equipped her with practical skills in consumer insights and brand management.

Chung, originally from Edison, New Jersey, has utilized her background in software engineering to pivot towards brand management, a field she found intriguing due to its intersection of marketing, finance, and analytics. "The culture at P&G emphasizes leadership development, and the chance to work on impactful projects from day one was a significant draw for me," Chung stated. Her work involves analyzing consumer behavior and trends, specifically focusing on the Olay Body brand, where she is tasked with understanding evolving consumer needs in body wash routines.

The Discovery Projects course played a crucial role in preparing Chung for her internship. During the course, she collaborated with the Ladies’ Professional Golf Association (LPGA) to devise strategies aimed at increasing viewership among Asian American audiences. "This project was a crash course in insight generation, strategy, and storytelling. It allowed me to apply a toolkit that has been directly transferable to my work at P&G," she explained.

Chung's approach at P&G mirrors the methodologies she adopted during her project with the LPGA. By conducting online ethnography and analyzing consumer sentiment, she has effectively defined target segments and identified unmet market needs. The insights gained have been instrumental in shaping her go-to-market strategies for Olay products.

Her internship experience extends beyond technical skills; it has also fostered a strong sense of community among interns. "Cincinnati has a vibrant intern community, and the social aspect has made this summer incredibly enjoyable," Chung noted.

As she continues her internship, Chung expresses gratitude towards her mentors at P&G, as well as the faculty at Yale School of Management and the YCCI for their support in her professional journey. "This summer has been about sharpening my brand strategy skills while also exploring Cincinnati and connecting with peers from various MBA programs across the nation," she added.

Chung's journey reflects a growing trend among MBA students who are leveraging experiential learning opportunities to enhance their career prospects. As companies increasingly seek candidates with not only academic credentials but also practical experience, programs like YCCI's Discovery Projects are proving to be invaluable.

Experts in the field, such as Dr. Laura Smith, a marketing professor at the Wharton School of the University of Pennsylvania, emphasize the importance of experiential learning in business education. “Real-world projects allow students to apply theoretical knowledge in practical settings, which is crucial for developing effective leaders in today’s market,” Dr. Smith stated in a 2022 interview.

The implications of Chung's successful internship extend beyond her personal achievements; they highlight the importance of educational institutions fostering partnerships with industry leaders to prepare students for future challenges. As companies like P&G continue to innovate and adapt to changing consumer preferences, the role of skilled brand managers will remain critical in driving business success.

As she looks towards the future, Chung plans to leverage the insights and experiences gained during her internship to further her career in brand management, potentially influencing product strategies that resonate with consumers. With the support of her educational background and real-world experience, she is poised to become a leader in the field of brand management, contributing to the legacy of impactful marketing in consumer goods.