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UO Business: The Magazine, Winter 2016

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Page 24 of 27

25 LU N DQU IST COL L EGE OF BUSI N ESS ANNUAL REPORT: EXPERIENCE A New Fund for Veterans ick Hartnack served in the U.S. Marine Corps as a captain in Vietnam and flew 220 combat missions. "Like most veterans, when I separated from the service, I knew I had the leadership skills and self confidence to succeed," he said. "What I wanted to do was make sure I had the business skills to match. I chose to pursue my MBA." It was the right choice. "I found that over the 40-plus years of my career in banking, the two things in my background that consistently paid off in better opportunities were my service in the Marine Corps and my MBA," he said. Now, Hartnack is funding fellowships in the hope other former service members can find similar success. The Hartnack Family Fellowship Fund for United States Veterans was founded with the goal of creating MBA fellowships for the Lundquist College's most promising MBA candidates who are veterans from the U.S. Armed Forces: Air Force, Army, Coast Guard, Marine Corps, and Navy. Though he ultimately earned his MBA elsewhere, Hartnack started his career in Oregon and now resides in Black Butte Ranch, Oregon, with his wife Dail. "Thanks to instructor of finance Jon Moulton, I have had the opportunity to connect with the business school at the University of Oregon and have met several veteran students," he said. "Financially, it is as hard for today's veterans as it was for me back in 1974. Now, I am in a position to help ease that financial burden and help veterans make the decision to pursue their MBA." Sam Chiang, a prior Navy lieutenant with six years of active duty, is one of three recipients of the Hartnack Fellowship. "I am very grateful for the fellowship to come to the University of Oregon and focus on transitioning to a career in business management without having to worry about finances while I'm in school," she said. Hartnack sees the fellowships as a triple win. "Veterans get the help they need to handle the financial burden of advanced education, UO gets motivated, mature, quality students with the leadership skills to become very successful, and Oregon gets a better educated workforce that can make good things happen in our economy," he said. Wine Marketing Gets Social or our study abroad program in Siena, Italy, tasting wine and touring beautiful wineries is on the syllabus, but so is a 20-page marketing plan to be delivered in a face-to-face presentation to the winemakers themselves. Students enrolled in the six-week program studied the cultural significance of Tuscan wine, tourism, and the historical Palio Annual Horse Race while learning and putting into practice both foundational and up-to-the-minute marketing concepts. In Siena, students were required to take two marketing courses— social media marketing, taught by Lundquist College instructor Jessyca Lewis, and a course focusing on creating value for customers, as well as an Italian language course. Along with guest speakers, quizzes, case studies, and class discussions, students visited wineries and other culturally significant locations as part of their course work. For the capstone project, students were divided into small groups, assigned a winery, and asked to create a growth marketing plan with a social media strategy. They presented their plans to the class as well as representatives from each winery evaluated. Students then received feedback from the vintners themselves. Topics for enhancing customer value included retailing, pricing concepts, marketing communications, personal selling and sales management, and ethics and social responsibility. Students' social media evaluation included sentiment analysis—or the number of positive, neutral, or negative mentions on each social media platform—as well as reach, feedback, and average response time to comments. Mackenzie Goodrich and her teammates served as consultants for the Coevo varietal at the Cecchi winery of Castellina in Chianti. The winery formed there in 1893 is still owned and operated by the Cecchi family. She said the people of Siena she had the privilege to meet were "wonderful." "It's truly been one of the best experiences in my life," Goodrich added. "I was really nervous before I left and was worried about being away from home and having to navigate my way around another country." (Goodrich is from Philomath, Oregon, which has a population of 4,500.) "I was surprised how quickly I fell in love with travel and being in Siena," she said. "I would highly recommend studying abroad to anybody. It allows you to find a piece of yourself that you never knew you were missing. It is an incredible experience to grow as a person and learn about yourself." Goodrich is studying accounting. She is a recipient of the W. H. Shields Business Administration Scholarship. ABOVE: Graduate student and Hartnack Fellow Sam Chiang (right) pictured with fellow servicemember Hannah Jones.

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