Meet Mr. John Martin, an alumnus of MBA program at VCU

John Martin ('84) is no stranger to an economic recession. An alumnus of the VCU School of Business MBA program and co- author of Boomer Consumer: Ten New Rules for Marketing to America's Largest, Wealthiest and Most Influential Group, John made his decision to return to academia in pursuit of an MBA at VCU after graduating with a bachelor's degree in economics in 1982 - a period of economic hard times.

"After graduating from my undergraduate program, I travelled the country, trying to figure out what I should do next," John reflected. "Everyone said that now was the time to go to graduate school; so that's what I did."

As he contemplated how to pursue his graduate education, his set his sights on VCU-the university that he felt was the best place to get an MBA where the union between real world business practices and cutting edge academic research had been perfected. "VCU was the best, and continues to be, place to experience an education that provides students with real world case studies, exposure to diversity, and knowledge of progressive research."

After completing his MBA in 1984, John was connected to an internship at Siddall, a well-established advertising agency, through one of his business professors. Fifteen years later, he became the president of Siddall. "Through the internship that I gained through VCU, I followed my path to becoming president of the agency. After that, I moved onto PBM products where I had the opportunity to dream up products and sell them to retailers. At VCU, I had learned how the 'science' behind business decisions shapes every aspect of the process and is the basis for sound decision making in product design and any aspect of business. I was able to use that knowledge time and time again in the business decision making process."

Five years ago, John was approached by the founders of the Southeastern Institute of Research (SIR) and was presented with the opportunity to become president and CEO. He felt his education at VCU, coupled with his professional experience, had prepared him to lead research studies that explored the relationships between concepts and actions by consumer's research that SIR continues to conduct.

His advice to students during economic hard times? "Don't waste your summers. Research shows that students who are hired from an internship experience start off at higher salaries and positions." He took advantage of that advice at the beginning of his career and that choice ultimately launched him to the top of his company.