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Eric Schulz

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This article is about an American marketing professional. For the advisor to former President Barack Obama, see Eric Schultz.
Eric Dean Schulz
Born1957
NationalityAmerican
EducationMarriott School of Business (1987)
Brigham Young University (1981)
Occupation(s)Author, Marketing Professor, Consultant
Known forManaging Coca-Cola global sponsorship of 1996 Summer Olympics being the director of worldwide Olympic marketing[1][2]
Title
Websitewww.ericschulz.com

Eric Schulz (born 1957) is a US marketing management and sport management expert, faculty member of the Jon M. Huntsman School of Business (Utah State University) and author of three books on marketing.

Biography

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Early life

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Eric Schulz was born in 1957.[5] In his youth he played baseball[6] and basketball, and while studying at Orem High School in 1974 he participated in setting the world record for basketball marathon, a 45-hour game[7][8] which record was published in the 1974 Guinness Book of Records.[9] After graduating from Orem High School in 1976 Schulz went to study political science at Brigham Young University in Provo where he received his BA degree in 1981.[10][11]

Business career

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After college he went to work as a marketing intern for the Utah Jazz working in their Salt Lake City and Las Vegas offices.[12] In October 1982, he became the marketing director of the Salt Lake City Gulls, minor league baseball club,[13] and in 1983 was named general manager of the Redwood Pioneers, a minor league baseball team in the California League, an affiliate of California Angels.[12][14][11] There he hired Ken Korach sports commentator into his first baseball play-by-play job,[15][16] secured radio broadcast agreement with KSRO radio in Santa Rosa, CA[17][15][18] and arranged several events to increase game attendance including firework displays, music concerts and giveaways.[18][19]

In 1985 Schulz returned to his alma mater Brigham Young University to complete his MBA at the Marriott School of Business (1987).[10]

In June 1987 Schulz started his career at Procter & Gamble in the Food & Beverage Division and within 5 years advanced from brand assistant for Citrus Hill juice brand team to Hawaiian Punch brand manager.[20][10] He joined P&G's "Invention Team" led by Doug Hall[2] and launched new products for Folgers Coffee,[21] Duncan Hines and Hawaiian Punch.[10] Working together they developed a Rapid Test that reduced new product concept testing time significantly, reporting results from 5 cities in 7 days.[22] Schulz was also part of the team working on Citrus Hill package redesign that resulted in adding pouring spout to the carton (that later became a standard for packaged juices).

From 1992 to 1994 Schulz worked as senior brand manager at Buena Vista Home Entertainment.[20] He was responsible for the home video marketing and helped develop Disney's first direct-to-video release The Return of Jafar (1994).[20]

In July 1994, he joined The Coca-Cola Company as Director of Worldwide Olympic Marketing[20][23] and managed various Olympic events during the 1996 Summer Olympics including Olympic Torch Relay, Coca-Cola Olympic City theme park in Atlanta as well as Olympic advertising.[1][2][24]

He became Vice President of Marketing for Feld Entertainment.[20] In January 1997, Schulz moved to Special Olympics International and in November 1999 became Vice President of Event Marketing for the initial launch of the XFL Football League.[20][25][26] In 1999, he published his first book on marketing The Marketing Game: How the World's Best Companies Play to Win.[27][28]

In May 2005, he rejoined the Utah Jazz as Vice President of Marketing, where he launched several new initiatives including an integrated social media portal, NBA's first fan-based blogger network, the “Utah Jazzbots", variable ticket pricing, a contest to find a new team theme song, interactive TV test and a fan club called “Jazz Rowdies”.[20][29][30][31][32]

Career in education

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In July, 2011, Schulz began teaching at the Jon M. Huntsman School of Business at Utah State University as a senior lecturer and director.[20] In 2011, he developed the first mass-student texting service at the university.[33] He transitioned to full-time faculty in 2013, and began advising the Huntsman Marketing Association, a student club which holds case competitions each semester, and performs community service.[34][35][36]

In 2017, a team of students he coached won first place in the national Wake Forest Marketing Analytics Case Competition.[37] In 2017, Schulz was named Undergraduate Faculty Mentor at the school,[38] and in 2019 was named Teacher of the Year in the Marketing & Strategy Department.[3]

Books

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  • Schulz, Eric (1999). The Marketing Game: How the World's Best Companies Play to Win. Adams Media. ISBN 978-1-5806-22226.
  • Schulz, Eric (2012). The Smart Marketer's Toolbox: The Latest Marketing Innovations and How to Use Them to Grow Your Business. CreateSpace Independent Publishing Platform. ISBN 978-1-4781-15441.
  • Schulz, Eric (2019). Marketing in the Digital Age. Amazon Digital Services. ISBN 9781078159999.

References

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  1. ^ a b Jeff Jensen (1996-02-05). "Coke Ponders Real-time Ads for Olympics; 'Challenging' Proposal Part of Wieden Shop's Expanded Role with Soda Giant". Advertising Age. Archived from the original on 2017-12-24. Retrieved 2017-12-24.
  2. ^ a b c Hall, Doug (2010). Jump Start Your Marketing Brain: Scientific Advice and Practical Ideas. Clerisy Press. p. 223. ISBN 978-1-5786-02056. Retrieved 2017-12-24 – via Google Books.
  3. ^ a b "Eric Schulz: Senior Lecturer". Jon M. Huntsman School of Business. Archived from the original on 2017-12-24. Retrieved 2017-12-24.
  4. ^ "Leadership Team". Bubbleball Inc. Archived from the original on 2017-12-24. Retrieved 2017-12-24.
  5. ^ "Eric D Schulz". radaris.com. Archived from the original on 2017-12-27. Retrieved 2017-12-27.
  6. ^ "Pony League State Tournament Aug.7-10". Orem-Geneva Times. 1972-08-03. Retrieved 2017-12-27.
  7. ^ "Basketball Marathon Record Set". Orem-Geneva Times. 1974-07-11. Retrieved 2017-12-27. Gold team was composed of: Rod Fisher, Gary Cruwton, Gooch Leatham, Eric Schulz and Larry Hancock.
  8. ^ "Everyone loves a happy ending". Orem-Geneva Times. 1974-09-12. Retrieved 2017-12-27.
  9. ^ Biggar, Suzi (1974). McWhirter, Norris; McWhirter, Ross (eds.). The Guinness Book of Records 1974. Guinness Book of Records. p. 247. ISBN 978-0-9004-24137.
  10. ^ a b c d "Spotlight on ... Eric Schulz". Exchange (Spring 1996). Marriott School of Business: 19. Retrieved 2017-12-25.
  11. ^ a b Rich Mellott (1983-11-17). "Schulz will try where others have failes". The Press Democrat. p. 1D. Retrieved 2018-04-29 – via newspapers.com.
  12. ^ a b "Pioneers get new GM". Healdsburg Tribune. 1983-11-18. Archived from the original on 2017-12-27. Retrieved 2017-12-27.
  13. ^ "Eric Schulz named GM of Pioneers". Sonoma West Times and News. 1983-11-30. p. 11. Retrieved 2018-04-29 – via newspapers.com.
  14. ^ "Pioneers here in May Pro baseball returns to Healdsburg". Healdsburg Tribune. 1984-02-08. Archived from the original on 2017-12-27. Retrieved 2017-12-27.
  15. ^ a b "Pioneers on KSRO Big radio baseball diet". Healdsburg Tribune. 1984-04-15. Archived from the original on 2017-12-27. Retrieved 2017-12-27.
  16. ^ Lowell Cohn (2008-03-19). "Going to bat". The Press Democrat. Archived from the original on 2017-12-27. Retrieved 2017-12-27.
  17. ^ Ralph Leef (1983-12-23). "Pioneers wheelin' and dealin'". The Press Democrat. p. 1B. Retrieved 2018-04-29 – via newspapers.com.
  18. ^ a b "Pioneers on KSRO Big radio baseball diet". Healdsburg Tribune. 1984-05-02. Archived from the original on 2017-12-27. Retrieved 2017-12-27.
  19. ^ Rich Rupprecht (1984-04-10). "Pioneers hope to bring in the fans". The Press Democrat. p. 1B. Retrieved 2018-04-29 – via newspapers.com.
  20. ^ a b c d e f g h "Eric Schulz: Professional experience" (PDF). Jon M. Huntsman School of Business. Archived from the original (PDF) on 2017-12-25. Retrieved 2017-12-25.
  21. ^ Particia Gallagher (1989-04-09). "Company wants students to wake up and smell the coffee". The Cincinnati Enquirer. Retrieved 2017-12-25 – via newspapers.com. Eric Schultz, an assistant brand manager in P&G's beverage division who has been living in Oxford during the project, has even become known as "The Folgers Guy." He's gotten midnight calls to bring more coffee or creamers and can hardly eat in a restaurant without interruption. "People wander up and start telling me what they think about the project," Schultz says.
  22. ^ Hall, Doug (2016). Innovation Engineering Edge (Pre Publication 2nd Beta Prototype) (PDF). Doug Hall. p. 30. Archived from the original (PDF) on 2017-12-25. Retrieved 2017-12-25.
  23. ^ "1996 Sport Summit set for Atlanta". Sports Business Daily. 1995-09-20. Archived from the original on 2018-04-29. Retrieved 2018-04-29.
  24. ^ "De stress neemt met de dag toe in Atlanta" [The stress increases with the day in Atlanta]. Leidsch Dagblad (in Dutch). 1996-05-04. p. 29. Retrieved 2018-04-29.
  25. ^ "Sport transactions". Deseret News. 2000-10-24. Archived from the original on 2020-04-11. Retrieved 2020-04-11.
  26. ^ "People". Sports Business Journal. 2000-11-27. Archived from the original on 2020-04-11. Retrieved 2020-04-11.
  27. ^ Nguyen, Hang (1999-08-15). "Business bookshelf". The Cincinnati Enquirer. p. E5. Retrieved 2020-04-11 – via newspapers.com.(subscription required)
  28. ^ Jackson, Elaine (1999-09-23). "Marketing guru markets himself". Daily Herald (Utah). p. B9. Retrieved 2020-04-11 – via newspapers.com.(subscription required)
  29. ^ "Utah Jazz looking for a theme song". KSL-TV. Associated Press. 2008-10-31. Archived from the original on 2020-04-11. Retrieved 2020-04-11.
  30. ^ Eborn, Jared (2009-07-11). "Social gathering: Twitter lets fans communicate, interact instantly". Deseret News. Archived from the original on 2020-04-11. Retrieved 2020-04-11.
  31. ^ Lombardo, John; Ourand, John (2009-07-13). "Jazz joins Mavericks in interactive TV test". Sports Business Journal. Archived from the original on 2020-04-11. Retrieved 2020-04-11.
  32. ^ Genessy, Jody (2010-02-10). "Utah Jazz: Hundreds of fans try out for 'Jazz Rowdies' club". Deseret News. Archived from the original on 2020-04-11. Retrieved 2020-04-11.
  33. ^ Allen, Bracken (2011-09-16). "School of Bus. utilizes mass texting". The Utah Statesman. Archived from the original on 2020-04-11. Retrieved 2020-04-11.
  34. ^ Opsahl, Kevin (2017-09-14). "Ice cream A-game: USU students whip up Aggie Ice Cream flavors to test marketing skills". The Herald Journal. Archived from the original on 2020-04-11. Retrieved 2020-04-11.
  35. ^ Falter, Brooklyn (2018-09-18). "Huntsman Marketing Association hosts chocolate case competition with Noelle Cockett". The Utah Statesman. Archived from the original on 2018-09-19. Retrieved 2020-04-11.
  36. ^ Mortensen, Matilyn (2019-04-03). "'Broken Beak' nitro treat shop opens with boost from USU marketing students". The Herald Journal. Archived from the original on 2019-04-30. Retrieved 2019-09-08.
  37. ^ "Huntsman Student Marketing Team Takes Grand Prize at Case Competition". Utah State University. 2017-04-17. Archived from the original on 2020-04-11. Retrieved 2020-04-11.
  38. ^ "Undergraduate Faculty Mentor of the Year Recipients". Utah State University. Retrieved 2020-04-11.
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