Each year, Carey Business School’s Master of Science in Marketing students travel to Hershey, Pennsylvania to explore marketing and branding at one of the world’s most iconic chocolate brands.
Students from both the Baltimore and Washington, D.C. locations spent the day immersed in the Hershey brand. They toured the Hershey Story Museum, where they learned about the brand’s rich history and evolution, and took part in a hands-on product development session by creating their own chocolate bar prototypes. They also heard about Hershey’s unique marketing strategies and how their brand continues to connect with its customers and stays competitive in a crowded market.
“The conversations with the Hershey executive were incredibly insightful,” said Han Gao, current marketing student at Carey’s Washington, D.C. location. “One key takeaway was hearing how they create different marketing strategies for different environments. For example, they market Twizzlers and other non-melting products more heavily in the southern U.S. and focus on marketing chocolate products more in the fall and winter seasons. It was interesting to see the different products shape their marketing strategy.”
An executive from Hershey also shared insights on experiential marketing and branding, offering students a valuable perspective on how the company engages with its consumers through emotional connection and nostalgia.
“They don’t just market a chocolate bar,” said Gao. “They market happiness, comfort, and shared moments. People will always remember the time they visited Hershey, made their chocolate bar, saw how cocoa beans turn into chocolate, or spent time at the amusement park. Those moments are built into every decision they make.”
“Hershey is unique in the fact that consumers get to experience the brand in a different way than any other,” said Olivia Redden, current marketing student.
Experiential learning opportunities like this help bridge the gap between academic theory and real-world practice. While students learn about marketing and branding in class, these experiences show how companies bring these concepts to life.
“I’m walking away with practical insights that complement what I’ve been learning in the case studies in the classroom,” said Gao.
They also offer students the chance to connect and network with industry professionals, explore different career paths, and reflect on their own career goals.
“It's important for students to participate in experiences like this because you never know who you're going to meet or what you can gain from the experience,” said Redden. “This isn’t something you can necessarily do on your own, so it's a unique experience.”
