Real-World Learning in Action: How MBA Student Melanie Bazan Enhanced Porto’s Bake at Home

Pepperdine Master of Business Administration student Melanie Bazan recently participated in an innovative e-commerce project as part of the Pepperdine E2B™ (Education-to-Business) program. This initiative, which encourages real-world business collaboration, teamed Melanie with Porto’s Bakery and Café to elevate their newest venture, Bake At Home (BAH). The Bake At Home project provided a unique opportunity for Melanie to apply their classroom knowledge to real-world business challenges.

Read Melanie's Interview:

1. Can you share an overview of Porto’s Bake at Home and what made this project appealing?

This past trimester, our Marketing Management class had the opportunity to work closely with Porto’s Bakery and Cafe to elevate their newest e-commerce venture, Bake At Home (BAH). BAH allows customers to enjoy classic, authentic Cuban pastries from the comfort of their homes, with shipping nationwide. This project was intriguing because we collaborated with a reputable business, conducted research, and proposed strategies that could potentially come to fruition.

2. How did your coursework in Dr. Stephen Rapier's class or your other courses prepare you for working on a real-world project with Porto’s Bakery and Café?

The coursework in Dr. Stephen Rapier's class was crucial to completing our written plan for Porto’s Bakery and Café. We utilized and implemented his marketing tools, budget planner, promotional calendar, and resources for qualitative and quantitative research. Various courses also taught us public speaking skills, effective collaboration methods, and the ability to create meaningful presentations. Additionally, participating in case competitions allowed us to gain insight into what it’s like to present to senior leadership and judges.

3. What skills or knowledge from your MBA program did you find most valuable during this project?

As a group, we aimed to propose strategies that were significant, impactful, and feasible. This was a skill we learned in our entrepreneurship course with Larry Cox. Dr. Cox shared his invaluable approach to the Creative Process, which was seamlessly carried into this project. Additionally, our group participated in case competitions, which helped us develop a high-level presentation with actionable solutions.

4. What specific challenges or opportunities did you identify while working on the Porto’s Bake at Home project?

Although this segment has been established for some time, Porto’s team noticed a challenge in reaching customers outside Los Angeles. Our class was split into different groups and worked to create various approaches to expanding their online presence and strengthening their brand. This was a major opportunity for us to be creative in developing a guest-centric approach to acquiring new customers who had never heard of Porto’s and utilizing the powerful tool of integrated marketing.

5. How did you approach the task of conducting market research and developing strategies as part of your class project?

Utilizing our resources was crucial. Our class used the library databases, which can be daunting in the beginning, but with guidance from our professor, instructions, and librarians, it became a great learning experience. Seeing how much access we had to different articles, databases, and subscriptions was impressive. Dr. Rapier supported us by recommending websites for the research we were conducting.

6. Can you describe the collaborative process with your fellow students and any interactions with the team at Porto’s?

Collaborating with my team was great; each one of us brought different ideas and perspectives to the table. From the initial call to discuss the project, our team did our best to be proactive, get ahead of the game, align, and support each other. Communication is key! Regarding communication with our professor and Porto’s Bakery and Cafe, each group was assigned a Team Captain who acted as the liaison between our group and Porto’s Marketing Team. Through this, we could inquire about additional resources from their team, collect feedback, and manage milestones for the project.

7. How did working on this project enhance your teamwork and project management skills?

As Team Captain, I ensured our group stayed on track with deadlines and deliverables. Not only did we present our plan to the Porto’s team, but we also shared a 30-page written marketing plan. This project taught me how to oversee and manage our timeline, create meetings, communicate with all parties, and streamline processes. Interestingly, I am an Operations Intern focusing on Project Management in my current role at NBC Universal, so there were many transferable skills.

8. What recommendations did you make to Porto’s Bake at Home, and how were these received by the company?

We recommended reaching untapped markets with new touchpoints. The Porto’s team shared an interest in expanding their reach outside Southern California. After research, we suggested expanding promotional efforts to the East Coast (NYC and Boston) and Chicago, as these areas have demographics and behaviors similar to those of Southern California, making this an authentic strategy. Additionally, these are big foodie cities with corporate professionals and families, and our research showed that food locations thrive in densely populated areas. We also emphasized the importance of storytelling to build brand trust and community, creating activations such as pop-ups and food trucks for potential customers to experience Porto’s offerings and heavily focusing on social media to curate videos that revolve around UGC, reviews, and foodie influencers.

9. Can you share any outcomes or successes that resulted from your involvement with this project?

It takes time for the company to digest the information presented; however, I believe each group provided actionable deliverables that could help elevate their new segment, expand reach, and overall create sustainable success. Their feedback was critical and positive. Overall, I am very proud of my team, Rising Media; collaborating with Livia Balian, Julien Farahmand, Maria Hernandez, Hiral Patadia, and Kezia Soesanto was a pleasure. Thank you to Professor Rapier and Professor Lynda Palmer for coordinating this consulting project.

10. How has this project influenced your career aspirations or perspectives on marketing and business strategy?

Since my undergraduate studies, I have been passionate about marketing. I enjoy the creativity in storytelling and the powerful approach of Integrated Marketing, which conveys a cohesive message across all platforms. This project sparked even more curiosity in aspiring to pursue a career in marketing, especially in the Baking or Food and Beverage Industry.

11. What advice would you give to other MBA students who have the opportunity to work on real-world projects during their studies?

Don't be afraid to ask questions, utilize all your resources, and absorb feedback. Be proactive, empathetic, and open in your group; this will spark great ideas. Set your goals from the beginning, be organized in managing the project, and be mindful of midpoints, final presentations, and delegating roles. And most importantly, have fun!

About the MBA Program at Pepperdine University 

Pepperdine University’s MBA program prepares students to become leaders in the business world through a curriculum that emphasizes ethics, global awareness, and advanced business practices. Students gain practical experience through real-world projects, internships, and case competitions, ensuring they are ready to make a positive impact in their chosen careers.