Real-World Learning in Action: Pepperdine MBA Student Lauren Turner Dunn Leads Global Marketing Project with Zebra Technologies

Pepperdine Graziadio offers students the opportunity to bridge classroom theory with practical experience through its renowned Pepperdine E2B™ (Education-to-Business) program. One standout participant is Lauren Turner Dunn, a part-time MBA student and Graziadio Black Student Association president. Recently, Lauren teamed up with Zebra Technologies for an E2B™ project that brought her business education to life. Collaborating with an international tech company, Lauren applied her MBA studies to tackle real-world business challenges, honing her skills in marketing strategy and global business leadership.

Read Lauren's Interview:

1. Can you briefly overview Zebra Technologies' recent initiatives and what made this project appealing to you?

I had no experience with a technology product and solutions-based company and had never been to China. Zebra Technologies appealed to me because it is an international award-winning company founded by Pepperdine MBA graduates. The company sells printers and scanners for almost every industry, including sports, retail, warehouse, manufacturing, and healthcare. I was excited to learn everything about the company and help them market their products better to build more revenue.

2. How did your coursework or a particular professor prepare you for working on a real-world project?

My marketing class helped prepare me for the project; my team focused on thinking outside the box and tailoring our approach to Zebra Technologies' target audiences. I never imagined I would work on a company's marketing strategy while pursuing my MBA. Professor Buckingham further prepared me by selecting me as the team captain for our project in Shanghai, where I served as the liaison with Zebra and coordinated our travel logistics.

3. What challenges or opportunities did you identify while working on the Zebra Technologies project?

Working with an international company presented endless opportunities. As MBA students, we gained valuable insights into what happens behind the scenes of a successful organization. Balancing the demands of this project with working full-time, studying, and serving as president of a school club was challenging. It was my team’s first time in China, and we were excited about the opportunity to experience a new culture. Although we didn’t speak the language, Zebra's staff assisted us, helping us communicate effectively with their sales team, distributors, and resellers.

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

I approached market research by asking questions about Zebra Technologies' product strategy and market analysis. We gathered as much data as possible while in the U.S. and then focused on our objective of increasing Zebra’s market share in the value-tier printer segment once we arrived in China.

5. Can you describe the collaborative process with your fellow students and any interactions with the team at Zebra Technologies?

The collaboration with my fellow students was great. We already knew each other from our economics class at the start of the Pepperdine MBA program and stayed in close contact to coordinate and prepare for our trip to China. Working with Zebra Technologies was unique due to the 15-hour time difference between Los Angeles and China. Before our departure, we held several late-night Zoom meetings to set up research discussions and connect with Zebra’s product manager.

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

Leading this global marketing project was pivotal in refining my teamwork and project management skills. I had the opportunity to motivate and inspire my team, delegate tasks efficiently, and foster a collaborative environment. Each team member contributed unique perspectives and expertise. I learned the value of effective communication, active listening, and compromise. By guiding and supporting my team, I ensured the project stayed on track and achieved its objectives. Additionally, I gained valuable experience in project management by developing and executing project plans, as well as allocating resources effectively.

7. What were some key insights or findings you discovered about the technology industry and market trends through this project?

The printer market in China is fiercely competitive, with numerous local companies rapidly adapting to the latest technological advancements.

8. How did you apply theoretical concepts from your MBA studies to practical challenges in the project?

I applied various theoretical concepts from my MBA studies to tackle the practical challenges throughout this project. For instance, I used Porter's Five Forces Analysis to evaluate the competitive landscape of the printer market and identify potential threats and opportunities. Additionally, I leveraged my knowledge of marketing strategy to create targeted campaigns and messaging that resonated with Zebra's audience.

By applying these theoretical frameworks to real-world situations, I was able to make informed decisions and contribute significantly to the project's success. This experience reinforced the value of my MBA education and highlighted the practical applications of business theories in a professional context.

9. What recommendations did you make to Zebra Technologies, and how were these received by the company?

My team and I developed three marketing strategy recommendations for Zebra Technologies. We advised them to focus on strengthening partner relationships and offering bundled solutions. Our strategies aim to help the company expand its market share and sales over the next three years, balancing ambition with the challenges of competing in a highly saturated local market. Zebra Technologies provided positive feedback, and we’re eager to see how they will implement our recommendations.

10. Can you share any outcomes or successes from your involvement with the project?

My involvement in this project resulted in several positive outcomes and successes. First, my team traveled to Shanghai to visit Zebra Technologies' office, where we conducted our research. We successfully delivered our global marketing strategies in a 10-minute pitch and received positive feedback from Zebra. This experience also helped me strengthen connections with my classmates and build new professional relationships. I’m grateful for the opportunity to develop new skills, grow as a global marketing strategist, and contribute to Zebra Technologies and Pepperdine University’s mission.

About the Part-Time MBA Program at Pepperdine University 

Pepperdine University’s Part-Time MBA program prepares students to become leaders in the business world through a hybrid 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.