How I Chose My Career In Marketing #MyCareerStoryMonday

Name: Sarah Laufeld    

Class Year: Senior

Major: Marketing

Position: Clients & Marketing – Research Services Intern

Company: KPMG


Can you describe your career path for me? (This may include HS jobs, internships, etc.)

I completed 2 internships with KPMG during summer 2018 and summer 2019.  My internship during summer 2018 was in the KPMG Business School for Audit.  Here I helped organize in-person and virtual training sessions for all levels of audit employees.  I was given the opportunity to work in Orlando, FL for a week to assist with a week-long training conference for 2nd year auditors.  This experience was so rewarding and I learned so much during this experience.  My 2nd summer, I interned with the Clients & Markets department in Research Services.  I worked with all six of the research departments on various projects and tasks.  I reviewed, edited, and transcribed company data into infographics, surveys, and PowerPoints for strategic paths.  Two departments I found the most interesting were the Client Value team and Competitive Intelligence team.

How did you become interested in this career?

I completed a Market Research course my junior year and really enjoyed this topic.  I decided to apply for internships in this area.  My internship in research confirmed to me that this is an area that I would like to pursue.

What aspects of your position do you find most rewarding?

I helped complete a client value project that allowed me to listen to interviews, collect and analyze data, and create an infographic summarizing the results.  I was able to develop many useful skills from this project.  I also was given the opportunity to help other departments within Clients & Markets on various tasks.  This allowed me to explore different areas of marketing and network with more professionals.

What aspects do you find most challenging?

I worked with large data files so it could get challenging trying to accurately summarize all of the data.

What advice do you have for someone preparing to enter this career?

Network with professionals and try to gain as much exposure as possible!  It is very useful to hear from professionals who work in the field because research can be different depending on the company and industry.  By gaining experience, you can develop existing and new skills that can help further your career.

Are there any Bentley specific courses or resources you would recommend to help someone pursue this career?

Market Research is an extremely useful course for this field.  Students develop research skills as well as work on a research project where they create a survey using Qualtrics, analyze the gathered data, and present recommendations to the class.  I enjoyed this class and developed a passion here!

Who is one person at Bentley that helped you get where you are today?

Professor Yeoh helped me realize my interest in research while taking her market research course.  I went to her for advice, as well as followed up with her before and after my internship.  She was able to offer me advice for my coursework and career advice, which I am very thankful for!

By Yasmeen Alwani
Yasmeen Alwani CareerEdge Content Creator Yasmeen Alwani