Southwest and Marriott Executives Reflect on the Value of MMM
MMM students are assisting both companies as part of Research-Design-Build, one of the foundational courses in Northwestern's MMM program.
Research-Design-Build (RDB) is a dynamic hands-on studio course for students in MMM, a dual-degree program between Northwestern Engineering and the Kellogg School of Management. The course is structured so students can focus on design research and design thinking, while helping solve client problems with innovative solutions.
This year, RDB students are working to solve user needs for Southwest Airlines and Marriott International, two companies that previously collaborated with MMM.
Representatives from both companies shared why they enjoy working with students from the program, and what they're hoping to see from this year's students.
What is it about MMM students that interests you?
Christopher Parks, senior manager, corporate strategy and innovation for Southwest Airlines: The mindsets and the ways of working the teaching staff has fostered with the students aligns really well with Southwest and how we approach solving complex problems. We also find that the diversity of ideas that the students bring to their work is inspiring as we tackle challenges day to day.
Andrew Smith, senior director of global operations for Marriott International: The combination of business acumen, design savvy, and an unquenchable eagerness to learn makes working with the MMM students truly inspiring.
What excites you about your experience with this year's MMM students so far?
CP: The scope of the research to date is really thorough and each of the groups shared multiple thought provoking insights. It’s exciting to see MBA students exhibit such a high level of empathy and use observing, shadowing, and speaking with both customers and employees to learn about the big pain points in the travel experience. We are excited to see what novel ideas this research can uncover that can be a win for customers and a win for the company.
AS: The midterm review was creative and exploratory, where we got to see their inspiration, the trajectory of their ideas, and refine territories for concepting down the road. I’m excited by the insights drawn from both in and outside hospitality, and eager to see how it all comes together.
What do you hope the students learn from this experience?
CP: We hope that students learn the power of doing field research and that by seeing problems firsthand, you can find completely new ways to achieve a new outcome. We also hope that they feel inspired about the opportunities to impact travel and help Southwest connect people to what’s important in their lives.
AS: I hope they learn how to balance their curiosity and design sensibilities with customer desirability and operational feasibility. I hope it helps them see that creativity doesn’t have to come at the cost of business operations, but rather that sometimes the most creative solutions are very practical.