Daniel van Veelen
Bachelor of Business Administration - emphasis in Marketing
When Daniel van Veelen learned the truth about baby carrots, he knew he would be pursuing a Marketing emphasis in his Bachelor of Business Administration (BBA) degree.
In Daniel’s first year, his Intro to Marketing instructor Drew Wolsey explained that baby carrots were invented by marketers because consumers perceived regular carrots as ugly and not appealing. The idea of re-inventing the image of a traditional product was a revelation that thrust Daniel into the world of marketing.
In particular, he was fascinated by the power of advertising. "I really like the psychology of people and applying that in a business setting through marketing," Daniel explains.
Learning at NAIT
With his sights set on a career in the fast-paced agency world, Daniel enjoys learning opportunities that provide real world experience, such as Promotional Campaign Planning, a second level course where students tackle real projects for non-profit or small business clients. His course work taught him to be resourceful and helped him develop teamwork and presentation skills.
He describes the experience as the gauntlet for marketing students at NAIT. “It really pushes you, and you want to tear your hair out. But at the end of that class, you feel you've learned a lot, you feel accomplished and a sense of comradery with your peers."
Favourite NAIT space
"The 4th floor orange study space in CAT is our go-to. It's a spot where my peers and I come to get serious work done."
Daniel and his team presented their client's advertising plan to a panel of industry judges and came away with the award for best presentation. At the banquet to celebrate and showcase the students’ work, Daniel was introduced to Ken Jurina, president of Top Draw, a local full-service digital agency, where he later landed an internship.
Idea Marketing Club
Daniel realized that not all students are offered the same opportunities for summer job experience, so he decided to create the Idea Marketing Club (IMC) at NAIT.
Based on the same concept as the Promotional Campaign Planning course, teams in the IMC are offered real client projects to bolster their resumés. "The activities of the Marketing Club will include industry workshops, networking and to have teams within the club work independently on projects from real clients," Daniel says.
Daniel's main focus for the next few years at NAIT is to grow the activities in the IMC to operate like a mini marketing agency. As for his personal career plans, he sees himself returning to an advertising agency for more experience.