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Spring 2013

Redesigning the Redesign

Bentley’s original redesign of its logos and trademarks as part of a new marketing strategy last fall went well, except for the main logo.

Opinions abound on the Bentley brand. A longer version of this article appeared in The Vanguard student newspaper. Share your views at

The Story Behind the Building: Rauch Administration Center

If you’ve had the opportunity to visit Bentley during the past 25 years, the Rauch Administration Center is probably a familiar sight. Situated on the proverbial front doorstep of campus, the center was constructed in 1986 and is home to the Office of the President and other senior university officers, the Board of Trustees Meeting Room, and a variety of administrative offices.

Travel Abroad Leaves Lasting Impressions

International experiences open up the senses to a new world. Bentley faculty, staff and students who traveled for business, pleasure or to study abroad put their best images forward for an annual contest sponsored by the Cronin Office of International Education. Here are the winning entries for 2012.


First Place

Emily Silver ’14

Hometown: Larchmont, N.Y.

Major: Marketing

Photo taken: Andes Mountains, Peru

Being Bernanke

Bentley students took top honors in the Boston region and placed second nationwide in the 2012 Fed Challenge.

Sponsored by the Federal Reserve Bank of Boston, the competition asks participants to analyze the Fed’s monetary policy decisions. The Bentley team trained for eight months, under the expert eye of economics professors Aaron Jackson and Dave Gulley.


Media Tap Bentley Experts

‘Conscious Capitalism’ is Not an Oxymoron

“Conscious Capitalism is a way of thinking about capitalism and business that better reflects where we are in the human journey, the state of our world today, and the innate potential of business to make a positive impact on the world.”

Raj Sisodia, Professor of Marketing (writing with Whole Foods CEO John Mackey)

Harvard Business Review, January 14, 2013


Meet the Blogger Who May Have Just Saved the American Economy

Fresh Start


PJ Neal ’02 had heard the lament time and again from fellow alumni, and it frustrated him. “Alumni support of the Annual Fund is extremely important,” says Neal, a donor to the fund since 2005. “But there’s more to the alumni experience.”

Neal’s own post-graduation involvement has included representing Bentley at college fairs and sharing his expertise with the university’s Career Services team.

Exchanging Fellowship

The Massachusetts–South Africa Technology Fellowship (M-SAT) is a new program led by Bentley Professor of Marketing Abdolreza Eshghi in concert with South Africa Partners, a Boston-based nonprofit. Funded through a $396,000 grant by the Bureau of Educational and Cultural Affairs of the U.S. State Department, M-SAT brings together mid-level professionals from Massachusetts and South Africa to build relationships with peers, promote cultural competency and strengthen professional skills.

Purposeful Platform

The international speakers who visit Bentley each year do more than bridge countries and cultures. They share direct knowledge of people and events that many of us have only read about, while also serving to inspire. Here are some of those who bridged, shared and inspired on campus this past fall. All were sponsored by the Valente Center for Arts and Sciences.

Hot Wheels

Last fall, eight of Boston’s most popular mobile purveyors of food and clothing pulled into Bentley to discuss their ventures with students in a retailing course taught by Mike Tesler. Several parked near the Center for Marketing Technology for students to investigate as part of the visit.

“Retail is about what’s happening now,” says Tesler, a lecturer in the Marketing Department and president of consulting company Retail Concepts. “It’s a much stronger lesson for students if you demonstrate the concepts you’re teaching, rather than just explain them.”


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