Denisse Marrufo brings her marketing coursework to life in a real-world business setting
When Denisse Marrufo landed her first role at Komatsu after earning her undergraduate degree, she felt a mix of excitement and apprehension. As the youngest team member — and the first new hire in years — she was worried about how she’d be perceived.
“I wasn’t sure if my colleagues would see me as an equal,” she said.
But as she settled into her role as a benefits analyst, something began to shift. Marrufo started pursuing her Masters in Business Administration (MBA) at Indiana University Northwest. With each new class, her confidence grew.
“I started applying what I was learning in the MBA program to my projects at Komatsu,” she said.
One project in particular — communicating the value of employee benefits — stood out as a clear opportunity to bridge classroom theory with workplace reality. From medical and dental plans to retirement benefits, Marrufo saw the potential for a more strategic and engaging approach.
That’s when she remembered a marketing plan she created in Yllka Azemi’s marketing management course.
“I wondered if I could adapt that plan for Komatsu’s benefits communication,” Marrufo said.
She shared her ideas with her manager, and they refined the plan to align with team goals. Her director was just as enthusiastic.
“Over the last few weeks, I’ve been collaborating with our talent and recruitment team to update our careers website,” Marrufo said. “We also launched a monthly benefits newsletter for employees.”
Azemi, an associate professor in the School of Business and Economics, says her courses are designed with real-world application in mind. Students complete three major projects focused on marketing research, brand positioning and integrated marketing communications.
“I want students to understand the theory, but more importantly, how to use it in practice,” Azemi said.
Seeing Marrufo take that to heart has been deeply rewarding.
“Denisse was always eager to learn,” Azemi said. “She asked thoughtful questions and really dove into the material. I’m so proud to see her applying those concepts in her job.
A commitment to growth
Marrufo, the daughter of immigrants from Mexico, says education has always been a top priority.
“Knowledge is something no one can take away from you,” she said. “Getting my MBA is a way to challenge myself, grow professionally and prepare for bigger opportunities.”
Now halfway through the program, Marrufo says she’s continuing to gain something meaningful in every class.
“I’ve grown so much in confidence,” she said. “The MBA has given me the tools to lead projects at work and make a real impact.”
She plans to stay with Komatsu and continue advancing her career.
“I feel lucky to be part of a company that supports employee growth,” she said.
With a bright future ahead and continued support from professors like Azemi, Marrufo is well on her way to building a fulfilling and impactful career.
