Yes, you can interview for both positions, but do so carefully, especially for summer internships. Marketing recruiters will not be happy when/if they learn that you are not entirely committed to a marketing position which may mean you will not fair well compared to others in the process.
Most marketing companies usually hire one to three Wharton students which means they may give from two to six offers. But don't worry because not everyone wants to work for the same company. All of you will most likely receive an offer from a company with whom you interview on campus!
Yes, many of the students hired by what are considered to be the best marketing companies, have no marketing experience. Don't worry! Just know and be able to articulate why you want to pursue a marketing career and demonstrate that you have the skills needed to be successful in marketing.
In general it is more difficult for those without any prior marketing experience to get on closed interview lists, yet it varies by company and how many slots the company has for summer positions (typically the number is 26 to 39 slots). If you do not get on a closed list for a company in which you are interested, don't panic. Bid for an interview slot on the open-schedule or attempt a "walk-in" interview on the day the company is on campus. Be persistent!
Brand management is a little bit of everything. You will work on multiple projects from creating advertisements to analyzing promotions, pricing, etc. A great deal of analytical skills is needed, but prioritization is a large part of marketing. Usually you will be on one brand for a year and then switch to another to gain new skills.
Yes, about 50% of students receive offers from independent job searches. Many students target companies that do not typically recruit at Wharton or are located in a particular city of interest. Be active in calling companies and making contacts and even visiting headquarters if you are able. This is the best way to pursue a job outside of traditional OCRS interviews.
Having your resume look as focused as possible is the best bet. However, if writing multiple resumes causes you to spread yourself too thin, it is better to put extra effort into one good one. Marketing companies like to see that you have a commitment to marketing, especially if you have a background that is in a very different field. Be sure to include any positions you had related to marketing and put a marketing slant on anything you have done.
There are many schools of thought on this issue. Marketing companies are very competitive and will seek you out if your experience is a fit no matter which company you choose. There is a great deal of turnover at many marketing companies; consequently there are always positions available and headhunters are always looking. It is important to select something that will make you happy. Remember, some summer positions will help you transition into a permanent position , so look at the process as a two year goal.