The ACU chapter of the American Marketing Association (AMA) hit the ground running as they began their second year back on campus. One of the goals of the AMA chapter is to equip students through professional development and provide real-world experiences. With this goal in mind, the chapter officers and advisors have set a goal to have an annual spring trip to the DFW area where they engage with alumni to visit their workplaces and show students what the life of a marketing professional in different fields looks like.
Even though this year’s trip had to be canceled due to the current pandemic situation, the officers and advisors didn’t want members to miss out on such an opportunity. As the team joined to brainstorm ideas to provide a similar experience to students, they used technology to their advantage and decided to plan the first AMA virtual event. There were a few challenges to take into consideration as the event was being planned, “I think there was a lot of uncertainty about the event during the beginning. Questions like, would students attend something like this? How long should the event be? Would it be weird to do it via zoom? How do we make it personal?” Lindsay Palmer commented. The faculty and staff advisors, Dr. Jennifer Golden and Lindsay Palmer, partnered with ACU alumni who could tell students about their marketing experience and personal branding, from the comfort of their homes. After reaching out to professionals from various industries and marketing areas, four alumni joined with ACU AMA to tell students their stories. The panel included Jay Swinney from Indeed, Katherine Hall from Schaefer Advertising, Rachel Gilliam from Lev, and Reagan Morgan from PFSweb.
Alumni Panel: Jay Swinney (’09), Katherine Hall (’13), Rachel Gilliam (’13) and Reagan Morgan (’08)
On June 8th, ACU AMA members and students from the College of Business Administration joined these alumni on Zoom for the virtual event, “What Now? Five Ways to Brand Yourself During a Crisis”. The event was kicked off by Dr. Jennifer Golden, who shared five ways for students to continue working on their personal brand during COVID-19 and stand out amongst job applicants. ACU AMA also partnered with COBA’s Professional Development office to offer additional opportunities and resources for students. Then, the alumni panel was introduced and each professional shared about their roles in their respective companies. From data analysts to account directors, each of the alumni had a different experience and perspective to share that was valuable for the wide range of interests of the students attending the virtual event. To provide a personal networking experience, students entered into break-out virtual rooms of 5 as one of the alumni guest speakers conducted a Q&A session.
Besides learning practical ways to grow their network and develop their personal brand, students were able to connect with alumni and peers on LinkedIn with the information provided by the ACU AMA advisors. Social distancing did not limit the ability to connect with marketing professionals and learn insightful skills for the future. The alumni who willingly shared their time and experience with the students, once again, showed how ACU’s community is still valuable long after graduation. “We have such awesome alumni at ACU and in COBA specifically. They were all so willing to give up some of their time to advise and pour into current students. Overall, the event was a huge success in my opinion. It was cool to see how engaging the students and alumni were with each other. I think this event also helped bring a new opportunities to our students. I can’t wait to see what else AMA does.” Lindsay added.
Students joined by ACU Alumni for the virtual event via Zoom
The ACU AMA chapter is looking forward to another year of professional growth and events that empower students to fulfill their career goals. As the year was kicked off with an incredible event, the new officers and advisors hope to provide similar opportunities to all members throughout the 2020-2021 academic year.
Click here to check out the landing page created for the event with the bios of participating alumni. Follow ACU AMA on Instagram @ama_acu to hear about our next event. If you have any questions about membership, please email ACU AMA advisor, Lindsay Palmer.
Student leaders across campus display ACU’s mission daily through their academic excellence, Christian service and leadership on our campus. Every year, students like these are nominated by their academic department and from those nominations, fifty scholars are selected by the ACU Faculty Senate to receive the University Scholars Award for their graduating class. Among these fifty scholars who demonstrated outstanding scholarship by maintaining a GPA of 3.5 or higher, earned 90 hours towards their degree, and pursued knowledge in their research field, are four students from the College of Business Administration. The students who received this year’s award are Allie Sorrells, Bryce Adams, Jessica Herrera and Luke Stevens.
Allie Sorrells is an accounting and management major from Waco, TX. During her time on campus, Allie enjoyed participating and creating long-lasting memories in ACU traditions like Sing Song, the Homecoming Parade, Freshman Follies, and Candlelight Devo. Allie has been an active member of the Honors College, Beta Gamma Sigma and the women’s social club Ko Jo Kai, where she served as treasurer this past academic year. Allie also served as project lead for the Enactus Children’s Business Fair through the Griggs Center for Entrepreneurship and Philanthropy. Among her favorite activities while at ACU was the opportunity to study abroad in Oxford with the College of Business Administration. While there, they visited the manufacturing plant of BMW and Porsche and participated in an extensive project with ASDA. “With ASDA, we analyzed the company’s business process at multiple locations and came up with our own solutions and improvements. We then shared these ideas with the corporate employees in a professional business presentation. Through that experience, we learned how to go about preparing for and giving formal presentations while incorporating what we were learning in class,” Sorrells stated. Allie commends her professors for bringing their industry expertise to the classroom, speaking from real-world experience and a place of faith, while preparing students to enter the world as ethical businessmen/women. With this faith and business incorporation in mind, Allie hopes to start graduate school, complete her CPA exams, and eventually work in corporate accounting or supply chain management. As she wraps up her time at ACU, Allie says, “I am very grateful for my time here at ACU and in COBA. It’s been a really special experience and I wouldn’t trade the past few years for the world. If you have not plugged in, find an organization in COBA, at ACU, or in the general community to become a part of. Also, get to know your professors; they can become some of your biggest advocates and supporters.”
Bryce Adams is a financial management major from Dallas, TX. Coming from a family of ACU Wildcats, Bryce was drawn to the academic excellence that this university strives. “The quality of ACU’s business school really sealed the deal for me,” Adams said. As a student at the College of Business Administration, Bryce has enjoyed opportunities like Leadership Summit, a week-long course in January where his perspective on life and business was transformed. Additionally, the advice and guidance of business alumni who visited the ACU campus have served as motivation for Bryce. “I think COBA has instilled values that are nestled within the education that are more important than the actual education. You can get an education anywhere; COBA certainly educates you but, if you let it, it will give you principles that serve you for life beyond business,” Bryce added. Besides being involved in his department as a member of Heacock Scholars, he serves as an Apartment Leader for World’s Backyard, where he seeks to share the Gospel while growing in relationship with the kids he serves and creating a long-lasting impact in their lives. As someone who has decided to give full control to the Lord, Bryce says, “Anything I’ve achieved is through God’s grace and provision. He deserves the accolades, not me. If you have any business ideas you’re thinking about or you just want to talk about the Lord, let’s grab coffee.”
Jessica Herrera is an accounting major with a minor in mathematics from Schertz, TX. After pursuing her dream of receiving an education that incorporated Christianity, she arrived at ACU where she was immediately impacted by prayers and scripture readings by her professors during class sessions. Her involvement on campus includes being a member of the women’s social club Delta Theta and W-Club, a group of women joined by academic excellence. After taking advantage of professional development opportunities such as “Meet the Firm Night”, a networking event with different accounting firms, she is planning on enrolling in the MAcc program with hopes to land a job in one of the Big 4 accounting firms. She attributes her preparedness for the future to those professors who have invested in her education and the professional development that guided her career aspirations for the future. “ACU is such a great school and I feel that I have grown exponentially in my faith and education in the few years that I have been here. I have had a great college experience by taking advantage of the many opportunities and activities that ACU has available to its students,” Jessica shared.
Luke Stevens is a marketing major from Montgomery, TX. Luke came to ACU seeking a high-quality education that was accompanied by a Christian foundation, “ I didn’t want to compromise on my conviction to be educated in this way and ACU offered the perfect opportunity to pursue my desire for a Christian education,” Stevens said. During his time at ACU, Luke participated as Junior Class Treasurer for the Student Government Association, worked for the College of Business Administration as a student worker and served as project lead for the Enactus Brainstorming Committee. Besides his involvement with student organizations, Luke was able to attend Leadership Summit and feel the support of faculty and staff in his department who helped him advance his career opportunities. When asked what his favorite thing about his time at ACU was, Luke said, “My favorite thing about COBA is the relationships I made there. I have made lifelong friends with fellow business students and will always be grateful for their influence on my education and spiritual growth. The faculty and staff are simply exceptional. They care about quality education, exemplify ethical leadership, and have a sincere desire to see you succeed. I certainly consider several of the faculty and staff at COBA to be my mentors and friends.” Luke is planning to attend Southern Methodist University in the fall to complete a Master of Science in Business Analytics in the fall. As he leaves ACU until his next visit, Luke says, “My time as a business student at ACU has changed my life in drastic ways. Some people might pass through college and 10 years later not be able recall what they learned or people they met. For me, I know I will never forget the family I became a part of at ACU and what they taught me.”
Have you ever struggled to make a decision when given too many options? Choice overload, or overchoice, is a cognitive process where people have difficulty making a decision due to a variety of options. Why does this happen?
As part of the lifelong relationship vision of the College of Business Administration, Associate Professor of Marketing, Dr. Ryan Jessup, and SITC Director and Professor of Computer Science, Dr. John Homer, partnered with ACU alum, Levi Ritchie (’15), to research the choice overload effect. Their paper, “Hurry up and decide: Empirical tests of the choice overload effect using cognitive process models”, was featured in the American Psychology Association’s April issue on decision. According to Scimago Journal & Country Rank, this journal is in the top 10% in psychology, neuropsychology and physical psychology subfield.
Dr. Ryan Jessup
While in graduate school at Indiana University, Dr. Ryan Jessup collected data to study a theory of decision making that prompted him to conduct this research as a follow-up from that work. As the lead author, Dr. Jessup generated the research idea and designed the experiment which was programmed by Dr. Homer. Levi Ritchie helped program part of the experiment in Python, recruited participants, and collected data before analyzing the data along with Dr. Jessup. The team combined their expertise in their respective fields to compile and edit the paper that was then published in the APA Journal. Dr. Jessup described the goal of their research as, “We wanted to test between multiple competing hypotheses that I had proposed in an earlier paper for the choice overload aka too much choice effect. The effect is that people purchase more when they have fewer options to choose from, violating basic economic principles.”
Levi Ritchie (’15)
The science of cognitive psychology is broad and contains a variety of potential research studies; however, Levi Ritchie described the importance of studying the choice overload effect as essential to the business field, “From a business perspective, understanding the elements that moderate the effect is crucial to marketing. Even when your selection of alternatives is plentiful, it may be beneficial to only present the strongest subset.” Similarly, Dr. Jessup commented on how important the understanding of this effect is when selling or promoting a product, as well as for personal decision making.
“An interesting thing about conducting quality research is that it makes us better at teaching. In my case, it is particularly true because I tend to teach courses on how to conduct or analyze research. But, even if I were teaching a different type of course it would still improve my teaching for several reasons. First, when teaching on a relevant topic, I would be far more aware of the pioneering research – in some cases because I would have been the one to do it; in other cases, it would be because I had to examine all possible theories and explanations when conducting my research, simultaneously giving far more breadth and depth than I would have gotten had I just read about it in the textbook or merely just read a few things about it. In essence, researchers know more about these findings because they are the ones making them – we are not merely reading about them. It is the ultimate in experiential learning”, Jessup said.
The conclusion of this research was explained in-depth in their publication, but Jessup summarized by saying, “We found that one of our proposed explanations well predicted the data whereas another one – the one that is commonly espoused as causing the effect – did not appear to play a role. A specific conclusion was time pressure appears to really drive the effect; so, if you are trying to sell things to people who are often hurried – think drive-thru’s or situations where people often have little children with them – you are better off giving them a very small set of options.”
Levi Ritchie is currently pursuing a career in Data Science, while Dr. Jessup continues to work on research on an improved theory of decision making that combines choice with learning. He is currently working on another project that involves the choices of married individuals and economic games with professors Katie Wick, John Homer and, recently graduated marketing major, Luke Stevens (’20).