The Return of the ACU AMA Chapter

Written by junior marketing and art major, Isabella Maradiaga

With over 30,000 members, the American Marketing Association (AMA) is “the essential community for marketers” that offers national conferences, events, and professional training. As marketing continues to play an integral role in the business world, the demand for a similar community has grown in educational institutions. For this reason, AMA now has 390 college chapters and 14,000 student members across North America. Students are joined in collegiate chapters by faculty and staff who share their passion to grow in their field. ACU’s College of Business Administration wishes for students to have the same opportunity to be a part of this association and has officially re-joined this professional association with our own student chapter.

Reagan Morgan (’08), Director of Marketing for PFSweb, discusses marketing and customer service with AMA members

Marketing majors have been looking for real-world experience in their field and the American Marketing Association (AMA) chapter is back on campus, looking to provide opportunities for students to learn and grow. A few years ago, this student organization was very popular for organizing events like branding workshops and working along with faculty to develop marketing plans for the annual AMA International Collegiate Conference where students traveled to join over 1,700 marketers in New Orleans. At this competition, students presented their marketing plans on a case study determined by AMA to compete with other universities. AMA also provided students with the opportunity to have hands-on experiences, participate in networking events, and meet professionals in their field. Last spring, the newly formed AMA officer team hit the ground running to launch the return of this organization. In April, a group of five students led by AMA sponsor and Enrollment & Student Development Manager, Lindsay Palmer, went on a field trip to visit companies PFSweb, LiveArea, and American Airlines. In visiting these organizations, students had the opportunity to learn about the internal procedures that lead to successful marketing decisions and to meet with ACU alumni who are currently serving marketing roles in these companies. Because of the time volunteered by our alums, our students were able to learn about different areas in their field, such as: digital channels, customer loyalty programs, global marketing, channel strategy and customer service.

AMA members meet with Kelly Lytle (’12), Senior Analyst for American Airlines Premium Guest Services

At their visit to the American Airlines office, students were briefed on all of the different loyalty and customer service programs that American Airlines offers as well as having the opportunity to visit the Admiral’s Club, where they were able to observe the importance of the smallest marketing decisions, including things like partnerships with hand soap and printer brands, and how those decisions impact the customer experience.

After such a significant networking and learning experience, AMA’s officer team is working on a plan to provide similar opportunities to all of its members. This student organization wants to encourage students from every major to consider the chance to set themselves apart in the marketplace, gain some digital marketing skills, and enjoy networking events with business professionals. AMA’s President, Kaman Turner, says, “Everyone should be a part of AMA, especially marketing majors. The vast network and real life experiences AMA provides is THE place for young professionals to grow and build their own brand; while also working with others to impact the community and make a difference right now.”

Make sure you check out the ACU student chapter for AMA this fall and start gaining some real-world experience! For questions, contact Lindsay Palmer at lindsay.palmer@acu.edu.

AMA Gets AMAzed in New Orleans!

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 COBA’s AMA student organization attended the annual AMA International Collegiate Conference in New Orleans on March 19th-21st. The theme for the conference this year was AMAze Yourself, inspiring students to find their passions and discover ways they can use those passions to differentiate themselves in the marketplace. Assistant Professor Jennifer Golden and eight current and new student officers, including Cheyenne Rawlings, Allison Phillips, Neely Borger, Carolyn Heard, Bridgett Fuessel, Noah Bastable, and Josh Maday were able to see other AMA organizations that are active in their universities as well as hear from prominent speakers from across the country. Speakers were from leading companies around the world and included Jeff Schmitz and Rachel Lewis from The Hershey Company, Daryl Weber from The Coca-Cola Company, and Ian Dallimore from Lamar Advertising Company. The conference also included multiple breakout sessions each day, hosting discussions on topics such as social media management, resume building, networking opportunities, and suggestions for improving a university’s AMA chapter.

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Every year, AMA provides a case study for each AMA university chapter to compete with one another. Groups must provide a full marketing plan with objectives, strategies, implementation ideas, and a budget for the case study. This year, the product for the case study was Coca-Cola’s Vitamin Water. At the conclusion of the conference, the chapters were able to see the winning team present their marketing plan, gaining insight and real experience for how a marketing plan should be implemented.

The AMA conference is a great event opportunity for students to learn, network, and find ways that they can set themselves apart in the marketplace. AMA is excited to be back on campus and working on future ideas to build their own personal brand as well as the brand of COBA.

“After going to the conference and hearing from other AMA organizations, I am really excited to get involved with the organization. I learned how important building my own personal brand really is,” says junior marketing major, Carolyn Heard.

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