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.
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).
Christian Guerra speaks to students at a Lunch and Learn event.
ACU’s Career Center, Department of Engineering and Physics, and College of Business Administration worked together to host ACU alumnus Christian Guerra (’06) on January 28th. Christian serves as the Vice President and General Manager Operations for Avanzar Interior Technologies and returned to campus to address engineering, physics, and business students about the career opportunities available in automotive manufacturing. Christian was joined by other Avanzar team members including C.D. Rodriguez, who serves as the Human Resources Manager. Avanzar, an award winning manufacturer located in San Antonio, Texas, is a Toyota Motors production partner who manufacturers the seats for the Toyota Tundra.
The Toyota automotive manufacturing production standards are truly world class and give Avanzar employees the tremendous opportunity to learn best practices and work to produce top of the line products. Christian gave students insights into the internship and career opportunities available with their company as well as the company culture. Guerra was a student worker for former COBA Dean Dr. Rick Lytle when he was at ACU. He shared with students that Dr. Lytle impressed on him the need to be “Christ in the workplace”. Christian said that he puts this lesson into practice every day as he works to lead this family owned business with 1,100 associates in San Antonio and 200 associates in Mexico. He also reflected on his time in LYNAY and Dr. Gary McCaleb’s encouragement to go back to your community and help where you can. Christian took this advice, returned home, and is helping Avanzar provide an excellent work opportunity for employees in his hometown of San Antonio. This same work ethic is exemplified throughout the Avanzar organization. Berto Guerra, founder of Avanzar and ACU Board of Trustee, was honored by EY as the 2015 Manufacturing Entrepreneur of the Year.
Addressing work challenges through effective teamwork is critical at Avanzar. In their visit to the Engineering Department, the Avanzar representatives had a chance to observe current students working in teams to determine objectives and alternative solutions all while
Engineering, physics and business students were invited to learn about careers and internships with Avanzar.
operating with constraints during their engineering classes. The opportunity to work with ACU engineering, physics and business students aligns with the needs of the manufacturer both with regard to their work ethic and with their Christ-centered focus in the workplace. HR representative C.D. Rodriguez was impressed with the Engineering and Science facilities and enjoyed meeting the professors and students, stating that they will be back later this spring to conduct interviews. COBA looks forward to creating more opportunities for our students as we continue to collaborate with our partners in the ACU Career Center and across campus. To learn more about the ACU Career Center and job and internship opportunities, click here.
Zach Jennings is a Management major from Abilene, Texas and graduated in December 2019. Zach interned with Edward Jones this last summer. “I learned the basics of what it takes to be a financial advisor. I got to work with other offices and two other interns in town. There were about 200 interns nationwide, so having even one intern in Abilene was awesome, but we had three!”
As Zach prepared for graduation, he also prepared to begin work with Edward Jones as a financial advisor. He says, “I believe my time at ACU helped me find out what I wanted to do moving forward. Not only did it prepare me for my future career, but I grew so much in my relationship with God because of the wonderful people here.” Zach found that he wanted a career with Edward Jones after his experience as an intern and is looking forward to the great opportunities laid before him.
Zach enjoyed his college career at ACU. We asked him what his favorite thing about being a part of COBA was and how the environment influenced his growth throughout his time here. “My favorite thing about COBA was attending Leadership Summit. I grew a lot in the Lord and made so many good friendships as well. It was a refreshing and soul-quenching experience. I would say that ACU offers not only some of the best education programs out there, but what makes ACU great is the community. You actually get to know your professors and you’ll realize they want to get to know you too. The community of ACU is welcoming, inclusive and Christ-like. The people here are what sets ACU apart from the rest.”
Helping students find how their gifts and talents can be used for God in the workplace is something COBA is passionate about. For those students who aren’t sure what career path they want to take, COBA and ACU provide exploration through the COBA Edge professional development program and the guidance offered at the Career Center. To learn more about the COBA Edge program, students can email Steph Brown at firstname.lastname@example.org. Students can also learn more about internships, interviewing, and career search information by reading the COBA student newsletter, looking through Handshake, or contacting Steph Brown or the ACU Career Center.
Assistant Professor of Management, Dr. Sarah Easter (’06) may be in front of the classroom teaching today, but not too long ago she was a student at ACU. In fact, she was a very involved student, participating in Beta Gamma Sigma, SHRM, Leadership Summit, Phi Eta Sigma, Spring Break campaigns, Alpha Kai Omega, Wildcat Week, and was named to Who’s Who and as a University Scholar. She’s got great advice for current students as she reflects on her time at ACU.
What was your best memory from college?
I had a wonderful group of friends as a student at ACU and I have so many fond memories from these years in Abilene – from movie nights complete with a jumbo Tron and stadium style seating in friends’ living rooms to themed parties to playing ultimate Frisbee followed by ice cream club. This was a fun and joyous time and my college friends and I still reflect fondly on our fun memories together.
What is your best advice for college students?
Enjoy the present journey. It passes by all too quickly!
What do you wish you could tell your college self today?
This relates to my advice for college students today above – I tend to be a planner (which can also correspond with being a worrier). I wish I would have learned to be more content in the present and enjoy right where God had placed me in Abilene as a college student rather than continually thinking about what was next after college.
Dr. Laura (Cleek) Phillips and Dr. Mark Phillips at a Galaxy Spring Formal
Sometimes it’s hard to imagine that the person teaching your class was once a student like you are today. But, it’s true. Whether they are ACU alumni or received their degree from another institution, our faculty and staff have walked much the same paths that our current students tread. They’ve worried about midterms, finals, and dating. They’ve complained about curfews, Bean food and chapel credit. We thought it would be fun to highlight and share some of their memories of college life over the next few weeks. This week our blog features Dr. Laura Phillips (’88). She and her husband, Dr. Mark Phillips (’88), typically teach on our campus during the school year, will be teaching business classes this fall in our Study Abroad program in Leipzig, Germany. We hope you enjoy this walk down memory lane and the pictures that they shared with us.
p.s. I think I (M.C.) was one of the freshman involved in the colored water gun Capture the Flag game mentioned below…I remember being very pink, red, and blue afterward and have a picture somewhere that proves it. Thank you, Laura Phillips, for a fun memory. And sorry you had to bleach the steps of the Ad Building.
What was your best memory from college?
That’s a hard question. Some of my more memorable experiences include:
- The time I planned a campus-wide party in Bennett Gym featuring student bands, Southern food, and casino tables. To decorate I hung metallic streamers from the ceiling by attaching them to helium balloons. It looked super cool. We had some trouble with power outages throughout the evening. I attributed them to the bands overtaxing the very old Bennett electrical systems. We learned, when the police arrived at the party, that the outages were actually caused by the balloons slipping through the open windows near the ceiling and shorting power lines all around the north side of Abilene. Apparently, we knocked out the computers on campus, the traffic lights in the area, and who knows what else. Oops.
- The time I planned a Capture the Flag game for Welcome Week that used water guns and colored
Mark and Laura at Galaxy Grub
water. Each team had its own color. I used a LOT of dye to make sure that you could see the evidence when someone got shot. Unfortunately, the dye was so strong that it colored the front of the Ad Building as well as the steps, meaning that I spent a few hours after the game bleaching the front of the Ad Building and the steps. Oops.
- The time I planned a HUGE pizza party in the double gym for all of the Sing Song participants. I ordered the pizza from the Bean because it normally was pretty good. In this case, it was truly terrible and the students responded by using it in a gym-wide food fight. Fortunately, the gym floors were covered with brown paper so no actual damage was done. The pizza was so bad that the Bean actually acknowledged its pathetic-ness and provided snow cones for everyone on campus later that semester.
What is your best advice for college students?
You have your whole life to be an adult and you can have many different careers. Don’t rush through
everything. Take time to do memorable things. Share experiences with the people around you. Do something weird. Definitely do what you need to do to get a job but don’t worry so much about starting out in the perfect job.
What do you wish you could tell your college self today?
I would tell my college self the very things I listed in #2.