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).
In the fall of 2019, Dr. Mark and Dr. Laura Phillips embarked on a semester long journey with a group of students on a study abroad trip to Leipzig, Germany. If you are interested in studying abroad, or simply hearing about the adventures that happen abroad, Dr. Laura Phillips has given us a beautiful recap of what it looks like to immerse yourself in a different culture for an extended period of time. Thank you to Riley Simpson, junior management major from Dripping Springs, TX, who studied in Germany with the Phillips for the amazing photos in this blog post.
“The students all took 6 hours of German through a local language school that was about a 30-minute walk or a 20 minute tram ride from the villa. We had class in three hour blocks and class met either two or three times per week. The classes were taught by native German speakers, which was great. (I took the German classes with the students.) All the students also took the Global Studies class which covers German history and culture. Mark taught that class and the in-class materials were supplemented with guest speakers and field trips within Leipzig as well as trips to Berlin, Wittenburg (important in the story of Martin Luthur and the reformation), and Weimar (where we visited Buchenwald, a Nazi concentration camp).”
There were also several business classes offered, including: Principles of Marketing, International Business, and Life Design, a class taught by both Mark and Laura as an honors colloquium and one hour business course. Students were allowed to take any online classes they wanted to add to their schedule. Most classes were taught at the villa in Leipzig, but they would also occasionally meet for field trips. These included: Spin Lab, a startup business accelerator, Blüthner Pianos, and the BMW factory
I asked Mark and Laura to recap their semester abroad and this was Laura’s response:
”How do you recap an entire semester abroad? A few things I can share that may give you a flavor of the trip/experience.
- We went to Berlin as a group after the students had been in Leipzig one week. Our trip was three days and we were able to see and do some very interesting things. Even after having lived in Leipzig for only a week, at the end of our Berlin trip multiple students expressed how glad they were to get back “home.”
Founded in 1853, Blüthner Piano is one of a handful of ultra high-end piano makers on earth. We learned about the company, oddly enough, at church in Leipzig, where we met an American who worked for Blüthner in California and now heads their marketing efforts. An hour-long series of bus rides (including one stop where some of our people failed to get off) took us to the factory. There we had free access to walk through and see how deluxe pianos have been hand-built since the 1800’s. Today the company is seeing growth in demand from China, even as Europeans and Americans are less interested. It has also added a second line of less expensive pianos for those unwilling to pay the premium their brand can still charge.
As American companies and their customers battle back and forth over privacy, the European Union has moved much more quickly to protect consumers. And the demand for privacy is even more vocal in former East Germany, where for decades the government and a vast network of citizen spies kept tabs on everyone. At the height of the Cold War, 1 in 8 East Germans was spying on other East Germans for the secret police; part of the current resistance to Christianity there is because so many clergy were revealed to have been informing. Leipzigers are very uncomfortable having strangers take their pictures, and children are strictly protected (we hosted a group of children from a nearby school for a meal and only the school’s designated photographer was allowed to shoot pictures. American companies doing business here must move carefully in order not to offend.
- Over the course of the semester we all found some favorite cafés, restaurants, and parks.
- We became comfortable interacting with a city where all the signs are in German. Students who traveled outside of Germany for long weekends expressed how comforting it was to get back to the airport or train station in German and hear people speaking German again (even though we still couldn’t understand much of it).
- We had students who used their travel weekends and week to explore other regions of Germany as well as hit a number of other destinations in Europe, but it was cool because they didn’t just explore the normal destinations of London, Paris, Rome. They also went to Budapest, Vienna, Amsterdam, Copenhagen, Dublin, Milan, Pisa, Florence, and some less well-known destinations in Switzerland and Norway. Several of the students even rented cars and took road trips!
- We had a good sized group of students who became very involved at ICF–the church to which Lindsay (who lives on site at the villa) belongs. They became involved and connected even though the services were in German!
- We experienced true German culture by attending a Red Bull soccer game and participating in the crowd chant that occurs after every goal. We had numerous chances to practice the chant because Leipzig won 8-0! We also attended an orchestra concert (the Leipzig orchestra has been a performing group for over 200 years!) and a handball match. Over the course of the semester groups of students attended concerts and/or the ballet (Nutcracker) on their own.
- At one point some students from the Oxford group came to Leipzig to visit. Our students were surprised at how tentative the visitors were because of the language difference (which they hadn’t experienced in Oxford). Until then I don’t think our students realized how much they had grown because of the difference in languages and how comfortable they had become in spite of it. Knowing they can live and thrive in a country that speaks a different language gave them more confidence as they headed out to
explore other destinations.”
In their time abroad, the Phillips made sure to build time in to go on interesting excursions to different countries and experience different culture, one of these being Greece. “Greece was amazing. It came at a great time in the semester. We had just finished our first “semester” of German and the weather was getting cooler in Germany. It was awesome to take a break from classes and spend 10 amazing warm, sunny days in Greece! We saw super cool archaeological sites like the Acropolis, ancient Corinth, the ancient Olympic stadium in Olympia, the oracle of Delphi, etc. We had very knowledgeable tour guides that helped make each of these sites interesting and meaningful. We had a free day in each destination so we were able to explore the towns, hike, go to the beach, rent a boat, and so on.”
“Whatever we did during the day, whether it was together or on our own, we regrouped for a meal together each evening. It was a good time to reconnect and share stories from the day.” Next, they adventured to Prague and integrated what they had learned to what they were seeing. “We took a four day group trip to Prague late in the semester. For this trip the students served as tour guides for the different sites we visited. They prepared their research and then delivered their information to the rest of the group as we took a walking tour around the city. At one site a couple of women from Italy were sitting on a bench nearby. As our student went through her spiel, they held up numbers on their phones, rating her presentation. It was fun to interact with other people who were seeing the same cool sites that we were. In Prague we had our family meal at a Mexican restaurant! It was fun to have some “familiar” food in a far away place!”
(Picture by Laura Phillips
As with anything, there are always cool, funny, interesting, and strange stories to tell. Halloween was no exception to for the bunch. “We planned to have a pumpkin carving activity on October 30th so that afternoon we headed to the store as a very large group to pick out pumpkins. Lindsay said there were plenty in a big box outside the store but when we arrived, there were no pumpkins. We went to two other stores (as a very large group) but no luck. We ended up having to go back to the first store and the students picked out various things, such as small cooking pumpkins, butternut squash, and in one case two cabbages! Needless to say the carvings were interesting and unique and the students did an awesome job of improvising. Halloween isn’t as big of a deal in Germany but the students wanted to trick or treat at the villa. To make this feasible, students could volunteer to be a ‘host’ or they could choose to trick-or-treat or do both or nothing. Everyone who wanted to trick-or-treat had to dress up and then the hosts spread out around the villa. Since just visiting five or six rooms and getting candy would take about 10 minutes, it became a trick-and-treat activity. There was an activity at each ‘house.’ Some of the activities included solving riddles, playing MarioKart, playing pictionary, writing and then reading a Halloween poem, and doing a TikTok. Two of the students dressed up as us!”
And it is no surprise that a few travel issues were involved:
- “On one of the early weekends, a group of girls made their hostel reservations for the wrong nights and ended up having to sleep in the common room of the hostel the first night.
- A group of guys took a camping trip in Norway. Two of the guys slept outside in hammocks and it was a bit chillier than they were prepared for.
- Coming back from a small German town by myself (with my bicycle) the train I was on split into two pieces. Only one half want back to Leipzig and I was on the wrong half. I discovered this when we arrived at a city I knew was the wrong direction from where I wanted to go. I had to get on another train back to where I started and try again!”
To end their time in Germany, there was a closing ceremony in which many of the students demonstrated their musical talents. “One of the students spoke and then at the end, four of them went up for the closing number and unexpectedly busted out with a very energetic version of ‘I Will Survive’. It caught us all off-guard but was hilarious and so awesome! The students could give you many more funny moments.”
Phillips ended with, ”It was a great semester of exploration, bonding with the group, game nights, devos, group meals, getting lost, being confused…”
-Laura Phillips + a ditto from Mark
As we come to the end of our “Why I Teach” series, we (the student workers, Katie Norris and Maddy Crockett) wanted to take a moment to appreciate the professors.
Each and every one of the professors works endlessly and dedicates their time to us and for us. We have compiled a few comments from students around COBA to give snippets of appreciation for their professors. Many professors are not mentioned-but nevertheless, they are just as appreciated.
Dr. David Perkins
“Dr. Perkins was my first accounting professor in COBA. The thought of taking an accounting class was terrifying to me, but thank the Lord for Dr. Perkins. His heart is so gentle and kind and he cares SO much. He truly wants the best for his students and that is so evident in the way he builds relationships with them.” – Presley Davis, junior management major
“I appreciate Dr. Perkins’ attention to detail when it comes to teaching and making sure the class understands what is being taught.” – Sam Onstead, freshman financial management major
Dr. Dennis Marquardt
“He has given me great advice on pursuing my career and I always loved his class. He is always motivated and excited and he is also very personal with everyone in class.” – Joseph Crockett, sophomore management major
“He always sees the best in everyone and is a great listener!” – Bryce Adams, junior financial management major
Dr. Ryan Jessup
“Dr. Jessup cares deeply about good education and teaching students to think critically. He has challenged me personally to think more intentionally about my education, career, and faith. Furthermore, he has taught me about the importance of making good decisions in business and in life. His classes are rigorous and challenging, but very rewarding. I appreciate Dr. Jessup’s desire to help students truly learn.” – Luke Stevens, senior marketing major
“I appreciate Dr. Jessup because he really cares about his students and he does a great job of keeping us engaged throughout the semester. He is willing to help his students when we ask. Dr. Jessup is a great example of a professor who teaches us about marketing as well as challenges us in our faith.” – Sloan Polvado, senior marketing major
Dr. Andy Little
“It is clearly evident that Andy cares about his students by the way he shows up and shares his knowledge with us. His class made me love learning about law! I appreciate him!” – Emily Goulet, junior accounting major
Dr. Don Pope
“I appreciate how Dr Pope creates intrigue behind business stats and engages his class in exercises to better understand the advertising and business world we live in through stats.” – Ben Fridge, sophomore financial management major
Dr. Katie Wick and Dr. Monty Lynn
“Shoutout to Dr. Wick and Dr. Lynn for making my mornings really awesome!” – Jose Rodriquez, Freshman
Kelly Jeanne Lytle (’12) is flying high these days. Graduating with a B.B.A. degree in marketing from ACU and a M.B.A. from the University of North Texas, Kelly is using her marketing talents and customer service experience to bring extraordinary customer service at the next level at her position with American Airlines as a Senior Analyst for their Premium Guest Services. Customer service runs in the family. Kelly is the daughter of former Dean and Professor of Marketing, Dr. Rick Lytle and his wife, Jeanne. Dr. Lytle is known for his expertise in the area.
After graduating from ACU, Kelly worked as a Wilberforce Intern with Grace Nelson in Washington, D.C., as an Associate Marketing Manager at Walmart in Bentonville, Arkansas, and then as a Business Development and Loyalty Program Account Manager at American Airlines in DFW. All of these experiences have helped shape her work ethic, her ideas, and her faith.
Kelly’s faith in the workplace is important to her. She says that she strives to use faith as the lens that she views all of her decisions, interactions, and the words with which she speaks. She says, “It is the hope I cling to and the rock I stand on. I know that sounds cliché, but in this environment with a politically charged climate, I have to remember who has the final say and who I am ultimately accountable to.”
Young alums often acknowledge the stark difference in their working environment vs. the environment at ACU. Kelly’s experience has been no different. “Leaving the world of ‘hugs and smiles’ at ACU is vastly different in the workplace. You begin to transition to handshakes and learning how to work without constant compliments and reassurance. However, you bring that mentality into your interactions in a professional way and learn that at the end of the day everyone has a story and is human. Give grace to those around you because you don’t know what they may be going through.”
Kelly hosts ACU AMA students
We asked her if she felt she had faced any challenges as a young female in the workplace and if so, what advice she has for other young alums who will likely experience many of the same issues. Kelly said that working with other females has been the most challenging. “I would encourage everyone to stay out of workplace drama. If they are talking to you about others, they are talking to others about you. Try to use your words to build others up, use your time at work to get your tasks done with excellence, assume the best of each other, and don’t rely too heavily on affirmation from your boss or other female leaders. Make sure and keep a healthy line between personal and professional conversation until you feel like that relationship welcomes it and is a trusted confidant.”
Kelly’s time at ACU helped shape the person that she is today. “I wouldn’t trade my time at ACU for anything. Business professors like Dr. Lytle, Dr. Pope, Dr. Phillips, Ms. Brister, and many others taught me that the marketplace is our mission field as business professionals. It is easy to think that because you aren’t a missionary, a pastor, a youth minister, etc., that you do not have a direct impact on the kingdom, but that’s wrong! We have the opportunity to be an influence to everyone we come into contact with that may not go to church. In the gospel of Matthew, we can see Jesus teaching in towns, synagogues, houses, grain fields, boats, and temple courts to name a few. All that to say, I realized at ACU that the marketplace is my mission field and to be excited about the work/people that God can touch through me! What a cool thing!”
Some of Kelly’s favorite ACU memories revolve around being a member of Sigma Theta Chi, participating in Homecoming, playing in rivalry intramural games, and pledging. When asked who her favorite ACU professor was, the answer should not surprise anyone that knows her. “I have to say Dr. Lytle was my favorite professor….I am a little biased ! I was very nervous to have my Dad as the Dean and try to impress all his friends (all my business professors), but I am so thankful I did. I want to be like my Dad when I grow up; making the work environment fun, developing strategy for hard to solve problems, being able to craft a vision for the future, and making his personal interactions count. Like my Dad, I want to leave people feeling special after they talk with me, bringing energy into the room, having an easy laughter that’s contagious, and ultimately seeking God in everything – in the good times and bad. Obviously, I could go on and on, but this man has changed me for eternity and I am so blessed to have learned from him at ACU and every day.”
Kelly advises current students to, “Listen to your professors and ask them questions. They literally have dedicated their life to teach you, so they care a lot and want to help! At ACU, it is super unique in the fact that they want to invest in you, so invite them to your intramural games, go eat at their homes, and sit with them in chapel. I would also encourage you to learn more about how to read through legal contracts and write creative briefs; ask your professors about this and they would be happy to help you. Lastly, for interviews, dress business professional and arrive early; set up a practice run with your professors or Tim Johnston or the Career Center for free coaching.”
She advises incoming freshmen to, “Have fun, buckle up, and cling to friends that seek God in public and private (they may be your best friends for life). Be thankful to whoever is paying for your education or has granted you scholarships. Get involved. Get sleep. Dig deep into Jesus Christ and the opportunities in front of you to learn about him (chapel, bible class, World’s Backyard, Meals on Wheels, etc.).”
Kelly also advises students to use at least one summer for a professional internship and one to spend time in something that creates memories, helps you grow, and that you enjoy. “I was able to work at T Bar M Summer Camps for one summer and then PFSweb for the second summer. Also, study abroad and go to Leadership Summit! I dare you. You won’t be disappointed if your heart is in the right place.”
*The comments mentioned in this blog reflect the beliefs of the interviewee and not those of the company.
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 firstname.lastname@example.org.