Dr. Tricia McFadden’s Marketing 321 class worked with local businesses throughout the fall semester, providing pro bono client-consultant marketing services. Students presented their findings to business owners at the Shields School of Business on December 11th.
Clients included the Roman Catholic Diocese of Altoona-Johnstown, Central Cambria Education Foundation, DST Drones, Bono's Custom Leather & Shoe Repair, and Ruga Rue Beef Jerky.
Students engaged a praxis-approach to working with real marketplace clients in an effort to identify each business’s marketing objectives and strategic needs. Teams conducted a SWOT analysis and were able to transform collected data into practical applications that will help businesses achieve their marketing goals.
Dr. McFadden has facilitated similar class projects before, as she sees local outreach as a way for her students to give back to the community while gaining real-world marketing experience.
"The client-consultant projects in our capstone marketing courses provide a strong real world engagement experience for the students, while delivering solid, strategic, and foundational marketing research and planning for the community partners,” she said. “This semester's marketing research projects focused on both primary and secondary research methodologies, as well as digital analytics and behavioral economics to provide clients with comprehensive, dynamic, and innovative marketing research to further enhance their understanding of consumer insights, brand equity, social media platforms, and use of traditional advertising."
Dr. McFadden’s client-consultant projects are part of the Shields School of Business’ Backpack to Briefcase Program, which provides students a detailed 4-year academic and extracurricular plan designed to give students all the tools to launch their career immediately post-graduation. The program includes involvement in student groups such as the Enactus and Investment Clubs, and participation in Spring Break in London, a business-focused educational trip that allows students and faculty to tour the Bank of England and other global financial institutions. It also Also included in the Backpack to Briefcase program is the Mentorship Program, which carefully pairs business students with alumni who provide them with one-on-one guidance via phone, email, and in-person correspondence throughout the duration of their time at SFU careers.
Shields School of Business