As the school year draws to a close, students in one marketing class at the 91-Platteville are preparing for a final project designed to leave an impact that extends far beyond the campus. Their professor has shown them that learning is not just about absorbing information but about transforming experiences into knowledge.
"Knowing abstract concepts alone isn't enough to truly learn," said Dr. Xinghui Chen, assistant professor of marketing at UW-Platteville. "True learning comes from acting on that information, applying it to real experiences and reflecting on the process."
In her Strategic Promotions Management course, BUSADMIN 3110 - 01 Strategic Promotions Management, a client-based approach was adopted to create an experiential learning journey for the students. Throughout the semester, students were divided into six groups to develop strategic promotional plans for different customer segments of the (GCDC). GCDC is a nonprofit public-private partnership that works with local communities, businesses and other organizations to achieve economic development goals. By working with a local organization like GCDC, students not only apply marketing concepts but also contribute to the economic development of a community.
“The students have been professional and thoughtful in their questions with consideration to the area they were focusing on for their projects,” said GCDC’s Marketing and Project Manager Tracy Brewer. “They asked questions that prompted me to dig a little deeper than I had previously, making it a good exercise for me as well.”
Throughout the semester, students had the opportunity to interact with the GCDC team and conduct a comprehensive analysis of its current promotional programs. Additionally, students thoroughly investigated the target customer group, relevant competitors and other pertinent environmental factors. They developed strategic promotional strategies, including advertising, sales promotion and public relations, which GCDC can refer to in its current and future marketing endeavors.
"We are developing a comprehensive marketing plan for GCDC, which includes a variety of digital, print and promotional deliverables," said Corrina Larson, from Columbus, Wisconsin, who is graduating in December with a degree in integrated marketing. "We are also organizing a series of in-person efforts, such as events focused on recruitment, development and retention.”
Larson and her classmates believe that their position as part of GCDC's target audience gives them valuable insight into the preferences and needs of college students, which can help GCDC create a marketing plan aligned with its goals.
"As part of GCDC's target market, we can leverage our personal understanding of what appeals to college students in terms of talent recruitment, development and retention,” said Larson. “We've had the opportunity to work closely with GCDC, allowing us to reach out with questions or seek advice as needed. Our goal is to create an integrated marketing plan that aligns with GCDC's objectives while providing us with valuable real-world experience in strategic marketing.”
Exposure to real marketing dynamics prepares students well for the complexities of their future marketing profession. Interacting with GCDC and its customer network also provides students with opportunities for internships or job offers.
“My team is working on enhancing small business support for GCDC by organizing alternative solutions to provide more resources and opportunities, like connection events for small business owners,” explained Carl Winkler, a junior from Pueblo, Colorado, pursuing a degree in marketing. “This will help GCDC allocate resources elsewhere and serve as a free internal process audit to improve efficiency. It’s a valuable benefit for any small business.”
This client-based project offers a learning experience that not only equips students with practical marketing knowledge but also develops their essential soft skills for the workplace, including communication, teamwork, leadership, problem-solving and project management.
"It has been eye-opening to work in a class with a client-based project,” said Winkler. “It’s been challenging to consider the many factors that come with a real, operating organization and incorporate them into our solutions. This class has given me real-world experience analyzing a company and insight into what makes a productive support organization.”
The Strategic Promotions Management class has been instrumental in preparing students for the future by providing relevant, up-to-date marketing education. This project has equipped the six teams with the practical experience needed to transition seamlessly into marketing careers after graduation.
“Professor Xinghui Chen has also been an invaluable resource,” exclaimed Larson. “She plays a key role in helping us refine our work and showcase the capabilities of UW-Platteville marketing students in contributing to local communities.”
By engaging in hands-on work, Chen’s students gained valuable insights into managing budgets, meeting deadlines and tackling marketing challenges. The collaboration with GCDC has also provided a deeper understanding of what employers expect and how we can best meet those needs.
“We promote students' excellence by employing a hands-on approach that empowers them and prepares them well for their futures,” said Chen.