KENNESAW, Ga. | Nov 28, 2018

In September, 2018, Atlantic Marketing Association’s annual conference in New Orleans, boasted a contingent of 30 students, of which 25 were undergraduates, ready to present their research alongside faculty. Notably, 25 of these students were from KSU, a first-time mentoring initiative by the Department of Marketing & Professional Sales. Although, doctoral students are expected to present at national conferences in business disciplines, undergraduates are a rarity. The objective was to allow students the opportunity to present their research at an academic conference and to network with academicians and practitioners from around the country.

Undergraduates presented their individual or group projects undertaken in a variety of classes, that entailed primary or secondary research, and creative activities. Award winning submissions were:

1. Outstanding Undergraduate Case Study - Clay Wilderman (Kennesaw State University), “Namaste in the USA: Yoga as Mind, Body and Protest: An International Marketing Case Study.”
2. Outstanding Undergraduate Paper - Mizzani Walker-Holmes (Kennesaw State University) et al, "Food for Thought: Analyzing Public Opinion on the Supplemental Nutrition Assistance Program.”
3. Outstanding Undergraduate Paper Runner-up - Braxton Hooks (North Carolina A&T State University), "A Student Led Study Investigating the Impact of the NFL Anthem Protest on African American College Student Viewership of NFL Games During the 2017 Season."
4. Outstanding Undergraduate Abstract - Selin Anitsal (University of Tennessee, Knoxville), "An Analysis of Online Streaming Services."

Students presented on a range of marketing topics such as, case studies (Vodafone’s MPesa in India, Why Amazon is failing in China), advertising (Marketing towards funding for the arts), packaging/corporate social responsibility (Thrive market packaging; Boxed impact project) and sales (Peer mentoring: A hidden secret to sales success).

These presentations represented one of many initiatives undertaken campus wide and more recently at Coles College of Business, to engage undergraduates in public presentations of their work such as at the upcoming National Conference for Undergraduate Research to be held at KSU in April 2019. Keeping this in mind, Dr. Leila Borders (Chair of the 2018 Atlantic Marketing Association conference), supported by Dr. Debbie Lester, Executive Director of the conference (and Professors in the Department of Marketing & Professional Sales and other colleges and departments nationwide) decided to add a student track for undergraduates. The underlying goal was to instill a research focus and thus prepare the next generation of graduate students and scholars. While most business undergraduates work on projects involving research, the option of displaying it in an academic setting beyond the classroom, is rare and once the semester is done, so is the research journey. However, as faculty will attest, academic research presented at conferences and in publications, are a valuable endeavor that displays a variety of competencies such as skills in research, writing and presentation, “grit” and determination, motivation and the willingness to grab opportunities and go the extra mile. Not only can such experiences spark interest in future graduate studies but can also serve as indicators to potential employers that the student possesses valuable traits and competencies for a corporate role.

Dr. Mona Sinha and Dr. Jennifer Hutchins, professors in the Department of Marketing & Professional Sales, spearheaded the Student Track, created awareness of the opportunity and its potential to make unique contributions to students’ resumes and skill sets. This involved getting students to understand how research connects to their textbooks and what they learn in the classroom; what topics Marketing faculty research; ways in which a phenomenon may be investigated; how to write a research paper/abstract and how to present to an external audience. This initiative garnered strong support at KSU with travel funding provided by Dean Kat Schwaig, The National Collegiate Sales Competition (NCSC), The Coles College MBA and PhD (formerly DBA) programs, and the Undergraduate Research and Creative Activities (URCA). Other universities followed suit with funding support for their students as well.

The students put on an impressive performance and many described it as an ‘eye-opening’ and ‘transformative experience’, as they learned not only from their own experience but also by seeing the work of other faculty and students. They recognized that in today's competitive environment, the experience of preparing and presenting original research to peers and mentors gave them a definite advantage. Some described their “Ah-Ha” moments:

“Our ah-ha moment was when we realized how much further we can go with our research.”

“My ah-ha moment was that I was able to connect each presentation with my major.”

The “verbatims” below from students reflect the many ways that they benefitted from this experience:

“This was an absolutely amazing experience. I had planned on my career being in marketing research and analysis, so this conference really was a great place to start! It was truly inspiring to be surrounded by such passionate people. The research and hearing people talk about what they love and what they have learned was a really great opportunity that I am thankful for.  The Board Members and other conference volunteers took extra time and concern to ensure that each student attending felt encouraged and supported! The research, writing, revision, and submission processes are all unique academic experiences that can really show a future employer how well versed and hirable you are."

“It was a very inspiring event as we were among those who dedicated their lives to research and they listened to us as their peers and gave their feedback so we can improve our papers. I doubt there are other conferences where undergraduate students are treated the same way. I really appreciated the interactions I had with the professors and academics, alike. I was able to grasp more of how to be successful in marketing.”

"The Atlantic Marketing Conference has been an enriching experience for me. I have been blessed to learn how research is not only an integral part of marketing, but also the essence of it."

"Going to the Atlantic Marketing Conference has exposed me to so many great people and opportunities. The faculty created an atmosphere of support and encouragement that allowed me and my fellow students to prosper, while also gaining invaluable knowledge." 

"I am so thankful that the conference invited undergraduates this year. It was an incredible opportunity to hear people share their research. All of the presentations exploded with passion. I learned so much in just a short 2-day trip; seeing a new city was just one of the benefits of this event."

"The conference helped me make connections with Marketing faculty and students from universities around the country. I learned strategies which will not only help me enhance my research, but also apply these strategies in my day-to-day life."

Although this was a first-time endeavor, focused largely on KSU undergraduates, the Atlantic Marketing Association plans to repeat this at their 2019 conference in Ashville, North Carolina and expand it to other Universities. Students are already asking “Where's the next one?”