You are here: Home / News Release Archives / 2013 / December / Consumer Behavior Class Presents Marketing Plans for Arts Fest Events

Consumer Behavior Class Presents Marketing Plans for Arts Fest Events

Several groups of Penn State Smeal College of Business undergraduates put their marketing creativity to work this semester developing marketing plans for BookFestPA, a literary event of the Central Pennsylvania Festival of the Arts (CPFA), and First Night, a CPFA-sponsored New Years Eve celebration.
December 18, 2013

Several groups of Penn State Smeal College of Business undergraduates put their marketing creativity to work this semester developing marketing plans for BookFestPA, a literary event of the Central Pennsylvania Festival of the Arts (CPFA), and First Night, a CPFA-sponsored New Years Eve celebration.

Associate Professor of Marketing Meg Meloy incorporated a real-world client into the project for her Marketing 330: Consumer Behavior class to enhance the students’ experiences.

“The students always benefit from taking the concepts learned in class and applying them in actual business context where there are more moving pieces to consider and greater uncertainty.”

“The students always benefit from taking the concepts learned in class and applying them in actual business context where there are more moving pieces to consider and greater uncertainty,” said Meloy. “It makes them think more flexibly about cause and effect.”

Rick Bryant, executive director of the CPFA, came to the students in one section of Meloy’s Marketing 330 class and asked them to put together ideas to increase attendance at both BookFestPA and First Night.

“Each team was tasked with doing a marketing plan for one of the events, while staying within a limited budget,” said Bryant. “My background isn’t in marketing, so I’m always happy to hear new ideas.”

The teams all met with Bryant individually to learn more about the events and to do some preliminary brainstorming. Then, they developed integrated plans with ideas ranging from expanded events to improved social media usage and advertising tactics.

“The students often overlook marketing career opportunities with small businesses and non-profit organizations. In some ways, these are the businesses that require greater marketing creativity and resilience because the budgets are small,” explained Meloy. “This exercise tests their problem solving and marketing skills so they can more fully appreciate the role effective marketing can play. I am so grateful to the organization for giving us permission to use them as our learning incubator.”

“This exercise tests their problem solving and marketing skills so they can more fully appreciate the role effective marketing can play."

Students delivered final presentations to Meloy and Bryant in class earlier this month.

“The presentations really reinforced a lot of our current ideas, and often it’s the simple ideas that work the best, like improving signage,” Bryant said. “I do plan to implement some of their ideas.”

Another section of Meloy’s class worked with State College Framing Company and Gallery. Meloy picks a new community client to work with each year, and in the past has worked with the Mid-State Literary Council, Girls on the Run, the Habitat for Humanity Re-Store, Discovery Space of Central Pennsylvania, and more.

Recent News
Crocker Named Department Chair in Risk Management 16 Sep

Keith Crocker, the William Elliott Chaired Professor of Insurance and Risk Management, has been named chair of the Department of Risk Management in the Penn State Smeal College of Business.

Risk Management's Jaffe Appointed Smeal's Associate Dean for International Programs 16 Sep

Austin J. Jaffe, the Philip H. Sieg Professor of Business Administration, has been appointed associate dean for international programs—a new role that will build on the college’s strategic efforts in international engagements.

Smeal Professor to Lead Communications Session for Women at Upcoming Global Supply Chain Conference 12 Sep

Duane “Andy” Gustafson, assistant professor of business administration in the Penn State Smeal College of Business, will lead a session on business communication for women at the annual Global Conference for Council of Supply Chain Management Professionals (CSCMP). The conference will be held Sept. 21-24 in San Antonio, Texas.

Penn State Executive Programs to Help Good Ideas Succeed through New Offering for Entrepreneurs 11 Sep

Launch Pad: Mastering the Essentials of Business Start-Up is a new Penn State Executive Programs offering set to provide participants with an understanding of the issues and demands facing entrepreneurs. Recommended for entrepreneurs with a current business idea, the program is slated to debut this November in the Philadelphia suburb of Lafayette Hill, Pennsylvania.

Student Leverages Penn State Smeal MBA Program to Prepare for Business Internship, Career 10 Sep

Penn State Smeal MBA Program student Nahom Woldemariam spent this past summer as an intern for multinational pharmaceutical company Novartis in its strategic sourcing division. His responsibilities included examining spending across categories like print, travel, professional services, and more, looking for savings and efficiencies.

More Recent News... More Recent News...