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The marketing programat Duquesne University’s School of Business has embarked on an aggressiveprogram of Student Engagement.  In theclassroom and outside the classroom, students are encouraged to take a veryactive role as students, interns, and young marketing professionals. The process of goingthrough the AACSB accreditation motivated the marketing faculty to improveDuquesne University marketing majors’ total student experience. Within the marketing department at the Palumbo/DonahueBusiness Schools, the goal is to: 1.  Create a “climate of learning†through acohesive experience in order to build stronger social bonds among thestudents.  A vibrant learning environmentinvolves closer mentoring, outside of classroom opportunities, and activestudent engagement.  Opportunities andrewards for student excellence are key. 2.  Create a rigorous, relevant four yearcurriculum which features signature assignments and experiential learning in adeliberate and organized fashion.  Active learning is common at all levels of the program.  Field based classroom projects representbusiness problems identified through advisory board and industry leader input.  AMA-zing StudentPlanned and Run Events Students have numerous opportunities to buildstrong social bonds with each other and with the faculty.  One such opportunity is the Duquesne chapterof the American Marketing Association (AMA) which has been very active over thepast twenty five years.  It allowsstudents to develop leadership skills as well as event planningexperience.  Membership has topped over80 students.  Duquesne’s AMA sponsorsvarious annual professional events including the Marketing Mix-er networkingnight, a Dress for Success Fashion Show, a weekly Marketing Speakers’ Series,and social events such as a Scavenger Hunt, Light Up Night at Christmas, andparticipation in homecoming.  Duquesne’sstudent chapter of the AMA also has developed a strong relationship with the AMAPittsburgh professional chapter. The AMA Duquesne student chapter has, for 20years, sponsored the Marketing Mix-er, a career focused networking night.   The average attendance is 150 Duquesnebusiness students and twenty marketing professionals.  This is structured similar to a “speeddating†event, only students are talking to marketing professionals and notpotential dates. For the past 25 years, the AMA has sponsoredthe Dress for Success Fashion Show.  Ateam of about twenty five faculty and students participate as event plannersand models.  The average student audiencehas been about 100 and money raised is donated to the St. Anthony Program, alocal charity which assists youth with special needs.  The purpose of the dress for success fashionshow is to acquaint students with what is appropriate professional dress thatis still trendy.  There is also a lessonon business etiquette. A Scavenger Hunt has been sponsored by theDuquesne AMA for the past ten years. Participants dash for cash across the campus and the city with the goalto complete about 25 different activities and document the completion of theseactivities with a digital camera.  Thelearning objective is for students to become more familiar with the Duquesnecampus and the city of Pittsburgh.  Manyof the activities are marketing related which allows students to experiencemarketing in action.  One of the ScavengerHunt events had over 80 participants. Student engagement counts for 10% of the gradefor the Introduction to Marketing class. This includes class attendance, participation, and attendance at outsideprofessional marketing events. Students are required to attend two events toearn participation credit, but are encouraged to attend more.  These can include, but are not limitedto:  AMA Marketing Mix-er/NetworkingNight, Duquesne’s Career Fair, Dress for Success Fashion Show, and marketingguest speakers in the weekly Marketing Speakers’ Series. Marketing principles state there are “FOUR P’sof MARKETINGâ€.  This presentation sharesthe Duquesne student AMA chapter’s “FOURTEEN P’s of MARKETINGâ€.  Ways to motivate students, guide them as afaculty sponsor, and ideas to generate exciting activities and events will bediscussed at this presentation.

Student engagement