16 | INNOVISION MAGAZ INE SPRING 2022 | 17 Sport Management: Dr. Yongjae Kim, Taylor Szczecina, Melanie Lauren Peyser, Dr. Elizabeth Rogol, Dr. Dina Hayduk, Tyler W. Sheets, Robert M. Winegar, Spencer S. Schumacher, Professor Norm Sigmond, and Joshua Paul Gibson General Business and Supply Chain Management: Dr. Rajeev Kumar, Erika I. Murillo, James Lee Becker, Emely Jimenez, and Dr. Therese Maskulka Management: Professor George Rogol, Jackeline Cano, and Dr. Saehwa Hong THE FUTURE OF MARKETING The Department of Business Administration in the College of Business offers various marketing courses that focus on experiential learning. Dr. Eun Yeon Kang focuses on incorporating hands-on experiences into her classes. In her Digital Marketing class, students partnered with nonprofit organizations through a program sponsored by Google. For this semester-long project, students used funds through Google to create online search advertising campaigns for their clients. The project helped students utilize tools to analyze the data, consult real organizations, and develop the most suitable digital marketing strategies. Upon the completion of the project, students acquire three certificates – Google Search, Google Measurement, and Google Ads Grant Nonprofit Marketing Immersion Completion. Additionally, through a simulation, students have opportunities to develop their knowledge and skills in differPictured left to right: Elisha Cruz, Riley Charles, and Emily Massaro ent types of digital marketing including website, email, mobile, shopping, and display advertising. They also learn how to effectively target their audiences and improve their KPIs by analyzing their performance. Along with the importance of virtual environment for future marketing, students also learn about the Metaverse. The Metaverse is a 3D virtual world where users create their own avatar to make social connections, create their space, and interact with others for not only entertainment, but also business. Accordingly, as future business professionals, students gain an understanding of the new marketing platform and innovative technologies. Other marketing courses also offer hands-on projects based on real-world challenges. For instance, every spring semester, students in Media Concepts and Planning participate in a digital marketing competition sponsored by Liquid, a digital marketing agency in Allentown. Students propose digital marketing strategies for a real company, which is a client of Liquid. Three finalists are chosen from this competition to present their ideas to a panel of judges. In spring 2021, Elisha Cruz won the first place prize of $1,000 and Tanner Geist won the second place prize of $500. This project enables students to apply their knowledge with creativity and build their career network. Way to go Elisha and Tanner! Through various real-world experiences offered in the marketing program, students learned to adapt to emerging trends and were able to grow as capable future leaders. Pictured left to right: Tanner Geist, Riley Charles, and Emily Massaro Accounting: Kaitlyn Weiss, Evan Betzenberger, Joshua A. Norris, Jennifer Bjork, Katie Ziegler, and Dr. Greg Kaufinger Finance: Reed J. Lawrence, Dean Anne Carroll, Abacus Quinn, Nessa M. Cartagena, Ava Kelly Gelsomini, Zachary D. Morris, John William Zeich, and Olivia Ann Waterman Marketing: Dr. Therese Maskulka, Ben T. Steele, Alexis V. Verdes, and Dr. Eun Yeon Kang DEAN'S LIST RECEPTION PHOTOS
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