Alverno Students and Local Businesses Forge Partnership
April 18, 2017
Undergraduate students taking Marketing Principals and Management at Alverno College
aren't getting lectures or run-of-the-mill assignments. They're working with local
businesses to help them develop comprehensive marketing plans. Students receive real-world
experience, and they come away with a robust piece for their portfolios. The businesses
owners, often lacking any marketing expertise, are looking at their companies through
fresh lenses and getting a step-by-step plan designed to get their businesses in front
of potential clients.
“The students' enthusiasm is off the charts,” said Stephanie Gregory, instructor for
the class and outreach director for Alverno's MBA program. “They're realizing they
can use their education to influence someone's life and business, and they're very
passionate about it.” The idea for this innovative approach to the class was born
nearly a year ago when faculty from the School of Business at Alverno met with the
Wisconsin Women's Business Initiative Corporation (WWBIC). WWBIC identified a need
that many of their clients have, and the faculty saw an opportunity for their students
to help out, while at the same time getting a valuable hands-on learning experience.
Last semester Gregory's students worked with five area businesses: Camino, Coffee
With a Conscience, Divine Scents, In Home Personal Care Services and Tu Casa. In Home
Personal Care owner Natassah Love had a goal of adding two new clients, and she added
five.
This semester students are working with four local businesses: Retro Café, Dances
With Dogs, House of Fashion and Bobby Drake. The process begins with a meeting between
owners and the students to talk about the challenges facing each organization. Students
then do a SWOT analysis (a look at the strengths, weaknesses, opportunities and threats)
and make their initial recommendations. Two businesses are changing their names, and
one has already totally revamped its website, all based on the student recommendations.
“Their ideas about changing the website, fun ideas for each day, and stickers for
the cafe have increased my traffic flow both on my website and in-store,” said Aalia
Scott, owner of Retro Café. “Since these have been implemented, our café is on top
of search criteria on Google.”
Jordan Mackin, an international student from Northern Ireland, is loving the chance
to work with business owners. "My home university is grounded more in academic theory
and research as opposed to working directly with companies,” she said. “Getting the
chance to collaborate with business owners is incredibly fulfilling and an opportunity
which I wouldn't get at my university back home.”
By mid-semester, marketing plans are taking shape, business owners are seeing results
and the students are excited to see how the business owners are responding. By the
time the semester wraps up in mid-May, the small businesses will have complete marketing
plans that they can use, and the students will have a greater appreciation of what
marketing strategy is and the value it brings to an organization.
The class will continue to be offered for the foreseeable future, and there are plans
to expand it into the college's degree completion program. At the beginning of this
semester, WWBIC had over 30 businesses on a waiting list. Alverno College, in particular
the School of Business, and WWBIC have a long-standing partnership, dedicated to providing
an immersive education for students, while creating widespread value to the community.
Businesses interested in teaming up with Alverno students should contact WWBIC at
414-263-5450.
Published on April 18, 2017 | Categories: Newsroom migrated press release