February 17, 2018  

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Southern Miss Students Offer Creative Marketing Ideas for Local ‘Clients’

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Southern Miss Assistant Professor marketing Jamye Foster, right, listens along with Bop's Frozen Custard co-owners Scott Martin and Jamie Martin as students make presentations as part of a class project. (University Communications photo by Van Arnold)

Scott Martin, co-owner of Bop’s Frozen Custard in Hattiesburg, lauded the fresh ideas dished out by University of Southern Mississippi students as part of a creative marketing class project.

Martin, along with his wife and co-owner Jamie Martin, listened intently as six groups (comprised of four students each) delivered presentations for image enhancement and product improvement at Bop’s.

“I thought they had some really great ideas and there were obvious benefits to the class study,” said Scott Martin. “They have fresh, young ideas on how to reach new markets. They also were able to provide me with some outside information about my marketing efforts; what is being done well and where they think we can improve.”

The USM Foundation also served as one of the “clients’ for the marketing presentations. Thirteen students were split among four groups for that segment of the class project.

Class instructor Dr. Jamye Foster, assistant professor of marketing at Southern Miss, said the objective is to teach marketing students how to think creatively which is necessary in fostering truly innovative ideas. Such creativity will give them an edge in the competitive work world and marketplace.

“Projects such as this give the students some real-world experience,” said Foster. “They have to deal with certain parameters, and they have to present their ideas to the client. This makes the project much more challenging, but also much more beneficial.”

Ideas from the Bop’s presentations included a membership club; better advertising on store windows; an online adventure game and on-campus presence at Southern Miss.

Scott Martin noted that one of the things that stood out among the presentations was the students’ awareness and understanding of social media.

“It is amazing how focused this age group is with social media and the power of marketing yourself on it,” he said. “They all had good ideas and I wish we could implement every one of them.”

To learn more about Creative Marketing 322, contact Foster at Jamye.foster@usm.edu. For more information about the Department of Marketing at Southern Miss visit http://www.usm.edu/business/marketing-fashion_merchandising