University of Minnesota Crookston business students and faculty attended the 2024 Sport Marketing Association conference in St. Louis, Missouri in nearly November competing in a case competition and returning with knowledge on corporate marketing plus a couple items checked off their travel bucket lists. Students Clara Hanson, Noah Mahlen, and Anaka Lynse completed a marketing plan for Suckerpunch, a company known for its bold and flavorful pickles as well as other pickle related products.
At the conference, students were tasked with developing strategies to enhance Suckerpunch’s visibility and engagement with the college sports environment by leveraging sponsorships, promotions, and campus activities. They also created engaging social media content ideas that involved student-athletes with a special focus on a campaign for National Pickle Day.
“The students spent several days researching and preparing a presentation, then competed against 21 other teams from all over the United States,” explained U of M Crookston marketing lecturer Courtney Bergman, MBA. “While attending the conference, we got to tour the new CITYPARK soccer stadium, go to a St. Louis Blues (hockey) game, and attend the banquet hosted at the St. Louis Cardinals Stadium, which included a tour as well.”
“It’s definitely a great experience for our students to apply what they’re learning in the classroom,” added U of M Crookston Associate Professor Eddie Walker, Ph.D. “Every year, they present this to academics and professionals; this time, it was to the Suckerpunch employees and academics.”
Walker has been a member of the Sport Marketing Association for years and found the opportunity for students to attend and compete. This was U of M Crookston’s sixth year attending the conference.
“I have never had the opportunity to speak in front of a panel of judges in a competition setting before, so it was a great experience getting to do that,” said Lynse. “I learned a lot about how to market brands and create new ideas. It was a super fun trip and experience, and I’m glad I had the opportunity to participate and represent our school!”
“St. Louis was an amazing learning experience that took all of us out of our comfort zones and challenged us to become better presenters,” added Hanson. “We were all able to exercise our creativity and presentation skills. It was so fun to get to explore the St. Louis area and learn more about the sports industry!”
Bergman says the student’s experience helped them gain confidence and be ‘on their game’ with their presentation skills with Walker adding that students also had the opportunity to apply what they’re learning in the classroom. Next year’s Sport Marketing Association conference will be held in Arizona.
The University of Minnesota Crookston’s business department features majors in marketing, management, including sport and recreation management, health management, manufacturing management, and quality management; accounting, finance, international business, and more. This dynamic and accredited department promotes innovative academic programs and faculty, embracing a local, regional, national, and global living and learning agenda, leading to a unique reputation and position in the academy of schools of business. Interested in learning more, explore all U of M Crookston has to offer at umcrookston.edu.
