Maryland's Chapter of the Collegiate AMA Wins National Award

The University of Maryland chapter of the American Marketing Association (AMA) used to have just 15 members. Today, thanks to the efforts of Professors Mary Harms and Steve Vargo, and the 15 carryover members from last year, that number has multiplied 10 fold, and the chapter now boasts 150 active, national members! This dramatic increase, along with an overnight trip to New York City and increased philanthropic efforts, was enough to catch the attention of the national AMA. The University of Maryland chapter was one of four collegiate chapters to be recognized as the Most Revitalized Chapter at the recent 2005 AMA Collegiate Conference in New Orleans.

The chapters restructuring has included changing the purpose of just being a forum for marketing recruiters, to one of focused direction and exciting programs for the student members. In November the sponsors took 38 students on an overnight trip to New York City, where they went to breakfast with the business professionals in the New York Chapter of AMA. They heard a lecture by the well-known fashion designer Donna Karon, and they had a roundtable discussion on the topic of advergaming. The students saw, and thought: this could definitely be me in a few years. Senior marketing major Laura Hart was able to get an internship with Donna Karan, and was so successful that she was the first intern ever to be asked to return to help the international fashion company with the launch of their fall fashion line.

Several of the documents that are required for consideration of awards at the national collegiate conference include writing a chapter plan and an annual report, which the group prepared. Some of the increase in membership has been attributed to students hearing the buzz about the NYC trip in the local bars.

Another criteria for recognition is to raise the level of philanthropic activities. Listening to a speaker from My Sisters Circle, a group for disadvantaged fifth grade girls, sparked that fire in several of the club members. The speaker said most of the fifth grade girls had never heard about the opportunity to go to college, and would really benefit from hearing about college life. Several young women raised their hands and volunteered to go to Baltimore in March and talk with these girls about life in college. They have gone on to create a Web site for the group, which is currently being constructed.

Professor Harms is in her fourth year as a lecturer with the Smith School and teaches BMGT 451, Consumer Behavior, and BMGT 484, Electronic Marketing. Professor Vargo teaches BMGT 350, Marketing Principles and Organization. In a message to Dean Howard Frank, Professor Harms said how proud she was of the Smith students, and that they were excellent ambassadors for the Smith School of Business at the conference, and that she looks forward to bringing home more awards next year.

For more information on the University of Maryland Chapter of the American Marketing Association, visit their website at http://www.studentorg.umd.edu/ama/. The co-presidents are Noreen McCaffrey, who can be reached via e-mail at namccaff@wam.umd.edu, and Jeffrey Small, who can be reached atbyg.dog@verizon.net.

▓ Carol Cron, Smith Newslink Inside