Students in the American Marketing Association (AMA) at the Gary W. Rollins College of Business explored marketing in real-world environments this semester, looking into how strategy comes to life across wildlife-focused organizations in Chattanooga.
At the Chattanooga Zoo, students got a behind-the-scenes look at how the organization connects with audiences through marketing initiatives. Highlighting animals as their stars has brought more attention to the zoo. This tactic creates an environment for members and prospective visitors to see these animals that have become local influencers.
“Visiting the zoo with UTC AMA gave us a behind-the-scenes look at the marketing and PR efforts that bring it all to life,” said Britain Meyers, senior and AMA president. “It was amazing to see how the zoo connects with audiences, not just in Chattanooga, but nationwide through thoughtful strategy and storytelling across billboards, social media, and more.”
Students also visited the Tennessee Aquarium where they saw how digital strategy drives engagement through campaigns. They got to see first-hand how the Aquarium team launched the newest exhibit, Scuttlebutt Reef, by showcasing unique creatures from the ocean.
“Learning how the team promoted their new Scuttlebutt Reef exhibit across social media platforms, livestreams, and interviews gave us insight into how to engage audiences and spark interest,” said Allison Loschinskey, senior and social media and design chair of AMA. “It was really cool to see a real-life example of how creative and strategic marketing can be when it is done well.”
These weren’t just field trips. They were opportunities to explore careers and industries where they can put their degree to work after college.
Let’s see where business can take you.
