Texas Tech University

The Daily Toreader: Marketing students create branding plan for College of Arts and Sciences

September 21, 2010

By: Brian Howard

Students attempting to achieve a marketing minor in the Rawls College of Business are busy at work on a service learning project that aims to develop a marketing plan for the College of Arts and Sciences.

Emily Phillips, the director of development with the College of Arts and Sciences, said that when she started working with the college, it was obvious they had marketing and communication problems.

"Arts and sciences doesn't have a brand," she said. "The college is so large and so diverse that, generally, students from each college will look quite different."

We want to develop a brand and communicate that brand to students of all colleges that are a part of arts and sciences, Phillips said.

Tech's Teaching, Learning and Technology Center (TLTC) in the library works with different colleges around campus to develop service learning projects such as this one.

"As part of the TLTC's service learning program," Phillips said, "students can work on a problem and obtain important real-world experience."

The collaboration between the College of Business and College of Arts and Sciences is different and exciting because students are providing a service to us, she said.

Lawrence Schovanec, dean of the College of Arts and Sciences, said the project is a unique and somewhat unusual cooperative effort between the two colleges.

"It's a wonderful example of cooperation between two colleges," he said, "and a special learning opportunity for students, very few of whom are from our college."

Jeffrey Harper, an instructor of marketing in the College of Business, said his students have completed service learning projects for the past two to three years.

"Historically, we have done projects for local businesses," he said, "but this is the first time we are doing something internally for Texas Tech."

Recently, Harper's students have developed marketing plans to help out local businesses such as Triple J's Chophouse and Brewery.

"In business and any discipline, there are theories and ideas that are cool," he said, "but many times companies have trouble putting their ideas to work."

The main goal is to give more students the chance to get more value out of their college experience, Harper said.

"When I was at Tech as a business student, I worked as a consultant," Harper said. "I wanted to do something that involved taking what you learn and applying it to a real world service."

Harper said he decided to have his students work on this particular project after talking to Emily Phillips about the problems the College of Arts and Sciences was facing.

"I thought having the students develop a marketing plan for the college was a good idea because no one knows the students better than themselves," he said.

The service learning project is part of the only minor degree offered in the College of Business.

"What makes this unique for students is that they are business minors," Harper said, "and the College of Arts and Sciences continues to be very supportive of the project."

The purpose of the project is to unify all colleges in arts and sciences into one single brand, he said.

"I'm excited to see what the students come up with," Harper said. "It's great that these students have the opportunity to make this university better."

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