Students in BUS 346: Principles of Marketing kept the Learn by Doing spirit alive by tackling a client project during the first five-week session of summer quarter. In the course taught by marketing faculty member Susan Bouvette, student teams worked with Sambazon, which produces organic juices and frozen treats with fair-trade Amazon superfoods like açaí.
Sambazon executives kicked off the project by presenting four campaign needs as well as an in-depth company history. Each team formed an agency and tackled one of the campaigns by conducting research and making strategic recommendations using core marketing principles.
On July 26, each team presented their plans to Sambazon leaders Kim Smith and Lindsey Bro. The recommendations centered on how the brand could better bond with college students at Cal Poly and campuses like it. Students pitched holistic event plans, campus ambassador programs, social media campaigns leveraging digital influencers and interactive user-driven giveaways.