Cori Carraway ’02, global head of mobile marketing at McAfee, led the charge alongside Virginia Tech students Lilly Bevan and Ava Samson in a collaboration exercise with West Potomac High School’s Career and Technical Education students ranging from entrepreneurship and marketing classes to showcase the power of experiential learning. 

During the session, Bevan and Samson shared their feedback and advice with the students, paying it forward through mentorship as they understand these students better being less than five years out of high school. The first simulation addressed how to think about marketing AirPods, which helped get everyone thinking strategically. Together, all three discussed a typical customer funnel while using the four marketing P’s, Product, Place, Price, and Promotion, to bring the framework to life in an accessible way. Bevan and Samson got to practice presentation skills and showcase what they learned outside the classroom.  Next, the students worked in small groups on a similar project focused on the Nike Dunk shoe. They developed ideas around their target segments, promotional strategies, and ways to retain customers through loyalty programs or unique experiences for Nike fans. Each group created and hung up a colorful marketing poster to illustrate their strategy. The judges selected the top three concepts, and those groups delivered a quick three to–five-minute pitch to sell their ideas, with a small prize awarded to the winning team. 

The workshop taught high school students how using real-world applications connects the dots from what they are learning in class to how it is used in the professional world. Additionally, they developed connections with Virginia Tech students who showed them what it means to be a marketing major. Without a parent in the business world, it can be difficult for students to visualize the industry. By providing these opportunities for high school students, they can understand and widen the scope of what they can do in each major and industry. It is rare for people’s professions to match their degree, and through experiential learning, students have the opportunity for education and resources to help them pick a major directly related to a career they want to pursue. By offering mentoring and hands on learning, students can find their passion and find a way to connect it to a career with guidance.

MKTG students in classroom

Carraway received tremendous feedback with genuine engagement from students; Carraway wants to continue this collaboration with other schools in the surrounding area as well as at West Potomac High School. Parents have also reached out asking what more their students can do, looking for ways to continue giving their child a way to explore their options before college. Additionally, Carraway hopes to continue connecting high school students to Virginia Tech students who will be in the real world so they can shadow them and understand what a typical day is. Creating these micro-experiences gives them a competitive edge as they prepare for college and the complex business world.  

Carraway is thankful for the marketing advisory board, which allows these collaborations, real-world projects, and practical problem-solving to happen. By being a part of it, Carraway is able to maintain her connection with students alongside Pamplin. She gets to support students by connecting them to industry professionals, offering mentorship, and aiding them in reaching their potential and goals.