The Role the Collegiate American Marketing Association Plays in Professional and Entrepreneurial Skill Development

Abstract

Professional student organizations offer members a wide range of learning opportunities for applied marketing experiences. Little research exists in the marketing education literature on the role student organizations play in preparing their members for life beyond school. Understanding what students seek as members of such organizations and how satisfied they are with their experiences is not only important for continued chapter development but also useful for faculty not directly involved with such organizations but impacted by their activities. A model, developed and tested through a large-scale study of American Marketing Association collegiate members, suggests four experiential dimensions affect member satisfaction and professional development—strategic and tactical activities, interpersonal and networking skills, entrepreneurial and venture experience, and applied learning through contacts with professionals. Recommendations for improving American Marketing Association chapters are presented.