Bridging the Classroom and Community: Professor Xuan Xie’s Inspiring Marketing Project

CoBE Newsletter - April 2025 Edition PDF

In the Fall 2024 semester, University of Hawaii at Hilo's Marketing Professor, Xuan Xie, took experiential learning to new heights in her MKT 310: Principles of Marketing course. Rather than assigning traditional coursework, she challenged her students to create a real-world marketing campaign for a local business, The Locavore Store. This hands-on experience not only tested students’ marketing knowledge but also provided them an opportunity to engage with our local community in a meaningful way.

Professor Xie’s motivation for designing this hands-on learning experience stemmed from three key inspirations. First, she recognized that marketing is a highly practical field. Rather than assessing students solely through exams or essays, she wanted them to apply their learning in a tangible way. The project served as an assessment tool, requiring students to apply market research methods learned in class, gather multiple rounds of data to address the business’s challenges, compile detailed reports, present their findings, and evaluate each other’s contributions—just as they would in a professional setting.

Second, her deep commitment to community engagement fueled this initiative. Marketing is a crucial tool for small businesses, and many local entrepreneurs in Hawaii need guidance in this area. By partnering with these businesses, Professor Xie not only provided students with invaluable hands-on experience but also helped strengthen the local economy by equipping entrepreneurs with essential marketing insights and strategies tailored to their needs.

Finally, reflecting on her own experience as a college student, Professor Xie recalled how difficult it was to build a competitive resume without real-world projects to showcase. She wanted her students to leave this course with more than just a grade—they needed tangible and concrete experiences to highlight on their resumes. This project functioned as a hands-on, real-world consulting opportunity, equipping students with valuable skills and enhancing their employability.

Like any real-world project, this initiative came with its challenges. One significant hurdle was teamwork. While students often struggle with group dynamics, Professor Xie implemented structured milestones and peer evaluations to help them navigate conflicts and collaborate effectively. These experiences mirrored workplace realities, teaching students how to resolve disagreements and leverage each team member’s strengths.

Another challenge arose when students conducted market research for their assigned businesses. Many business owners assumed their primary customer base was one group, only to discover through student-led research that a different demographic could be driving the demand for their services and products. This revelation pushed students to think critically about strategic marketing decisions. Professor Xie encouraged her students to offer practical, budget-friendly recommendations that local small businesses could implement immediately - an often-overlooked aspect when considering the unique challenges these businesses face. She invites business owners to student presentations, allowing them to engage directly with students’ findings and recommendations, creating a rewarding experience for both students and businesses.

Beyond the classroom, this initiative has opened doors for further community collaborations. Professor Xie continues to collaborate with different businesses each semester, ensuring a fresh learning experience for each new group of students. She has connected with organizations and business leaders eager to participate in future projects, expanding opportunities for students to gain real-world exposure and network with professionals.