Building Ground Work Agency: The Power of Applied Learning Through a Student-Run Marketing Agency

This presentation explores the process of launching and developing a student-run marketing agency within a university setting, highlighting the intersection of applied learning, professional development, and student success.The session will outline the step-by-step framework used to establish and grow the agency, from gaining institutional support and defining the agency's mission, to building client relationships and implementing operational structures that mirror professional marketing environments.Grounded in experiential learning theory and supported by a real-world case example via Kennesaw State University's student agency, Ground Work Agency, this presentation emphasizes how immersive, hands-on experiences enhance student engagement, skill development, and career readiness.The session will also address the challenges and opportunities involved in aligning academic objectives with client needs and maintaining a sustainable model that benefits both students and the institution.Attendees will leave with practical strategies for launching similar initiatives at their own institutions, along with evidence of how applied learning environments like student agencies can directly impact retention, confidence, and post-graduation outcomes.