Marketing Class Partners with Local Museum

If you grew up in the Capital Region, you're most likely familiar the Albany Institute of History and Art. Or are you?

Some of an organization's most valuable assets are the brands that it has invested in and developed over time. Students in the graduate-level Strategic Brand Management course (MRKT 640) took a consumer-centric approach this semester to explore brand management for the AIHA, with the goal of identifying the ingredients for raising the museum's visibility and repeat attendance numbers.

Taught by Kimberley Preiksaitis, Ph.D., associate professor of marketing, the course focuses on improving students' marketing skills and understanding of specific marketing topics, as well as big picture issues of how various aspects of marketing fit together.

"It's a really rich learning opportunity to take concepts from articles and bring them to life in an applied situation, all while helping a community partner," said Preiksaitis.

She was approached by a friend on the AIHA board who was interested in raising awareness about the museum's exhibits and events, and deepening connections with visitors so they come back regularly. She divided the class into four teams, who reviewed the museum's current marketing materials and business model, and examined data regarding customers' interpretations of the museum's brand. The class of 14 pooled their findings and recommendations, and presented them to AIHA officers and board members on May 4.

"The museum has an amazing history with fabulous exhibits, but we wanted to explore ways to get people to come back on a regular basis."

Valencia Fontenelle-Posson MBA '26 enjoyed seeing how much impact business knowledge can have when it's applied to a real organization.

"Working with a community partner made the project feel meaningful because our ideas and recommendations were connected to actual challenges and goals, not just a classroom assignment," she explained. "It also showed me the importance of communication, adaptability, and understanding different perspectives when working with classmates, clients and stakeholders."

She said community engaged experiences are valuable for business students because "they help bridge the gap between what the students are learning and applying those experiences and practice while building skills that are essential in any professional environment."

Erin Michalski MBA '26 agreed that "contributing to the success of a real organization made the project feel more meaningful.

"It's so important to understand how customers actually perceive a brand, not just how the organization positions itself."

Olivia Martin MBA '26 found "getting to work intensely on a brand audit project" was extremely rewarding, especially given how well it was received by the clients at the presentation.

"The Albany Institute of History and Art is a truly special place - it is a gem in the Capital Region!