The Bulldog Advertising and Marketing Association (B.A.M.), Alabama A&M University’s first student group focused solely on marketing and advertising, held its inaugural event with a Marketing 101 Branding Bootcamp at the New School of Business.
B.A.M. originated from the former campus chapter of the American Advertising Federation but was rebranded in October 2025 to better reflect a student-centered identity connected to the university’s culture. The organization now operates independently, emphasizing inclusion, creativity, and professional development.
“Our goal from the beginning was to create a space where marketing students — and students who are interested in marketing — could really see themselves and their future careers,” said Kenyia Neal, senior marketing merit scholar from Atlanta and vice president of B.A.M. “We wanted an outlet, a community and a program that helps students build the skills and confidence needed to compete in the industry.”
Neal explained that the bootcamp introduced students to branding fundamentals with practical lessons for immediate use. “I’m learning how to market organizations effectively, whether that’s a business, a student organization or an event on campus,” she said. “It’s about understanding the strategy behind branding and using the right tools to tell a clear, consistent story.”
Since becoming an official Registered Student Organization, B.A.M. has expanded rapidly from fewer than 10 members to around 50 within several months. Neal attributed this growth to strong student interest and leadership by its executive board. “We’re led by an all-female executive board, and that’s something we’re really proud of,” she said. “Seeing how quickly the organization has grown and being able to share what I’ve learned with other students has been incredibly rewarding.”
Farrah Northern, junior communication major from Nashville and president of B.A.M., described how the association addresses a previous lack of opportunities for students interested in marketing or creative industries at Alabama A&M University. “This University is well known for engineering and computer science, but there wasn’t a clear space for students who wanted careers in marketing, advertising or creative industries,” Northern said. “We wanted to provide hands-on experience that helps students build their resumes while learning the basics of the field.”
Northern stated that topics at the bootcamp included branding principles, social media strategies, and maintaining visual consistency across platforms. She added: “We want to support student entrepreneurs and students who manage social media pages for organizations by giving them a solid foundation to work from. Everything we do is about preparing students for real-world expectations.”
Membership is open regardless of major or GPA according to Northern: “If you’re curious about marketing, advertising or creative work, you’re welcome here,” she said. The group plans additional events this semester such as workshops on digital design tools.
Dr. Alicia Cooper, associate professor of marketing and faculty advisor for B.A.M., commended Northern’s initiative: “I’m really proud of the leadership team, especially our president,” Cooper said. “Farrah reached out to the marketing faculty during the summer expressing her interest in starting an organization like B.A.M., and she has really demonstrated a ‘Bulldog spirit’ when it comes to getting things done.”
Christian Cooper, sophomore marketing major who attended the bootcamp session, shared his perspective on joining: “It was a great introduction to how brands connect with people and how consumers form perceptions about companies,” he said. “I enjoyed learning the terminology and understanding how you can strengthen a brand in the eyes of the customer, and it made me even more excited about pursuing a career in marketing.”
