Where Academia Meets Industry: USD Hosts Art of Marketing Conference to Build Connections and Careers

On October 24, industry professionals will gather at the University of San Diego’s Knauss School of Business for the American Marketing Association (AMA) San Diego chapter’s Art of Marketing conference. Now in its fourth year of hosting the conference, Knauss is leveraging its partnership and its recognition. 

Not only does the conference bridge the gap between academia and industry and provide students with invaluable real-world experience, it also positions Knauss as a key player in San Diego’s marketing industry.

A Strategic Partnership

The collaboration began in 2022 as both organizations emerged from COVID-19 disruptions. The AMA San Diego chapter, part of the premier marketing association with over 40 years of history, needed to rebuild its conference. Knauss, with a new building and renewed energy, saw an opportunity to strengthen its industry connections. “It was really a natural and exciting fit,” says Justine Farrell, PhD, department chair and professor of marketing at Knauss. 

Farrell along with Maya Sykes, director of business career services at Knauss, serve as the academic partners, managing logistics and student preparation for the conference, which has grown to attract up to 250 attendees annually.

For Farrell, the conference is more than just an event. “My goal is [for Knauss] to become a part of the San Diego industry community,” she says. “Be a top-of-mind name for hiring, for partnerships, for sponsorships, for client engagements within the classroom.”

Building Industry Bridges

Knauss’s participation directly challenges a perception Farrell frequently encounters in industry: that academics operate in isolation. “A lot of people I talk to in industry say academia is hard to connect with,” Farrell says. “They want more career-ready students—we want to make that bridge into industry,” she says.

Past conferences have already yielded tangible results beyond the events themselves. For example, in the first year, one of the conference co-chairs was head of marketing for Fashion Valley. The connection led to a unique collaboration and $20,000 gift to support a Knauss marketing class, which enabled students to create a full-scale campus fashion show.

Preparing Students for Success

As part of Knauss’s conference sponsorship, 15 marketing major undergraduate students receive conference tickets. But access alone isn’t enough—preparation is key.

Maya Sykes leads pre-conference sessions that help students maximize the experience, which for some is their first professional conference. “We go over everything from what to wear and how to introduce yourself, to how to choose sessions and set goals for the day. We even practice conversation starters so students feel more comfortable networking,” Sykes explains. “The idea is to help them show up feeling prepared and confident instead of overwhelmed.”

Students realize that this isn’t a career fair but instead an opportunity to learn, discover which areas of marketing resonate with them and identify professionals they might reach out to later for informational interviews. Farrell insisted that students attend alongside industry professionals rather than be separated. “They’re welcome to join at 8 a.m., get breakfast, network, sit at lunch, and participate,” she says.

Real-World Results

“Many students come back saying it helped them see marketing in a whole new way and that they left with new ideas, connections, and motivation,” Sykes says, underscoring the benefits of conference preparation.

The benefits extend beyond a day of inspiration. “We’ve had students make connections at the conference that led to internships and even full-time offers,” Sykes shares. “One student met an agency representative during a networking break, followed up afterward, and ended up joining that firm.”

“Even for those who don’t land something right away, the experience often opens doors and helps them build relationships that pay off later,” Sykes adds.

The Value Proposition

The event addresses a fundamental challenge the Knauss marketing program faces, which is limited resources for students to attend professional conferences. So, Farrell says, “we’re bringing it here for them.”

At the conference, the sessions feature industry professionals, who are actively working in the field, discussing current, real-world marketing challenges—from emerging technologies to diversity initiatives.

For Farrell, the conference represents an ongoing opportunity to strengthen Knauss’s position in the San Diego business community. She envisions the relationships leading to expanded mentorship opportunities, classroom collaborations and support for student programming.

A Vision for Industry Involvement

The Art of Marketing Conference is an example of what’s possible—bringing industry to campus, preparing students to engage meaningfully, and building the reputation of Knauss as a school that produces career-ready graduates connected to the real world of marketing. “I want Knauss to be one of the major players” in the San Diego marketing community, Farrell says. 

As industry professionals continue to discover “the school on the hill,” the conference ensures they leave with more than just a positive impression of the campus. They leave recognizing Knauss School of Business students as prepared, professional and ready to contribute to San Diego’s marketing industry.

 

— Katie Payne