American Marketing Association launches at CMU to empower future professionals

Energy-filled Grawn Hall as students, faculty, and local professionals gathered for the official launch of the American Marketing Association at Central Michigan University. The kickoff event introduced a new opportunity for students to connect theory with practice, develop their marketing skills, and join a nationally recognized network of marketing professionals.

CMU President Neil MacKinnon praised the launch, emphasizing the role of RSOs in fostering belonging and engagement across campus.

“One of the best ways students get that sense of belonging and community is through RSOs,” he said. “Clearly, there was a need for something new for marketing students, and I think it’s great. Tonight’s speakers, the energy in the room—and yes, even the donuts—speak to that.”

The event featured guest speakers Casey Croad ’19, owner of Ignite Doughnuts, and Clay Kosnik ’21, a project manager at Huge Inc., both of whom shared lessons on leadership, creativity, and the real-world impact of marketing.

From the classroom to the real world

Casey Croad’s story began right on CMU’s campus, where “Donut Fridays” in a dorm kitchenette eventually evolved into a full-fledged business. Today, Ignite Doughnuts is a thriving holistic bakery and coffee shop known for its locally sourced ingredients and strong brand identity.

Croad encouraged students to embrace experimentation and consistency in their marketing efforts.

“The words we use in marketing have power,” he said. “They shape how people perceive your brand and what they trust. Whether it’s how you describe a product or how you tell your story, every detail matters.”

He also spoke about finding purpose in entrepreneurship and the importance of authenticity.

“You all have potential that’s waiting to be unlocked,” Croad said. “For me, it was about creating a brand that people could trust and a business that reflects who I am and what I value. Marketing is about being that light—showing people something genuine.”

For Clay Kosnik, marketing became a way to merge creativity, communication, and connection. Now managing projects at Huge Inc.—a digital design company with global reach—he shared his journey from CMU student to advertising professional.

“Collaboration matters more than competition,” Kosnik said. “Competition can push you, but collaboration takes you further. The network you build through AMA and your time at CMU will shape your career later.”

Kosnik urged students to stay curious and adaptable.

“Say yes, even when you’re unsure,” he said. “The opportunities you explore now will become the foundation for what comes next. Be curious—not just about brands or products, but about people. People drive everything.”

Leadership and learning in action

For Aimen Khan, AMA’s founding president and an MBA student from Pakistan, starting the chapter was about filling a gap and opening doors.

“There was never an AMA here,” Khan said. “We wanted to revamp the marketing RSO and convert it into the American Marketing Association. It’s nationally recognized, headquartered in Chicago, and that means even if you move outside Michigan, you can still be part of AMA. That’s huge.”

Khan added that collaboration will be key to AMA’s growth.

“We’re already working with the Professional Sales Club and the Supply Chain Management Association,” she said. “We’re looking forward to connecting with professionals and organizations that can provide resources and mentorship to our members.”

Faculty advisor Jeff Hoyle echoed the importance of experiential learning.

“It really accentuates what students learn in the classroom,” Hoyle said. “It allows them to practice with professionals in the field—an authentic experience that takes learning beyond the classroom.”

Opportunities to grow and lead

For AMA vice president and junior marketing major Sarah Firchau from Clinton, Mich., the new organization is a space to develop real-world skills and confidence.

“This is my first leadership role, and I’m excited to gain marketing and presentation experience,” she said. “AMA gives students the chance to develop communication and leadership skills that go far beyond the classroom.”

She added that AMA welcomes students from all majors who want to grow, connect, and explore where creativity meets business.

“I think AMA will benefit everyone who joins, especially people who are driven to succeed,” Firchau said. “It’s a chance to learn, lead, and find your path.”

Inspiring the next generation of marketers

From Croad’s story of turning a college idea into a beloved local brand, to Kosnik’s advice on navigating global marketing challenges, the AMA launch captured what’s possible when creativity meets community. As the CMU President, Neil MacKinnon reflected, organizations like AMA help students connect their learning to the world beyond campus.

“That’s the power of a group like this new AMA,” he said. “Whether it’s guest speakers or students talking among themselves, those networks and mentors are so powerful.”

For CMU students eager to turn ideas into action, the American Marketing Association offers more than just membership—it’s a launchpad for growth, connection, and professional confidence.

It’s where learning meets creativity, and where future marketers begin to ignite their potential.