B.A.M. is AAMU’s First and Only RSO Dedicated to Marketing and Advertising

The Bulldog Advertising and Marketing Association, Alabama A&M University’s first and only Registered Student Organization (RSO) focused exclusively on marketing and advertising, officially introduced itself to campus with a Marketing 101 Branding Bootcamp held in the New School of Business.

Known as B.A.M., the organization emerged from the former AAMU chapter of the American Advertising Federation and was rebranded in October 2025 to reflect a more student-centered identity aligned with the University’s Bulldog spirit. Student leaders said the shift also allowed the organization to operate independently while continuing to prioritize 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, a 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 said the bootcamp was designed to introduce students to the fundamentals of branding and promotion, with practical lessons they could apply immediately. “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 a Registered Student Organization, B.A.M. has grown rapidly, expanding from fewer than 10 members to about 50 in just a few months. Neal credited that growth to student interest and the leadership of the organization’s 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.”

B.A.M. President Farrah Northern, a junior communication major from Nashville, Tenn., said the organization fills a long-standing gap on campus. “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 said the Marketing 101 Branding Bootcamp focused on branding principles, social media strategy and visual consistency across platforms. “We want to support student entrepreneurs and students who manage social media pages for organizations by giving them a solid foundation to work from,” she said. “Everything we do is about preparing students for real-world expectations.”

She emphasized that membership is open to all students, regardless of major or GPA. “If you’re curious about marketing, advertising or creative work, you’re welcome here,” Northern said. “We’re planning more events this semester, including workshops that focus on tools like Canva, and we encourage students to get involved.”

Students interested in learning more about the Bulldog Advertising and Marketing Association or becoming involved can email bama.aamu@gmail.com or contact the organization on Instagram. 

“I’m really proud of the leadership team, especially our president,” said Dr. Alicia Cooper, associate professor of marketing and B.A.M. faculty advisor. “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, a sophomore marketing major from Milwaukee who attended the bootcamp and plans to join the organization, said the experience confirmed his interest in the field.

“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.”