As a 4th-year marketing student at RIT with a past internship in business-to-business marketing, I saw a gap in our curriculum. When applying for internships last spring, I felt unprepared to tackle a B2B role. I didn’t know the strategies, the platforms, the messaging that reached buying centers and decision makers, and so much more. From my classes, I knew of business-to-business marketing, but we had never really covered the details in any of my classes, and so my knowledge wasn’t enough to prepare me for these opportunities. And I wasn’t the only one that felt this way. When I came back for the fall semester ready to lead the Marketing, Advertising, and Public Relations (MADPR) Club at RIT to a successful year, I knew I wanted to have a focus on B2B marketing, and my executive board was right there with me. They shared similar sentiments from when they applied for internships, and that’s when I knew I needed to find a way to explore B2B marketing outside of the classroom.
That's why our recent partnership with AMA Rochester for our B2B Marketing Panel was more than just another event on the calendar. It represented a deliberate effort to expand our knowledge in this sector and make B2B marketing opportunities feel accessible rather than out of reach.
Why We Reached Out to AMA Rochester
After my internship, I understood the different world of B2B marketing and knew that some of the club's members would thrive in that environment. I knew that not everyone wanted the flashy, fast-paced world of social media, trend seeking, the need for emotional appeal, and the constant fight for attention on someone’s screen. Rather, I saw them thriving in a world built on relationship-driven strategies, conversing with multiple decision-makers and purchasers, event marketing paired with lead generation, and content marketing that sparked logical sales over emotional impulse. However, I saw that these same members of our communities were reaching towards B2C internships.
The challenge was that this lack of B2B knowledge made numerous job opportunities feel unreachable for many students. When students saw internship postings or entry-level positions requiring B2B experience or understanding, many felt disqualified before even applying. So, we wanted to make B2B marketing more reachable and show our members that their marketing foundation could translate to business markets while highlighting the differences and how to manage them.
AMA was the natural partner for this initiative given their expansive network of professionals from all aspects of the marketing communications world. Plus, as an organization dedicated to continuous learning and professional development, they understood both the knowledge we were seeking and the format that would make it accessible to students. Their network of experienced practitioners gave us access to diverse perspectives across industries and company sizes, which was something we simply couldn't replicate within our campus resources alone.
Throughout the collaboration it was clear that both organizations had complementary goals for this event. MADPR wanted to provide our student members with practical insights and networking opportunities. While AMA saw value in engaging with emerging marketing talent and reinforcing the importance of professional development early in one's career.
Together, we curated a panel that reflected the real diversity of B2B marketing roles—from agency perspectives to in-house positions, and established corporations to growing businesses. This variety was crucial because it showed students that their marketing education could take them in multiple directions, each with its own set of opportunities and challenges.
The Impact on Student Learning
The student engagement during and after the panel confirmed what we'd hoped: students were eager to understand this side of marketing they'd been missing. The questions flowed naturally, touching on everything from how B2B campaigns differ from B2C strategies to how relationship-building works with buying centers and varying decision makers. The panelists even covered which platforms and types of effective lead generation students could focus on in an interview to land that B2B role. You could tell that the students who were interested in this side of marketing were eager to learn more and ask the burning questions they’ve been pondering for a while. Even the students who prefer B2C were able to walk away
with new knowledge and a confirmation that they were on the right path.
What we believe resonated most with attendees was the realization that their B2C marketing education wasn't irrelevant to B2B roles; it was foundational. The panelists helped students see how their existing knowledge translated: understanding audiences becomes understanding buying committees, brand building becomes thought leadership, and campaign strategy adapts to longer decision-making processes. Students left not just with B2B-specific knowledge but with confidence that these career opportunities were within their reach.
Looking Forward
This partnership demonstrated something important: the gap between B2C-focused academic programs and B2B career opportunities doesn't have to limit students' professional prospects. When student organizations and professional associations work together intentionally, we can fill curriculum gaps and expand students' understanding of their career options.
For our student members, events like this B2B Marketing Panel provide the knowledge and confidence that their coursework doesn't cover. For AMA Rochester's members, these partnerships offer opportunities to develop the next generation of B2B marketers and ensure students see business markets as accessible career paths.
As we continue building our programming for the year, we're committed to creating more of these bridges between campus and career. We're grateful to AMA Rochester for partnering with us on this event and for recognizing that investing in student learning today strengthens the marketing community tomorrow.
Hunter Hodge is president of the Marketing, Advertising, and Public Relations Club at Rochester Institute of Technology. The club is dedicated to creating an interdisciplinary community that works together to create invaluable experiences through learning opportunities that extend beyond the classroom.