From Classroom to Client: MRKT 340 Students Recognized by Blakeway Panoramas

Students in MRKT 340: Integrated Marketing Communications were recently recognized for their successful client project with Blakeway Panoramas, led by panoramic photographer Jim Blakeway. Interim Dean O’Neill joined the moment, congratulating students as they received a commemorative gift from Blakeway Panoramas in appreciation of their work and the professionalism they demonstrated throughout the project.

As part of the course, students developed an integrated marketing campaign for the historic Clean, Old-Fashioned Hate rivalry game between the University of Georgia and Georgia Tech, held November 28 at Mercedes-Benz Stadium. This marked the first time in the rivalry’s 130+ year history that the game was played at a neutral-site NFL venue, presenting a unique marketing challenge tied to a real product launch.

Working in teams over a six-week period, students conducted audience research across two competing fan bases, developed creative campaign concepts, and applied AI-enhanced marketing tools for audience insights, content optimization, and performance analytics. The project required students to balance creativity with data-driven decision-making while building strategies for engagement before, during, and after the game.

The partnership with Blakeway Panoramas gave students authentic client experience and portfolio-ready work, with Jim Blakeway and his team providing real-world context, expectations, and feedback. The project concluded with a class celebration recognizing students’ collaboration, strategic thinking, and impact, captured in group photos with course instructor Brady McCrae.