At Western Washington University’s College of Business and Economics, a groundbreaking experiential marketing course is redefining the boundaries of classroom learning, demonstrating that the most profound lessons often occur far from the lecture hall. Instead of poring over textbooks and theoretical case studies, a small, dedicated group of business students was tasked with a real-world challenge that carried tangible stakes: to conceptualize, develop, manage, and execute a series of high-impact networking events from the ground up. This ambitious initiative was meticulously designed not merely as an academic exercise but as a powerful, dual-purpose engine for growth. Its primary objective was to provide students with invaluable, hands-on project management experience, pushing them to navigate the complexities of budgeting, logistics, and stakeholder communication. Simultaneously, the program aimed to weave a tighter, more resilient fabric of community, creating dynamic platforms to connect current students with the university’s extensive network of accomplished alumni and dedicated faculty in a manner that fosters meaningful and potentially lasting professional relationships. This narrative of transformation explores how an unconventional educational model moved beyond theory to cultivate confidence, collaboration, and a self-sustaining cycle of mentorship.
The Blueprint for Success: A New Educational Model
Learning by Doing
The course, masterfully guided by Senior Instructor of Marketing Dan Purdy, deliberately sidestepped the well-trodden path of traditional, lecture-based instruction in favor of a far more immersive and demanding approach. Its core philosophy was unequivocally centered on the immense and transformative value of experiential learning. Students were not gently introduced to marketing concepts; they were effectively thrown into the deep end of the professional world, fully immersed in the complex, high-stakes environment of event management where every decision had a real-world consequence. They became the primary drivers of the entire process, responsible for managing actual clients, coordinating with vendors, and communicating with a diverse array of stakeholders. This intense, practical application of marketing principles forced them to adapt and problem-solve in real time, building a robust set of practical skills and a deep-seated confidence that a conventional classroom setting, with its controlled and theoretical environment, could never hope to replicate. The stakes were real, the deadlines were firm, and the learning was immediate and unforgettable, providing a true-to-life simulation of the professional challenges they would soon face upon graduation.
A key pillar supporting the course’s demanding methodology was the strategic implementation of an agile project management philosophy, a framework more commonly associated with software development and tech startups than with university marketing classes. Purdy introduced this dynamic approach, which is fundamentally built on the idea that the best, most effective solution is not predetermined at the outset but is instead discovered through a continuous process of action, feedback, and refinement. This framework encouraged the student team to break their large, seemingly overwhelming project—planning five major events in a single quarter—into a series of smaller, more manageable tasks or “increments.” This iterative process fostered a culture of rapid adaptation and continuous learning. The central tenets of “fail fast, fail forward” became a guiding mantra, teaching the students to view setbacks not as failures but as critical learning opportunities. By abandoning the paralyzing pursuit of initial perfection, they learned to be resilient, flexible, and highly responsive to the inevitable challenges and unforeseen obstacles that arose, allowing them to pivot their strategies and improve their outcomes with each successive event.
The Human Element: Overcoming Challenges
The students’ journey through this intensive course was as much a profound psychological evolution as it was a professional one, challenging their perceptions of their own capabilities. Initially, the sheer scale and complexity of the task before them—planning and executing five major, professional-grade events in the limited timeframe of a single academic quarter—seemed utterly insurmountable. This daunting prospect bred a significant wave of self-doubt and anxiety among the team members, who questioned their ability to meet such high expectations. It was in this critical phase that the instructor’s role transcended that of a traditional lecturer, evolving into that of a dedicated mentor and coach. By setting an exceptionally high bar while simultaneously expressing unwavering faith and confidence in their abilities, Purdy actively coached the students through their psychological blocks, encouraging them to “suspend their own disbelief” and trust in the process. The successful execution of their very first event, an insightful AI Panel that drew an impressive crowd of 60 attendees, became a pivotal and transformative moment. This tangible success served as a powerful validation, proving to them that their collective capabilities far exceeded their own initial, self-imposed limitations and creating a positive feedback loop that made all subsequent challenges seem more manageable.
The ultimate success of the initiative was deeply rooted in a dynamic and deeply collaborative ecosystem, proving that ambitious goals are best achieved through collective effort. The five students at the heart of the project—Quinton McClannan, Alyssa Henshaw, Tyler Noonan, Ethan Gallagher, and Valerie Chung—quickly evolved from a group of classmates into a cohesive and highly communicative team. As student Tyler Noonan later highlighted, they learned the critical importance of transparent communication and leveraging each other’s unique individual strengths to navigate the multifaceted challenges of event management. This powerful spirit of cooperation, however, extended far beyond their small, core group. Their efforts were amplified by crucial promotional support from another of Purdy’s marketing classes, which helped generate buzz and drive attendance. Furthermore, the students were supported by a robust network of dedicated faculty and staff, including Peter Wagner, Molly Baumann, Ed Love, and Nick Wonder, who acted as both clients and mentors, providing invaluable guidance and feedback throughout the process. This interconnected support system demonstrated on a practical level that genuine connection and unwavering teamwork were the fundamental building blocks upon which the project’s remarkable success was built.
The Tangible Impact: From Concept to Community
Measurable Achievements
The students’ relentless hard work and innovative approach produced an array of impressive and quantifiable results, translating their ambitious concepts into a series of highly successful real-world events. Across the demanding quarter, the team successfully planned and launched five distinct events that collectively reached hundreds of participants, hosting them at a variety of professional venues in the Seattle area as well as on the university campus. The roster of events was diverse and strategically targeted. It included a thought-provoking Marketing Advisory Board AI Panel managed by Quinton McClannan; a well-attended Marketing Career Launch at New Engen, managed by Tyler Noonan, which attracted 78 attendees; a focused Finance Career Launch at U.S. Bank, managed by Ethan Gallagher, with 29 attendees; a vibrant Finance Holiday Social at the Elephant and Castle, managed by Alyssa Henshaw, with 38 attendees; and a culminating Marketing Holiday Social at Reuben’s Brews Barrel House, managed by Valerie Chung, which drew an incredible 118 attendees. Each of these events stood as a powerful testament not only to their growing competence and professionalism but also to the profound effectiveness of the program’s experiential learning model.
For the students themselves, the course served as a powerful and undeniable catalyst for both personal and professional growth, leaving them with far more than just academic credit. They quickly discovered that the hands-on experience of having to brainstorm their own tasks, develop their own strategies, and find their own solutions—rather than simply following the rigid structure of a traditional syllabus—was a much more accurate and valuable simulation of a real-world professional environment. This high-pressure situation, as affirmed by student Ethan Gallagher, pushed them to learn and adapt at an accelerated pace. Quinton McClannan noted that the demanding circumstances compelled him to achieve things he never thought possible, honing critical skills essential for any career. They mastered the art of time management under tight deadlines, developed sophisticated problem-solving techniques when faced with unexpected logistical hurdles, and cultivated a remarkable capacity for adaptation. This immersive experience equipped them not just with a practical, job-ready skill set but also with a newfound and deeply rooted confidence in their abilities to tackle complex challenges and succeed.
Building a Legacy of Connection
Beyond the immediate benefits of individual skill development, the series of events served a vital and far-reaching strategic mission: to significantly strengthen the university’s community bonds. By thoughtfully creating platforms that brought current students, accomplished alumni, and dedicated faculty together in a professional yet relaxed setting, they forged invaluable opportunities for networking, mentorship, and shared learning. This impact was vividly illustrated by the experience of alumnus Rob Batchelor from the Class of 2005, who generously hosted the Finance Career Launch at U.S. Bank. He observed firsthand the tangible growth in students’ confidence as they participated in a workshop on perfecting their elevator pitches and was deeply inspired to give back, mirroring the crucial support and mentorship he had received from his own professors during his time at the university. This powerful feedback loop highlights the program’s ultimate and most ambitious goal—to create a self-sustaining cycle of connection where today’s supported students are inspired to become tomorrow’s engaged and proactive alumni, eager to return and mentor the next generation.
This innovative course, as envisioned by its instructor, functioned as a “conduit for something much larger” than a simple academic exercise in marketing. For Dan Purdy, the subject of marketing was merely the “talking point,” a practical framework for a deeper and more profound curriculum focused on imparting essential life lessons that transcend any single discipline. By expertly guiding students through a gauntlet of complex logistical and psychological hurdles, he taught them invaluable skills applicable to any life path. They learned how to deconstruct large, intimidating problems into manageable components, how to collaborate effectively as a high-functioning team, and how to overcome the paralyzing fear of failure. This process instilled a resilience that will serve them long after the specifics of their marketing projects have faded. In doing so, the course provided a practical, high-stakes forum not just for learning how to build a successful career, but for discovering, in his words, “how to build a successful life.” The program’s triumph was cemented by the overwhelmingly positive feedback from external partners, with “client” Peter Wagner praising the students’ capability and viewing them as “true partners,” a validation that their work had achieved a truly professional standard. This initiative successfully laid the groundwork for a new generation of alumni who are already invested in and connected to the university community, ready to continue the cycle of giving back.
