In a comfortable office lined with shelves of shells, crystals and miniature figures, graduate student Jonathan Adams patiently outlined a business marketing plan to Christine Conti, owner of Phoenix Counseling Wellness Center.
Adams, a power forward on the basketball team, is pursuing an MBA in The Citadel Graduate College, where he’s had the opportunity to connect with local businesses through Business Professor Mark Rosenbaum, who requires students in his strategic marketing class to develop a marketing plan for a local organization. Adams was drawn to Phoenix Counseling Wellness Center, a veteran-owned counseling center specializing in talk therapy, small group yoga, reiki and sand tray therapy.
After learning about the business, Adams spent weeks developing a marketing plan, offering well-researched advice on financial planning, social media strategies and competitor analysis. “The project made me think about Phoenix Counseling Wellness Center as if it were my own company and ask myself what I would do to help it stand out,” said Adams. “It was a great experience.”
With Rosenbaum’s guidance, Adams used artificial intelligence to aid his research, utilizing tools such as ChatGPT and Google Gemini. “I was able to use online research as well as generative AI to come up with some creative recommendations,” said Adams.
Adams hopes to combine his undergraduate experience in mechanical engineering with the business acumen he’s gained at The Citadel through technical sales. “It’s unique that I’ve been able to grow a relationship with a local company. Even as a grad student taking asynchronous classes online, I’m able to meet new people and engage with the local community. I’m passionate about helping others, and I know that I’m learning throughout the whole process and then applying those skills to my own endeavors.”