Participants in Syracuse University Whitman School of Management’s recent class in which they studied marketing with the Syracuse Orchestra.
In last Wednesday’s (2/11) Syracuse University Whitman School of Management site (NY), Suzi Morales writes, “Students in Ph.D. candidate Xiaoying Feng’s Essentials of Marketing course recently teamed up with the Syracuse Orchestra to conduct market analysis and create marketing materials. Top-scoring projects in the course’s final project are being included in the orchestra’s marketing campaigns. The project was personal for Feng who, as an international student earning a doctorate in marketing at the Whitman School of Management, found a place of beauty and belonging in the audience of the Syracuse Orchestra…. She wanted to find a way to encourage more people to enjoy the music as she did…. Feng contacted the orchestra to see how her students … marketing and business minors with interests in everything from engineering to music, could work with the organization…. The project kicked off in November 2025, when Pamela Murchinson, the orchestra’s executive director, visited the class…. She shared information about the orchestra’s marketing challenges as well as attendance and revenue goals for four upcoming events…. Students were assigned one of the Syracuse Orchestra’s holiday events. Final presentations included analysis of each event’s target audience and competitor positioning, as well as recommendations for potential community partnerships and social media campaigns.”
