The Retail Division aims to explore the intersection of marketing and the retail industry, providing members with hands-on project experience and exposure to real-world retail trends. From understanding consumer behavior to developing strategies that drive in-store and online engagement, members gain insight into the unique challenges and opportunities of the retail space. Our goal is to foster consistent engagement and strong attendance by creating a collaborative, inclusive environment that prioritizes growth, professional development, and meaningful connections. Through partnerships with industry professionals and interactive projects, the Retail Division equips members with the skills and confidence to excel in one of the most dynamic sectors of marketing.

Retail Marketing Division

MEET YOUR DIRECTORS

Luli Haloua
Managing Director

Brian Serfass
Associate Director

Projects

Project 1:
Segmented Style

  • This project challenges students to think like marketers by tailoring one product line to five very different customer segments. Working in teams, students select a Family Clothesline product and develop unique marketing strategies to reach a Penn State boy student, a student’s grandma, a Penn State family dog, a high school girl considering PSU, and a football weekend tourist. The project emphasizes market research, demographic insights, and creative adaptation. Final presentations showcase how the same product can be positioned in vastly different ways to resonate with each target audience.

  • This project pushes members to adapt one product for five vastly different audiences, highlighting the art of segmentation and positioning. Teams will dive into market research, analyze customer behaviors, and brainstorm innovative ways to make the same item appeal to groups as different as a Penn State student’s grandma and the family dog. Along the way, members will strengthen their ability to creatively adapt messaging, visuals, and promotional tactics while balancing brand consistency. The fast-paced, team-oriented environment mirrors real-world marketing challenges where flexibility and audience insight are key to success.

  • This project will:

    1. Develop members’ skills in audience segmentation and targeted marketing strategies.

    2. Strengthen abilities in market research, demographic analysis, and creative adaptation.

    3. Foster collaboration and communication in a team setting.

    4. Demonstrate how a single product can be positioned to appeal to multiple, diverse audiences.

    5. Provide real-world practice in crafting campaigns that balance creativity with strategic goals.

Project 2:
Product Development (with Sales Division)

  • This collaborative project invites members to design an innovative product that simplifies day-to-day life for Penn State students. Working in mixed teams from the Sales and Retail divisions, members will brainstorm a product concept, build a business case, and present a compelling pitch. Each group is given a $2,000 mock budget to fund their proposal and purchase shelf placement—simulating real-world retail decision-making. The project culminates in a judged presentation, with winning teams featured on PSAMA’s social channels.

  • This project blends creativity with business strategy, offering hands-on experience in product development, pricing, promotion, and placement. Teams will learn how to identify consumer needs, apply the 4Ps of marketing, and make strategic trade-offs within a set budget. Through multiple checkpoints, from brainstorming to final pitch, members will strengthen their presentation skills, collaborate across divisions, and gain insight into real-world product launches and retail planning.

  • This project will:

    1. Introduce members to practical applications of the marketing mix (product, price, place, promotion)

    2. Encourage cross-functional collaboration between Sales and Retail division members

    3. Develop strategic thinking, budgeting, and merchandising skills

    4. Strengthen public speaking, visual communication, and team project management

    5. Offer a creative platform for students to propose solutions that directly benefit the Penn State student community

Project 3:
Locker2Label (with Sports Division)

  • This project pairs students with a teammate from the Sports Division to explore the intersection of athletes and brand partnerships. Teams choose an athlete and a brand with aligned values, then develop a detailed collaboration campaign, including everything from product concepts to influencer strategy. The project builds skills in brand alignment, campaign ideation, and sponsorship storytelling. Final presentations pitch the full collaboration, complete with visuals, to a panel of judges.

  • This project challenges members to think like sports marketers and brand strategists, combining creativity with business acumen. Working in cross-division teams, students will learn how to identify authentic connections between public figures and companies, then transform those insights into high-impact campaigns. Along the way, they’ll navigate the balance between audience appeal and brand integrity, sharpen their storytelling skills, and practice pitching bold ideas in a competitive setting. The experience mirrors the high-energy, fast-paced world of sponsorships—where compelling ideas and clear value propositions win the deal.

  • This project will:

    1. Build skills in brand alignment, sponsorship strategy, and partnership marketing.

    2. Strengthen creative thinking and campaign ideation abilities.

    3. Provide hands-on experience in developing influencer and promotional strategies.

    4. Foster cross-division collaboration and teamwork.

    5. Prepare members for professional sports and entertainment marketing roles through a realistic pitch environment.

National Retail Federation (NRF) Foundation Student Program

The NRF Foundation Student Program in New York City is a leading career development event that offers college students an immersive introduction to the retail industry. Held every January, this four-day experience brings together top students nationwide to connect with retail executives across fields such as marketing, merchandising, technology, sustainability, supply chain, and entrepreneurship.

Participants gain exclusive access to keynote sessions and panel discussions featuring leaders from major retail brands, providing insights into industry trends and career pathways. Intimate roundtable mentorship sessions allow students to engage directly with professionals, ask questions, and build meaningful connections. Behind-the-scenes tours of flagship stores and corporate offices offer a firsthand look at the operations and innovations shaping retail today.

Conferences

Why Attend? NRF gives you exclusive access to industry leaders, hands-on learning experiences, and networking opportunities with top retail brands—all in just four days. If you want to stand out in the competitive retail industry and turn your passion into a profession, this program is your launchpad.

How Can I Attend? This conference is exclusive to six Retail Division members through an interview process. Active participation within the division will play a large role in the selection process.

 

When and Where? The conference takes place January 8-11, 2026 in Marriott Marquis, New York City.

Guest Speakers

  • Brian Serfass Sr.

    TELADOC HEALTH SENIOR VICE PRESIDENT & HEAD OF CONSUMER MARKETING

  • Johanna Slot

    PENN STATE MARKETING PROFESSOR

  • Marielle Ravally

    BURLINGTON CAMPUS RECRUITER