半岛体育 has partnered with to create and amplify stories of inspiration that advocate for young people across the country to have access to arts and cultural experiences. The following article is written by the team at and adapted from their online publication Inspired.
At the University at Albany, leaders of the American Marketing Association (AMA) chapter sought a program that would do more than prepare students for the job market. They wanted an experience that would bridge classroom theory with real-world practice鈥攁 program that could spark ambition, provide clarity, and open doors. They found exactly that in the Situation Project x UAlbany Professional Pathway Program.
Launched as a three-part, semester-long pilot, the Professional Pathway Program immersed 30 students in the realities of marketing through a dynamic blend of on-campus sessions, agency site visits, and virtual workshops. In partnership with New York City-based marketing firm Situation Group, the program offered participants a comprehensive introduction to the industry鈥攆rom the timeless fundamentals of branding to the cutting-edge role of artificial intelligence in modern campaigns.
The first session, held at UAlbany, welcomed students into the world of marketing with foundational concepts and a keynote by Situation Group President Damian Bazadona. "Hearing directly from someone who's made a name in this industry was incredibly inspiring," said one student. "It reminded us that big careers can start in rooms just like ours."
In the second session, students traveled to the Situation Group offices in Manhattan for a full day of experiential learning. They explored the agency's creative campaigns, participated in workshops on transferable skills, and received personalized resum茅 and interview coaching. The visit offered more than just career prep; it gave students an inside look at what it means to build meaningful work in marketing.
"Participating in the UAlbany AMA x Situation Pilot Program was a wonderful experience that gave me the confidence to envision a future for myself in the competitive field of marketing," said student Mia Costa. "Situation educated us about the role of AI in marketing, offered a behind-the-scenes look at a successful marketing agency, and shared valuable insights on networking and personal growth."
The final session, held virtually, tackled the fast-evolving impact of AI in marketing. Through case studies and discussions, students were introduced to the tools and innovations shaping their future careers.
Angelica Gonzalez, one of the student leaders who helped bring the AMA chapter back to life, reflected on the program鈥檚 broader significance: "I truly do think that this program was one of those things that came at the perfect time. Watching students鈥� curiosity peak after every session, seeing their interest in our organization skyrocket, and hearing them ask how they can stay in contact with Damian and his company鈥攊t鈥檚 been incredible."
"This program exemplifies what the Situation Project is all about: creating access, building community, and preparing the next generation for success," said Samara Berger, Executive Director of Situation Project. "We want students to see that there are multiple paths into this industry and that their lived experiences are valuable assets."
Berger emphasized the program鈥檚 intentional design to blend inspiration with action. "It鈥檚 not just about telling students they belong in the room. It鈥檚 about showing them what鈥檚 inside the room, introducing them to the people there, and helping them envision their own place at the table."
The Professional Pathway Program doesn鈥檛 just prepare students for jobs. It builds confidence, expands professional networks, and shows young people that their goals in marketing are not only valid but entirely achievable. As Angelica puts it, "This has prepared us to be willing to adapt and learn but also to know when to pivot and how to leverage our networks. I hope we can continue to work with Situation to inspire students to stay firm in their dreams."
From Albany to New York City to the digital frontiers of AI, the pathway has only just begun.
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