The Southwest Marketing program is an innovative work-based learning program that focuses on using an experiential learning process to give dual enrollment high school students real-world professional business experience. This is accomplished by essentially turning our marketing program/class into a student-led marketing firm that offers comprehensive marketing solutions to local businesses.

Southwest Marketing first started working with local small businesses in the 2013-2014 school year. The aim was to help small local businesses such as hotdog stands, Taquerias, Raspa stands, etc. The students would approach the business owners in a professional manner and request the opportunity to assist them with marketing help, such as posters and menu design, minor graphic design efforts. The student objective was to aide a local business within their low socioeconomic border colonia of Las Milpas located in South Pharr, TX. These businesses would not normally seek out such services due to monetary restraints.

The following year the opportunities started getting bigger. We started a DECA chapter and began using that work for competitive marketing campaign events, (with the businesses permission). The resulting effect was students advancing to the state semi-finals and the building of a marketing program that was slowly growing in capability and scope.

Aside from the business engagement aspect of the program, Southwest Marketing is a capstone with curriculum consisting of five dual-enrollment courses offered to the students of PSJA Southwest ECHS by South Texas College. The five college courses offered through the program are Principles of Marketing, Customer Relationship Management, Public Relations, Advertising & Sales Promotion, and Principles of Sales.