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"Boot Camp" is on the march again.

A recently-created course, the undergraduate marketing internship, scored a major success with local retail giant Burdines-Macy's. The five enrollees in what has become known on campus as "Burdines' Boot Camp" took on a challenge from the company's bridal department to entice more wedding guests to shop at the chain's retail outlets. The result was so successful that the participants were invited to present their plan to the corporate president, chief operating officer, and vice-president.

The internship also was a great triumph from the career perspective of the students. Three who have graduated have found positions or internships with the retail company. Another has not yet graduated and the fifth is not eligible to work full-time in the United States.

"I liked the idea of putting into practice what we had been studying," said Jessica M. Sordo (BBA '04), one of the students who is starting her new career in retail. She'll begin by working as an assistant planner, either for a product or a brand.

According to Sordo, the students did extensive interviewing, surveying, and analysis with everyone working on everything. They put in ten to twelve hours per week and developed team building skills as well as honing their marketing savvy. She also learned the value of her coursework.

"If we hadn't had the background from our courses, there would have been no way we could have done what we did," she said. "The experience was a lot of fun, and I got a lot out of it . . . even a job!"

A new group of students will take on another challenge this semester. Departments within Burdines-Macy's, having heard of the first class's success, competed to have their projects considered, according to Tim Dugan Birrittella, lecturer, department of marketing.