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Georgia Gwinnett College (GGC) students spent an afternoon learning from one of the entertainment industry’s leaders in the field: Keith Dawkins. He is president of the iconic Harlem Globetrotters and Herschend Entertainment Studios.

Presented by the GGC Marketing Club, Dawkins shared his journey in the field and how it has evolved over the years.

“When I think about my 32 years in this space, I came to realize that nothing stays the same. It’s a dynamic, changing landscape, and you have to be up for that ride, that journey, or you’ll get left behind,” he said. “With all the new platforms and types of content, you have new ways to reach people.”

Dr. Amy Fehl, assistant professor of marketing, said that Hawkins’ presentation brought many key marketing themes to life.

The Harlem Globetrotters’ iconic brand deeply touches consumers who interact with it, she said. Hawkins highlighted the importance of an emotional connection with customers, and explained that it starts with a deep understanding of one’s brand and how that brand draws people in.

“He elaborated on how once you understand what your brand stands for, you can better understand who you are trying to reach – specifically the different groups of consumers and what about the brand touched them,” Fehl said. “Once you know who you are trying to reach, then you can delve into where they are and how to best connect with them using multiple touchpoints. Students saw key marketing concepts in action – brand equity, market segmentation and promotional strategy.”

Fehl added that Hawkins was able to connect with the students by sharing the many twists and turns his career has taken over the years.

“He taught me that it's okay to switch job positions and to venture out to different careers,” said GGC student Kaitlyn King. “He also taught me it is important to know your audience and know how/where to find them.”

For GGC student Zachary Nelson, one of the things he learned is that the business world is creative.

“Career advice from this event would be to prioritize every opportunity that comes your way,” he said.

Juliana Aragon, a GGC student, enjoyed hearing about his career path and that career changes are good.

“I liked how he wasn't scared to pursue a different career till he got to where he is now,” she said. “He started as a reporter and then was offered the chance to work at Nickelodeon and he went for it without hesitation.”

For GGC student Paul Abraham, listening to Hawkins talk helped him see the importance of a strong work ethic and determination.

“I learned that the sky is the limit if you’re willing to put in the work,” he said. “One can’t relax or power down once they’ve achieved heights in the business world, there has to be a constant effort to both maintain the current height or even climb higher. Otherwise, we succumb to competition.”

For Hawkins, the opportunity to spend time with students is an opportunity to share his story and encourage them to pursue their career goals.

“I try to remind people I was once a student, and I was in the same shoes they’re in,” he said. “I hope I’ve inspired them.”

Hawkins said the next big project is the 100-year anniversary of the Globetrotters.

View and download Keith Dawkins and GGC Marketing Club photos.