While some Parry McCluer High School students study in the library, others get real-world experience in a marketing class. (MONICA CHINN/The Rockbridge Report)

Parry McCluer High School in Buena Vista is giving students in its marketing class the chance to get some hands-on experience.

Food Lion, Pizza Hut, Lowe’s, Burger King, McDonald’s and Hardee’s employ marketing students who work at least 11 hours a week as part of their course requirement. So in addition to studying business and communications models and the economics of running a business, they are reporting to real jobs. 

The class also teams up with local businesses to exercise student marketing skills. Students last fall helped Dave’s Produce create commercials and advertise on the radio. And when Philadelphia Phillies’ manager Charlie Manuel returned  to his alma mater for a fundraiser in December, the students designed a public service announcement for the event.

“You get to learn how to market things and how to be a better employee and do your job better,” said Maria Brown, one of the students employed by McDonald’s.
Brown said she has become more responsible and better with time management because of the program.

Jennifer Balkey, the program’s director and a marketing teacher at Parry McCluer, said that schools have an obligation to help students grow both academically and professionally.

“This program is important because some students aren’t thinking about post-secondary education,” said Balkey. “But here, they can get some marketing, economic and personal skills.  [Those] will help them transition — whether it’s from graduation to college or straight into the workplace.”

The program began Sept. 20. Balkey coordinated a similar program in Covington for nine years at the Jackson River Technical Center. She came to the Buena Vista district six years ago. She was approached last year about starting the program in the district by Buena Vista Schools Superintendent Rebecca Gates and by Mike Craft, head of Parry McCluer’s Career and Technical Education.

Balkey contacted the Delta Epsilon Chi Association (DECA) , an organization that supports student marketing programs.

And at the close of the first semester last week, employers were praising the program – and their protégés.

“I’m happy with them. They listen and do their work well,” said Caroline Husaw, who oversees the students working for Burger King.  “This teaches them a lot and puts a paycheck in their hands. You can’t complain about that.”

Seth Humphruys, the manager for Lexington’s McDonald’s, employs three students. He said that turning his restaurant into a classroom has been beneficial for both McDonald’s and the students.

“The [program] has turned these girls into better employees,” said Humphruys.  “They’ve become more dependable.  And you can see an extra effort — they seem to care about their grades.  They’ve learned what hours are and how to keep them.”

Balkey hopes to expand the number and range of employers as the program grows.

Students in the program are evaluated every six weeks on everything from job performance to attitude and personal appearance.  The students’ bosses and Balkey decide upon final grades together.

The long-term benefits of the program are visible in the relationships forming between the community and students. As the local businesses equip students with essential skills and connections, the students are a step closer to becoming permanent parts of a locally sourced employee base.

And Balkey is looking for more growth in the program. She had an active DECA membership with the Jackson River Technical Center and hopes to do the same with Parry McCluer next year. A Parry McCluer school store is also in the works for next year, which will enable Balkey’s students to run their own business. 

“I hope I’m inspiring them to take these lessons and use them in real life,” she said.  “We’re building better, more competitive students, and that’s important.”

Parry McCluer High School

Produced by
Washington and Lee
journalism students.

Lead Supervisors:
Prof. Brian Richardson
Prof. Indira Somani

Editing supervisor:
Prof. Lisa Tracy

Technical supervisor: Michael Todd