Business Students Partner with IDS to Strengthen Entrepreneurship Opportunities for Young Adults with Disabilities
Thu, 01/08/2026 - 09:44am | By: Rae McGregor
Students in the College of Business and Economic Development at The University of 网曝吃瓜 recently completed a unique academic service-learning project by presenting branding recommendations for a new initiative spearheaded by the Institute for Disability Studies (IDS). Over the course of the semester, Dr. Joanne Tran鈥檚 consumer behavior class researched consumer insights and developed marketing strategies for EARN IT, an emerging entrepreneurship program for young adults with disabilities. The students concluded the project by delivering a professional presentation of their findings to help strengthen awareness and engagement for the new program.
鈥淭his project was intentionally designed to embody the purpose of service-learning, which is to strengthen both academic learning and civic responsibility,鈥� said Dr. Tran, associate professor of marketing. 鈥淪tudents are not just studying consumer behavior; they are experiencing the profound ways that marketing can support community well-being.鈥�
EARN IT, which stands for Entrepreneurship through the Advancement of Resources, Networking, Independence and Training, provides participants with a series of hands-on learning through two methods: group training and work-based learning experience. The program prepares these young adults, most of whom are high schoolers, for future success in the workforce or higher education by immersing them in seven entrepreneurship-based industries, including coffee roasting, auto mechanics, and graphic design.
The partnership with IDS gave the consumer behavior students the perfect opportunity to translate their course鈥檚 learning objectives into real-world application. Tran explained, 鈥淚n short, the project transforms competencies into capabilities! While the classroom introduces ideas such as consumer attitudes and decision-making, the project challenged students to combine the theories they were learning with observation, research and personal insight to craft a cohesive branding strategy.鈥�
To prepare their evidence-based recommendations, students spent time observing program activities, interacting with support staff and participating students, and gaining an understanding of the lived experiences that shape the needs and aspirations of the individuals they were serving.
As the students learned more about consumer behavior, the equally valuable lesson emerged through the program鈥檚 service-learning component. This was best seen as the students volunteered at the institute, an opportunity built into their regular class meetings.
鈥淭his service-learning project has been such a monumental part of my volunteer experience,鈥� shared Ashlyn Le, a marketing student who was enrolled in the course. 鈥淚've learned to apply marketing and consumer behavior concepts to real-world experiences and have also deeply connected with IDS and EARN IT staff and student participants.鈥�
The class conducted primary research to gather information on the cultural and environmental influences of the brand, allowing them to fully grasp the mission of EARN IT and make realistic recommendations.
鈥淯ltimately, I want them to recognize how marketing tools can strengthen communities and not just sell products,鈥� added Tran.
By the end of the semester, students presented thoughtful and impactful recommendations. Many teams emphasized motivational messaging, identity-affirming language, and a clearer brand structure in which EARN IT stands independently with IDS serving as an umbrella organization. Additional suggestions included ways to increase program visibility on campus, strengthen social media outreach, and expand partnerships with school districts, with the hopes of broadening awareness and enrollment to reach the entire state, not just south- and south-central Mississippi.
鈥淚 am incredibly proud of my students,鈥� Tran said. 鈥淭hese findings were especially meaningful because they address both immediate branding needs and long-term strategic opportunities for EARN IT and IDS.鈥�
鈥淚DS is profoundly thankful for the passion and initiative Dr. Tran and her consumer behavior class poured into supporting the EARN IT program,鈥� said Amy James, IDS executive coordinator for philanthropy and development. 鈥淭hese students embraced the EARN IT mission with open minds and big hearts, taking on a real-world challenge that pushed them to think differently and serve their community in meaningful ways. Their contributions to the program demonstrate the strength that emerges when we commit to shaping our communities for all abilities to thrive. We look forward to applying many of their thoughtful recommendations as EARN IT continues to grow.鈥�
The students received service-learning certificates from the Southern Miss Center for Community Engagement following their presentations as a way of recognizing their meaningful contribution to IDS and the EARN IT program, as well as their commitment to community-engaged learning.
About the Institute for Disability Studies
The Institute for Disability Studies (IDS) is Mississippi鈥檚 University Center for Excellence in Developmental Disabilities. As part of a national network of university-based centers, IDS promotes independence, productivity, and community inclusion for people with disabilities through training, technical assistance, service, research and information sharing. For more than 40 years, IDS has provided interdisciplinary education and community-based services to Mississippians of all ages with developmental and other disabilities.