Using her tools of creativity

By Nancy Grund on January 23, 2019

Stanley Black & Decker was so impressed with Isabella Rodriguez, they extended her marketing internship.

Isabella Rodriguez

Isabella Rodriguez was just 16 years old when she enrolled in her first college course at Harford Community College, where her advisers recommended she consider the marketing major at Towson University.

“This field is perfect for me because I like to push creative limits and be innovative,” explains Rodriguez, who was recommended for a Department of Marketing scholarship by marketing professor and chairperson Erin Steffes.  “My scholarship allows me to focus on my studies without worrying so much about my finances.”

At TU, Rodriguez can concentrate on those aspects of marketing of interest to her, including digital marketing and advertising.  

As a former vice president of the TU student chapter of the American Marketing Association,  she has channeled her creativity into new strategies to recruit members.  “I also help solicit guest speakers, raise funds and promote the organization and its events,” says Rodriguez.

In summer 2018, as a full-time paid intern at Stanley Black & Decker, Rodriguez used influencer marketing and digital marketing tactics to promote one of the company’s newly acquired brands, CRAFTSMAN.

“I assisted with the CRAFTSMAN launch event, where 110 influencers and editors experienced the unveiling of over 1,200 new products,” she says.

She also participated in aShark Tank-style marketing competition at Stanley Black & Decker, where she had to create a new product and a marketing campaign to sell the product.

I assisted with the CRAFTSMAN Launch Event, where 110 influencers and editors experienced the unveiling of over 1,200 new products. ”

Isabella Rodriguez

“They extended my internship,” Rodriguez notes, “so I will be working at Stanley Black & Decker until I graduate, and hopefully they’ll offer me a full-time job.”

Stanley Black & Decker, which has a location in Towson, offers internship opportunities for a number of TU students.

In her spare time, Rodriguez has volunteered as a mentor/life coach at TU’s Hussman Center for Adults with Autism. She worked side by side with individuals with autism to help them create resumes and develop job search skills.  “My father works with children on the autism spectrum, and I was interested in working with adults,” she explains.


Studying marketing at TU

The business administration major’s marketing concentration prepares students for marketing careers that can involve brand management, marketing research, advertising, public relations and much more

This story is one of several related to President Kim Schatzel’s priorities for Towson University: TU Matters to Maryland and Culture of Philanthropy.