Although marketing principles and strategies are taught in all major agribusiness management programs in the country, few agribusiness student groups use these very principles in the planning of their own activities. This article describes a market research project developed by the AgriBusiness Association at Colorado State University (CSU) as an example of how to integrate coursework with an undergraduate agribusiness organization's program of activities. In addition to reinforcing marketing principles learned at CSU, the project taught students the importance of setting objectives, research design, and data analysis. Many of the findings were used to plan and improve the club.