MELBOURNE, FLA.—Florida Institute of Technology students are getting hands-on experience in real-world marketing as one of a select group of schools participating in the Chevrolet Campus Promotions program. Students in the Nathan M. Bisk College of Business marketing principles class have created an in-class working marketing agency, Panther Promotions, responsible for researching, implementing and evaluating an integrated marketing campaign. The campaign is aimed at increasing awareness of the Camaro, Equinox and the all-new 2011 Cruze among the Generation Y target market.
All of the competing colleges will vie for performance awards at key milestones during the term.
This spring, the students are creating a fully functioning marketing agency to create an integrated marketing campaign for their client, Chevrolet. Students are using research surveys to learn more about their target market. After they analyze their findings, they will create and implement their strategy for reaching the target market while achieving the client’s goals.
Students receive a $3,000 budget to help bring their plans to life. At the end of the term, students will do post-research to measure their success and give a formal presentation to the client, summarizing their campaign and results.
“The opportunity to gain hands-on experience with a name brand company such as Chevrolet is an honor and a privilege. Chevrolet has added a competitive spin to the campaign by allowing the schools involved to compete for various milestone achievements throughout the term. This is like competing for a higher position in the business world; it’s the aspect of the campaign I value the most because it will give me an edge when I enter the work force in the near future,” said student participant Michael Blackiston.
Chevrolet is a global automotive brand, with annual sales of about 3.5 million vehicles in more than 130 countries. Find out more at www.chevrolet.com.
The team’s support organization, EdVenture Partners, is dedicated to developing innovative industry-education partnership programs. The objective of such programs is to provide “hands-on” real-world experience to students while providing marketing solutions and facilitating recruitment at colleges and universities for clients. EdVenture Partners has designed and managed programs at over 1,000 campuses in North America and internationally. More information is at www.edventurepartners.com.
Florida Tech’s Panther Promotions will host Fun In the Sun on April 12, from 11 a.m. to 3 p.m. in Panther Plaza. For more information about this Florida Tech project, contact Michael Blackiston at (443) 480-2181.
Andrew Cudmore’s marketing students were once again chosen for a select classroom marketing effort, this time for Chevrolet. Three new Chevies were delivered to campus for student inspection in January before the students embarked on their integrated marketing campaign. Pictured here with a new Camaro, from left, are: Joyclyn M. Waters, district manager, Aftersales Chevrolet; President Anthony C. Catanese; Dean Robert Niebuhr; student department heads Ernesto Kranwinkel Marquez, research; Arielle Gilman, advertising; Jennifer Reid, finance; Donald Swade, reports and presentations; and Jason Pauxtis, public relations. At right are Natalie De Leon, Edventure Partners representative; Cudmore; and Chief Operating Officer T. Dwayne McCay.