Students Get Hands-On Experience in Real World Marketing
SAN JOSE, CA -- San Jose State University is one of 23 universities throughout the country participating in the Chevrolet Campus Promotions Program. Students in Dwight Bentel & Hall Communications (MCOM 199) have created an in-class working communications agency, responsible for researching, implementing, and evaluating an integrated marketing campaign aimed at increasing awareness for Camaro, Equinox, Malibu and the all-new 2011 Cruze within the Generation Y target market (individuals between the ages of 18 and 24) target market. All 23 campuses will be competing for performance awards at key milestones during the term.
This fall, Dwight Bentel & Hall students at SJSU have a rare opportunity to put their education to work in the real world with a global company. Students will create a fully functioning agency responsible for researching, implementing and evaluating an integrated marketing campaign (IMC) for their client, Chevrolet. Students will use questionnaires and conduct research on campus to find out more about the target market. After they have analyzed their research findings, they will create and implement their strategy they design to best reach the target market while achieving the client’s goals. The agency receives a $3,000 budget to execute the campaign they create.
At the end of the term, students will conduct post-campaign research to measure their success and give a formal presentation to the client summarizing their campaign and results.
“Wow! This opportunity is real world experience; this is a real, cool brand, which everyone knows. This is the kind of learning experience that we need to prepare us for a job after graduation,” said Laura Ringer, head of the Campaign Strategy and Implementation Department.
Chevrolet believes in building vehicles that anyone would be proud to own. Camaro, Equinox, Malibu and Cruze are no exception and are all vehicles within reach for college students. No other auto manufacturer offers more models with 30 miles per gallon highway or better. Vehicle quality is backed with the best coverage in America, including a 100,000 mile/5-year transferable Powertrain Limited Warranty plus Roadside Assistance and Courtesy Transportation programs. Chevrolet has also received more Consumers Digest “Best Buy” awards for 2009 models than any other brand. Chevrolet is part of GM’s family of brands, including Buick, GMC and Cadillac. Find out more at
www.chevrolet.com.
This opportunity is brought to the SJSU campus by EdVenture Partners, who acts as a liaison between Chevrolet and the participating campuses. EdVenture Partners is an organization dedicated to developing innovative industry-education partnership programs. The objective of such programs is to provide “hands-on” real world experience to students in tandem with providing marketing solutions and recruiting access at colleges and universities to clients. EdVenture Partners has designed and managed programs at over 650 campuses in the United States, Canada, Puerto Rico and Morocco. Find out more at
www.edventurepartners.com.
Watch for more information about the Chevrolet Campus Promotions program at SJSU throughout this fall term. For further inquires regarding the SJSU project, please contact Juan Luna at (310) 908-9785.
