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UNT marketing and logistics students impress General Motors executives
A class project in UNT's Department of Marketing and Logistics made an impression on executives at General Motors this spring, and earned the class a trip to GM headquarters to make a presentation to executives in late May.
GM recently launched three new Chevrolet vehicles aimed at Generation Y — people age 18 to 24 — and sought the aid of university marketing departments across the country to develop a marketing plan to launch the vehicles.
UNT received a first-place prize of $1,500 for the marketing department and $500 for scholarships for a plan submitted by 12 students in MKTG 5250 under the guidance of Audhesh Paswan, associate professor of marketing and logistics.
The class performed a study using survey data from about 600 UNT students, presented the launch plan to GM executives, and upon receiving GM approval and being named a finalist, implemented the plan on April 13. With a total budget of $2,500 from GM, the students held a daylong launch event on campus at which more than 1,000 people inspected the new vehicles. Students also conducted post-launch research to check the effectiveness of their plan.
Comparing the pre- and post-launch data, the students found a significant change in awareness of the three makes and an improvement in opinions of the Chevrolet brand. The UNT team was so successful that GM executives brought the students to their corporate headquarters in Irving to pitch their ideas and answer executives' questions.
"Unlike the other schools who competed, our students presented hard research to back up their ideas," Paswan says. "I think we really impressed the GM executives with our professionalism."
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BY RUFUS COLEMAN |
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