Indiana University Northwest
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IU Northwest selected to participate in Chevrolet Campus Promotions Program

Students get hands-on experience in marketing

Wednesday Oct 24, 2012


Indiana University Northwest has been selected to participate in the Chevrolet Campus Promotions Dealer program. Students in the School of Business and Economics’ senior level Consumer Behavior class have an opportunity to put their education to work with a global company as they work on an integrated marketing campaign aimed at increasing awareness for the all-new Spark, Cruze, Camaro, Equinox and the Chevrolet College Discount Program among the millennial target market.

The students have created a fully functioning marketing agency, Redhawk Marketing Company, responsible for researching, implementing and evaluating an integrated marketing campaign for their client, Mike Anderson Chevrolet of Merrillville. Students will use research surveys to find out more about the target market.  After they have analyzed their research findings, they will then create and implement their strategy for reaching the target market while achieving the goals of Mike Anderson Chevrolet. Students receive a $3,000 budget to help them bring their plans to life. At the end of the semester, students will do post-research to measure their success and give a formal presentation to the Mike Anderson Chevrolet summarizing their campaign and results.

The project is embedded in the Fall 2012 Consumer Behavior class of Professor Subir Bandyopadhyay, Ph.D.

“When I came to know of this program in the summer, I saw an opportunity to offer a unique experience to students in my Consumer Behavior class.” Bandyopadhyay said, “It is quite rare for students to work on an actual marketing project for a national brand like Chevrolet and have the outstanding local support of Mike Anderson Chevrolet. My students and I realize that the work load for this project will be more than a traditional class project, but I am very happy that my students stepped up to the plate to take on this wonderful project.”        

Chevrolet is now one of the world's largest car brands, doing business in more than 140 countries and selling more than four million cars and trucks a year. Mike Anderson Chevrolet provides customers with fuel-efficient vehicles that feature spirited performance, expressive design, and quality customer service.  Find out more at www.mikeandersonchevy.com.

This collaboration was made possible through EdVenture Partners, an organization dedicated to developing innovative industry-education partnership programs. The objective of such programs is to provide “hands-on” experience to students in tandem with providing marketing solutions and recruiting access at colleges and universities actual clients. EdVenture Partners has designed and managed programs at more than 1,000 campuses in North America and internationally.  Find out more at www.edventurepartners.com.

 Watch for more information about the Chevrolet Campus Promotions Dealer program at Indiana University Northwest throughout the Fall 2012 term.  For further inquiries regarding the IU Northwest project, please contact Marsail Haddad at (219) 427-9744.

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