UNL Marketing Students Team up With General Motors

Lincoln, Neb., Feb. 23, 2004 -- University of Nebraska-Lincoln marketing students have teamed up with General Motors to create a fully functioning marketing agency, "NU Revolution," responsible for researching, implementing and evaluating a promotional campaign for the automobile manufacturer.

General Motors is providing the students $2,500 and other resources to develop promotions for new Chevrolet Division vehicles, the Aveo, Equinox and Colorado launched in early 2004. This unique partnership is part of a larger industry-education program, the General Motors Marketing Internship.

The students spent three weeks conducting research on their target market and are working to design an interactive event aimed to increase awareness for Chevrolet and the new products.

After presenting their ideas to executives of Chevrolet and getting approval to move forward, students will implement the event and evaluate its impact on their target market. The program culminates in a formal, agency-style presentation by the students to the client representatives.

"This program provides unique opportunities for students because they can leverage skills acquired in previous classes to a real world project," said Pradeep Rajendran, an MBA student in UNL's College of Business Administration and public relations department head in the student-run agency.

"They develop their presentation and writing skills by pitching their ideas to clients for approval and submitting a report that recaps the campaign and documents the success of the event. In addition, students sharpen their teamwork and communication skills."

The program bridges the gap between industry and education by providing students with the hands-on, experiential learning necessary for employment, Rajendran said.

The students will also compete for the General Motors Marketing Internship Scholastic Achievement Award. A $1,500 scholarship award will be given to the top two universities and the top two teams will be flown to GM's South Central Regional office in Irving, Texas, to present to GM executives.

To date, GM has participated in marketing internship programs on more than 350 campuses nation wide. EdVenture Partners in Berkeley, Calif. manages the programs in conjunction with General Motors and its divisions. EVP and GM provide each student agency with ongoing resources, guidance, and a project budget to implement their marketing campaign.

CONTACTS: Pradeep Rajendran, NU Revolution, (402) 770-2008; and
Kelly Foerster, Program Facilitator, EdVenture Partners, (910) 347-2584