Marketing research key to success of team
A team of MBA students from the Anderson Schools' of Management (ASM) has advanced to the final round in the 2006 Cadillac Case Study Competition. The team is one of two finalists who will present their case studies to a panel of Cadillac executives on May 25 in the annual competition held each year in Detroit, Mich.
The ASM includes students Pedro Bonano, Logan Hall, Denisse Olivas, Melissa Valles, Patricia Plichta, and Joseph Weiss. The team is mentored by lecturer John Benavidez and Assistant Professor Catherine Roster. The project was conducted as part of Benavidez’ marketing communications management class.
It’s the second year in a row a UNM team has advanced to the finals. Last year, an ASM team won the competition with their plan to market Cadillacs to two distinct segments of baby boomers beating out teams from UCLA, Tulane University, University of Mississippi, University of Iowa and others.
This year the task was to research women aged 35+ to better understand their beliefs and attitudes about Cadillac and Escalade. The UNM team conducted a national online research study. Using this research, the students developed a marketing communications plan to engage their target audience using communication tools above and beyond the traditional advertising.
“Only half of the MBA programs in the United States offer a concentration course in marketing research,” said Foster. “As one of those schools, Anderson is a leader in preparing students to be informed users of marketing research in their careers. The Cadillac competition gave our students the unique opportunity to conduct, analyze and interpret this research to solve a real-world marketing challenge.”
Media Contacts: Sophie Martin, (505) 277-7117; e-mail: martin@mgt.unm.edu or Steve Carr, (505) 277-1821; e-mail: scarr@unm.edu