GM drives marketing contest

November 18, 2004, vol. 31, no. 6
By Diane Luckow

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More than 600 SFU students took a turn in the driver's seat of a new Chevrolet Aveo on Nov. 9 in an unusual, on-campus marketing event organized by SFU business students.

The students, all members of a promotional management course, were participating in a General Motors of Canada Ltd. (GMCL) marketing internship program.

Students had to act as a professional marketing communications agency and devise and execute a real marketing campaign that would raise awareness and interest in the Aveo among other students.

GMCL set a $3,200 budget and a two-month deadline. Faculty supervisors, GMCL representatives and the program administrator edVenture Partners, oversaw the project.

Calling the undertaking an Apprentice-size challenge after the popular reality TV show, the class settled on a slogan, More than you think, and lured fellow students into trying the car by promising free Chinese food and donations to the food bank.

Business instructor Cathy Ace says the internship program's rewards are tangible.

“The students were focused on time management, objective setting, functional communication within a group and creative ways of communicating with a defined target audience.”

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