Analyzing The Impact Of The 2012 Ford Focus Target Hunt: Can Student Managed Projects Accomplish Both Academic And Corporate Objectives?

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Timothy W. Aurand
Jordan St. Clair
Ursula Sullivan


Experiential Learning, Student Managed Projects, AIDA-IMC, Social Media Marketing, Academic-Corporate Partnerships, Student Managed Project Evaluation


Student-managed business projects offer students the opportunity to garner valuable real world experience while businesses can fulfill corporate responsibilities utilizing relatively inexpensive manpower. This paper describes an event marketing/social media marketing project completed in conjunction with Jackson-Dawson Communications, representing the Ford Motor Company, and a Midwestern University chapter of the American Marketing Association. Through the successful implementation of the AIDA-IMC promotion model, a committed AMA Chapter, and a number of very cooperative business partnerships, a host of corporate and academic objectives were accomplished while participants gained valuable insight into event marketing principles.


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