The University of New Mexico (UNM) has been selected as one of 20 schools throughout the country to participate in the Honda Civic Coupe Marketing Competition during the Spring 2012 semester. Working in conjunction with Honda and EdVenture Partners, Anderson School of Management marketing students in the promotion management class have created an in-class, working marketing agency responsible for researching, implementing and evaluating an integrated marketing campaign.

The campaign is aimed at increasing purchase consideration for the 2012 Honda Civic Coupe among the Generation Y market and building perception of Honda as a cutting-edge, cool brand. All 20 schools will be competing for the chance to travel to California at the end of the semester to present their campaign ideas to Honda executives.

Earlier this semester, students conducted research to find out more about the target market. After analyzing their findings, they will develop a campaign strategy aimed at reaching Generation Y and generating interest for the Civic Coupe. The agency, which operates out of the Rick and Debbie Johnson Marketing Center, will bring their campaign plans to life using a $3,000 budget provided by Honda. At the end of the semester, students will conduct post-campaign research and conclude with a formal presentation to their client summarizing the campaign results and successes.

"This industry-education partnership program is a wonderful opportunity for our students," said Professor John Benavidez. "It enables them to apply concepts learned in the classroom to real-world marketing challenges. We are honored that Honda, an automotive industry leader, has elected to partner with our university."

For more information about the Honda Civic Coupe Marketing Competition at the University of New Mexico, contact Danielle Silva at (505) 977-1059 or dsilva08@unm.edu.