BUFFALO, N.Y. -- Alternative fuels -- battery, diesel, electric
and fuel cell -- will be in the spotlight when University at
Buffalo MBAs test-drive GM's newest cars from 9 a.m. to noon on
Friday, Feb. 24, at UB's Center for Tomorrow.
The School of Management and representatives from GM are
partnering in a semester-long project that enables MBAs enrolled in
the school's marketing management course to apply their skills to a
real-world business scenario -- developing a marketing strategy for
the U.S. commercial launch of GM's new hydrogen fuel cell car,
which is scheduled for mass production in 2015.
The test drives will include a range of vehicles, including
alternative-fuel versions of the Buick Regal, Cadillac CTS and
Chevrolet Equinox, Volt, Sonic and Cruze.
"This is a great opportunity for our students to see what is
offered on existing models and how GM is changing," says Arun Jain,
Samuel P. Capen Professor of Marketing Research.
In addition to the test drives and presentations by GM
executives, the MBAs will visit advertising agencies and other
successful local companies to learn more about branding, marketing
and communication strategies for launching new products.
"It's much more meaningful for students to learn marketing
concepts using real-world examples, especially when those examples
are interesting and provocative," Jain says. "Past projects have
demonstrated that the companies we partner with come away with a
few ideas, as well."
The UB School of Management is recognized for its emphasis on
real-world learning, community and economic impact, and the global
perspective of its faculty, students and alumni. The school has
been ranked by Bloomberg Businessweek, the Financial Times, Forbes,
U.S. News & World Report and The Wall Street Journal for the
quality of its programs and the return on investment it provides
its graduates. For more information about the UB School of
Management, visit http://mgt.buffalo.edu.
The University at Buffalo is a premier research-intensive public
university, a flagship institution in the State University of New
York system and its largest and most comprehensive campus. UB's
more than 28,000 students pursue their academic interests through
more than 300 undergraduate, graduate and professional degree
programs. Founded in 1846, the University at Buffalo is a member of
the Association of American Universities.