Idaho State University student marketing firm teams up with Honda – Fusion will design, administer marketing for new Element car

A class project has allowed 17 Idaho State University students the chance to create their own marketing agency and run a promotional campaign for Honda.

By Tanna Barry – Journal Writer

The marketing agency, Fusion, is responsible for researching, implementing, and evaluating a promotional campaign for Honda and the new Honda Element.

"It’s very demanding," said Laverne Beech, a Master’s of Business Administration student in the class. "Honda treats us just as they would an advertising firm so it’s challenging. They have high expectations."

Honda just approved the group’s plan for a promotional activity. They plan to show how the Element can be used for many outdoor activities at an Outdoor Expo April 16.

Philip Nitse, an assistant marketing professor, supervises the students’ work as part of a marketing class. He said the campaign teaches students real-world skills.

"This is a major undertaking," Nitse said. "If the students play their cards right, they can have something nice to put on their resume."

John Hart, a student working on the campaign, agreed.

"You get a lot of hands-on experience," Hart said. "It puts the theory we’ve learned into practice so we’ll be marketable and productive in the business world."

Although Nitse said it is common for students to do volunteer marketing projects to get experience, he said it is unusual for them to have a budget to do so.

Honda gave the class $2,500 to help bring its plans to life.

The partnership is part of a larger industry-education program Honda sponsors called the Honda Element College Program.

It gives students hands-on experience in designing and implementing a real marketing campaign for the Element, which Honda developed to appeal to 18- to 24- year-old, active males.

ISU’s student agency will compete for the Honda Element College Program Scholastic Achievement Award. ISU is one of 29 campuses partnering with Honda nationwide.

A $5,000 scholarship award will be given to the top university.

Laura Podany, a student working on ISU’s campaign for Honda, said she and the other students aren’t concentrating on the contest.

"We just need to do the best we can to make a great product," she said. "It’s more about getting experience for a career. This is the real deal."

Tanna Barry covers health care, ISU and serves as the Web editor for the Journal. She can be reached at 232-4161 Ext. 241 or by e-mail at [email protected].

Fusion’s Event

– What: Seventeen Idaho State University students planned a promotional event for the Honda Element. People can get more information about the vehicle and also have the chance to win prizes, including sleeping bags, a mountain bike and a cooler.

– When: April 16 from 10:30 a.m. to 2 p.m.

– Where: ISU Hutchinson Memorial Quadrangle.

http://www.journalnet.com/articles/2003/03/16/news/local/news03.txt