Graduate and undergraduate Tobin
College of Business students participated in a
marketing plan completion in hopes of earning a three-month spring
internship opportunity with StyleOwner,
an online clothing boutique. Five exceptional plans were selected
to present on December 14, 2011 in from of a panel
of judges which included Joel
Weingarten, creator and Chief Executive
Officer, StyleOwner; Alexa
Brandt, Director of Consumer Experience,
StyleOwner; and Steve Lazarus, Director of
Online and Emerging Media for
Toys “R” Us.
Under the direction of Dr. W. Ryall Carroll,
Assistant Professor of Marketing, and Professor
Joan Ball, instructor of marketing, a total of 38
plans from across the three New York City campuses were
submitted and narrowed down to the five finalists.
The students were given a budget of $10,000 and
challenged with the task of developing a marketing campaign geared
toward college students that creates brand awareness and trial for
StyleOwner. The plan was required to consist mainly of social media
and innovative ways of communicating with students and be
executable countrywide, beginning with an initial market of schools
in the “Big
East.”
After deliberation two teams were ultimately selected, offering the
executives at StyleOwner different perspectives on how to reach
their target market.
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