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Press Release

MARKETING STUDENTS GO TO FINALS IN NATIONAL CADILLAC COMPETITION

May 8, 2006

(Albuquerque, NM) A team of MBA students from the Anderson School of Management at UNM has advanced to the final round in the 2006 Cadillac Case Study Competition, held each year in Detroit, MI. The other team in the finals is from Indiana University, and the two teams will present their case studies to a panel of Cadillac executives and members of Cadillac’s marketing firm, Leo Burnett, on May 25.

The Anderson School MBA team includes students Pedro Bonano, Logan Hall, Denisse Olivas, Melissa Valles, Patricia Plichta, and Joseph Weiss, and is mentored by Anderson Lecturer John Benavidez and Assistant Professor Catherine Roster. The project was conducted as part of Benavidez’s Marketing Communications Management class.

In 2005, the Anderson School MBA team won the competition with their plan to market Cadillacs to two distinct segments of baby boomers, beating out teams from UCLA, Tulane University, University of Mississippi, University of Iowa, and others.

This year, the task was to research women aged 35+ to better understand their beliefs and attitudes about Cadillac and Escalade. The UNM team conducted a national online research study. Using this research, the students then developed a marketing communications plan to engage their target audience using communication tools above and beyond traditional advertising.

According to Benavidez, “The team overcame the challenge of conducting national research and developing a marketing communications plan in only twelve weeks to deliver an exceptional case study presentation.”

Roster stresses the importance of marketing research to the success of the team. “Only half of the MBA programs in the United States offer a concentration course in marketing research. As one of those schools, Anderson is a leader in preparing students to be informed users of marketing research in their careers. The Cadillac competition gave our students the unique opportunity to conduct, analyze, and interpret this research to solve a real-world marketing challenge.”

The 2006 Cadillac National Case Study Competition, hosted by EdVenture Partners, challenges students to answer analytical questions and situations of interest regarding Cadillac’s brand positioning, communication strategy, and current strategic situation.

EdVenture Partners (EVP) develops industry-education partnerships utilizing unique curriculum-based, peer-to-peer models. These programs provide students with full-time personnel support and resources to implement student designed marketing techniques. Founded in 1990, Orinda, California based EVP has already exposed 40,000 students to their unique programs. EVP is the only marketing consultancy in the United States that brings together educators, students, clients and their channel partners for mutual collaboration, partnership and benefit. All EVP designed programs provide the opportunity for students to apply academic theory to real-world situations, thereby leveraging student minds in addressing client goals and objectives.

For more information on EdVenture Partners, please visit www.edventurepartners.com.

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The Anderson School of Management at the University of New Mexico is dedicated to excellence in professional management education. At the Anderson School, faculty, staff, and students are committed to shaping the intellect and character of the next generation of business leaders, advancing the knowledge and practice of management, promoting economic development, and building a vibrant intellectual community that serves the highest and best interests of all our stakeholders.

The School was founded in 1947 and now offers more than a dozen concentrations at the BBA and MBA levels and is accredited by the Association to Advance Collegiate Schools of Business in the top 20% of business schools in the nation. The School is funded by the State of New Mexico and further support is generated by The Anderson School of Management Foundation. For more information, the public can visit www.mgt.unm.edu, email info@mgt.unm.edu, or call (505) 277-6471.

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