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Press Release


February 3, 2012

Anderson Students Get Behind the Wheel for Hands-On Experience in Business

ALBUQUERQUE, N.M. - February 3, 2012 - 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 on this initiative."

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

About Rick and Debbie Johnson Marketing Center

The Rick and Debbie Johnson Marketing Center is dedicated to creating transformational learning experiences for students. Located at the University of New Mexico Anderson School of Management, the state-of-the-art studio and collaborative learning facility provides marketing students access to the same tools used by multinational, advertising and media companies to conduct in-depth analysis of markets, and develop, implement and evaluate campaigns. Amenities in the 500 square-foot facility include six workstations with specialized graphic design and research software, WiFi, digital audio and video recorders, video teleconferencing, and a video-data projection system.

The center is named in honor of the couple who started the Rick Johnson and Company advertising agency in Albuquerque, N.M. in the 1970s and beat all the odds by making it one of the top firms in the Western United States. For more information, the public can visit or email

About Honda

Honda is a leader in the development of leading-edge technologies to reduce CO2 emissions, including advanced gasoline engines, gasoline-electric hybrids, natural gas-powered engines, and hydrogen fuel cells. Founded in Japan in 1948, Honda began operations in the U.S. in 1959 with the establishment of American Honda Motor Co., Inc., Honda's first overseas subsidiary. The company, which marked its 50th year of U.S. operations in 2009, has invested more than $10.6 billion in its North American operations with 16 major manufacturing facilities, employment of more than 35,000 associates, and annual purchases of more than $18.8 billion in parts and materials from suppliers in North America. Find out more at

About EdVenture Partners

EdVenture Partners is an organization dedicated to developing innovative industry-education partnership programs. The objective of such programs is to provide hands-on, real-world experience to students in tandem with providing marketing solutions and recruiting access at colleges and universities to clients. EdVenture Partners has designed and managed programs at over 1,000 campuses in North America and internationally. Find out more at

Press Contact:
Danielle Silva

Rick and Debbie Johnson Marketing Center

University of New Mexico

Anderson School of Management

1 University of New Mexico

MSC 05 3090

Albuquerque, NM 87131

Mobile (505) 977-1059

Fax (505) 277-7108


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, email, or call (505) 277-6471.