Columns:: $16,000 in prize money awarded at first marketing research competition

since 12/15/98

Columns::March 11, 2002

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Campus News

$16,000 in prize money awarded at first marketing research competition

By Jim Kvicala
jimkvicala@terry.uga.edu

A polished presentation by a team of M.B.A. students from the University of Michigan earned top honors and a $10,000 prize in the inaugural GM/Terry Marketing Research Project Competition.
Business school teams from Emory and Harvard claimed the runner-up $5,000 and $1,000 prizes, respectively, and all the teams walked away with sharpened marketing research skills and new insights into Internet strategy, thanks to GM’s involvement in the case studies that served as the basis for the competition.
Teams from 11 of the nation’s pre-eminent business schools participated in the 10-week competition, which culminated in a daylong series of marketing presentations Feb. 23 at UGA’s Alumni Club in Buckhead.
Event organizer Rajiv Grover, head of the marketing department at UGA’s Terry College of Business, says contest co-sponsor General Motors was “very impressed” by the professional caliber of the students’ presentations.
“I think GM got every penny’s worth from this competition,” says Grover, who helped frame the event as a “marketing research project competition.” Each of the cases addressed General Motors’ real-world Internet marketing strategies. Five GM executives were on the judging panel, along with a sixth judge from Computerworld magazine. At the end of the contest, the presentations became the intellectual property of GM.
Keith Denny, a business analyst with e-GM and one of the judges, says the company is already disseminating information and concepts from the recommendations. “It’s already making an impact,” he says. “This is definitely something we want to continue next year.”
Business schools who sent teams to the event were Carnegie Mellon University, Emory University, Harvard University, Massachusetts Institute of Technology, Northwestern University, Stanford University, UGA, the University of Michigan, the University of North Carolina, the University of South Carolina and Vanderbilt University.

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