San Diego Magazine saves money,
MBA students win 2nd place in national competition

A marketing case study by a team of MBA students from San Diego State University recently won second place nationally in a competition sponsored by the Small Business Institute Directors Association. This was the third year in row that SDSU has placed first or second in this competition, winning it last year.

The SDSU students conducted a feasibility analysis for San Diego Magazine on the viability of a new publication for the Hispanic community. The students’ goal was to determine if there is a significant market opportunity for the proposed publication.

After extensive research, including analysis of data and interviews with potential readers and advertisers, the MBA students concluded that such a publication would not be viable. In doing so, the project saved San Diego Magazine from launching a venture that probably would not have succeeded, thus saving the publication upwards of $1million.

“I couldn’t have been more impressed with the work the team did, and in fact we are working on a new project with another group of MBA students from SDSU right now,” said Kevin Leap, associate publisher of San Diego Magazine.