SDSU Grad Students Win Honda Research Program Competition

Contact: Randy Carmical, Director of Communications
(619) 594-0206 Randy.Carmical@sdsu.edu

SAN DIEGO, Thursday, February 09, 2006 – Four San Diego State University College of Business Administration graduate students, from Marketing Professor Don Sciglimpaglia’s Seminar in Marketing Research course, were recently awarded first prize in a Honda Research Program competition. Students Nannette Bell, Toby Seiler, Claudia Gramm and Christina Schranz, reported the results of their research to executives at Honda and RPA, Honda’s ad agency, at Honda headquarters in Torrance, California on January 27.  The SDSU team was awarded the $1,000 first prize among graduate business schools. Cal Poly San Luis Obispo had the winning entry among undergraduate schools.

This year’s competition is part of a Honda Research Program, geared toward researching Gen Y awareness and car buying motivations. A leading marketing education consulting company, EdVenture Partners, partnered with Honda to sponsor the competition.

“This is the second peer-to-peer assignment we’ve undertaken with EdVenture Partners, and a third is underway,” said Executive V.P., General Manager of RPA Denny Remsing. “San Diego State placed first among graduate schools that competed in the Honda Research Program. They were very professional in the way they undertook the assignment, which gave us new and fresh insights into the Gen Y consumer.  We also really liked the energy and enthusiasm they displayed in presenting their findings.”

During the fall 2005 semester, students were asked to implement research methodologies such as interviews, focus groups, and surveys to collect data and analyze, report, and present their findings to the client. The group’s task was to research members of the youth car buying market segment and current owners of Gen Y-inspired vehicles. Sciglimpaglia said, “This was a truly outstanding and creative research effort.  The team conducted focus groups, attended events, did an extensive blog search and conducted an online survey of nearly 550 target consumers.”

 “The experience of working with a leading marketing agency and Fortune 500 company has been an invaluable part of my MBA education at SDSU. Presenting our research to marketing professionals from Honda and RPA was a thrilling experience,” said student Nannette Bell who was on SDSU’s winning team. 

American Honda Motor Co. Senior Manager of National Advertising Tom Peyton said, “The insights gained by the SDSU team proved to us (Honda) that there’s still no substitution for ‘going to the spot’ to understand forces driving the marketplace.  They brought insights that were fresh and relevant...something not always found in the reams of data we are often confronted with.”

Two years ago, graduate students from Sciglimpaglia’s course won first place at the national level for another Case Study Competition, also sponsored by EdVenture Partners, and presented their ideas on how to market to the Millennial Generation.

“EdVenture Partners has had the opportunity to work with students and faculty at San Diego State for 15 years on a variety of industry-education partnership programs,” said EdVenture Partners CEO Tony Sgro. “The effort put forth by SDSU students has consistently impressed our clients, including this research campaign and SDSU students always find themselves on the winner’s podium.”

In the spring 2006 semester, a new group of students will participate in a nationwide competition and implement their own creative marketing campaign, geared toward the launch of Honda’s new vehicle, the Fit.  

About EdVentures

EdVenture’s proven Curriculum-Based, Peer-Marketing model and unmatched full-time staff support provide both one-of-a-kind educational value to students and educators while reciprocally providing clients with marketing, brand building, research, sales and recruiting access to campuses across the country. EdVenture Partners’ programs are designed to meet industry, government, and education objectives.

About the SDSU College of Business Administration

With over 5,500 students, the SDSU College of Business is one of the largest business schools in the U.S. Its programs in undergraduate international business and graduate entrepreneurship are ranked among the top programs in the country by U.S.                         News and World Report. This year, the college is celebrating “50 Years of Educating San Diego’s Business Leaders.”

About San Diego State University

San Diego State University is the oldest and largest higher education institution in the San Diego region.  Since it was founded in 1897, the university has grown to offer bachelor’s degrees in 81 areas, master’s degrees in 72 areas and doctorates in 16 areas.  SDSU’s more than 33,000 students participate in academic curriculum distinguished by direct contact with faculty and an increasing international emphasis that prepares them for a global future.  For more information, visit www.sdsu.edu.