UB MBAs to Take GM’s Newest Cars for a Spin

By Jacqueline Molik Ghosen

BUFFALO, N.Y. -- Alternative fuels—battery, diesel, electric and fuel cell—will be in the spotlight when UB MBAs test-drive GM’s newest cars from 9 a.m. to noon, Feb. 24, at UB’s Center for Tomorrow.

The School of Management and representatives from GM are partnering in a semester-long project that enables MBAs enrolled in the school’s marketing management course to apply their skills to a real-world business scenario—developing a marketing strategy for the U.S. commercial launch of GM’s new hydrogen fuel cell car, which is scheduled for mass production in 2015.

The test drives will include a range of vehicles, including alternative-fuel versions of the Buick Regal, Cadillac CTS and Chevrolet Equinox, Volt, Sonic and Cruze.

“This is a great opportunity for our students to see what is offered on existing models and how GM is changing,” says Arun Jain, Samuel P. Capen Professor of Marketing Research.

In addition to the test drives and presentations by GM executives, the MBAs will visit advertising agencies and other successful local companies to learn more about branding, marketing and communication strategies for launching new products.

“It’s much more meaningful for students to learn marketing concepts using real-world examples, especially when those examples are interesting and provocative,” Jain says. “Past projects have demonstrated that the companies we partner with come away with a few ideas, as well.”

The UB School of Management is recognized for its emphasis on real-world learning, community and economic impact, and the global perspective of its faculty, students and alumni. The school has been ranked by Bloomberg Businessweek, the Financial Times, Forbes, U.S. News & World Report and The Wall Street Journal for the quality of its programs and the return on investment it provides its graduates. For more information about the UB School of Management, visit mgt.buffalo.edu.

The University at Buffalo is a premier research-intensive public university, a flagship institution in the State University of New York system and its largest and most comprehensive campus. UB’s more than 28,000 students pursue their academic interests through more than 300 undergraduate, graduate and professional degree programs. Founded in 1846, the University at Buffalo is a member of the Association of American Universities.