A group of University of Pittsburgh marketing juniors and seniors race the academic clock to compete in the nationwide competition known as the Acura ILX Marketing Challenge 2016. The University of Pittsburgh team, Pros In Motion, compete against 20 other established universities during the fall semester. As the class develops an integrated marketing communications plan for Acura ILX, the team shifts their focus from getting an A to winning the nationwide competition.

Whitehall High School graduate Kelsey Magilton is competing in the Acura ILX Marketing Challenge. She is a senior at University of Pittsburgh, majoring in marketing, and has been elected agency coordinator of this national competition. Magilton is utilizing her leadership skills gained from her time as cheerleading captain, track and field co-captain and yearbook editor to lead her school competing against 20 other top universities. She has brought the same drive and determination to her college career as a member of Phi Beta Lambda, the collegiate level of Future Business Leaders of America, as well as tutoring student athletes.

It is no secret companies across the industry have realized the lack of millennial engagement. The millennial market is focused on using public transportation and other transit options instead of purchasing cars. A survey of over 900 respondents helped identify this issue.

In three short months, students must create a campaign theme, conduct exploratory and descriptive research of the target market, advertise and coordinate promotional events and conduct post campaign research to evaluate campaign success. The addition of this practicum experience also provides a striking point of difference on Pittsburgh’s business student resumes. Unlike classes that emphasize theory and concept, this directed studies class provides hands-on, experienced-based learning to be implemented by the world-class brand following the program, just like a real agency.

Upon completion of the research, the top three teams will present to Acura C-Suite executives in Torrance, Cali., with the winning team earning $5,000 for their university.

Every semester, the class works for a different client. The class has a track record of working with internationally recognized brands in need of understanding this young adult population. Past clients have included Fox Sports, National Football League, American Eagle, Central Intelligence Agency (CIA) and United Way. The University of Pittsburgh team has placed in the top three in the competition 11 times. The fall 2016 team hopes to continue the university’s winning tradition. In addition to yet another winning title for Pittsburgh, students may find job offers in the mix of prizes.

EdVenture Partners is an organization dedicated to developing innovative industry- education partnership programs. These experiential learning opportunities provide hands-on, real-world experience to students in tandem with providing marketing, recruiting and social impact solutions at colleges, universities and high schools to clients. EdVenture Partners has designed and managed programs at over 800 schools in North America and internationally.