How Does the Sponsorship Work
In our BBA Communications course, we seek client-sponsored capstone projects requiring a communication strategy or messaging execution plan to solve an internal or external challenge for your organization. The course features one client, with 200+ students forming 4-6 person project teams that review the data and recommend strategies to leadership.
Though there is no project fee for BBA Capstone projects, corporate clients are expected to work with Goizueta faculty to identify an optimal project that addresses real business needs and aligns with student capabilities. Clients kick-off and close out projects in person, and ideally provide virtual touchpoints along the way to guide the project to success.
Case Study: Mercedes-Benz
The ChallengeBBA Capstone students partnered with Mercedes-Benz USA to identify a communications strategy for Mercedes to launch the first A-Class sedan in the U.S. market, and specifically one that appealed to potential Millennial buyers.
The ApproachStudents had to think strategically and creatively to analyze potential buyers, clarify their ideal message outcome, then craft a message that would resonate with Millennials. Mercedes-Benz leadership was actively involved in the process and interested in connecting with students to hear their perspectives.
The OutcomeAt the end of the project, the top student teams presented their communication strategies, platforms, and messaging to Mercedes-Benz USA leadership, including CEO Dietmar Exler.