A Hopkins marketing class, Advertising and Integrated Marketing Communication, was selected to compete in the nationwide Honda Civic Marketing Challenge along with 20 other universities. Simulating the environment of an actual advertising agency and even assigning students to individual “departments,” the class is a full-service ad agency called “Global Blue Strategies.” The students as a class are responsible for a project entitled “Recreate a Classic,” which involves developing an effective advertising campaign for the 2013 Honda Civic Sedan.
The editorial board commends the Advertising and Integrated Marketing Communication course for “Global Blue Strategies” and its unique and innovative project that provides students with the opportunity to engage in the development of a real advertising and marketing plan for a real-world client. This class stands out in offering students professional experience unlike those found in regular classrooms.
In particular, students gain insight into the role of advertising and an understanding of key concepts and principles in a real life setting. This environment calls on students to be creative and analytical while developing marketing skills for a truly unique and worthwhile goal. In addition, while many classes often lack student engagement, “Recreate a Classic” encourages students to hone their interpersonal communication skills and mold their leadership potential. Altogether, the course has a noble and worthy goal of encouraging students to experience and prepare for a career in advertising and marketing communication.