Four undergraduate business majors were among the finalists in the Institute of Management Accountants (IMA)'s marketing contest, "Market the IMA," this September. The students, Anthony Campise, Lorena Luis Gomez-Sandoval, Cosette Kulda and Mary Trinko, assessed the current marketing situation for accounting professional organization's Dallas/Fort Worth chapter and developed a marketing plan advising the IMA to target millennials as the most promising option for expanding its membership base.
"The project enabled our students to put into practice what they have studied in the classroom – a key concept of the College of Business' educational vision of experiential learning," said Assistant Professor Laura Serviere-Muñoz, who advised the group of students.
As part of the strategy, students developed a slogan for the chapter, created a schedule of promotional activities, including direct marketing and social media, and reviewed the chapter's current communications materials to offer suggestions for improvement.
The students presented their plan to the IMA board members in late September. The prize included a donation to the College of Business and an invitation for students to attend a chapter dinner.