January 16, 2002

MBA students given assignment to market new MINI

London, Ontario – MINI Canada has given two MBA marketing classes the opportunity to use the launch of the MINI in Canada as a case study for advertising and strategy assignments.

Over 300 MBA students at the Richard Ivey School of Business at the University of Western Ontario in London, Ontario, received their MINI assignments yesterday. The students received a MINI briefing from members of the marketing department of MINI Canada, and all background materials required to complete their assignments.

One section of the class will be asked to hand in a creative advertising project using a positioning and communications strategy, while the other section of the class will be asked to complete a strategic marketing plan.

“The MINI case study has been designed to spark the students’ creativeness and ingenuity..,” explained Manfred Braunl, National Marketing Manager for BMW Group Canada. “The advantage of the MINI as a case study for university students is two fold. Firstly, the MINI has been vacant from Canada for over twenty years, so the students have not been predisposed to any previous marketing or advertising campaigns. It is a clean slate, so-to-speak. The second advantage is the fact that the MINI Cooper and MINI Cooper S are cars that appeal to young, urban professionals just like the students.”

Members of the MINI marketing team and members of TAXI, the agency of record for MINI will help to evaluate the students’ asssignments. The highest grade awarded to the creative advertising project and to the strategic planning project will be given a MINI Cooper to drive for the weekend.

MINI Canada Inc., based in Whitby, Ontario, is a wholly-owned subsidiary of BMW Group AG. MINI is represented by 15 independent MINI retail centres across the country.

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