jwu:north miami news

jwu:north miami news

Pilot (RED)
JWU North Miami Campus News

Marketing Students Pilot Project for (RED)

Veteran JWU Professor Mark Neckes always challenges his Principles of Marketing class. Through a pilot project he initiated for the fall 2009 term, freshman honors students developed an exercise for textbooks, designed three new products and marketing campaigns for (RED)™ products and inspired a national competition for all future textbook users.

Neckes approached Michael Solomon, author of a principles of marketing textbook, to include an interactive project, piloted by his students, in the book. Enthusiastic about the idea, Solomon asked (PRODUCT)RED to partner. The initiative, created by rock icon Bono, uses red products designed for globally sought-after brands to raise funds to supply antiretroviral medicines to AIDS victims in Africa. Textbook publisher Pearson Higher Education also backed the exercise, providing editors and the author as resources.

Julie Cordua, (RED)’s director of marketing, and Melissa Sabella, executive editor from Pearson, flew to campus to outline an overview and insight into the (PRODUCT)RED brand. The honors class of 11 students embraced the project with zeal, says Neckes. Divided into three groups and targeting a college-age consumer, the students chose to design (RED) Nike sneakers, a Ralph Lauren polo shirt and a JWU Wildcat t-shirt, as well as marketing campaigns for each.

At the final class presentation, Sabella and Richard Keaveny, director of digital learning and assessment at Pearson, and North Miami honors program coordinator, Carol Koris, Ph.D., reviewed the projects. The editors were “blown away” by the caliber of the work, says Neckes. After consideration by (PRO DUCT)RED, the POLO Ralph Lauren (RED) shirt with flags of African countries opposite the Lauren logo was judged to have the broadest potential appeal.

The students’ exercise will be included in a marketing textbook and a nationwide (RED) competition will take place in the spring. All three JWU projects will be automatically entered for a trip to New York City where products will be presented to directors.

“Given the caliber of student we’re attracting, I saw the need to build on our current curriculum to provide a more inspiring class project for this group of highachieving students,” says Neckes. “I can’t wait to see what they’ll be doing by their senior year.”

View the winning group’s promotional video: online > www.youtube.com/watch?v=68iAqY7sCIg

JWU North Miami Campus Golf Program, Community ServiceYoung Students Learn a Lesson in Golf
Focused on bringing Johnson & Wales University’s academic programs to underprivileged children, head golf coach, James Palmer, and a group of golf management students visited Overtown Youth Center (OYC) in October 2009 for a golf lesson and a review of potential careers within the industry.

Palmer talked about what they would do on the greens and JWU students began by introducing themselves and their hometowns. Overtown students were amazed to hear that golfers came from all over the world — Australia, South Africa, and New Zealand — to study golf management in North Miami.

The golf clinic was one in a series of programs organized to give Overtown students a better understanding of future possibilities. JWU students gave lessons on how to play the game and reinforced the benefits of hard work and dedication. “Through this partnership with Johnson & Wales University, we hope to provide Overtown Youth Center students with opportunities for personal growth as well as exposure to career development opportunities,” said Carla Penn, executive director of OYC. “Children who are exposed to extracurricular activities from an early age, are more likely to succeed in school and go on to have fulfilling lives as adults.”

OYC provides Overtown children with a safe environment for educational, cultural and recreational activities. style guides

Image: Head golf coach, James Palmer, prepares Overtown Youth Center students for a golf lesson.

President Loreen Chant ’89

“As the world’s economy becomes more connected, we have an obligation to expand our borders inside and outside of the classroom so that our students have the skills, cultural sensitivity and experience to be leaders in a global marketplace.”