Students, car dealership join forces

Students will roll out some real-life marketing of a local automobile dealership next Wednesday on the Highline Community College campus.

The event from 9 a.m. to 2 p.m. is part of a quarter-long effort by 36 HCC students participating in the General Motors Marketing Internship, an industry-education partnership that gives students the opportunity to put their book-learning to work.

The students have researched and planned the promotion of Valley Pontiac-Buick-GMC. The dealership has functioned as the students’ clients, providing objectives for them to work toward as well as the money, information and resources necessary for the students to launch their promotion, which will feature food, music and prizes. New vehicles will be on display.

Rey Martinez, head of public relations for the marketing class, said the project’s goal “was to design an event that was fun and engaging and that benefitted our education, while exposing people to the great Pontiac vehicles provided by Valley Pontiac-Buick-GMC.”

Ron Claudon Jr. of Valley Pontiac-Buick-GMC said the dealership is gaining exposure on campus “while giving the Highline students real-life experiences.”

The experience has been “very rewarding,” Claudon said.

After the event, the students will research its effects on their target market. The students will then present the results of this research, along with an evaluation of their event strategy to representatives from Pontiac, General Motors and Valley Pontiac-Buick-GMC.

The students will be eligible to compete for a General Motors Marketing Internship Scholastic Achievement Award, a national $3,000 prize given to the top four-year university and the top community college participating in the program.

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