Loyola Marymount University has been selected as one of 18 universities to participate in the Honda Fit Marketing Challenge this spring.
The program — sponsored by American Honda Motor Company Incorporated — provides each university with $2,500 to analyze, develop, and execute a marketing campaign to introduce Honda’s new subcompact car called Fit.
The Fit is scheduled to be in dealerships this April and Honda’s goal is to use the knowledge of university students to target what Honda says is its key Fit market — university students.
A group of marketing students from Loyola Marymount University created a fully functioning marketing agency called Lion Vision for client Honda at the beginning of the semester.
In the next few months, the students will be responsible for creating a marketing campaign and making a formal agency-style presentation to Honda executives.
Honda executives may choose to use some of the student ideas to launch Fit in April.