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UCR Students Win General Motors’ National Marketing Award for “Singh Break”


UCR Students Win General Motors’ National Marketing Award for “Singh Break”

(September 20, 2001)

A team of undergraduate marketing students at the University of California at Riverside won the top award over 104 other national colleges and universities in the General Motors Marketing Internship program.

The public is invited as General Motors executives present a $3,000 cash recognition and the Scholastic Achievement Award to the school in honor of the students' work on Thursday, October 11, from 5 to 6:30 p.m. The awards presentation will begin promptly at 5:30 p.m.

Park in Lot 6 of the UCR campus, and signs will direct visitors to the site at the A. Gary Anderson Graduate School of Management. Light refreshments will be provided. UCR Chancellor Raymond L. Orbach, and Donald Dye, Dean of the Anderson Graduate School of Management, will attend.

The program, for which students apply to be accepted, gives college credit for partnering with a GM dealership to develop and execute a marketing campaign. The students paired with Riverside's Singh Chevrolet to develop a creative promotional event that applied their academic knowledge.

Their effort, “Singh Break,” targeted its desired market of 18- to 25-year-old first-time car buyers. It was held at University Village, involved more than 75 local merchants, live music and other entertainment, and drew more than 800 people. The students established partnerships to also promote the Make-A-Wish Foundation of the Inland Empire, Grand Marc Apartments, the Anderson Graduate School of Management, and University Village.

The General Motors Marketing Internship is a structured program to give real-life experience to business students. The students receive complete “ownership” and encouragement to create innovative strategies that achieve objectives of the “client,” the GM dealer.

The University of California, Riverside (www.ucr.edu) is a doctoral research university, a living laboratory for groundbreaking exploration of issues critical to Inland Southern California, the state and communities around the world. Reflecting California's diverse culture, UCR's enrollment has exceeded 21,000 students. The campus opened a medical school in 2013 and has reached the heart of the Coachella Valley by way of the UCR Palm Desert Center. The campus has an annual statewide economic impact of more than $1 billion.

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