May 15, 2006
ALBUQUERQUE, N.M. – Former Lobo tight end Logan Hall is among the six-member team of MBA students from the Anderson School of Management that has advanced to the final round of the 2006 Cadillac Case Study Competition. UNM and a team from Indiana University will present their case studies to a panel of Cadillac executives and members of Cadillac’s marketing firm on May 25 in Detroit.
Hall started 16 of 22 games during his two-year playing career at New Mexico (2004-05) and finished with 16 catches for 186 yards, including a touchdown against Navy in the 2004 Emerald Bowl in San Francisco. The Idaho Falls native was a two-time Academic all-MWC honoree for the Lobos. He and his wife, Cortney, have a 1-year-old son, Conner.
In 2005, the Anderson School MBA team won the competition with their plan to market Cadillacs to two distinct segments of baby boomers, beating out teams from UCLA, Tulane University, University of Mississippi, University of Iowa, and others.
This year, the task was to research women aged 35+ to better understand their beliefs and attitudes about Cadillac and Escalade. The UNM team conducted a national online research study. Using this research, the students then developed a marketing communications plan to engage their target audience using communication tools above and beyond traditional advertising.
Hall’s team includes students Pedro Bonano, Denisse Olivas, Melissa Valles, Patricia Plichta, and Joseph Weiss, the Assistant Athletics Director for Marketing at UNM. Anderson Lecturer John Benavidez and Assistant Professor Catherine Roster were the group’s mentors and the project was conducted as part of Benavidez’s Marketing Communications Management class.
“The team overcame the challenge of conducting national research and developing a marketing communications plan in only twelve weeks to deliver an exceptional case study presentation,” Benavidez said.
Roster stressed the importance of marketing research to the success of the team.
“Only half of the MBA programs in the United States offer a concentration course in marketing research,” she said. “As one of those schools, Anderson is a leader in preparing students to be informed users of marketing research in their careers. The Cadillac competition gave our students the unique opportunity to conduct, analyze, and interpret this research to solve a real-world marketing challenge.”