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Marketing Students Learn Science of Research with Lincoln Industries

Not every college senior looks for difficult classes their last semester, but the intrigue of an intensive challenge before graduation motivated Evan Dexter to enroll in the MRKT 490 special topics class at the University of Nebraska–Lincoln College of Business Administration. The class requires students to develop a real-world business and marketing plan with Lincoln Industries, a local business that provides chrome plating services to a variety of manufacturers of motorcycles, trucks, ATVs and independently owned truck drivers.

Dexter, a marketing major from Lincoln, Nebraska, wanted to apply what he learned in the classroom at CBA the past four years to an actual company.

“I had friends who took a similar marketing class working with Union Pacific,” Dexter said. “They told me it would be a lot of work, but I wanted something outside of the traditional classroom experience.”

Dexter (far left) tours Lincoln Industries
Dexter (far left) tours Lincoln Industries
He helped develop a survey form to examine four customer segments at Lincoln Industries.

“They were looking to find similarities between those four customer groups to potentially co-brand a product. I took skills learned from my marketing research class to develop the survey so it was appropriate and professional, and made sure we distributed it properly. We posted it on an online forum and although we had to resubmit it a couple times, it worked great,” he said.

Dexter and his team members worked with a Lincoln Industries team to receive feedback and stay on track with the company’s vision.

“Typically, group projects I’ve participated in are very structured assignments. The cool thing is there is none of that in this class. The project is completely open to whatever we make it. We are equal peers in discussing the project and problem solving with team members and Lincoln Industries,” Dexter said.

The student teams compete against each other in various rounds of the class project throughout the semester. Dexter’s team won the first round largely because of their survey work. 

Tom Hance, president of Lincoln Industries, talks to class
Tom Hance, president of Lincoln Industries, talks to class
“Almost every student worries at some point if what they’ve learned is going to be useful,” he said. “A class like this helps connect the dots and affirms that it has been worth it.”

Steve Welton, assistant professor of practice in marketing, teaches the class and believes the relationship between marketing students and Lincoln Industries is invaluable.

“The class has become an annual tradition now with Lincoln Industries,” Welton said. “Their practical needs help drive the work our students undertake on the projects, and ultimately, that’s exactly the experience students will need once they enter the work force.”

Dexter, who currently works as a planned giving intern at the University of Nebraska Foundation, believes the project will stay with him as he goes forward.

“I helped contribute to a company that is actually utilizing my recommendations,” Dexter said. “It was a great experience to be an active participant.”
Published: April 22, 2016