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Marketing Partners with Lincoln Industries for Real World Experience

The top undergraduate and graduate marketing students in the University of Nebraska–Lincoln College of Business Administration were selected to work with Lincoln Industries on actual marketing problems for the company in a special topics course last spring. Steve Welton, assistant professor of practice in marketing, teaches the class and works closely with the metal finishing and supply chain management company to prepare the course curriculum.

“This program started when Lincoln Industries approached CBA about having the Department of Marketing do research and look at new marketing opportunities for their business,” Welton said. “We started talking to them about the benefits they could gain from university marketing expertise and suggested turning this into a class.”

Welton with students at Lincoln Industries
Welton with students at Lincoln Industries
This course is modeled after the special topics class taught each fall by Rob Simon, assistant professor of practice in marketing, which works with Union Pacific. Students go through an application and interview process to be selected for the class. Throughout the semester, they are given an opportunity to use their marketing skills in a real business setting as they work with Lincoln Industries to identify and resolve actual marketing problems.

“At the beginning of the semester, students have an initial tour of Lincoln Industries to understand what the company is about. They are assigned two to three marketing projects to assess the company’s needs. At the end of the semester, students present their findings and solutions to the management team,” Welton said.

After the semester, Welton and Dr. Dwayne Ball, department chair and associate professor of marketing, meet with the Lincoln Industries management team to review the course and ensure the needs of all the stakeholders are met. Lincoln Industries has sponsored this class for two years and looks forward to future collaborations with CBA.

“Lincoln Industries supports this class by giving time, effort, research and financial support,” Welton said. “This class adds value to our students’ education and career opportunities and benefits Lincoln Industries with market research and marketing strategic solutions that they can incorporate into the company.”
Published: July 23, 2015