然而,这些项目并非完全没有私心:公司获得免费──或者说近乎免费──劳力的同时,学校获得的项目补贴可以达到数十万美元,而学生却分文未得。
Dr Pepper Snapple Group Inc. this year handed over the reins of its Yoo-hoo chocolate-drink marketing campaign to two M.B.A.s from the University of Texas at Austin's McCombs School of Business. The students -- working for no pay in the spring and fall, though one will be a salaried intern this summer -- are taking over the brand completely to create Yoo-hoo's first major marketing push in more than four years. The 90-year-old beverage, considered a 'midsize' brand at Dr Pepper Snapple, had 2011 sales of more than $100 million, the company says, citing Nielsen data.
Serge Bloch今年,Dr Pepper Snapple集团把它的Yoo-hoo巧克力饮料的市场营销活动交给了两名来自德克萨斯大学奥斯丁分校麦库姆斯商学院(University of Texas at Austin's McCombs School of Business)的MBA学生。这两名学生──春秋两季无偿工作,不过其中一名夏季将会带薪实习──正全面接手该品牌,准备进行Yoo-hoo饮料四年多来第一次重大的市场推广活动。公司援引尼尔森市场调查公司(Nielsen)的数据说,这个在Dr Pepper Snapple集团被视为“中型”品牌的饮料拥有90年的历史,其2011年的销售额超过了1亿美元。
The two students, picked via a rigorous selection process, each spend up to 20 hours a week on the project, their combined effort contributing almost the equivalent of one full-time employee. (McCombs graduates who took jobs in brand management last year earned an average of $94,300 a year.)
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