Larry Hill and his four teammates from Rutgers Business School considered themselves the underdogs leading up to the final round of the RBS Apprentice marketing case competition.
They were designated an alternate twice. And twice, another team dropped out, clearing the way for them to advance in a contest that required the students to develop a marketing plan to boost attendance at a Rutgers women’s basketball game.
Hill and the rest of the Scarlet Raiders team – Wadnes Castelly, Musa Elison, Chinedu Onyema and Tochi Ukaigwe – executed a powerful social media campaign with a catchy hashtag that helped to bring 300 people to the Rutgers Athletic Center when Rutgers faced off against Michigan on Feb. 28. They targeted student organizations and Robert Wood Johnson University Hospital and partnered with the Office of Housing for some added momentum. And the underdogs, who like to repeat a Michael Jordan quote about not letting obstacles stop you, took home the top prize of $5,000.
Nearly two years ago, Coach Vivian Stringer mentioned the possibility of having Rutgers Business School students help promote women’s basketball. Senior Associate Dean and professor Phyllis Siegel, who is a fan, didn’t forget the comment.
She worked with Assistant Head Coach Betsy Yonkman and RBS marketing instructor Erich Toncre to develop a competition that would give students hands-on marketing experience and help rally Rutgers students and the public around women’s basketball.
Toncre, who served as advisor to the teams, said the competition helped to "transform" the students into marketing professionals. "All the teams had very good ideas," he said. "What set the Scarlet Raiders apart was their execution. They delivered the best outcome in terms of getting fans in the stands."
Irwin Lerner, former CEO of Hoffmann-La Roche, explains vision for symposium
Irwin Lerner, who created the Lerner Center for the Study of Pharmaceutical Management Issues with his wife Blanche, did an interview last year in which he explained the purpose of the research center and its work, including the annual health care symposium.
Lerner, a former CEO of Hoffmann-LaRoche's U.S. business, said he wanted to foster a deeper understanding of the industry and the opportunities it offers.
With the 2016 health care symposium scheduled for April 20, it seemed like a good time to share Lerner's words.
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