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MBA Students Developing Social Media Strategy
for Martina McBride's New CD


Jan Williams, Martina McBride, Michael Strickland, Matt MyersAward-winning singer and songwriter Martina McBride, along with her manager and husband, John McBride, and an entourage of interactive marketing experts recently visited the College of Business Administration as guest lecturers. Their visit kicked off an applied-learning project for an MBA marketing class, which is producing a social media plan for Martina McBride’s newest CD as part of its course curriculum.

"The value that applied-learning experiences bring to our MBA students is significant," said Dean Jan Williams. "The Martina McBride project enables students to build their skills, knowledge base and network while providing value to industry. We are delighted to be partnering with the McBrides in this way.”

The idea for the project originated with Michael Strickland, chairman of the global entertainment lighting firm Bandit Lites (McBride is a client of the firm) and UT College of Business Administration 2009 Distinguished Alum. Strickland joined the group for the presentation and was instrumental in bringing the project to reality.

Matt Myers, who is the Nestle USA Professor in Marketing, head of the Department of Marketing and Logistics, and course professor, sees value in using social media as a tool for implementing a sound integrated marketing communications strategy.

"Projects such as these give us the opportunity to introduce innovative ideas into the classroom. Our students leave the program with up-to-date knowledge that can be used in the workplace," Myers said. "We are increasingly recognizing the power of social media for marketing and the opportunities that it creates for our students."

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