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Collegiate ECHO - Winning Faculty Advisors' Guide
We have developed the following guidelines to help professors prepare teams to enter Marketing EDGE's Collegiate ECHO Challenge. The Collegiate ECHO Challenge provides students with real-world opportunities to prepare a comprehensive Integrated Marketing Communications proposal, slide presentation and video ad for customers like the 2013-2014 client, Domino’s.
Like most educators, we strive to develop class projects that are timely, relevant and engaging, requiring students to think critically and creatively while applying the marketing theories they learned in their marketing course work. Today, if students want to land jobs with above normal starting salaries, they must be prepared to hit the ground running to meet business challenges. We have found the Collegiate ECHO Challenge to be invaluable in preparing our students for the real world.
These guidelines are developed based upon our experiences with advising student teams, both graduate and undergraduate. A number of these teams have won the Gold, Silver, Bronze and other awards over the last half dozen plus years.
Dr. Lisa D. Spiller, is Distinguished Professor of Marketing, Joseph W. Luter, III School of Business, Christopher Newport University.
David W. Marold is a Full-Time Lecturer, College of Business, Eastern Michigan University and Adjunct Instructor, Integrated Marketing Communications Online Graduate Program, Perley Isaac Reed School of Journalism , West Virginia University
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The work in this guide is based on the paper published in the Journal of Advertising Education (Volume 14, Number 1, Spring 2010), "Creating Winners for Life: How to Prepare Your Student to Become IDM Professionals by Using the DMEF's Collegiate ECHO Challenge as a Teaching Aid," co-authored by Dr. Lisa. D. Spiller, Christopher Newport University; Harvey Markovitz, MS, Pace University; and David W. Marold, M.B.A., Eastern Michigan University