{"id":1737,"date":"2007-07-16T17:15:37","date_gmt":"2007-07-16T21:15:37","guid":{"rendered":"https:\/\/engineering.jhu.edu\/magazine-archive\/?p=1737"},"modified":"2014-12-16T17:16:39","modified_gmt":"2014-12-16T22:16:39","slug":"final-exam-3","status":"publish","type":"post","link":"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/","title":{"rendered":"Final Exam"},"content":{"rendered":"\"final_exam\"<\/a>\n

The course is called Advertising Promotions. The 18 undergraduates enrolled in it refer to themselves as the \u201cVeritas Blue Advertising Agency\u201d and go by titles such as \u201cManager of Public Relations\u201d and \u201cFinance Manager.\u201d While the students must master key marketing concepts and market research skills, they also have to market a new mobile banking technology.<\/p>\n

The class, taught by lecturer Leslie Kendrick and offered through the Whiting School\u2019s Center for Leadership Education, competes with classes from five other colleges to create the most effective marketing communications plan promoting \u201cPhire\u201d technology. Phire, created by the real-life Sapphire Mobile Systems, enables mobile banking through your cell phone.<\/p>\n

\u201cThe connection between engineering and business is just growing stronger at the Whiting School,\u201d says Mark Presnell, director of the university\u2019s Career Center. \u201cOffering classes like this through the School of Engineering enables our students to take what they learn in their more technical classes and turn this knowledge into a marketable commodity in a variety of fields.\u201d<\/p>\n

Neeraj Bansal, senior vice president for Sapphire, had specific goals in mind when he asked students to develop a marketing strategy. \u201cAdvertising to college students on Facebook and Myspace is an obvious strategy,\u201d he says. \u201cWe don\u2019t need Johns Hopkins students to tell us that.\u201d Instead, he says, he wanted them to identify a target market and determine how to market to that group.<\/p>\n

In addition to developing a website, promoting across campus and to local business, and producing videos for Internet distribution, Veritas Blue secured television, radio, and print media publicity. And, on April 2, the students held a \u201cPhire Fare\u201d on campus, where they hosted a \u201cPhire Hot Wing Eating Contest,\u201d distributed fliers, and gave away logo-emblazoned ping-pong balls. One member of Veritas even dressed up as a cell phone.<\/p>\n

On April 26, the students made their final presentation to Bansal. The group reported more than 830 unique visits to their website and more than 400 attendees at the Phire Fare. And while only 34 percent of the attendees would have been likely to use Phire before they attended the event, 82 percent said they\u2019d be likely to do so after having learned more about it at the Phire Fare.<\/p>\n

Ultimately, Veritas Blue reported that at the beginning of their campaign only 2 percent of the Hopkins population had heard of Phire, but by the end the student marketers had raised awareness campus-wide to 35 percent.<\/p>\n","protected":false},"excerpt":{"rendered":"

The course is called Advertising Promotions. The 18 undergraduates enrolled in it refer to themselves as the \u201cVeritas Blue Advertising Agency\u201d and go by titles such as \u201cManager of Public Relations\u201d and \u201cFinance Manager.\u201d While the students must master key marketing concepts and market research skills, they also have to market a new mobile banking…<\/p>\n","protected":false},"author":4,"featured_media":1738,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[33],"tags":[],"class_list":["post-1737","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-final-exam","issue-summer-2007"],"acf":[],"yoast_head":"\nFinal Exam - JHU Engineering Magazine<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Final Exam - JHU Engineering Magazine\" \/>\n<meta property=\"og:description\" content=\"The course is called Advertising Promotions. The 18 undergraduates enrolled in it refer to themselves as the \u201cVeritas Blue Advertising Agency\u201d and go by titles such as \u201cManager of Public Relations\u201d and \u201cFinance Manager.\u201d While the students must master key marketing concepts and market research skills, they also have to market a new mobile banking...\" \/>\n<meta property=\"og:url\" content=\"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/\" \/>\n<meta property=\"og:site_name\" content=\"JHU Engineering Magazine\" \/>\n<meta property=\"article:published_time\" content=\"2007-07-16T21:15:37+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2014-12-16T22:16:39+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2014\/07\/final-exam.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1111\" \/>\n\t<meta property=\"og:image:height\" content=\"737\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Abby Lattes\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Abby Lattes\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"NewsArticle\",\"@id\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/2007\\\/07\\\/final-exam-3\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/2007\\\/07\\\/final-exam-3\\\/\"},\"author\":{\"name\":\"Abby Lattes\",\"@id\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/#\\\/schema\\\/person\\\/0244393be370fbc3ead8ec26062e9742\"},\"headline\":\"Final Exam\",\"datePublished\":\"2007-07-16T21:15:37+00:00\",\"dateModified\":\"2014-12-16T22:16:39+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/2007\\\/07\\\/final-exam-3\\\/\"},\"wordCount\":399,\"commentCount\":0,\"image\":{\"@id\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/2007\\\/07\\\/final-exam-3\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/wp-content\\\/uploads\\\/2014\\\/07\\\/final-exam.jpg\",\"articleSection\":[\"Final Exam\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/2007\\\/07\\\/final-exam-3\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/2007\\\/07\\\/final-exam-3\\\/\",\"url\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/2007\\\/07\\\/final-exam-3\\\/\",\"name\":\"Final Exam - JHU Engineering Magazine\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/2007\\\/07\\\/final-exam-3\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/2007\\\/07\\\/final-exam-3\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/wp-content\\\/uploads\\\/2014\\\/07\\\/final-exam.jpg\",\"datePublished\":\"2007-07-16T21:15:37+00:00\",\"dateModified\":\"2014-12-16T22:16:39+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/#\\\/schema\\\/person\\\/0244393be370fbc3ead8ec26062e9742\"},\"breadcrumb\":{\"@id\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/2007\\\/07\\\/final-exam-3\\\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/2007\\\/07\\\/final-exam-3\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/2007\\\/07\\\/final-exam-3\\\/#primaryimage\",\"url\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/wp-content\\\/uploads\\\/2014\\\/07\\\/final-exam.jpg\",\"contentUrl\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/wp-content\\\/uploads\\\/2014\\\/07\\\/final-exam.jpg\",\"width\":1111,\"height\":737,\"caption\":\"final_exam\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/2007\\\/07\\\/final-exam-3\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Final Exam\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/#website\",\"url\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/\",\"name\":\"JHU Engineering Magazine\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/engineering.jhu.edu\\\/magazine-archive\\\/#\\\/schema\\\/person\\\/0244393be370fbc3ead8ec26062e9742\",\"name\":\"Abby Lattes\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c56cb7af5427f847aa288542444ba9ff3d2107bf85dc6c6d44a4d1315608258d?s=96&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c56cb7af5427f847aa288542444ba9ff3d2107bf85dc6c6d44a4d1315608258d?s=96&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/c56cb7af5427f847aa288542444ba9ff3d2107bf85dc6c6d44a4d1315608258d?s=96&r=g\",\"caption\":\"Abby Lattes\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Final Exam - JHU Engineering Magazine","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/","og_locale":"en_US","og_type":"article","og_title":"Final Exam - JHU Engineering Magazine","og_description":"The course is called Advertising Promotions. The 18 undergraduates enrolled in it refer to themselves as the \u201cVeritas Blue Advertising Agency\u201d and go by titles such as \u201cManager of Public Relations\u201d and \u201cFinance Manager.\u201d While the students must master key marketing concepts and market research skills, they also have to market a new mobile banking...","og_url":"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/","og_site_name":"JHU Engineering Magazine","article_published_time":"2007-07-16T21:15:37+00:00","article_modified_time":"2014-12-16T22:16:39+00:00","og_image":[{"width":1111,"height":737,"url":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2014\/07\/final-exam.jpg","type":"image\/jpeg"}],"author":"Abby Lattes","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Abby Lattes","Est. reading time":"2 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"NewsArticle","@id":"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/#article","isPartOf":{"@id":"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/"},"author":{"name":"Abby Lattes","@id":"https:\/\/engineering.jhu.edu\/magazine-archive\/#\/schema\/person\/0244393be370fbc3ead8ec26062e9742"},"headline":"Final Exam","datePublished":"2007-07-16T21:15:37+00:00","dateModified":"2014-12-16T22:16:39+00:00","mainEntityOfPage":{"@id":"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/"},"wordCount":399,"commentCount":0,"image":{"@id":"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/#primaryimage"},"thumbnailUrl":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2014\/07\/final-exam.jpg","articleSection":["Final Exam"],"inLanguage":"en-US","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/","url":"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/","name":"Final Exam - JHU Engineering Magazine","isPartOf":{"@id":"https:\/\/engineering.jhu.edu\/magazine-archive\/#website"},"primaryImageOfPage":{"@id":"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/#primaryimage"},"image":{"@id":"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/#primaryimage"},"thumbnailUrl":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2014\/07\/final-exam.jpg","datePublished":"2007-07-16T21:15:37+00:00","dateModified":"2014-12-16T22:16:39+00:00","author":{"@id":"https:\/\/engineering.jhu.edu\/magazine-archive\/#\/schema\/person\/0244393be370fbc3ead8ec26062e9742"},"breadcrumb":{"@id":"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/#primaryimage","url":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2014\/07\/final-exam.jpg","contentUrl":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-content\/uploads\/2014\/07\/final-exam.jpg","width":1111,"height":737,"caption":"final_exam"},{"@type":"BreadcrumbList","@id":"https:\/\/engineering.jhu.edu\/magazine-archive\/2007\/07\/final-exam-3\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/engineering.jhu.edu\/magazine-archive\/"},{"@type":"ListItem","position":2,"name":"Final Exam"}]},{"@type":"WebSite","@id":"https:\/\/engineering.jhu.edu\/magazine-archive\/#website","url":"https:\/\/engineering.jhu.edu\/magazine-archive\/","name":"JHU Engineering Magazine","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/engineering.jhu.edu\/magazine-archive\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/engineering.jhu.edu\/magazine-archive\/#\/schema\/person\/0244393be370fbc3ead8ec26062e9742","name":"Abby Lattes","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/secure.gravatar.com\/avatar\/c56cb7af5427f847aa288542444ba9ff3d2107bf85dc6c6d44a4d1315608258d?s=96&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/c56cb7af5427f847aa288542444ba9ff3d2107bf85dc6c6d44a4d1315608258d?s=96&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/c56cb7af5427f847aa288542444ba9ff3d2107bf85dc6c6d44a4d1315608258d?s=96&r=g","caption":"Abby Lattes"}}]}},"_links":{"self":[{"href":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-json\/wp\/v2\/posts\/1737","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-json\/wp\/v2\/comments?post=1737"}],"version-history":[{"count":2,"href":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-json\/wp\/v2\/posts\/1737\/revisions"}],"predecessor-version":[{"id":2894,"href":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-json\/wp\/v2\/posts\/1737\/revisions\/2894"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-json\/wp\/v2\/media\/1738"}],"wp:attachment":[{"href":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-json\/wp\/v2\/media?parent=1737"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-json\/wp\/v2\/categories?post=1737"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/engineering.jhu.edu\/magazine-archive\/wp-json\/wp\/v2\/tags?post=1737"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}