The Tulane Bookstore promotes the new Nook Study digital textbook reader. A Freeman School MBA team was a finalist in a national contest to develop a marketing plan for the software.
When Barnes & Noble announced a nationwide marketing plan contest to help promote Nook Study, its new digital textbook reading software, a team of Tulane marketing students stepped up to the challenge, developing a set of tactics that earned them one of three finalist slots and a trip to New York to present their recommendations at Barnes & Noble headquarters.
The plan was one of several client-based projects to come out of adjunct professor of marketing Kim Davis’ Marketing Planning and Implementation class, in which MBA students act as consultants and develop and implement targeted marketing plans for clients.
Working with businesses, the students combine market research and field research with a dash of creativity to come up with innovative and customized plans.
“We started by interviewing professors and students to understand the existing perceptions, needs and wants in the academic community for this software,” says Tom Connor, a member of the Nook Study team.
“We included around 20 individual recommendations [in our proposal],” Connor continues. “The big idea was to change B&N’s marketing from a rational base to an emotional one … using scholarships and giveaways, cause marketing, on-campus events and even the creation of useful mobile apps.”
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