Entrepreneurship Students Brainstorm Ways to Help Mercedes-Benz HQ

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Entrepreneurship Students Brainstorm Ways to Help Mercedes-Benz HQ
Entrepreneurship Students Brainstorm Ways to Help Mercedes-Benz HQ

by Assistant Head of School for Academics David Long

Experiential learning is a cornerstone of a Galloway education because we know that real-world experiences help prepare our students for life beyond our walls. Our Upper Learning Entrepreneurial Problem Solving class is a great example of this in action. This unique course provides students with authentic fieldwork that develops the creative problem-solving skills necessary for life. 

Using the Business Model Canvas (BMC) as a tool, students work in project teams to solve business or community problems presented by local CEOs, government officials, small business owners, and community leaders. Students bring individual strengths, such as creative thinking or analytical skills, to their team. After a collaborative effort, they ultimately propose and present a solution directly to the business/organization. The business or organization leader then assesses each team’s solution and provides them with authentic feedback. 

The class recently partnered with Mercedes-Benz to provide ideas for marketing the EQB, an electric SUV that will be sold in the spring of 2022. 

Students were asked to solve the following five challenges: 

  1. Outline three core competitors to the EQB. 
  2. Outline the EQB target customer.
  3. Provide the “big idea” for the communication strategy. 
  4. Recommend three celebrity influencers for the ad campaign. 
  5. Recommend three venues for EQB product placement. 

Students brainstormed marketing ideas like slogans such as “The Best for Your Future”, guerilla electric “gas” stations, or the use of influencers like Leonardo DiCaprio and Halle Berry to promote the car. Last week, students presented at Mercedes-Benz’s headquarters in Sandy Springs and were even taken on a tour of the facility afterward. 

Galloway is so grateful to Mercedes Benz for partnering with our students on this opportunity to foster creativity, initiative, grit, collaboration, and outside-the-box thinking -  just a few character traits we foster in all of our students.