MBA students offer branding ideas for global nonprofit Junior Achievement

Nine teams in the Charlotte Saturday MBA program were challenged to analyze data and develop a marketing plan for Junior Achievement Worldwide as a class assignment. Alan Kelly, retired president of ExxonMobil fuels, lubricants, and specialties marketing, is an adjunct professor in the School of Business, who also sits on the organization’s board. He brought the challenge to his students in the Charlotte Saturday program.

The teams presented their recommendations to Junior Achievement Worldwide’s executive leadership on improving brand visibility and reach, modernizing the brand, harmonizing brand standards, leveraging the nonprofit’s upcoming centennial, and mobilizing the organization’s alumni network. Ideas from the challenge were presented to the organization’s board of directors for integration into the global marketing plan.

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