Title: Baby you can drive my car: using local community customers to develop marketing communications

Authors: Alun Epps

Addresses: College of Business, University of Wollongong in Dubai, Knowledge Village, P.O. Box 20183, Dubai, UAE

Abstract: This research details a community collaboration in Dubai, UAE between a car dealership that trades some of the world|s most prestigious automobiles, a group of 62 final year undergraduate marketing students in agency groups of four and five and a leading international university. The car dealer is launching a new youth-centric model and has challenged 14 student marketing communication agencies to devise a promotional concept pitch to be used as the new car launch campaign. The results suggest a mutually advantageous outcome for all community members; whereby the car dealer has its campaign tailor-made by its ultimate consumer, the students acquire experience and fuller curriculum vitae from one of the most recognised global brands and the university enhances its standing with the wider stakeholder community.

Keywords: community entrepreneurship; case studies; industry collaboration; marketing; innovation; Dubai; UAE; United Arab Emirates; car dealership; automotive launches.

DOI: 10.1504/IJIRD.2010.029855

International Journal of Innovation and Regional Development, 2010 Vol.2 No.1/2, pp.66 - 83

Published online: 02 Dec 2009 *

Full-text access for editors Full-text access for subscribers Purchase this article Comment on this article