MBA Students At The University Of Nevada, Reno Create Marketing Plan To Help Launch Local Brewery

MBA Students At The University Of Nevada, Reno Create Marketing Plan To Help Launch Local Brewery

Courses based on customer projects College of affairs The University of Nevada at Reno offers experiential learning opportunities at both the undergraduate and graduate level. Dr. Marketing professor Igor Makienko and Dr. Jessica Rixom, an associate professor of marketing, regularly accompanies local clients to her classes, including undergraduate marketing courses and marketing courses offered through the college's MBA program.

"We see client projects as an important way to synthesize marketing knowledge from different areas," says Makienko. "I hope projects like this help support the entrepreneurial ecosystem in the Reno Sparks area."

The students were admitted MBA program develop a comprehensive marketing communication plan for a new local brewery; Slieve Brewing Company, in Makienko's class in the spring semester of 2022.

The Slieve Brewing Company is owned and operated by Philip Mount and his family. The store opened on October 8th. Mountain began brewing as a homebrewer and decided to open his own brewery, winning numerous awards in homebrewing competitions. As a small startup, Mountain is looking for help The Nevada Small Business Development Center, who referred her to the Matsienko course as a source of marketing assistance.

"[The students] understood our vision from the start," Mounty said. “I was very impressed with the amount of research they put into their presentation. I highly recommend this partnership to other companies, especially startups ".

The Nevada Small Business Development Center regularly directs local businesses to undergraduate marketing courses as clients. Past client projects include Reno Aces, Artown, Protect Your Tail, and Desert Sun Bagel Company. Over the past eight years, over 30 clients have been referred to college courses.

“Working with the Slieve Brewing Company has helped me take the knowledge and skills I learned from my MBA and apply them to local businesses,” said Emma Condon, a student on Matsiyenko's course. “It was more of a school project. I feel we have a great responsibility for the success and opening of new local businesses. "

Students use resources such as databases to conduct research in the Knowledge Center to develop their programs. Working together in small groups, they present their projects, which they then present to the entrepreneurs in class. With feedback from small business owners, they refine their ideas to create realistic marketing strategies based on customer resources.

"Working with startups is great because it gives us more flexibility," said Reed Parkhurst, another economics student who worked on the Slieve Brewing Company project. “We have to help build the business and develop the brand as a whole. I learned a lot about the creative aspects of running a business that will help me start my own business after graduation. "

Opening speech of the 3rd UNR-SGH Symposium

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