A competitive edge: student programs based on NBC's The Apprentice are a win for institutions

University Business, Jan, 2007 by Carrie Oleynik

The nontraditional course has created some buzz around campus, notes Green. Student rankings gave it the highest ratings compared to any other course offered at the college.

From an evaluation standpoint within the course, what better way to determine whether a student should pass or fail but have executives make the decision? There's also the added bonus of offering students the opportunity to network closely with company executives.

"Any time that we can place our students with the kind of businesses that they're being placed with through the program is a true test of how well they're doing as college students," Green points out. When alumni who have taken the course support the college, they acknowledge that the course added value to their education.

Taylor University Fort Wayne: Guerrilla Marketing Phil Maurizi, a May 2006 graduate of Taylor University Fort Wayne (Ind.), couldn't agree more about the value of Apprentice-like programs. A former student of TUFW's Guerrilla Marketing class, Maurizi supports the concept so much that he accepted a full-time position at TUFW to assist the program coordinator.

"Looking back as an alumnus, I believe that it is imperative that students are in the marketplace networking," Maurizi says. "We felt like we owned this class. Once you apply what you're learning, you actually start to like it more. It makes you feel more like what you're learning actually matters."

The professor responsible for invoking this feel-good spirit is Even Wood, associate dean for strategic planning and program development, and chair of the Department of Management and Communications, at Taylor University Fort Wayne. Wood, who is also an assistant professor and campus assessment coordinator, attributes his love for Trumps Apprentice as the main reason behind starting the course.

In a boardroom setting, Guerrilla Marketing students receive feedback and grades from judges. With four projects every two weeks, spanning a total of eight weeks, Guerrilla Marketing will be offered every other year.

Despite the small class size (10 last year) and the fact that TUFW itself is a small, 975-student extension of TU'S main campus in Upland, Guerilla Marketing has attracted executives from Red Bull, the popular energy drink makers. In addition, students were able to help two small nonprofit organizations that support the families of babies with congenial heart disease.

Guerrilla Marketing, which Wood says has also received great press, has helped the university in the recruitment of prospective students. Since the course was launched in 2005, the campus has doubled its freshmen class from 13 to 26, with an increase of students meeting the institution's honors qualification (9 of the 26 incoming freshmen met honors requirements).

"I mention this course with just about every person I speak with," Wood explains. "As a small college, it sets us apart from what other schools are doing in the area."

Northern Illinois University: Marketing Apprentice Class

One state over, Northern Illinois University hosted what they called a Marketing Apprentice Class for one semester in fall 2004, just after The Apprentice first aired. Denise Schoenbachler, dean of the College of Business, says two professors turned the dream to a reality after hearing students say they wish they could be on the show.