MBA Students Use CU As Case Study; Propose Strategies For SEGs

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EL SEGUNDO, Calif.-A group of Pepperdine University MBA students phas identified strategic and marketing issues facing Xceed Financial CU, along with proposed solutions.

The case study was conducted by students at the Graziadio School of Business and Management on Pepperdine's Malibu campus who are part of the Education2Business Applied Learning Program.

Student groups were each assigned to one of Xceed's select employee groups, with the students conducting market analysis and developing a marketing plan to penetrate those SEGs. The six student teams presented their final marketing plans to Xceed Financial executives on campus, after which they were challenged to support their data via a Q&A.

XFCU said that among the chief challenges to the students was implementing sophisticated and creative ways to conduct market research with the various SEG employees, including using social media channels. The SEGs involved ranged from small companies to firms with more than 500 employees. Students made onsite visits to interview HR liaisons or socialize in the company lobby, passing out surveys to employees during their lunch breaks.

The students presented to Xceed proposed strategies for enhancing the Xceed website, using different channels and tactics to iengage members, and developing campaigns to create awareness among non-members.

The $764-million Xceed Financial praised what it called the "startling thoroughness" of the research, especially since at the initial contact only one student in the class of more than 30 knew what a credit union was.

Xceed, the first CU to participate in Education2Business, said it is now looking to implement some of the ideas and to continue participating in the program.

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