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The General Motors Marketing Internship (GMMI) is a marketing program designed by Sgro Promo Associates in 1991. It gives GM dealerships and Saturn retailers the opportunity to gain visibility in and acquire knowledge about the important and elusive college market. In pioneering this partnership between education and business, GM insists that the program be academically focused. Student interns were allotted $2,500 budget. They conducted market research, designed a promotional campaign, acquired additional funding and donations from local vendors, wrote a comprehensive plans and recap book, made an agency-style presentation to their client, Singh Chevrolet in Riverside, implemented 3 on-campus promotions, conducted post-event research, and analyzed the results.
Simply put, the students became a marketing agency for the world's largest corporation.
The GMMI program helps student interns improve their skills in marketing,
advertising, public relations, communications, business writing, public
speaking, event planning, promotions management, time management, organization,
group dynamics, and teamwork. General Motors' goal is to utilize the fresh
ideas of college students to bolster awareness in the college market.