What happens when a classroom assignment moves beyond the textbook and into the real world? Freshman business students at the University of Cincinnati recently had the opportunity to find out as Mark Williams Auto Group returned to campus to talk about the business of operating an automotive dealership. Charlie Watson, Marketing Director for Mark Williams Auto Group, and Josh Williams, General Manager of Queen City Ford and Vice President of Mark Williams Auto Group, spent the afternoon with students discussing their experiences in the automotive industry and answering questions about the many moving parts involved in running a dealership. The students received an inside look at an industry that is much more complex than simply selling vehicles. Charlie and Josh discussed how dealerships are structured, how individual departments work together, how businesses generate revenue, and how marketing strategies are used to reach and retain customers. They also discussed one of the biggest changes affecting businesses across nearly every industry: artificial intelligence. AI is becoming increasingly integrated into automotive retail, from advertising and customer communication to lead management, reporting, data analysis, and operational processes. For business students preparing to enter an increasingly technology-driven workforce, the discussion provided a real-world example of how companies are adapting to new tools and changing consumer expectations. But the conversation was only the beginning. The students' next step is to take what they learned and put it into practice. Their coursework includes developing a SWOT analysis focused on Mark Williams Auto Group. The project will challenge them to evaluate the company's strengths, weaknesses, opportunities, and threats and consider the factors that can influence a business's success. The assignment gives the students an opportunity to approach a real company from a business perspective. Rather than working with a hypothetical organization, they can use the information they gathered directly from Charlie and Josh to help inform their analysis. For Mark Williams Auto Group, the experience offers an opportunity to hear how young business students view the company and the automotive industry. Their questions and observations provide a different perspective and create a valuable exchange of ideas. Connecting with students is something the Mark Williams Auto Group team enjoys because today's college students represent tomorrow's workforce, entrepreneurs, and business leaders. We appreciate the University of Cincinnati for welcoming us back to campus and giving us the opportunity to share our experiences. We are looking forward to hearing the students' presentations and seeing the automotive industry through their perspective.
