Check out the video above to learn more about the benefits of participating in competitions and experiential applied learning.
This year, Pearson sponsored the 2012 Annual American Marketing Association (AMA) International Collegiate Conference and Case Competition. This is the 34th year of the AMA Collegiate Conference, which saw over 1,400 students compete in competitions that tested their marketing, sales, and business skills in a variety of ways. During the case competition, AMA collegiate chapters were presented with possible real-world marketing problems. Pearson executives judged and critiqued their presentations.
Students analyzed the problem, researched solutions, and created a cohesive Integrated Marketing Communications (IMC) plan that addressed hypothetical marketing problems. Forty-eight reports were submitted from collegiate chapters around North America and the top 10 were selected to present their IMC plan to Pearson judges at the conference. The 25 minute presentations consisted of in-depth overview of the of their situational analysis, market research, target markets, strategic positioning, and execution of their marketing tactics followed by questions from the Pearson judge panel.
The case competition experience challenged students to use their strategic thinking skills, apply their skills to a hypothetical situation, and give them insight into the world of marketing.
The top ten finalists presented as if they represented top agencies and were pitching to a client. After a full day of presentations, judges found it was difficult to rank the top chapters because of the thoroughness of analysis and professionalism exhibited from all groups. The team from the British Columbia Institute of Technology took first place for their well developed plan and pristine presentation skills. Following in second place was University of Pennsylvania, University of Wisconsin – Eau Claire, and University of Wisconsin – Whitewater. In third place were Aurora University, Hofstra University, Portland State University, Southern Connecticut State University, Texas State University – San Marcos, and the University of Arizona.
Congratulations to all Case Competition top finalists, competitors, and conference attendees!