Carl H. Lindner College of BusinessCarl H. Lindner College of BusinessUniversity of Cincinnati

Carl H. Lindner College of Business

UC Team Earns Honorable Mention in Marketing Case Competition

Submitted: 2/7/2011 15:08:48
  • A team of business students continue a tradition of excellence with the distinction of honorable mention at the annual American Marketing Association International Collegiate Case Competition.

A student team from the UC chapter of the American Marketing Association (AMA) earned honorable mention at the annual AMA International Collegiate Case Competition. Held each year in the fall, the competition is a year-long event that brings the top marketing students together to work on a marketing challenge. UC's AMA chapter has entered the contest five consecutive years.

"It is a testament to the quality of our marketing program and the dedication of our students and faculty that the UC marketing team continues to place among the finalists and honorable mentions year after year at this competition," says Karen Machleit, professor and head of the marketing department at the UC College of Business.

The UC team?consisting of undergraduates Monique Bernstein, Taylor Brooks, Brian Jacobs, Jesseca McDaniel, Wes Mergard, Adam Rubino and Alex Spirdare?took on the challenge of developing an integrated marketing communications plan for Nintendo with the goal of reaching non-gamers in the United States. They also had to develop an overall business strategy which included an overview of the company itself, the gaming industry and competition; an analysis of primary and secondary research; and the development of target segments.

"Participation in a case study like this gives students an opportunity to apply classroom learning to real-world situations," stated Ric Sweeney, assistant professor-educator of marketing and faculty advisor of the UC American Marketing Association. "I'm proud of the hard work and tremendous effort these students put into developing a compelling entry in a highly-competitive field.