LIMA — The University of Northwestern Ohio Chapter of the American Marketing Association (AMA) recently received a commendable standing in the National AMA Collegiate Case Competition sponsored by The Hershey Company.
The AMA Collegiate Case Competition is open to all affiliated AMA undergraduate collegiate chapters. There are more than 350 chapters in the United States. For the 2015-2016 Case Study, AMA received a record number of submissions in response to the case challenge posed by The Hershey Company for their Ice Breakers brand. The Hershey Company asked collegiate chapters to develop a comprehensive marketing plan to increase awareness of the Ice Breakers Cool Blasts chews and drive trial among millennial consumers. Chapters had to address customer segmentation, product positioning, product distribution, and marketing promotion which included digital, social media, and sampling. Winning chapters were recognized as Finalists, Semi-Finalists, Honorable Mentions, and Commendable.
The UNOH Chapter’s case study group was made up of team members Andrea Bergman (Botkins, Ohio), Emily Dillon (Pandora, Ohio), Daniel Goncalves (Brazil), Ruben Medina (Venezuela), Manda Moberly (Columbus, Ohio), and Chase Vance (Lakeview, Ohio).
Chapter Advisor, Dr. Susan Mann was elated to receive the Commendable recognition from AMA for the UNOH Chapter’s submission stating, “I am so proud of them! Our chapter will be 3 years old in March. We have a young club that is holding their own with the much bigger universities and we are excited to see how we do at the International Collegiate Conference. We have worked hard this year and plan to enter several competitions. These students are using the coursework in Marketing and Marketing Research and Strategy to absolutely soar with these opportunities.”
Chapter members will be traveling to New Orleans, Louisiana, March 17-19, 2016 to attend the International Collegiate Convention for professional development, career advice, networking, and to try their hand at additional competitions.
