AMA International Collegiate Case Competition
The Collegiate Chapters Council of the American Marketing Association (AMA) runs an annual International Collegiate Case Competition that began in 1986-87. The Case Competition is open to undergraduate teams at schools that have an affiliated AMA Collegiate Chapter. The AMA Case Competition is a yearlong event that brings together top marketing students to work on a marketing challenge submitted by a sponsoring organization. The Case sponsor provides a detailed marketing problem for which it is looking to gain the perspective of AMA’s best students, who will compete by developing a marketing strategy in a nationally recognized competition.
The purpose of the Case Competition is two-fold:
- To provide AMA Collegiate members the opportunity to work together on a problem that typifies a real, working marketing situation
- To provide the Case Competition sponsor direct contact with the very best marketing students with possible real world solutions to their marketing problem
2011-2012 American Marketing Association
Collegiate Case Competition
Sponsored by
Pearson Learning Solutions is part of Pearson, a global leader in education, technology and services. As a partner to educators, Pearson Learning Solutions is committed to designing total, client-driven education solutions. They employ a team of world-class education experts, instructional designers, and curriculum development experts. Pearson tailors solutions to each educator, institution, or organization's individual needs whether that is for complete online, in the classroom or blended courses or fully customized curriculum development. Pearson Learning Solutions also provides a wide range of tools to help students, instructors and institutions succeed.
*Note: The target demographic for the Case has changed, please note the target market in points 1 and 2 below, and in the full Case.
2011-2012 Case Brief:
Pearson Learning Solutions is developing a new service concept, Prepare, that will offer college-level students the opportunity to take online, self-paced introductory and general education courses and earn credit. Students will be able to enroll anytime, and complete the courses at their own pace, in their own time. The courses have been audited by a respected third party for quality and given a credit recommendation status that is honored by a large network of colleges and universities nationwide.
The American Marketing Association’s 2011-2012 Case Challenge requires teams to develop an integrated marketing communications plan for Pearson Learning Solution’s new service concept, Prepare, set to launch in fall 2012. The IMC plan should introduce Prepare to two distinct U.S markets: 1) home schooled students seeking to accelerate and prepare for their college career by extending the high school curriculum with access to college level courses, and 2) pre-college students, those seeking summer courses, or those looking to fulfill general education credits before enrolling in an undergraduate program.
With state schools and community colleges suffering from over-enrollment as students look for affordable options in higher education, and with online learning growing quickly in the post-secondary and K-12 markets, Pearson Learning Solution’s new service concept, Prepare, is well-positioned to fill a need in this changing marketplace.
Eligibility:
The 2011-2012 Case Competition is open to those schools that have an affiliated undergraduate AMA Collegiate Chapter. Additionally, all case team members must be AMA members in good standing with current paid dues to the American Marketing Association (International Headquarters). Non-AMA members may not contribute to the case efforts. Graduate Students and Graduate Chapters may respond solely for the purpose of feedback to their solution. Such solutions would become the property of the corporate sponsor.
Schools must have an AMA-affiliated undergraduate chapter to be eligible to compete. Please contact collegiate@ama.org for information on how to become affiliated with AMA.
How is the Case Competition executed?
All affiliated AMA undergraduate Collegiate Chapters are eligible to compete. Interested Chapters must submit the Intent Form. You will then be given access to the full Case question. Then submit an official entry form and submit a written case study; a panel of judges then reviews the entries and eight finalists are selected. Judging of the finalists takes place via an oral competition at the Annual International Collegiate Conference March 22 - 24, 2012 in New Orleans. The winning Chapters receive cash awards. The sponsoring company retains all of the submitted entries and proprietary marketing information submitted by competing Chapters.
When are final case entries due?
December 14, 2011 at NOON Central Time. Submitted electronically.
Interested? Click here for Intent Form (PDF/DOC) and submit to collegiate@ama.org to gain access to full case and examples of past case finalists. There is no deadline to submit the Intent Form, but the sooner you do, the sooner you'll have access to the full case!