North Central College’s American Marketing Association (AMA) team tied for third overall in the AMA Collegiate Case Competition—the first time in school history for a top finish. The team traveled to New Orleans in April to compete at AMA’s 36th Annual International Collegiate Conference against nine other finalist teams that had qualified from a field of 86 schools earlier this year.
The Case Competition was sponsored by the Hershey Company. Hershey’s case invited participants to develop a comprehensive relaunch campaign for its Take5 candy bar brand. Chapters were asked to address consumer segmentation, product positioning, product distribution and marketing promotion, including plans for social media. North Central’s team worked on the project during fall term and submitted its entry in early December.
“Overall, this was quite an experience for our students,” said faculty advisor Donnavieve Smith, associate professor of marketing. “Their interaction with Hershey executives definitely enhanced their skill set. I’m sure they will benefit professionally and personally through their participation in the case competition. It was a blessing to see the team compete at that level.”
Photo: Back row from left, faculty advisor Donnavieve Smith, Drew French ’15, Trey Hartema ’14, Nick Smith ’14, Elizabeth Halbmaier ’14, Alexa Reinecke ’15, Reiley Reardon ’14, Brad Donati ’14. Front row from left, Addison Van Hise ’15, Monique Martinez ’14, Amy Jones ’14