BCIT Marketing students selected as finalists in AMA Case Competition

After a rigorous competition with 69 Business schools across North America, students in the BCIT Marketing Association (BCITMA) have been selected as one of the top eleven finalists in the American Marketing Association’s (AMA) Case Competition. This placement also marked BCIT as the only Canadian school to be recognized as a finalist.

This year’s case is sponsored by Cotton Inc., which is a non-profit organization with a mandate to encourage the development and promotion of all things cotton. The case challenged participants to develop an Integrated Marketing Communications Plan to encourage teenagers to seek out cotton as their preferred fiber. Second year Marketing students Anna Shkuratoff and Tarin Perry worked tirelessly for months to develop an award-winning case for the competition. Their dedication and business acumen led BCIT to rank impressively alongside top US Business schools including Wharton School of Business.

“As a Council Member of the AMA, I had the opportunity to work with Cotton Inc., to write the case, while also overseeing the judging process along with my partner from Temple University. There is an enormous amount of work that goes into selecting the finalists. It is a rigorous and unbiased process that involves more than 70 volunteer judges. Each case was blindly judged by 8 to 10 judges with the scores tallied many times to select the top cases. I am extremely proud of our BCIT students!” shared Tracey Renzullo, BCIT Marketing Instructor and Faculty Advisor to the BCIT Marketing Association.

Under Tracey’s leadership, the BCITMA case team has placed either first, second, or third for seven times in the past eight years.

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Voluntary participation from BCIT students and faculty

Unlike many US Schools where students are given course credit for submitting a case, case participation is entirely voluntarily for BCIT students. With support from BCIT Marketing faculty, BCIT Marketing students invest an incredible amount of time outside the classroom to research and build the case. Marketing Management Instructor Tom Jopling was instrumental in guiding the research process, while Geoffrey Bird facilitated the big idea component.

Competing in New Orleans

The next step of the competition is for the team of presenters: Jong Lee, Jasmine Dhaliwal, Thyme Stidworthy, Anna Shkuratoff, and Tarin Perry, to prepare a 25-minute formal presentation to deliver to the Cotton Inc. marketing executives on March 12, 2020 at the American Marketing Association’s International Collegiate Conference in New Orleans. In addition to the case competition, a team of 24 BCITMA members will also attend the conference to participate in other competitions including Sales, SABRE, Perfect Pitch, Exhibit, Video, Marketing Simulation, Research Poster, and Marketing Strategy.

Best of luck to all BCIT students competing in New Orleans!