The Advanced Marketing Strategy case presents a team of two student participants with a marketing-related challenge. While the case and evaluation are similar to the Marketing Case, the Advanced Marketing Strategy Case allows for more preparation time, and the marketing challenge is more complex. The intent of the case is to challenge students to think both creatively and strategically. Students will receive their briefing (the case study) one week prior to the meeting with the client (OCMC competition). The judges for this event will assume the role of the client in the case study scenario, and will evaluate how well each student team solves the challenge and presents its recommendations.
The Case Scenario
Students competing in the Advanced Marketing Strategy Case event will be told the client’s identity in September, and will be permitted to work with a coach as they prepare for the event. One week before the meeting (competition), student teams will receive the case study, which includes the specific marketing challenge they will address. Once the case study has been received, students must work on their own, with no input from faculty, peers, or industry professionals. Students will have access to generally available resources, but will be instructed not to contact the client organization. The case study scenario assumes that the students have received a brief outlining the client situation, but have not yet met the client.
In the presentation scenario, student teams assume the role of marketing consultants giving a presentation on a strategic marketing decision to an organization’s senior marketing or management team. Typical challenges presented in the event could include new product launches, marketing plan development, brand development, or strategies to increase sales or awareness. Student recommendations typically focus on the four elements of the marketing mix.
General Judging Considerations
The students’ task in this event is to present recommendations for a marketing scenario as described in the case. Students should identify the main problem or opportunity as part of the background, and outline the specific organizational objectives that apply to the scenario. They will present a well-supported recommendation that includes implementation details related to timing, budget, and resources required.
Presentations should be convincing, creative, and supported with data as indicated in the case scenario. Students are expected to use industry-standard business and marketing terminology during their presentation.
Event Objectives
To demonstrate the students’ ability to:
- Analyze a problem situation
- Develop appropriate marketing strategies to remedy the situation
- Present the solution in a convincing manner
Eligibility
The Advanced Marketing Strategy Case is the only OCMC event that is open to all current college students, regardless of program type or level. Students can be enrolled in any program, including diploma, graduate certificate, or degree.
NOTE: repeat OCMC competitors are not permitted to enter an event in which they have previously competed.
Student Preparation
- Participants are advised to familiarize themselves with the evaluation criteria for the case (please refer to case evaluation form).
- Once they have received the case (one week prior to the competition), students must work on the analysis and plan on their own, with no input from faculty, peers or industry professionals.
- While they may research the company website for information, students are not permitted to contact the client company in any way.
- The organization for this case will be Flagship Software Ltd.
Presentation
The presentation must not exceed 15 minutes, and will be followed by a 5-minute question period. There is no limit on the number of PowerPoint slides students may use during the presentation, and student teams are permitted to bring a leave-behind or other physical presentation aid to the meeting.
Participants are responsible for managing their time during the presentation (judges will ask the team to stop, if necessary, once the 15-minute timeframe has been reached). Judges will ask questions only during the 5-minute Q&A following the presentation. Students will leave the room following the Q&A while judges complete the evaluation form.
Evaluation by Judges
- Judges will ask questions (challenge the students) at the end of each presentation.
- Judges will not provide any verbal feedback to the participants during the competition.
- Judges will complete an evaluation form with numerical scores and appropriate summary comments.
- Judges will rank each team from top to bottom. In the case of a tie between any of the top 5 teams, judges will re-evaluate those teams to break the tie. There cannot be a tie among teams ranked one to five.
- Judges’ decisions are final!
Feedback
Each student candidate will receive a feedback form from the host College approximately three weeks following the competition.