UNLV Marketing Chapter Reaches Finals of International Case Competition

Feb. 10, 2015

UNLV’s American Marketing Association chapter has been named a finalist in the 37th Annual AMA International Collegiate Case Competition for developing a compelling marketing strategy for water beverage company vitaminwater.

Team members will present their final recommendations to vitaminwater executives during the AMA International Collegiate Conference to be held March 18-21 in New Orleans.

The UNLV team is one of eight finalists from a field of 128 teams. Team members are: Natalie Schibrowsky, Dan Morelli, Kevin Saldana, Marisa Denton, Tyanna Pleasant, Ken Ideker, Solomon Hailemelelot, Claudia Pai, Stephanie Lynn Pancho, Gianna Pisano, Thuriya Sai, Jorge Lozcano, Francisco Rodriguez, Christian Arroyo- Penaloza, Justus Tulowieck, Bruce Gil, Demetrius Bradford, Margarita Herrera, Ryan Garcia, Wanda Inthavong, Brittaney Benson-Townsend and Claudia Perez.

The AMA case competition is a yearlong event that tests top business students to complete a marketing challenge submitted by a sponsoring organization. This year, the team was tasked with analyzing vitaminwater and developing a marketing campaign to engage 18- to 24-year-old consumers without hurting brand loyalty among 30- to 39-year-olds.  

Other competition finalists include University of Pennsylvania’s Wharton School, British Columbia Institute of Technology and the University of Arizona.

“The students were willing to make the effort and sacrifice necessary to make this happen. I could not be more proud that they saw this through to the end,” said Dr. Jack Schibrowsky, professor of marketing and the team’s faculty advisor.

Since the case competition began last fall, the AMA team conducted more than 150 taste tests, interviewed vitaminwater users and non-users, designed a survey, collected nearly 600 responses, entered and analyzed the data, and made strategic marketing recommendations based on the data. The team submitted its final written report on Dec. 17.

“While most students were enjoying their Winter Break, the team was hard at work finalizing our written case. The final push included working weekends, during and after final exams,” Schibrowsky said.

In addition to the case competition, the students will compete in several other categories at the conference, including business simulation, website, sales, marketing strategy, and the AMA Collegiate Chapter of the Year.

UNLV’s AMA group has a winning tradition. In 2014 the chapter won the Gold Collegiate Award and was named one of the top five chapters of 350 chapters worldwide. Also, chapter president Natalie Schibrowsky was selected Student Marketer of the Year from nearly 10,000 student members. UNLV’s chapter has ranked in the top 3 percent worldwide for the past several years and has won the top website award five times.

Housed in the Lee Business School, the AMA student chapter provides UNLV students of all majors the opportunity to network with professionals and apply business and marketing principles to real-world business issues.

For more information about the competition, visit the AMA website