Judges select winning team in the graduate level Marketing Case Competition
The case competition is an integral part of the graduate level Marketing Analysis & Decision Making course. It challenges student teams to analyze a business problem, apply key marketing concepts to devise real world solutions, and present these solutions to business professionals with confidence.
Professor Andrew Smith challenged the graduate student teams to create a plan to address the issues and opportunities presented in the case study, “Denver Museum of Nature & Science.” Students were provided information about the museum’s stagnant attendance figures, particularly among new arrivals to the Denver area and minority groups. The case also addressed that the museum has experimented with digital initiatives but hasn’t figured out what role social media and digital technology should play in the museum experience, and how it should be funded.
After the first round of presentations, judged by Associate Dean Julie Fitzmaurice, Professor Smith, and alumnus Bill Paul, the competition was narrowed down to three teams.
The three finalists presented to a panel of two alumni – Elle Nugent ’89, Ph.D., a BioTechnology Consultant & Adjunct Faculty member at UMass– Lowell, and Steven Cifrino ’81, Director of Territory Sales for Sysco Boston – and a Merrimack parent, Ann Regan Flynn P’16, who served as President at Regan Ford in Haverhill, a very successful, third-generation family business that recently sold.
The winning team consisted of Latika Karnani, Camila Pachon-Posada, and Sarah Sceery. Their proposal integrated a pay-per-use virtual reality experience into a variety of exhibits within the museum and was supported by a strong mass and new media communications plan to get the city excited about this cutting-edge, entertaining, and educational experience.
According to Professor Smith, “…they (the winning team) stood out by presenting a very feasible solution backed by strong financials and a clear implementation plan.”
The winners will share the $1,500 prize.