Ithaca College

The Ithaca College Chapter of the American Marketing Association (ICAMA) was named a semi-finalist in the 2014/2015 AMA International Collegiate Case Competition.

Semi-finalist status places IC among the top 16 schools in the country, just outside the 8 finalist schools selected to present their findings at the International Conference in March.  The Marketing Research committee of the ICAMA, chaired by Kaitlyn Connolly '15, worked throughout the fall semester on a marketing plan for Coca Cola's vitaminwater brand.  In particular, project leaders Robert Haskell '15 and Analeigh Mastropiero '16 guided the team in conducting marketing research and analysis and then constructing a marketing mix including new product recommendations, new packaging, rebranding, and an integrated marketing communications strategy.

The Collegiate Chapters Council of the American Marketing Association (AMA) runs an annual International Collegiate Case Competition that began in 1986-87.  The Case Competition is open to undergraduate teams at schools that have an affiliated AMA Collegiate Chapter.  The AMA Collegiate Case Competition is a yearlong event that brings together top  marketing students to work on a marketing challenge submitted by a sponsoring organization. The Case sponsor provides a detailed marketing problem for which it is looking to gain the perspective of AMA’s best students, who will compete by developing a marketing strategy in a nationally recognized competition.

Congratulations to the entire Marketing Research Committee and all of ICAMA for their hard work in securing Ithaca College's highest finish ever in the AMA International Collegiate Case Competition.