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Chicago GSB’s recent marketing case competition asked student teams to sell what they know best—their experience at the business school.
Hosted by the student-led Dean’s Marketing Advisory Committee, the contest challenged students to show the reality of the school—that the GSB is an academic powerhouse where students not only know their numbers, they also know how to socialize, work in teams, and participate in the campus community. Sponsored by Google Chicago, the contest required teams to use the latest in new media.
The Google Challenge drew 157 students who worked in 36 teams; 10 teams advanced to the final contest November 10 at the Hyde Park Center, where their presentation were judged by a panel of top marketing executives, faculty, and high-level GSB marketing staff.
The winning group, Team Fusion, said the best way to attract new student applicants to the GSB was through podcasting. “I love podcasts. I listen to them on a regular basis,” said Josh Walker, a first-year student on Team Fusion. While Chicago GSB started Podcasting this year, Walker suggested Podcasts be built around such themes as GSB thought leadership, student experience, and community environment, he said.
The team also recommended the GSB introduce various forms of new media that would be appropriate for attracting the attention of potential GSB applicants, including more customization.
Among the judges was Jim Lecinski, regional director for Google Chicago. “All of the GSB students who participated were consistently passionate, high energy, and challenged the status quo in the way they approached marketing,” he said. Participating also helped Google meet one of its own goals, which is to build the next generation of marketers, he said.
Team Fusion, made up of Walker and fellow first-year students Susan Merino, Anuj Bhasin, Teresa Erickson, and Ami Badani, won $2,500. “We did a lot of background work, interviewing [associate dean of admissions] Rose Martinelli and [associate director of marketing for admissions and financial aid] Christine Balzano, before we came up with a plan that targeted students early in the decision-making process,” said Badani. “Also, our ideas are easy to implement.”
Walker also was among three students who won $100 gift certificates as best presenters.
Second-year student Yuichi Inukai, DMAC co-chair, came up with the idea for the marketing challenge when applying for the co-chairmanship. “I thought the most crucial marketing vehicle for GSB is the students themselves,” he said.
–Mary Sue Penn