Kilts Center Marketing Case Competition

Marketing Case Competition

The Marketing Case Competition helps students hone essential skills in marketing, management, and consulting. Students get hands-on experience in brand management by using Nielsen and other consumer data to tackle a real-world marketing challenge for a sponsoring company.

Student teams develop innovative marketing and growth strategies that they pitch to a panel of judges comprising faculty and senior-level executives. The winning team often gets to see its pitch come to life in the sponsoring company’s marketing efforts. The team that won the 2017 competition developed a strategy that helped MillerCoors grow a new product, the Two Hats brand.

2018 Competition

We invite all Full-Time, Evening, and Weekend MBA students interested in marketing, general management, and consulting to form teams and apply for this year’s Marketing Case Competition.

Key Dates

Application Open: Wednesday, September 26, 2018

Application Due: Friday, October 19, 2018 (11:59PM)

Case Competition Kickoff
Date: Friday, November 2, 2018 Time: 6:00PM Location: MillerCoors Headquarters (250 S Wacker Dr, Chicago, IL 60606)

Case Competition Q&A
Date: Tuesday, November 6, 2018
Time: 11:45AM – 1:00PM
Location: Harper Center Room C10

Case Competition Final Presentations and Awards Lunch
Date: Friday, November 9, 2018
Time: 8:30AM – 1:15PM
Location: Harper Center Room 219


First Round Interview Priority with MillerCoors
Chicago Bears tickets


The competition will be judged by members of the MillerCoors executive team as well as Chicago Booth marketing faculty. Additional details to follow.

2017 Competition Highlights

Case Competition Winners

More than 20 teams applied to compete in the 2017 Marketing Case Competition. MillerCoors selected the top eight to tackle one of the company’s most difficult challenges: how to market a new beer brand to 21- to 24-year-olds, an audience that trends toward wine and spirits. The teams analyzed consumer data around geotargeting, pricing, packaging, and flavors for insights that would shape their marketing and growth strategies. They pitched their best ideas to Chicago Booth marketing faculty and executives and brand managers from MillerCoors, who gained valuable information about their target audience from each team’s research.


The judges awarded first place to the Booth team known as the Case Crushers. Team members drew on their passion for marketing and their collective experience as business analysts, finance analysts, and strategy consultants to develop a creative, data-driven solution for reaching the target demographic. Their pitch helped MillerCoors prepare to grow its new Two Hats brand, a light beer that comes in lime and pineapple to appeal to younger consumers.

“Reviewing case studies in the classroom helps you learn how other companies succeeded through the smart application of data, but there’s no better way to learn how to tell a story with data than by doing it yourself. Participating in a case competition as a student was valuable for my own education, and it also inspired me to bring this experience to a wider network of students.”

—Grace Needleman, ’16, Associate Marketing Manager, MillerCoors

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