Commerce students win case challenge at Queen’s national marketing conference

Posted on January 18, 2011

Budweiser Case Challenge winners Georgia Fong (far left) and Jamie Shea (far right) celebrate their victory with fellow QMAC attendees.
Budweiser Case Challenge winners Georgia Fong (far left) and Jamie Shea (far right) celebrate their victory with fellow QMAC attendees.

Kingston, ON – Creativity, marketing prowess and the ability to think on their feet brought case competition glory to two Queen’s Commerce students at the Queen’s Marketing Association Conference (QMAC) held Jan. 14 to 16. Fourth-year students Georgia Fong and Jamie Shea captured top honours in ABInBev’s Budweiser Case Challenge – the highlight of the weekend conference that brought together 130 of Canada’s brightest marketing students.

A packed weekend of presentations, seminars and workshops led by industry leaders gave attendees the chance to network with professionals and gain insights into the latest marketing trends. The theme “From Boardroom to Billboard: Executing Marketing Strategies in a Consumer-focused Era” was explored by keynote speakers  including Gannon Jones (BCom’94), Chief Marketing Officer, Global Nutrition Group, Pepisco Inc., Bruce Morrison, Senior Vice-President of Retail Sales and Marketing at Disney Consumer Products for North America, and Jeff Lobb, Senior Vice-President of Marketing for Wal-Mart. There were also seminars led by marketing leaders at CTV, Burger King Canada and the National Hockey League, among others.

The hotly contested case challenge gave student delegates an opportunity to develop a marketing strategy for the Budweiser brand. Four finalist teams had travelled to Toronto over the winter break to work with renowned ad agency Grip Limited to flesh out their marketing campaigns. Georgia and Jamie’s presentation of their strategy, with its campaign slogan “The Budweiser bond – What do you do for your Buds?” won over the QMAC judges who awarded the pair the top prize: a trip to St. Louis, Missouri, to visit Budweiser’s headquarters, meet with ABinBev executives and attend a Cardinals National Baseball League game.

QMAC is North America’s largest student-run conference focused entirely on the marketing industry. Its mission is to provide delegates with practical knowledge and tangible experience in order to facilitate their transition into careers within the industry. Visit http://www.qmac.ca/ for more details.


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