More than 1,000 students from nearly 50 school AMA chapters across North America entered the annual competition. Tasked with developing a comprehensive marketing plan for the launch of Pearson’s new self-paced online learning service, students worked together for nearly a year outside of their normal college courses to craft strategic plans comprised of situation analysis, market research, target market segmentation, positioning strategy, integrated marketing communications tactics, and a timeline for implementation.
The marketing plans were submitted to AMA, and then distributed to industry professionals for evaluation. The top 10 chapters were selected and invited to present their plans at the three-day long conference in New Orleans. Each chapter was allotted 25 minutes to present their marketing plan, and 10 minutes to field and answer questions from the judges. Pearson representatives evaluated the students on their assessment of the market, recommendations on how to reach potential markets through messaging and media, and their ability to remain within a particular budget, and then winners were selected.
To view highlights from the 2012 AMA Case Competition, watch the video here: http://www.youtube.com/watch?v=33HzCkIO844
Pearson, the world’s leading learning company, has global reach and market-leading businesses in education, business information and consumer publishing (NYSE: PSO). The company provides innovative print and digital education materials, including personalized learning programs such as MyLab/Mastering; education services including custom publishing; and content-independent platforms including the EQUELLA digital repository and Pearson LearningStudio for online learning programs.