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Marketing Club Receives Honorable Mention in National Case Competition

February 2, 2017

This academic year, six student members of the St. John Fisher College Chapter of the American Marketing Association (SJFC AMA) competed in an international collegiate case competition sponsored by eBay.

The AMA Collegiate Case Competition began in 1986 and is a year-long event. In the nationally recognized competition, AMA students are tasked with developing a marketing strategy that solves a problem for the competition’s sponsor. This year, students worked on a marketing issue for eBay.

Ariel Dailey, Aaron Guarino, Salvatore LeChase, Melissa Lennon, Alexandra Ormond, and Megan Outwater spent the entire fall semester researching, interviewing, and creating a comprehensive market plan to rejuvenate eBay’s brand image. Mentored by faculty members Ron Sicker and Monica Hodis, who serve as the club’s advisors, the students executed a professional plan that received an honorable mention among 99 other colleges.

“This was an amazing accomplishment,” said Dailey, vice president of membership for SJFC AMA, who is a senior marketing major and finance minor. “At first it was overwhelming, preparing information and conducting tedious research. There were many late nights and off-campus meetings, but in the end our creative and supporting research were among the highest quality. The experience of working on this team was truly beneficial.”

Four of the students will be attending the AMA International Collegiate Conference in New Orleans this March. There, students can participate in several other competitions, including the Perfect Pitch Competition and the AMA Sales Competition. Finalists of the Collegiate Case Competition will also present the main aspects of their comprehensive case to conference attendees.

For Lennon, a junior who serves as the vice president of community service for SJFC AMA, the opportunity to create a comprehensive marketing plan for a large company was informative and rewarding.

“Although I will not be attending the conference in New Orleans, I am excited to hear the approach that the finalists took so we can improve next year,” said Lennon, who is currently studying abroad in Florence, Italy.