Written by Rhiana Chickering, AMA President
Sustainability is increasingly becoming more crucial in marketing decisions. Our impact on our environment and our stakeholders plays a key role in business decisions. As a result of this increasing trend within the marketing and business industries, The University of Iowa American Marketing Association strives to provide opportunities for college students to form marketing decisions, while also considering sustainability.
The University of Iowa American Marketing Association is hosting its Fifth Annual Tippie Case Competition on April 21-22, 2017, providing seven teams with a real-life case surrounding sustainability and integrated marketing communications. Competing in the Tippie Case Competition include teams from Aurora University, Iowa State University, Luther College, Southern Illinois University – Carbondale, The University of Iowa, The University of Northern Iowa, and The University of Wisconsin – La Crosse. All seven teams will have three weeks to develop a strategic plan to present to a panel of judges.
Organic Valley, the main sponsor of The Tippie Case Competition, has devoted its mission to providing organic, sustainable dairy products to consumers. However, its competitors with significantly less sustainability initiatives, caught on to the sustainability trend that has been increasing sales of sustainable products. As a result, Organic Valley hopes to receive fresh insight from the teams in regard to breaking through the clutter and misleading claims of “greenwashing.”
The competition will consist of an opening ceremony during which Tippie College of Business Dean, Sarah Gardial, and Organic Valley professionals, Tripp Hughes and Shannon Havlik, will address the audience. The opening ceremony will lead into a networking social where participants and professionals will form valuable networks.
On Saturday, following the opening session and breakfast, we will have two panels with three judges each. Each panel will select one-winner, and the two winning teams from the two panels will compete in a final round of presentations in front of all competing teams and judges. All six judges will collectively designate one team with first place and the other team with second place.
In the end, every participant and attendee will be more knowledgeable of the impact of their decisions, and how to utilize the skills we develop through experience and classes towards meaningful work.