UWL AMA team earns No. 3 place nationally at AMA 41st Annual International Collegiate Conference
UW-La Crosse American Marketing Association students took third place in the AMA 41st Annual International Collegiate Conference, April 10-14, in New Orleans. This was the first year UWL’s chapter made it to the top 10 finalists nationally.
UWL’s team, along with other top marketing students across the nation, competed in developing a comprehensive marketing plan for The Wall Street Journal. The goal was to help the news source overcome certain perceptions among Generation Z, while increasing memberships and relevance for college students.
UWL’s team created a 40-page comprehensive marketing plan that included primary and secondary research, digital and traditional advertising campaigns, updating the Wall Street Journal’s digital presence, and focusing on how to appeal to a target market of 18-24 year-old college students.
UWL students then presented their plan to members of the boards of The Wall Street Journal and the national American Marketing Association during the conference.
UWL marketing student Ellen Fallon, case director for UWL’s team, led five other students — all members of UWL’s AMA chapter — who served as project managers. They were in charge of different sections of the case study. Students Bennett Williams and Brett Gluth led integrated marketing communication; Jasmine Bogart-Falbo led strategy; Nick Janco was in charge of finance; and Erika Ward headed research. All six received MKT415 credit for the competition project.
Students were commended by judges for their use of props, and focus on value creation and customization.
Twelve total AMA students attended the conference. In addition to the team, the following executive officers attended:
Vice President Alyssa Czerwinski
Director of Professional Development Taylor Douma
Director of Membership Sam Boler
Director of Fundraising Abbey Hintze
Director of Community Service Maggie Moll
Director of Digital Media Lauren McCartney
AMA President Epiphanie Belanger, 2018-19
UWL’s chapter also received two Exemplary Collegiate Chapter Awards in the areas of communication and chapter planning. The group also presented at the Chapter Leadership Session, “How to Prepare a Top 10 Winning Case Panel.”
UWL’s AMA chapter advisor is Marketing Professor Gwen Achenreiner.
The Case Competition is open to undergraduate teams at schools that have an affiliated AMA Collegiate Chapter.