News and Events
Cornell's Johnson School Hosts Fourth Annual Hispanic Marketing Case Competition
Top Graduate Business Schools Compete for Over $9,000 in Prizes
November 16, 2007 | Ithaca, NY - Teams from the University of Notre Dame's Mendoza College of Business and the New York University Leonard N. Stern School of Business have won first and second place respectively at the fourth annual Hispanic Marketing Case Competition that was held on November 9 - 10, 2007 at Cornell University. Organized by students in the school's Hispanic American Business Leaders Association (HABLA) and Marketing Association, the competition brought together top students from other leading graduate business schools to present their solutions for an actual U.S. Hispanic business case study written by lead sponsor EMBARQ and supported by Proctor & Gamble and the Business Diversity Program sponsors, Deloitte Consulting, Lehman Brothers and PricewaterhouseCoopers.
Teams of three to five students from each school had five hours to develop a 15 minute presentation recommending how EMBARQ can best capture the fast growing U.S. Hispanic market for their communication needs. They needed to analyze the penetration of EMBARQ's products, competitor offerings, as well as the efficiency in their use of media mix to maximize their return.
This year's competition included teams from the following universities:
- Carnegie-Mellon University (Tepper)
- Cornell University (Johnson)
- New York University (Stern)
- University of Notre Dame (Mendoza)
- Purdue University (Krannert)
- University of California-Berkeley (Haas)
- University of Rochester (Simon)
The event offered ample networking time and the opportunity to hear from keynote speaker and event judge Harry Campbell, president of consumer markets for EMBARQ, who spoke about how leadership and marketing converge when those one leads have the same needs as those one markets towards. Other judges included Susan Sarna, vice president of business markets for EMBARQ, George Finn, director of consumer markets for EMBARQ, and Adrianne Melendez, assistant brand manager of Olay for Procter & Gamble.
HABLA's mission is to educate the Johnson School community about the significant impact on business resulting from Latinos becoming the largest ethnic minority in the U.S., as well as to provide educational and career resources for Latino students and members. HABLA works to build Johnson School Latino alumni network, connect with Cornell Latino Alumni Association, and build relationships with corporations committed to recruiting Latino MBAs. HABLA conducts proactive recruiting efforts with Admissions and the Office of Diversity and Inclusion.
