AMA Collegiate Case Competition

2013-2014 American Marketing Association
Collegiate Case Competition
sponsored by the Hershey Company

The Collegiate Chapters Council of the American Marketing Association (AMA) runs an annual International Collegiate Case Competition that began in 1986-87.  The Case Competition is open to undergraduate teams at schools that have an affiliated AMA Collegiate Chapter.  The AMA Case Competition is a yearlong event that brings together top  marketing students to work on a marketing challenge submitted by a sponsoring organization. The Case sponsor provides a detailed marketing problem for which it is looking to gain the perspective of AMA’s best students, who will compete by developing a marketing strategy in a nationally recognized competition.

The purpose of the Case Competition is two-fold:
1) To provide AMA Collegiate members the opportunity to work together on a problem that typifies a real, working marketing situation

2) To provide the Case Competition sponsor direct contact with the very best marketing students with possible real world solutions to their marketing problem 

About the Hershey Company     

The Hershey Company is the largest producer of quality chocolate in North America. Hershey’s key regions are the United States, the Americas (Canada, Mexico, Brazil, Central and South America, and Puerto Rico), and AEMEA (Asia, Europe, the Middle East, and Africa). Its primary product groups include chocolate and confectionery products; pantry items, such as baking ingredients, toppings, and beverages; and gum and mint refreshment products. Hershey’s major brand franchises include Hershey, Reese’s, and Kisses but also includes more than 30 additional brands, such as Kit Kat, Jolly Rancher, Whoppers, York, Bubble Yum, Scharffen Berger, and Breath Savers. The brand of interest for this case competition is Take 5.For more information, visit The Hershey Company’s website

2013-2014 Case Brief:
The Case Brief is a synopsis of what the Full Case will become. Through conversations between AMA and The Hershey Company in Summer 2013, a Case Brief was developed, presenting a marketing problem, and the Full Case is now available. But you must submit the Intent to Participate Form to receive access to the Full Case.

View the Case Brief (PDF)
Intent to Participate Form (DOC)

The sooner the chapter submits Intent, the longer you will have to work on your written Case submission before the December 11 deadline!

Teams that have submitted Intent may email for current Take 5 branded logos.

The 2013-2014 AMA Collegiate Case Competition is open to those schools that have an affiliated undergraduate AMA Collegiate Chapter.

Additionally, all case team members must be undergraduate student members of AMA International Headquarters in good standing with current paid dues to the American Marketing Association. Non-AMA members and graduate student members may not contribute to the case efforts.

Schools must have an AMA-affiliated undergraduate chapter to be eligible to compete. Please contact for information on how to become affiliated with AMA. The affiliation process takes approximately two weeks, and must be completed and approved before Case access will be granted.

How is the Case Competition executed?
All affiliated AMA undergraduate Collegiate Chapters are eligible to compete, and we encourage all chapters to submit the Intent Form for access to the Full Case. 

- Submit Intent to Participate form to
- Get access to Full Case
- Submit your full written Case and Case Entry form (with all AMA member IDs for participants) by Noon Central, Dec. 11, 2013
- Finalist teams notified by February 1, 2014
- Finalist teams must present in person Thursday, April 10, 2014 in New Orleans

A panel of judges reviews the entries and up to ten finalist teams are selected.  Judging of the finalists takes place by in-person presentations at the International Collegiate Conference April 10, 2014 in New Orleans.  The winning Chapters receive cash awards. The sponsoring company retains all of the submitted entries and proprietary marketing information submitted by competing Chapters.

When are final case entries due? How do we submit?
Both your written Case (document named as "University name_Full Written Case") and the Case Entry Form (named as "University name_Case Entry Form") are due by December 11, 2013 at NOON Central Time.

Both documents are submitted via the  Chapter Reporting Portal. Failure to test and upload via the Chapter Reporting Portal and meet the appointed deadline time is grounds for disqualification.

Those in your chapter who have permissions to upload using the Chapter Reporting Portal are always: Faculty Advisor, President, Second Contact. Test the Portal well prior to all deadlines. If you are one of the above approved users, and need assistance with the Portal prior to the deadline, please call 312-542-9077 or email and provide your chapter information along with your name and position (Faculty Advisor, President or approved Second Contact).



 Contact Us

Not an AMA collegiate chapter?
Questions about the competition?