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  • AMA Collegiate Case Competition

    This year-long academic competition brings together top marketing students to collaborate as chapter teams in solving a real-world business challenge. Teams will receive a detailed case brief and be tasked with developing a strategic marketing plan that highlights creativity, analytical thinking, and real-world application. Gain hands-on experience and national recognition.

    Intent to Participate Sign Up: Now Open and Will Close: Nov 12, 2025

    Full Written Case Plan and Case Entry Form Deadline: Monday, Dec 8, 2025 at 11:59pm CST (Other Time Zones: 12:59am EST / 10:59pm MST / 9:59pm PST)

    Full Written Case Submission Link
    Intent to Participate is now Closed

Competition Objective

  • As a team, develop and propose an innovative marketing strategy in response to a detailed challenge provided by the Sponsor (the “Case Sponsor” or “Sponsors”).
  • Showcase your skills and creativity in this nationally recognized competition.
  • Check a previous year winner’s presentation – Case Competition Showcase Presentation.

Competition Co-Sponsored By

© 2026 Major League Baseball. MLB trademarks and copyrights are used with permission. All rights reserved.

Competition Process

Note: You can hover over some of the bold bullet points in the materials below to access linked content and additional resources.

  1. Download the Case Competition Disclaimer and Release Form (Note: Make sure your form is completely filled out and that everyone has signed the form)
    • Note: Your Chapter must complete and submit the Disclaimer and Release Form during the Intent to Participate sign-up (the form must include all students/participants emails, signatures and dates).
      • Important: All student members participating in the case development will be required to sign the Disclaimer and Release Form – all chapters will be required to submit a copy to gain access to the gated Case Brief and Important Competition Resources.
        • If your chapter adds students/participants after submitting the Intent to Participate and the Disclaimer & Release Form, you must resubmit the Disclaimer & Release Form using the Intent to Participate sign-up link.
      • All Intent to Participate sign-ups will be reviewed and verified prior to gaining access to brief.
  2. Complete the “Intent to Participate” Google Form Sign-Up ASAP or before the November 12, 2025 deadline date.
    • Remember, the sooner that your chapter submits the Intent form, the sooner you will receive access to the gated content and Case Competition documents (including the Case Brief).
  3. After the Intent to Participate sign-up verification process, AMA will give your chapter access and instructions to the full case brief details, and resources.
    • This will occur within 24 hours after your chapter’s Intent to Participate submission has been received, and verified.
  4. Upon receiving the case, all teams should review all the materials and start a plan for how they want to address the challenge (reminder: only active AMA national undergraduate chapter members are allowed to participate in the case).
  5. Chapters must submit their complete written case, along with a copy of the signed contract/non-disclosure agreement (if one applies), and provide the names for everyone who supported the development of the plan on the Chapter Team Case Entry form on or before the December 8, 2025 deadline date. Reminders:
    • One (1) Team per Chapter/School.
    • When crafting your chapter’s written case, ensure there is no mention of the campus location or any other identifying information that could reveal your school’s identity. Any case plan referencing the school name will result in point deductions.
    • Faculty advisors can provide guidance/feedback to their teams, but should not provide direct “you should do this” instructions in developing the plan. (Ask open-ended questions.)
    • Save your Full Written Case as a PDF file with the full name of the institution spelled out – see examples:
      • Texas State University_Full Written Case.PDF
      • California State University – Long Beach_Full Written Case.PDF
      • State University of New York – Oneonta_Full Written Case.PDF
    • Save your Case Entry Form as a PDF file with the full name of the institution spelled out – see example:
      • Texas State University_Case Entry Form.PDF
      • California State University – Long Beach_Case Entry Form.PDF
  6. Full Written Case submissions will be judged by a panel of professional and academic marketing experts in December, following the case submission deadline.
    • NOTE: Faculty members with a chapter participating in the case competition are not eligible to volunteer as a case competition judge.
  7. The Top Finalists teams will be identified and notified by phone/via email, and the official case announcement will be made to the entire Collegiate Community by late January.
    • Top Finalist chapters advancing are typically between 9 to 11 chapter teams.
    • Finalists teams will be a max of 5 student members presenting in-person.
    • All presenters must be current AMA members, have worked on the case, and have been listed on the Entry Form submitted with the written case on December 8, 2025. Students graduating in December 2025 or January 2026 who meet these requirements are also permitted to present. Note: Students who have graduated must maintain their AMA membership active to be eligible to present during finals. If students have entered graduate school, they will not be eligible to participate.
  8. The Top Finalists teams will be required to present in person to the Case Sponsor and guest at the AMA International Collegiate Conference (ICC) taking place March 12-14, 2026 in Chicago.

Entry Requirements

  • The AMA Collegiate Case Competition is exclusively open to undergraduate student teams from schools with an active AMA-affiliated collegiate chapter. Graduate students are ineligible to participate.
    • One (1) Team per Chapter/School.
  • The information in the case is confidential. Case teams may not share the document or its information with others outside of the case team members and their advisors.
  • Participation is restricted to active, paid national AMA members. Non-members are prohibited from accessing the case or contributing to its development. Additionally, graduate student members are not allowed to participate in any capacity related to the case.
  • The collegiate chapter is responsible for ensuring that all individuals involved in the case are active, paid national AMA members.
  • At schools where the AMA faculty members use the case as a basis for a Fall semester course, they must ensure all course registrants are active, paid national AMA student members.
  • Failure to comply with these requirements will result in disqualification from the competition.

If you wish to participate in the competition but your chapter has not yet been established, please initiate a petition to start a collegiate chapter by contacting AMA Customer Support at customersupport@ama.org.

Round Details

Round 1

Chapter teams will meet during the Fall (Mid-September – Early-December) to review the case, develop a plan of action to address the issues identified in the case, conduct research as appropriate, create their strategies, tactics and metrics, organize those into a full written strategic plan, and submit the plan document by the designated deadline (Full Written Case due on December 8, 2025). Following the submission deadline, all full written cases will go through the Round 1 judging review process in December. Teams should focus on content and presentation in their case documents.

Finals

The Top Finalists will advance to the Final Round and present in-person at the AMA International Collegiate Conference (ICC). Each chapter’s presentation team can consist of up to five students. Note: If a team member graduates in Dec/Jan and they participated in the project planning and case development, they will qualify to present with the team.

How is the Competition Judged?

Round 1 (December)
The case competition Round 1 judging process is facilitated via a blind process. All judges evaluate the case submissions without knowledge of what institution they are reviewing and scoring. The case competition volunteer judging pool is made up of AMA collegiate faculty and marketing professional volunteers.

Judging Rubric and Categories – Round 1 – A total of 100 Points:

  • Situation Analysis – 20 Points Value: The situation analysis should demonstrate a thorough understanding of the situation facing the case sponsor in the desired markets, and should include a SWOT analysis or comparable alternative.
  • Market Research – 20 Points Value: Primary and secondary research pertaining to the project.
  • Target Market, Positioning, Strategy and Objectives – 20 Points Value: Target markets should be sufficiently described and grounded in research. Brand and Product positioning, and marketing strategy should be clearly articulated and flow logically from the situation analysis and market research. Objectives should be realistic and measurable.
  • Marketing Tactics – 20 Points Value: As appropriate, the tactical implications should include an integrated marketing communications plan, pricing plan, media plan, etc. The tactical recommendations should be a logical extension of the positioning and marketing strategy. Proposed timelines and budget should be included.
  • Metrics—10 Points Value: Performance measures to be tracked and the benchmarks to be achieved should be identified to determine if the proposed marketing strategy and tactics are successful.
  • Presentation—10 Points Value: Proper use of grammar, spelling, punctuation, visual appeal, white space, graphics, flow, etc.

Judging Rubric and Categories – Final Round – A total of 100 Points:

  • Case Setup and Research – 20 Points Value: Demonstrates a thorough understanding of the case challenge and provides a sufficient overview of the situation through primary and secondary research.
  • Target Marketing, Positioning, Strategy and Objectives – 25 Points Value: Description of the target market(s) for the proposed marketing strategies. Development of positioning and overall strategy, as well as measurable objectives.
  • Tactical Implementation – 25 Points Value: The tactical plan should be based on the research and situation analysis presented. Proposed timelines and budget effectively communicated.
  • Metrics – 10 Points Value: Identify the performance measures to be tracked and the benchmarks to be achieved to determine the success of the proposed marketing strategy and tactics.
  • Presentation and Q&A – 20 Points Value: The presentation is professional in appearance and engaging. Presenters can effectively address the judges’ questions.

Finals
The Top Finalists will present at the AMA International Collegiate Conference. More details to come soon. In the meantime, please make sure that when your chapter receives access to the formal case brief document – we encourage everyone to make sure that all chapter members read all the information that is provided on the case competition in its entirety.

Competition Prize

The Case Competition Chapter Prize Outline:

  • 1st Place: $2,000 & ICC Award (1 chapter winner)
  • 2nd Place: $1,000 & ICC Award (3 chapter winners)
  • 3rd Place: $500 & ICC Award (6 to 7 chapter winners)

Questions?

Contact AMA Customer Support at membersupport@ama.org.

Chapter Case Questions / FAQs

Chapter Questions Regarding the Written Case Process?

Case questions regarding the written case process and where to submit inquiries will be provided on the case competition rules and guidelines. All questions and inquiries will be answered and shared with all participating chapters who have signed up with the intent-to-participate form.

Do I have to be registered for the 2026 AMA International Collegiate Conference to participate?

Yes. To participate in Case, chapters acknowledge their intent to register for 2026 ICC. All chapter teams selected to move forward as finalists will be required to register for ICC by December 5, 2025.

What should I wear for the competition?

Professional business attire is encouraged for the in person presentation. Look sharp, as you want to impress the case competition judges! Please remember to remove your name badge and avoid wearing attire that identifies a specific school.

Case Competition Resources

Calling All AMA Volunteers!

Want to make an impact and support the AMA Collegiate Community?

Here’s your chance – AMA is looking for volunteers to help judge our Collegiate Opportunities.

Learn more and sign up today, visit the AMA Collegiate Volunteer Page. 

AMA Collegiate Volunteer Page

Become the next Case Competition Partner!

Got a Marketing Challenge? Let’s Make It Legendary! AMA is on the lookout for our next Collegiate Case Competition partner – and it could be YOU! Team up with AMA to turn your real-word marketing challenge into the ultimate Collegiate Team showdown and help us inspire the next generations of marketing leaders. Click here and discover the AMA Partnership & Sponsorship opportunities.

Go Back to the Competition Directory

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