Business students impress at national case competition

By Costa Maragos Posted: February 2, 2017 6:00 a.m.

Tatiana Levit (l), assistant professor of marketing in the Faculty of Business Administration, helped prepare the students for the competition. Proudly showing their trophy are Seth Tyler and Rochelle Berenyi.
Tatiana Levit (l), assistant professor of marketing in the Faculty of Business Administration, helped prepare the students for the competition. Proudly showing their trophy are Seth Tyler and Rochelle Berenyi. Photo - U of R Photography

Students from the University of Regina’s Paul J. Hill School of Business continue to impress at national competitions.
The two-member team of Rochelle Berenyi and Seth Tyler finished second in their category in a highly competitive university business school competition.  

Berenyi and Tyler competed in the marketing category of the Inter-Collegiate Business Competition (ICBC) held at Queen’s University, in Kingston, Ontario. ICBC is Canada’s oldest and longest-running undergraduate business case competition, having begun in 1978.

The students worked with their marketing team’s coach Tatiana Levit, assistant professor of marketing in the Faculty of Business Administration. Paul Sinclair, assistant professor in business communications, was the faculty coach and Nola Joorisity, a lecturer in business 100 and accounting, accompanied the team to Kingston.

Each year, the competition receives around 170 submissions from more than 40 Canadian and international business schools.

“It's strange really, because I never saw the enormity at first, I just thought it was another case competition,” says Tyler. “After I saw what schools we were competing against I said to Rochelle ‘we're in the big leagues now.’ It just goes to prove that the U of R is small but mighty. You don't have to go to big schools to obtain big results.”

Says Berenyi; “This competition was an amazing experience, and I was very happy that we were able to place second, competing against so many good schools.”

Berenyi and Tyler were up against teams from Wilfred Laurier University, University of Toronto (St. Michael’s), Queen’s University, University of Vermont and University of Prince Edward Island.

Teams had to earn their way to the final round by completing a business case analysis. They had two weeks to complete their analysis and submit their recommendations to a team of judges.

The top six teams from each category were then selected for the final round.
 
For the final round the teams were asked to analyze a broken business relationship.

“To summarize on a very high level, we recommended a direct marketing and relationship building strategy, to help the company in question restore relationships with previous customers, preserve relationships with existing customers, and hopefully develop new relationships with future customers,” says Berenyi.

The students’ hard work paid off.
 
“Going into ICBC is a lot of work, and I feel very proud for what we accomplished,” says Tyler. “We were up against some of the best from around Canada, so placing second is such an honour.”

Says Berenyi; “Being able to participate, and place, in this competition means so much to me. On top of the opportunity to learn a lot of useful skills, this was a real opportunity to demonstrate my critical thinking, and how much I value education.”

Since 2010, the Paul J. Hill School of Business has sent 18 teams to the final round of ICBC competitions and have placed in the top six universities three times.
 
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