Student chapter named finalist in business case competition

Feb. 3, 2023 – DENTON – In just its first year as a student organization, the Texas Woman’s American Marketing Association chapter was named one of 10 finalists in the AMA Collegiate Case Competition. Out of the 78 competing student chapters from across the United States and Canada, the TWU chapter was the only finalist from Texas. 

The all-female team from the TWU College of Business will compete at the 2023 AMA Collegiate Conference in New Orleans. Students Rebecca Lembrino-Crowe, Ciara Easterling, Adriana Davila, Ruby Adame, Zena Hall and Lauryn Johnson will present their plan to The Wall Street Journal marketing department at the March conference. All chapters were given the same business problem by the sponsoring organization, The Wall Street Journal. 

It marked the first time that the AMA student chapter and its faculty advisors, Fernanda Muniz, PhD, and Andrea Bennett, PhD, have participated in the case competition.

“The students put in a lot of effort into this project,” Muniz said. “We are extremely proud of the team and happy to see that their hard work and dedication paid off. I look forward to continuing working with them, from helping them with their upcoming presentation to all the other exciting projects they have for our AMA chapter.” 

As the newly-appointed chapter president, Lembrino-Crowe said she took the divide-and-conquer approach by breaking up the case into small pieces and dividing it among the members. 

“This competition highlighted the expertise of every member on our team,” Lembrino-Crowe said. “We all learned how to make the most of our strengths and bring the best of our skills to the team effort. We are so ecstatic to make the top 10.”

The TWU chapter began working on the marketing challenge in November 2022. 

Lembrino-Crowe credits the group’s success to the personal connections that grew between the members over the next six weeks. 

“Working for weeks together on a major project both in-person and on Zoom fosters a unique connection with others,” Lembrino-Crowe said. “I have really grown into a leader because of this organization, and the lovely ladies on my team have taught me the value of different perspectives. I learned so much working on this case competition, and I am grateful for the people I've met along the way and the friendships that have bloomed as a result of our efforts.” 

To help raise funds for the group’s trip to the conference, the AMA chapter held two fundraisers in February. Additionally, people can support AMA by donating directly to the organization via CashApp ($AMATWU).

The AMA Collegiate Case Competition

The AMA Collegiate Case Competition is an academic year-long event that brings together top marketing students to work on a business challenge submitted by a sponsoring organization. The case sponsor provides a detailed marketing problem and is looking to gain the perspective of AMA students as they develop a marketing strategy in this nationally-recognized competition.