Messiah University's marketing program wins first place in annual marketing plan case competition

Messiah University's marketing program wins first place in annual marketing plan case competition 

Four students in four separate photos. A student and professor on the top row and a male and female on the bottom. There is also a green and white diagram in the center of the photo.


Congratulations to the Messiah University marketing program, part of the Department of Business, for winning first place in the annual marketing plan case competition sponsored by the Pittsburgh Chapter of the American Marketing Association.

The team of students, comprised of Lindsey Bernd, Clayton Holmes and Angela Tozzi, did excellent work developing a detailed marketing plan that recommended "bolder branding" and "stronger selling" strategies for the case company, Butler Technologies Inc., a manufacturer of user interface and printed electronics products located in Butler, Pennsylvania.

The project engaged students in such a way that they were able to develop ideas by gaining an understanding of the company and its needs and then use that knowledge to create recommendations and eventually a marketing plan.

Professor of Marketing David Hagenbuch says three factors were essential to their success–a marketing plan model, branding for the marketing plan, and a “big idea”. This year, Clayton Holmes ’22, came up with the “big idea” for the organization by developing four unique product line brands for BTI, which did not have any. He even created names and logos for each. 

Fun fact: Messiah University Marketing also won first place in 2021 and has taken first place in the competition three times in the last four years.

You can learn more about Messiah’s marketing program here.