Coach offers inspiration to students

During the time leading up to OCMC our coaches and all the faculty involved are like our parents. They deal with all of our stress and nervousness like it is second nature. They are a source of constant support and encouragement and always try and make sure that we know that they know we are doing our absolute best! Without our coaches and other faculty support we could be nearly as prepared as we are for the upcoming competition and we would not perform nearly as well as they and we are sure that we are going to!

With the competition only a few days away I thought it would be good to get a little bit of advice and inspiration from Sheryn Beattie, the coach of the retailing team to inspire us as we prepare to use all we have learned and compete in OCMC 2012.

How did you first get involved in OCMC? 
OCMC was started over 30 years ago as a provincial event. Humber was encouraged to participate 10 years ago and Humber faculty were asked to volunteer to help.

 What do you enjoy most about being a coach for OCMC?

OCMC is all about student engagement. Working one on one with the students is a great way to share knowledge; their experience and my first hand knowledge working in the field. I love to see the students challenge their business knowledge and hone their presentation skills. Training for OCMC is like igniting a passion learning.

What are you most looking forward to during OCMC 
OCMC is a fun and demanding event. I hope the Humber team does well but I believe the Humber team wins no matter what the outcome; they have all worked hard and will do their personal best.

What advice do you have for your team and other teams? 
Take a deep breath, be supportive of your teammates and meet the case challenge with a clear strategy and think INSPIRATION! Be proud of your achievement, you are representing Humber and competing against the top marketing students in the province.

What is the best advice you have ever received? 
"Life is not a dress rehearsal, enjoy every day as if it were your last."

What do you find is the best method of coaching a team?
Provide structure for the case method, but expose the team to the newest marketing trends, this will get them thinking about innovation! It is also important to expand critical thinking with trial and error through repeated case analysis. It is important to have the team understand that the business arena is very competitive and they must learn to think outside of the box for new ideas, be supportive of one another and take responsibility for their decisions.

-Rachel 

How to analyze a marketing case

The Ontario College's Marketing Competition is a two day event. On the second day of competition, which is the Friday the case events are presented. Here is a quick overview of how the case events work:

Each team is given a case relating to their specific marketing category and 30 minutes. In these 30 minutes the team must read and analyze the case and prepare a 15 minute PowerPoint presentation to present to the judges. 30 minutes is a VERY short time so it is important that teams know exactly how to analyze the case in order to maximize the time that they are given. There are a number of steps included in this analysis:

1) Analyze the situation 
When analyzing a marketing case it is important to look at what is happening both inside and outside the company. Therefore in order to properly analyze the situation teams must look at a SWOT analysis; strengths, weaknesses, opportunities and threats. Strengths and weaknesses examine what is happening inside the company while opportunities and threats examine what trends are happening outside the company in society.

2) Define the problem
The problem must be defined clearly and concisely. In order to do this it is important to identify the key issues that emerged during the first step in the analysis process. If there is more than one problem the problems should be ranked in terms of importance.

3) Identify and evaluate alternatives
Before making a recommendation it is important to take time to think of alternatives. Each alternative should be SMART ( specific, measurable, achievable, realistic and  time bound). It is also important to make sure that both the pros and cons of all the alternatives are discussed.

4) Make your recommendations
There are seven important elements to making a complete recommendation. These elements include:

• Target market: the target market must make sense based on the external and internal issues that were identified earlier through the SWOT analysis. 
• Positioning: where do you want your product to be thought of in relation to the products of your competition
• Product: explain the product offering and make sure to include the benefits to the customer.
• Price: identify the pricing strategy and why it was chosen
• Place: ensure your distribution strategy is clear and consistent with the customers needs
• Promotion: discuss the types of promotion that will be used as well as what is going to be said and how it is going to be said in an effective way. 
• Implementation: how you will implement your recommendation. It is important to have a clear plan of how and when you will implement your recommendation. All the elements of product, price, place and promotion must be in place. 

5) Summarize

Summarize your position and reinforce your reasons for selecting your specific strategy. It is also a good idea to relate your summary back to the problem that you identified at the beginning of the analysis. 

It's All Over

The Ontario Colleges Marketing Competition has come to an end. Over a year in planning and many months of training all came down to two very exciting days. Students from across Ontario, representing thirteen different colleges travelled to Toronto in order to demonstrate their marketing skills through a series of competitions.

The intensity and level of energy was immense. Between the chants of “GO GREEN!” and “HAWK YEAH!” all of the colleges did an excellent job in making their voice heard! Throughout the entire competition the energy level remained at a constant high. In addition, in order to help pump students up, there were various events ranging from: a live flash mob, to a casino royale experience and everything in between.

The highlight of the event was definitely the gala dinner and awards ceremony. Everyone was dressed to impress- it was amazing to be surrounded by the top marketing students from across Ontario. From the very beginning of the evening, participants and coaches were holding their breath in anticipation for the results. Once it was all over, it was time to celebrate and relax.

Although the many cheers have already happened we are pleased to release the official results for the 2011 Ontario Colleges Marketing Competition:  

Congratulations to all participants! Your efforts are extremely appreciated. Everyone did an exceptional job representing his or her respective college!

It was a true honor for Humber College to be the host of the 32^nd annual Ontario Colleges Marketing Competition.

Overall OCMC was a great success. On the behalf of Humber College I would like to extend a sincere thank you to all of the participants, coaches, volunteers and sponsors. Without a combined effort OCMC simply would not have been possible. We look forward to experiencing what Centennial College has planned for next year!

-Tim