Acad, what is it?
Academic cases are often considered the essence of the competition. These are case-solving challenges completed in isolation, with a presentation before a panel of judges.
Companies and organizations submit real or fictional cases and ask for marketing solutions that go beyond the ordinary.
Cases are divided into different categories, ranging from HR marketing to experiential, including international and B2B.
One team per university, normally made up of three members, attempts to stand out through their solutions and is evaluated according to a precise judging rubric.
Companies and organizations submit real or fictional cases and ask for marketing solutions that go beyond the ordinary.
Cases are divided into different categories, ranging from HR marketing to experiential, including international and B2B.
One team per university, normally made up of three members, attempts to stand out through their solutions and is evaluated according to a precise judging rubric.
The Academic Cases
Appel d'offres d'agence
The Contract Case offers an experience similar to working in an agency. It asks teams of four to develop a campaign and pitch it to a jury over the course of a single day, structured in three rounds.
B2B
Marketing
The B2B marketing case aims to support a company seeking visibility, leads, and clients in a business-to-business sales context. Strategies must be tailored specifically for B2B.
Experiential Marketing
The experiential marketing case aims to design one or more memorable and immersive experiences for a brand, creating a strong emotional connection between the consumer and the company.
International Marketing
The international marketing case aims, in most instances, to guide an organization through its international expansion by analyzing available markets and considering the realities of the business.
HR
Marketing
The HR marketing case aims to support an organization in its efforts to attract, retain, and engage talent through a coherent employer brand strategy.
Digital
Marketing
The digital marketing case combines all the tools that can help manage a company's marketing in 2027. If you know what CRM, ERP, SEO, SEM, and GEO stand for, this case is for you.
Strategic
Marketing
The strategic marketing case aims to guide a company in making pivotal decisions to optimize its market positioning, competitiveness, and growth.
Surprise
case
The Surprise Case must be resolved alongside another case or component. Participants prepare ahead of the competition and present on Friday. The case can cover all forms of marketing.
Social
case
The social case is part of the social component. It can cover any and all facets of marketing. The case is published in advance, allowing participants to prepare before the competition.
Quiz
The Happening Marketing Quiz consists of a head-to-head competition covering various predefined marketing-related topics. It requires memorizing course material, slogans, logos, audio jingles, and statistics.