Baruch College Students Participate in
Target Corporation Case Study Competition
NEW YORK, NY- December 11, 2013 - A group of Baruch College students applied their marketing knowledge and creativity to earn $2,000 from the Target Corporation as part of the Target Case Study Competition during the 2013-2014 fall semester. The winners were announced December 9.
Students from the marketing class co-taught by Adjunct Professors Barry Soloff and Anthony Perrotto were given the opportunity to participate in the competition, which is presented to various colleges throughout the United States. This is the second time Baruch has participated in the competition. The winning team members are: Yejee Lee, Junior, Marketing major; Zun Phyu, Junior, Marketing major; Elena Popovski, Senior, Marketing Management major; Kareem Thompson, Senior, Corporate Communication major; Camille Venturina, Senior, Marketing Management major; and Chad Vincent, Junior, Digital Marketing major.
Minneapolis-based Target Corporation serves guests at more than 1,700 stores in 49 states nationwide. Since 1946, the corporation has given 5 percent of its income to communities through grants and a variety of programs like Take Charge of Education. Today, that giving equals more than $3 million a week, largely directed towards supporting education. As part of this, they donate to colleges throughout the country and offer selected ones the opportunity to participate in the nationwide Target Case Study Competition.
Each college that chooses to participate in the case study selects one case to work on during the semester. As one of the most culturally diverse colleges in the United States, it was decided that Baruch would work on a case focusing on connecting with multicultural shoppers.
The case objectives were to better understand the larger than average size and rapidly growing multicultural shopper segment and propose marketing strategies (product, advertising and marketing communications, etc.). The challenge focused on how to better attract and “delight” the multi-cultural segment so that they view Target as the best U.S. retailer to execute multi-cultural merchandising initiatives.
The students were broken up into teams to prepare for the competition by attending a kickoff meeting with Target executives; store visits to the Brooklyn/Barclay Center; analysis and preparation for presentation; and question and answer with Target executives. All 13 teams made semi-final presentations about the case study, and the top four teams presented to Target executives.
“The target competition allowed me to challenge myself and gain real experience,” said Kareem Thompson, a senior. “This was so much fun I was able to think outside the box and use my creativity. I had a great time working with my team. We all worked extremely hard and I am proud of our accomplishment.”
“The Target case study was a great opportunity to showcase our ideas and provide ways to help target alleviate its current struggle,” said Vanessa Aguilar, a senior Marketing Management major, minoring in Communications. “As a student, the feeling that your ideas were thought as feasible, achievable and innovative is a great achievement in itself.”
About Baruch College:
Baruch College is a senior college in the City University of New York (CUNY) with a total enrollment of more than 17,000 students, who represent 160 countries and speak more than 100 languages. Ranked among the top 15% of U.S. colleges and the No. 5 public regional university, Baruch College is regularly recognized as among the most ethnically diverse colleges in the country. As a public institution with a tradition of academic excellence, Baruch College offers accessibility and opportunity for students from every corner of New York City and from around the world. For more about Baruch College, go to http://www.baruch.cuny.edu/.