Niagara College business students take second in provincial competition

A team of Niagara College business and management students put their marketing skills to the test and rose to the challenge of a pressure-cooker provincial marketing competition, coming home with a second-place trophy.

Eighteen NC students were part of the winning team at the recent Ontario Colleges Marketing Competition 2022. The annual case-based competition draws the best and brightest business students from colleges across the province to compete in case-based business challenges, a quiz bowl tournament and more.

Most of the participating students from NC were second-year students from business sales and marketing and business administration programs, with others from programs that included international commerce and business analytics

“How inspirational it was to be there and see the pure joy and emotions of our NC students and the pride of our amazing faculty that helped them achieve this tremendous outcome,” said Alan Unwin, NC’s dean of business, tourism and environment.

The provincial competition provides students with the opportunity to develop their understanding of sales and marketing, said associate dean of business management April Tyrrell. “The students not only gain knowledge about the industry but also develop their self-confidence,” she added. “It is a high-pressure environment as they have a short amount of time to prepare a presentation and then must prove to the judges that their solution to the case is the best.”

While the college has participated in the competition for more than two decades, professor and program coordinator Terri Champion, who has been coaching the students for 20 years, said the team for the 2022 competition was its largest and most diverse, with 15 international students.

“For many of the international students, competing in this event is very challenging as they are often not always as confident in their language abilities, as well as sometimes unsure about some of the cultural references and marketing industry practices unique to Canada/North America,” said Champion.

“This group surpassed our expectations in every way and were a very hard-working group that fully embraced the challenge.”

Champion added that while taking home a second-place trophy is an accomplishment for a college smaller than some of the participating colleges from the Greater Toronto Area, the focus is on the impact the experience has on participating students.

“The more important win is being able to witness the sense of accomplishment and confidence that students come away with after participating in OCMC,” said Champion. “It is, hands-down, the best student experience for a college marketing student in Ontario.”

Students competed in 11 different events, in pairs for most events, and individually for two events.

Judges ranked the competitors at each event and awarded first-, second- and third-place finishes – each with a points value. Students who were in the top three received an award and were recognized on stage for their achievements. Those who placed fourth or fifth were given an honourable mention and contributed to overall points for their college.

Second-year business – sales and marketing student Richelle Billones from Niagara-on-the-Lake said she joined the competition team as a “once-in-a-lifetime opportunity.”

Billones, who is originally from Philippines, said she was proud to represent the college at the competition.

“Not only has it enhanced my skills, it also opened endless opportunities and broadened my network for my future career,” said Billones. “The most fulfilling experience I gained from the entire event is the gift of friendship … I am thankful to have met and become a part of a team of amazing people.”

In addition to NC’s overall second place win, many students were recognized for individual achievements at the competition.

Hosted by Seneca College, the 2022 competition was held in-person and virtually at the Sheraton Centre in downtown Toronto. Twelve Ontario colleges participated in this year’s event.

This was the sixth time that NC placed second overall at the OCMC, including last year.