University of Southern California

Marshall Triumphs in 2011 Macy’s Challenge
Marshall MBA Students Present Winning Marketing Proposal in Premier Case Competition
March 18, 2011 • by News at Marshall

On March 4, 2011, senior executives from the Macy's Corporation announced that MBA students from the University of Southern California’s Marshall School of Business had won the first annual Macy's Challenge Case Competition. The Marshall students earned $5,000 and a two-day trip to New York City to receive their prize.

The Marshall team's proposal will be used as the framework for Macy’s Spring 2012 national marketing plan. "Their winning presentation was very polished, creative and thoughtful," said Marshall team adviser Onma Lwin. "The team understood the millennial generation as well as Macy’s culture, and this was a winning combination."

In its first challenge, Macy’s invited MBAs students to develop a comprehensive approach to reaching and engaging the millennial consumer. The five schools to make it to the finals included USC, Harvard, Georgetown, Ohio State and New York University.

USC's winning marketing plan was a multifaceted strategy that utilized social media, such as Facebook and Twitter, and innovative messaging to reach the next generation of shoppers. The team included: Annie Yun MBA '11, Mimi Lu MBA '11, Jackie Panganiban MBA '11, Tammy Wong MBA '11, and Jessica Yoo MBA '11.

The group has competed for Marshall before and know each other’s strengths. "They have great chemistry," said Lwin. "They know how to work together."

About the USC Marshall School of Business
Consistently ranked among the nation's premier schools, USC Marshall is internationally recognized for its emphasis on entrepreneurship and innovation, social responsibility and path-breaking research. Located in the heart of Los Angeles, one of the world's leading business centers and the U.S. gateway to the Pacific Rim, Marshall offers its 5,700-plus undergraduate and graduate students a unique world view and impressive global experiential opportunities. With an alumni community spanning 123 countries, USC Marshall students join a worldwide community of thought leaders who are redefining the way business works.