Empower Your Future: 10 Reasons to Participate in Case Competitions as a Student

Dear reader, a warm welcome to my LinkedIn blog! Here I'm delighted to share the insights and experiences that have shaped my path.

My name is Alona, I’m a proud Ukrainian and PhD Candidate in Economics. With my career spanning over 5 years, I specialize in ESG & Sustainable Finance. Currently, I am based in Geneva, Switzerland.

Today, we will delve into the world of case competitions. If you're a student, I hope my story can be a source of inspiration for you.

During my student years, I had the incredible opportunity to participate in and win numerous national and global case competitions. Here are a few of my achievements:

• In 2018, I won the all-Ukrainian digital marketing case competition, Genesis Marketing Case. Out of 50+ participants from Ukraine, I secured the coveted 1st place.
• My team clinched 1st place in the all-Ukrainian business case competition, L'Oréal Future Leaders 2018, triumphing over 50+ teams from Ukraine.
• I stood among the top 81 global finalists in the Unilever Future Leaders' League 2019 (London, UK), surpassing 58,000+ teams from 27 countries.
• My team won JTI Make It Bright Challenge (Geneva, Switzerland), where we competed against over 5200+ teams from 17 countries.

These experiences have shaped me personally and professionally, and I can't wait to share with you why participating in case competitions is absolutely worth it!

1. You get to meet amazing people who can inspire you

These competitions bring together participants from various backgrounds, providing a unique opportunity to network and interact with talented individuals. You might have the chance to rub shoulders with top-level executives from the companies hosting the competitions.

Let me share an unforgettable encounter I had at the Unilever Future Leaders' League 2018. I had the privilege of meeting Leena Nair, now Chanel's CEO. At that time, she was the Chief HR Officer at Unilever. Her words have stuck with me ever since: “If it’s to be, it’s up to you. This means getting up and making your own dream role, focusing on your purpose, and staying curious.”

2. It's undeniably fun!

Case competitions bring a thrilling mix of competition, teamwork, and problem-solving that can truly make your student years memorable. Take, for example, JTI Make It Bright Challenge 2019. It was an amazing experience that felt like being part of a startup accelerator program. The case presented to us was not limited to a particular brand or a pre-defined problem proposed by the company. Instead, the teams were given the freedom to delve deep into the company's current issues in different areas, from People & Culture to Sustainability, and propose a viable solution to an identified problem.

Our team came up with an innovative idea — the online platform BeLeaf. This platform aimed to empower employees to be eco-conscious, adopt sustainable habits, and understand the profound impact their actions can have on our planet. We worked a lot, collaborating closely with our mentors from JTI Ukraine (shout out to Anna Lakshtanova and Irina Bekesh), refining our idea, developing the app MVP and crafting a compelling pitch. The highlight of this adventure was when we presented our solution to the company's Excom at JTI HQ in Geneva, Switzerland, and won the case competition.

3. It's an avenue to try something new

Case competitions push you out of your comfort zone, encouraging you to explore uncharted territories and embrace fresh challenges. This helps you broaden your horizons and discover hidden talents you might not have known you possessed.

Let me share a story from the Unilever Future Leaders' League Global Finals 2019. We had to develop a sustainable solution for Rexona Deodorant. Our team did extensive research on different variants of biodegradable and stable packaging for the product. We stumbled upon a Ukrainian company called Effa Brush that had gained international recognition for its brush made of sugarcane-based paper, which is 100% recyclable and biodegradable. We proposed using similar material for the packaging of crystal deodorant.

The final product 'Rexona BeLeaf' seamlessly blended eco-friendliness, impeccable functionality, captivating aesthetics (look at the image below ??), and a price point that resonates with both reason and value. It was amazing to delve into the topic of sustainable materials and suggest a solution that can make a big difference!

4. Gain real-world experience

Case competitions provide a great opportunity to apply your academic knowledge to real-life business scenarios. It's a chance to bridge the gap between theory and practice and get a taste of what it's like to tackle complex problems in a professional setting.

This allows you to refine your critical thinking skills, test your ability to analyze data, and make informed decisions within time constraints — a vital experience that prepares you for the dynamic and fast-paced nature of the business world.

5. Personal development takes center stage

Participating in case competitions allows you to hone a multitude of essential skills such as public speaking, creative thinking, problem-solving, time management, and presentation and communication skills. These are all invaluable qualities that will serve you well in both your academic and professional pursuits.

6. Find your professional niche

Engaging in case competitions offers a fantastic opportunity to immerse yourself in a specific industry or field. You can learn more about the area you're interested in and gain invaluable insights into a company's culture, practices, and expectations. Take my experience with the Google Online Marketing Challenge (GOMC) 2017, for example.

GOMC was an annual global online marketing competition for students from higher education institutions around the world. Google provided student teams with a $250 Google AdWords (now Google Ads) budget to develop and run an online advertising campaign for a real business or nonprofit organization of their choice. An independent Academic Panel, along with AdWords experts at Google, reviewed the campaigns and selected winning teams based on the success of their campaigns and the quality of their competition reports.

When my friends and I decided to participate in GOMC, we were complete novices regarding digital marketing jargon like CTR, CPC, CTA, or CPM. It was a whole new world for us. However, we embraced the challenge and embarked on a journey of learning by doing. Through our determination and hard work, we secured an impressive 1st place in Ukraine and ranked among the top 100 teams out of 2600+ globally. It was an amazing experience that opened doors for me in digital. It led me to work as a Digital Marketing Specialist in an international IT company Genesis Tech (I joined the company after winning their case competition), and then do my PhD on the topic of ‘Transformation of the Global Digital Media Market’ at the top Ukrainian university Taras Shevchenko National University of Kyiv.

7. Build a competitive edge

Employers seek candidates with diverse skill sets and practical experience in today's competitive job market. Participating in case competitions distinguishes you from the crowd, demonstrating your ability to think critically, collaborate, and deliver results under pressure. These competitions provide opportunities to showcase your skills and set you apart from other candidates.

8. Access industry insights and mentorship

Case competitions offer a unique chance to interact with industry professionals who can offer valuable insights, guidance, and mentorship. Their expertise and feedback can be invaluable in shaping your understanding of the industry and guiding your future career choices. The opportunity to learn directly from experienced professionals can give you a competitive advantage and help you make informed decisions about your career path.

9. Create unforgettable memories with friends

Case competitions often require teamwork, allowing you to collaborate closely with your peers and build lasting bonds. The shared experiences and triumphs will undoubtedly make for some fantastic stories to reminisce about later. The late-night brainstorming sessions, the camaraderie, and the sense of achievement are memories that will stay with you for a lifetime.

I remember the time when my team participated in the Unilever Future Leaders' League 2019. At the national level of the competition, we had to develop a marketing campaign for Unilever's new deodorant line 'Axe Ice Chill.' Brainstorming with my team on the concept, marketing strategy, and brand activation techniques, from online promotion to sponsoring a music festival, was an absolute blast. We came up with a catchy slogan, 'Stay cool to be hot,' that we were all proud of!

10. Win prizes and access job and internship opportunities

Companies often organize case competitions to look for top talent. By showcasing your skills and performance in these competitions, you increase your chances of being noticed and considered for exciting job and internship opportunities within renowned companies.

Moreover, you can win some amazing prizes! For example, the prize at the Unilever Future Leaders' League was an invitation to the annual One Young World Summit, which convenes the brightest young leaders from 190+ countries and 250+ organizations, working to accelerate social impact. The prize for winning JTI Make It Bright Challenge was a global 6-month internship with the company. That’s how I got my job in Sustainability with my current employer, where I’ve been working for almost 3 years.

So, there you have it — 10 compelling reasons why participating in case competitions is an incredible opportunity. If you are a student, I hope my story can be the catalyst that ignites your excitement and fuels your ambition. Remember, the journey is just as important as the destination: it's about the lessons learned, the skills honed, and the memories created along the way. These competitions can be the turning point in your life, opening doors to unimaginable opportunities and paving the way for personal and professional growth.

Wishing you the very best on your journey! You've got this!

The opinions expressed are solely my own and do not express the views or opinions of my employer.