March 13, 2009


MBA students from across the country will apply their sales and marketing knowledge to a product from  Sony Electronics USA for the 2nd annual Neeley Sales and Marketing Strategy Case Competition , March 27-28, 2009. Prizes are $6,000 for the 1st place team, $4,000 for 2nd place and $2,000 for third. Other awards include Most Creative Solution and Best Handling of Questions.

MBA students from Darden, Michigan State, Kellogg, Purdue, Texas A&M, Notre Dame, Vanderbilt, Wharton, Missouri, SMU, Howard and Georgia have signed up for the event.  Each student will be assigned to random teams to work on the Sony product (to be announced at the competition).  They also will network with high-level  Sony execs who will judge their cases, including Jay Vandenbree, President - Sony Consumer Sales.

"Last year's marketing case competition, our first with the Neeley School, was an outstanding success in terms of the talent we saw, the recommendations we received, the interest exhibited in Sony careers, and the organization of the event by the Neeley School," said Dennis McTighe, Senior Vice President of Sales for  Sony Electronics' Western Zone.  "We look forward to seeing what the MBA students come up with for this year's competition."

The competition will begin with a welcome dinner and reception Friday evening, March 27, where the teams will be assigned.  Saturday morning, March 28, the students will be given the marketing case. Each team will have five hours to work on the case and 10 minutes to present their recommendations to Sony executives. Winners will be announced at an awards dinner Saturday evening. 

Bonny Smith represented the Kelly School of Business at Indiana University at last year's competition. She said that working with other MBAs as a team was akin to working on a real consulting engagement. 

"Working with new people, you have to quickly come together as a team and set team goals and individual responsibilities," she said. 

Daisuke Tanaka of the University of California-Berkeley, added:  "We all had great interactions with the many high-level Sony execs in attendance.  I learned a great deal about the organization in a short amount of time.  I am now following-up with those unique [Sony] contacts I made at last year's competition." Read more testimonials here .

For more information, visit or contact Ed Riefenstahl, Director of Experiential Learning at the Neeley School of Business, 817-257-5668 or