MBA Students Earn Second Place in National Black MBA/Prospanica Case Competition

A team of Georgetown McDonough MBA students took second place in the National Black MBA/Prospanica Case Competition on September 29 at the National Black MBA Association ‘s annual conference and exposition in Philadelphia. The McDonough team rose above 36 other schools but were edged out of the top prize by the University of Alabama.

The McDonough team of Nomblé Coleman (MBA’18), Timothy Lewis (MBA’18), Elida Ruiz (MBA’18), and Esmé-Thea Rogers (MBA’19) developed a 12-month, dealership-level marketing strategy for one of Fiat Chrysler Automobile Group’s luxury brands, Alfa Romeo. The Italian company has unsuccessfully attempted to launch its brand within the United States for many years. The team’s recommended solution included a unique customer value proposition, a redesigned dealership equipped with the United States’ first Alfa Romeo Museum, and a comprehensive marketing strategy.

One of the team’s keys to success was leveraging both their own expertise and the experience of their classmates. During the beginning stages of their research, they were able to interview many of their classmates who had extensive experience in the auto industry.

“Our final recommendations, and even the presentation, would not have been the same without support from several of our classmates who shared their architectural skills, knowledge of the auto industry, and insights from participating in other case competitions,” Lewis said. “The final result would not have been as rich without our classmates, other interviewees, and our team advisor, Diana Banks.”

Coleman’s favorite part of the experience was working with her classmates. “Assembling a group of talented individuals with diversity of thought and experiences truly enables a team to be successful,” Coleman said.

She also enjoyed showing off her school pride. “We wore Georgetown t-shirts with our suits and heard the love and support of our classmates who attended the showcase,” Coleman said.