Case competitors are feeling the #DobsonBUzz

The Grant Dobson Case Competition is back on Mar. 4, and with this event comes tougher oppositions, leadership, as well as an immense amount of teamwork and collaboration.

The Department of Communication, Popular Culture and Film (CPCF) has been hosting this competition for the last ten years, providing students the opportunity to learn about modern day marketing, advertising and mass media challenges. It also serves as a means for students to have experience in strategic implementation of their ideas and gain greater insight into the field of marketing and advertising.

The challenge itself asks students from the CPCF department or the Goodman School of Business to gather a group of two to four other participants and submit a written report of how they plan on attracting and retaining the next generation of business travellers in the Greater Toronto Area.

“When I initiated the Dobson competition over a decade ago, it was a unique practice. Now, case competitions are popular in every field of business and student participation at Brock keeps growing each year,” said Dr. Sharon Broderick, Professor at The Goodman School of Business.

15 teams submitted a report, with judges choosing the following three teams to move forward in the competition:

Team 1: Lauren Goetz, Greg Jennings, Deanna Martan and Sultana Naimi
Team 2: Tina Vanderlinden, Shannon O’Rourke and Michael Sibbins
Team 3: Josh Hall, Zurain Malik, Lashkar Dehal and Dayna Stephenson

During the competition, the teams will have 20 minutes to make their pitch to a panel of judges, with a question period following each presentation. Goodman students and competition finalists, Dehal and Stephenson, are looking forward to competing together alongside their teammates.

“The biggest challenge that I think we faced as a team was agreeing on an idea. Between the four of us, there were times when we didn’t see eye-to-eye. We definitely had some very lengthy discussions about which direction we should move in and compromises had to be made,” said Dehal. “Either way, what I’m most looking forward to is winning. Not to discredit my competitors’ abilities at all but I’m just extremely confident that our team will succeed.”

“When I was in the Dobson Case Competition two years ago, my team member and I hadn’t even finished a Marketing class. We had no idea what we were doing. However, diving into this competition without any experience is what made it so memorable,” said Stephenson. “Our team this year has already begun to prepare with regular meetings, which consist of working on our presentation and building supportive relationships with each other.”

This event will be taking place alongside the Terry O’Malley lecture, which is scheduled for the same day, featuring Brock graduate Greg Plata (BSM ’08). Plata, who is the Team Lead for Sponsorship and Experiential Marketing at WestJet, will be presenting on “Taking flight with WestJet: How a Christmas Miracle(s) Helped Break the Marketing World”. First-place winners of the competition will take home $2,000, with second-place and third-place being awarded $1,200 and $800, respectively. The Mark Smyka Presentation Award of $250 will also be presented that day.

Tickets to Greg Plata’s lecture are free; however, reservations must be made in advance. To reserve your tickets, call the Centre of the Arts Box Office at (905) 688-5550 x3257. For more information about the competition, follow #DobsonBuzz on Twitter or visit

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