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University Community Relations
Business students shine in Laurier’s Integrated Case Exercise
Communications, Public Affairs & Marketing
Members of Team 66 were the big winners in Laurier’s spring-term Integrated Case Exercise (ICE) competition, which was held last week on the Waterloo campus.
ICE is a week-long case study competition that takes place in the winter and spring terms. Started more than 30 years ago, ICE is unique in Canada and gives all third-year students in Laurier’s Bachelor of Business Administration (BBA) program the opportunity to analyze comprehensive problems faced by real companies.
This year’s case featured MDL Doors Inc., a privately held manufacturer of pre-hung doors and entrance systems. The case was co-authored by David Rose, a Laurier marketing lecturer, and Detlev Nitsch, an assistant professor of policy at Laurier.
In the ICE competition, groups of five to six students present their recommendations in writing and orally to a board of School of Business & Economics faculty. The groups with the best overall performance before each internal board are selected to present before an external board of business executives, including representatives from the case company.
The winning team included students Phillip Jacobson, Ryan Lessard, Jaeho Oh, Cassandra O’Neil and Sonia Saund. They decided to meet off-campus at the Communitech Hub, where Laurier is an academic partner, so as not to get distracted by the other teams on campus.
“The Hub’s environment was a great facility with very energetic people,” said Lessard.
Through the ICE competition, BBA students have the chance to integrate management disciplines into a real-time problem-solving context while experiencing work-world pressures, developing presentation skills and interacting with business executives.