When's the last time you took a chance on something completely unknown? That's exactly what Noorani Ladhani, Senior Marketing Manager at the Canadian Marketing Association, did when she decided to try out for case competitions in university. That single decision helped her excel at everything from strategic thinking and presenting to senior executives to landing coveted marketing roles.
At the end of my first year of business school at Concordia University, I was on Facebook when something caught my eye. Our school was recruiting for its case competition teams, and tryouts were coming up in a few weeks. I wondered, “What’s a case competition?” Although I didn’t know much about it, I figured, “Sounds like a challenge.” So I decided to take a chance and try out.
After learning more about what I had signed up for, I felt drawn to it. It was an opportunity to test my skills in a high-pressure, real-world environment. Since I had very little marketing experience at the time, I thought – how could a competition like this hurt? I was thrilled to get the call that I had been accepted and recruited to compete in the marketing team at the Inter-Collegiate Business Competition and represent Concordia University. At the time, this competition included a writing component where 30 schools submitted a written essay in response to a business case, and only the top teams advanced to solve the live business case.
I later learned how the process worked at Concordia University. The school recruits for three national competitions across multiple disciplines: Jeux de Commerce, JDC Central, and the Inter-Collegiate Business Competition. There was a class every week where teams took turns presenting, and the class, coaches, and instructors challenged our strategies and asked tough questions that pushed our thinking.
In addition to classes, we prepped 5–10 hours per week. There were also opportunities to participate in international competitions if selected, where preparation time increased to 20–30 hours weekly.
I grew immensely through my experience in case competitions. I practiced case cracking and presenting relentlessly with my coaches, and every effort contributed to the marketer I wanted to become. I was expected to absorb and apply feedback immediately. I analyzed marketing campaigns for inspiration, strengthened my understanding of costs, built more realistic projections, and studied multiple industries to craft more credible, industry-specific recommendations during competitions.
In my final year, I was balancing classes, preparing for multiple case competitions, and serving on the executive team of my school’s marketing association. I had a lot going on, yet I still loved case competitions and found the experience invaluable. I chose to fully immerse myself, and the time I spent preparing for competitions became something I genuinely enjoyed. Along the way, I built meaningful friendships with driven, like-minded people who pushed me to be better—many of whom I still stay connected with today. The time-management and problem-solving skills I developed helped me stay organized, focused, and confident across my academic and extracurricular commitments.
The learning never stopped. I learned how to manage time under pressure, collaborate with teammates toward a shared goal, think strategically, and confidently present complex ideas to executives. My presentation skills grew stronger, my thinking sharper, and my storytelling more compelling. Marketing case competitions pushed me to question assumptions, dig deeper into the facts, and create bold, unconventional solutions. What started as a skill-building opportunity grew into a passion that changed how I approach marketing.
Simply put, marketing case competitions help students prepare for the real world. They strengthened my strategic thinking and problem-solving skills, and my presentation experience helped me stand out in interviews. It won’t be easy, but the payoff is tremendous. You get to solve complex business challenges under pressure in a fun, fast-paced environment while unleashing your creativity when it matters most.
Marketing case competitions will exceed your expectations and open doors you never knew you wanted to walk through. You can become a better marketer by taking a chance now. What are you waiting for?
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"I love that marketing doesn't force me to pick a lane. I get to be the analytical one who figures out the strategy, but I also get to be the creative one who brings it to life. It's that constant back-and-forth between the two that makes the work actually feel like me." – Sakina, CMA Intern
One piece of advice that stuck with me was to stop waiting until I felt 'fully ready' before taking opportunities. A lot of growth comes from putting yourself in environments that challenge you, even if you're still learning. I've learned that experience builds confidence.
While scouring social media sites, job postings and your favourite companies searching for opportunities to get your foot in the door, you kept seeing one constant – required experience. That's something you just don't have. You're trying but you can't seem to get your foot in the door. Either you get no response or the response is that they've decided not to move forward with your application. That sucks.
