The Jacobs & Clevenger Case Writers' Workshop

Jacobs & Clevenger Case Writers' Workshop

Saturday, Oct. 7, 2017 | 9:00-11:45 AM

co-sponsored by Jacobs & Clevenger, Midwest Marketing Education Foundation (MMEF) and Marketing EDGE

The Workshop

The Jacobs & Clevenger Case Writers’ Workshop takes place Saturday morning at the Summit – with no competition from other tracks or programs. At this annual event, companies seeking to inspire case-writing authors — and the 2017 winning case writers will present their cases and discuss their case writing experience to encourage your participation. 

Each year at the Workshop, participants have the opportunity to:

  • Identify a case that intrigues you
  • Find the right partner or partners to write with
  • Prepare to get your case organized, outlined, written, approved, and considered for book and journal publication
  • Be mentored through the rough spots at any point while you’re working on your case
  • Submit a case to potentially win 1st, 2nd or 3rd prize at the Marketing EDGE Summit and potentially see your case published in several journals and/or the next IMC Handbook edition.
  • Win awards (to be split among the co-authors):
    • Gold (first prize):        US $1,000
    • Silver (second prize) US $   750
    • Bronze (third prize)    US $  500

Winning Cases to Be Presented

(The awards were presented during the Awards Luncheon on Sunday, October 8)

  • GOLD: How a Burger King Franchise Can Succeed in a Competitive Fast Food Industry: A Case Study  Bela Florenthal, William Paterson University; Manar Awad, Birzeit University; Giuliana Campanelli, John Malindretos, William Paterson University 
  • SILVER: Shinola: What's Next for a Brand LInked to Detroit's Manufacturing Heritage? Blodwen Tarter, Matthew Fisher, Golden Gate University
  • BRONZE: Flowers for Dreams: A Blooming Experiential Brand  Stacy Neier Beran, Loyola University Chicago; Ashley Hasty, Indiana University

Guest Case Presentation

  • Sporting KC Gets an Assist from SeatGeek: Can Sporting KC Score? – Deborah Cowles, Virginia Commonwealth University; Jan Owens, Carthage College; Matt Sauber, Eastern Michigan University


The IMC Case Book, published by the Midwest Marketing Education Foundation (MMEF) is a resource for Integrated Marketing Communications courses, and includes winning cases from this workshop. All winning cases will be published in the next edition of the IMC Case Book.  The current edition is now available at:


"The conference is the best forum for learning about latest trends in digital and direct marketing as well as teaching.  The conference encourages sharing and development of real world case studies which are critical to preparing our students to hit the ground running."

-David Marold, Eastern Michigan University


Previous Years' Winners



Susan Jones

Susan K. Jones
Ferris State University
(contact for
case authors)

J. Steven Kelly

J. Steven Kelly
DePaul University
(contact for corporations)



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