TU Dublin Compete in Australia Undergraduate Business Case Competition

26 Oct, 2021

Final Year students Amy Johnston, Kira O Brien, Benjamin Harris (BSc Business and Management) and Zenia Corson (BSc Business and Law) competed at AUBCC 2021 hosted by the University of New South Wales (Australia).

Teams from 16 universities participated.  The task in the Final Round was to advise TikTok Australia on how to grow their user base and revenues.  With a 10 hour time difference to Sydney, the team worked through the night to come out with their recommendations. The group proposed a very creative three-prong strategy – Reduce, Represent and Revamp. 

The team was selected and coached by Dr Eoghan O'Grady. According to Eoghan – "as with our team at the Lazaridis International Case Competition at Wilfrid Laurier University Waterloo, Canada in the previous week, Amy, Kira, Ben and Zenia were great ambassadors for the university.  Our participation at these and so many other prestigious competitions including for instance the MBA International Case Competition at Concordia University Montreal Canada does so much to increase TU Dublin's profile and reputation on the world stage as well of course of providing an amazing learning and networking opportunities for team coaches and team delegates."

Head of School of Marketing, Dr Etain Kidney, added "we are delighted to continue our commitment to case study competitions on our programmes. The long tradition of excellence in both the case study method of teaching and participation in competitions is an important part of our culture. Our students welcome the opportunity to represent TU Dublin on an international stage and we look forward to students from our BSc Marketing competing in the Rotterdam Carlton Case Competition (ROCA) next month."