TU Dublin Marketing Students Take on Global Business Challenge at 2026 BBU International Case Competition
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Four fourth-year BSc Marketing students from TU Dublin are representing the University at the 2026 Babeș-Bolyai University International Case Competition (BBU ICC) in Cluj-Napoca, Romania.
Tanisha Nawaz, Isabel O'Kane, Freya Murray and Erin O'Toole, accompanied by their coach Dr Tara Rooney, are joining students from 14 leading universities around the world for an intensive week of business problem-solving, strategic analysis and professional presentations.
Hosted by Babeș-Bolyai University (UBB) and its Faculty of Economics and Business Administration (FSEGA), the competition challenges students to apply their knowledge to real-world business scenarios. Teams will tackle two business cases, including six-hour and fourteen-hour challenges, putting their analytical thinking, creativity, teamwork and consulting skills to the test.
For TU Dublin students, the competition offers an opportunity to apply the knowledge and skills developed through their Marketing degree to complex business challenges in a high-pressure, international environment.
The BBU ICC is a strong example of TU Dublin's practice-based approach to education, encouraging students to move beyond theory and apply their learning to real-world situations. Through case competitions, project-based assignments, industry engagement and other hands-on experiences, TU Dublin students develop the practical skills needed to navigate the workplace. Working collaboratively to analyse problems, develop solutions and communicate recommendations mirrors the challenges graduates will encounter in their professional careers.
This approach combines academic learning with practical experience, helping students build confidence, strengthen their problem-solving abilities, and develop the teamwork and communication skills employers value.
The international setting of the BBU ICC also gives the TU Dublin team an opportunity to develop a global perspective, build professional networks and collaborate with students from different academic and cultural backgrounds. The competition takes place in Cluj-Napoca, one of Eastern Europe's leading university and technology hubs. Known for its multicultural heritage and thriving innovation ecosystem, the city provides an inspiring setting for international collaboration, learning and exchange.
By competing on an international stage, Tanisha, Isabel, Freya and Erin are not only showcasing their abilities but also representing TU Dublin and Ireland in a global academic and professional community. We wish the TU Dublin team and all participants the very best of luck in the 2026 BBU International Case Competition.