Business/SPEA Information Commons

Indiana University Bloomington

Students explain the essentials of Millennial marketing in Target Case Competition

Posted by nlgiu on June 17, 2009

June 8, 2009

Bloomington, Ind. — These days, everyone seems to be talking about members of the Millennial generation: their penchant for technology and social networking, their close connection to their parents and their desire to make a difference in the world. When Target wanted ideas for reaching the Millennial market, it came to the Kelley School of Business to ask the Millennials themselves.

Each year Target hosts a case competition for undergraduate students at the Kelley School, as well as several other business schools. This year’s competition focused on attracting and keeping Millennial guests and balancing the desires of Millennial customers and Baby Boomer customers.

Nearly all Kelley sophomores participate in the case competition through the X204 course, Business Communication. This means that 200 teams of four to six students work together to develop a report and presentation for their solution to the case competition. From the original 200 teams, 12 are selected for a semi-final competition, after which four finalists are identified to present to a team of judges from Target. Each member of the four teams will receive a cash prize: $750 for a first-place finish, $500 for second place, $250 for third place and $100 for fourth place. …



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