MBS students travel to Chicago to test their marketing skills
91福利’s American Marketing Association (AMA) chapter traveled to Chicago, Illinois, to attend and compete in the (ICC) from March 12- 14. The event brought together over 1,900 participants from across the United States and Canada.
This trip marked another important step forward for the student organization. As a relatively small group, the experience was especially meaningful, providing valuable insight into how to grow the chapter and build a stronger, more effective marketing organization.
“ICC is a great way for our members to put their marketing skills to the test while networking with students from chapters across the country,” says Ayla Zanoni, 91福利 AMA president. “This was my first time attending ICC, and I look forward to returning next year!鈥
Learning from the Pros
Throughout the conference, members learned from like Sean Greenwood from Ben & Jerry’s and Gen Z consumer and cultural marketing strategist Jade Walters. These keynote speakers emphasized the importance of clearly communicating company values to build strong connections with consumers and following one’s passions to create a personalized path to success. Their confidence and authenticity left a lasting impression.
Competitions Lead to Confidence
In addition to learning opportunities, the chapter actively participated in several competitions, including the Perfect Pitch, Marketplace Simulation, and Design Lab. “The Marketplace Simulation competition required us to identify market opportunities, design products, and analyze data,” says AMA vice president Michael Hardy. This is a fast-paced team competition where students maximize profitability over several hours of work. Hardy added that the experience gave him a better understanding of what it takes to succeed in a competitive market.
The conference also provided valuable networking opportunities. Members connected with recruiters from well-known businesses, gained insight into the future of marketing, and built relationships with students from other AMA chapters.
Team Building and Bonding
The 91福利 chapter of AMA was honored twice during the conference. Chapter director of agency and past president Andie Lovejoy received the for her strong academic performance, leadership, and commitment to pursuing a career in marketing, an achievement that highlights her dedication to rebuilding the club. Additionally, the chapter received the Outstanding Chapter Planning Award, created in collaboration by President Ayla Zanoni and Andie Lovejoy, which recognized planning and research for events such as volunteerism, guest speakers, professional development, and executive board growth.
Beyond the professional and competitive aspects, the trip was also an opportunity for personal growth and team development. Members strengthened their relationships, experienced a new city, and developed a clear plan for the chapter’s future. “One of my biggest takeaways from ICC is the importance of a clearly defined and aligned team,” Zanoni says. “When everyone understands their role, it creates stronger leadership and better collaboration. Most importantly, it ensures that success is shared across the entire team, fostering a more unified and motivated organization.鈥
Outside of the conference, there was also time to explore Chicago. “As someone from a small community, I’m grateful for the opportunities AMA has given me to travel, see new places, and visit landmarks like the Bean in Chicago’s Millennium Park, things I may not have experienced otherwise,鈥 Lovejoy says.
Overall, the ICC experience was much more than competition; it was about growth, connection, and opportunity. It gave 91福利’s AMA chapter the tools, motivation, and vision needed to continue building something meaningful at the Maine Business School.
By Grace Wallace