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Being a Golden Hawk means more than just cheering on our (really good) varsity teams – it means being a student who cares about your community, who works hard in the classroom, and who takes advantage of all the learning opportunities that can happen outside the classroom, too.


The Lazaridis School of Business and Economics has a proud tradition of providing immersive learning experiences to students, giving them the opportunity to tackle real-world business problems both inside and outside the classroom.

This fall, the Lazaridis School introduced the first Canadian Nielsen/General Mills Case Competition. Nielsen is one of the world’s leading marketing research organizations studying consumers in more than 100 countries and General Mills is a multinational manufacturer and marketer of branded consumer foods whose food products are marketed in more than 100 countries. They teamed up to provide real-world data and a current management scenario as the basis for the competition. On Tuesday, Nov. 3, students from the Lazaridis School presented their recommendations to a panel of Nielsen and General Mills executives.

Congratulations to Joelle Morin, Chris Ball, Michael Mercieca and Brianne Ta who won the inaugural competition. They are pictured with Lidia Kopchuk, senior human resources business partner, The Nielsen Company, and Natasha Gunn, consumer insights director, General Mills.

"I was very impressed with the level of professionalism and preparedness demonstrated by the members of all of the competing teams," said Krista Thompson, senior vice-president of Nielsen. "The kind of creative thinking the teams brought to the case study was wonderful to see, and even more tremendous was that the creative ideas were well supported by research – both qualitative and quantitative. A job well done by all of the teams. Congratulations."

"The competition was a lot of fun and I hope the students feel the same," said Lou Pasato from General Mills. "All the teams put great thought into their recommendations. It was fantastic to see such innovative ideas. Great work from everyone."

The winning team members each received an iPad mini courtesy of Nielsen Canada while the second- and third-place teams received gift cards. Both Nielsen and General Mills are also on campus recruiting for full-time and internship positions.

"We’re already thinking of how to grow the competition for next year," said Brad Davis, associate professor who coordinated the event for the Lazaridis School. "These events provide exceptional experience for our students, help build the Lazaridis School’s profile among industry leaders, and give faculty valuable insights into the skill sets needed for success to keep our curriculum up-to-date."

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