CASEIT INTERNATIONAL MIS CASE COMPETITION
https://www.caseit.org
Overview
CaseIT is the world’s premier international undergraduate Management Information Systems (MIS) case competition, hosted by the Beedie School of Business at Simon Fraser University. The brightest business students from across the globe converge in Vancouver, BC, to put their skills to the test in this week-long event.
As the Vice-Chair of Marketing, my vision for the 2025 competition was to double the engagement, double the memories, and double the surprises (since CaseIT celebrated its 22nd anniversary in 2025). The Marketing portfolio consisted of four teams: Marketing Communications, Design, Web Development, and Media.
Initial Vice-Chair Pitch
Design & Branding
A great marketing campaign and brand experience starts with an eye-catching visual identity; hence, I wanted to develop a complementary visual mark that will be attached next to the CaseIT logo. As well, since one of the key pillars of the 2025 competition is double the memories, I aimed to use more photographs and visuals that spike nostalgia. These key visuals were made sure to be featured in all communication medium for consistency and cohesion – from corporate packages, presentations, merchandise, to videos and signages.
Collaborators: Caleb Tsui, Simon Wong
Marketing Communications
The double the engagement pillar was achieved through the marketing and communications initiatives. I aimed to engage with more stakeholder groups beyond our primary audiences (our competitors), expanding to our communities at SFU Beedie, sponsors, and university partners. A key differentiation during my term was showcasing the behind-the-scene work as well as the talented crew that put together a world-class competition. I worked with the Marketing Communications Director to ideate diverse ways to engage with our audiences. The results: trendy Instagram Reels, interactive Instagram Stories, creative social media contest, informative website content – just to name a few.
We successfully kept the audiences in the loop and built excitement for the competition week. This was reflected through our social media metrics.
Collaborator: Christine Hui
Web Development (Caseit.org)
The competition website played an important role as part of my vision of building a more engaging brand experience. Website is one of the initial touch points that a customer interacts with a business; hence it was essential to me that the CaseIT website must be informative, interactive, and up-to-dated.
Having been a case competitor myself, I understood the stress and curiosity that competing teams endured before attending a competition – like what is this competition about?, who were the past winning schools?, what does the competition week look like?, how should we prepare?, etc. These questions and more were addressed on the 2025 website, with refreshed copywriting and brand new web pages such as CaseIT History, Media Gallery, Live Updates, etc.
The 2025 website was aimed and designed to be an essential information hub for all stakeholders throughout their experience with CaseIT – from the moment teams were selected to compete, to their week in Vancouver, and after the competition.
Collaborators: Samantha Chung, Jeffrey Su
initial Wireframes
Mobile Mockups
Early Desktop Mockups/ Sitemap Planning
Media
The media team’s primary goal was to fulfill the double the memories and the double the surprises pillars. I aimed to capture even more moments of the Organizing Committee and our guests to celebrate their hard work, through both photography and videography. The visual theme that I co-developed with the Design team guided the Media team to come up with a unique photography style (nostalgic/vintage) for the 2025 competition, which was achieved through various visual treatments in Adobe Lightroom.
To make sure the media team could capture the best moments, I leveraged my insights as a competitor to plan the blocking for each event (where the crew would stand) and the moments that should be captured. I coordinated with other portfolios to ensure the crew had access to restricted areas like the presentation rooms or the isolation rooms, so that competitors could look back at and cherish their most intense moments during the week.
The results: a comprehensive media gallery that captures the key moments, engaging promotional videos, and a surprise mini documentary that was filmed live and edited during the competition week and screened at the awards banquet.
Collaborators: Kaia Crozier, August Okavantha, Clayton Lam
See the full 2025 competition gallery -->
Case Writing
During my involvement with CaseIT 2026, I had the honour of contributing to the development of two business cases for CaseIT and PIVOT (local rendition of the international competition).
For CaseIT 2026’s Round II 24-hour case challenge, I assisted the faculty member/ Director of Academic in researching, framing the case structure, and writing an initial draft for TransLink’s digital twin technology adoption strategy.
For PIVOT 2026, I collaborated with faculty and representatives from SAP to develop a case challenge around SAP Concur’s business development and product strategy.
These case studies were solved by over 80 local and international competitors, as well as read by many panels of judges who were industry professionals and academic faculty. Click below to read the cases.
CaseIT 2026 - TransLink Case Challenge PIVOT 2026 - SAP Concur Case Challenge
