The Department of Business Management holds a MICE-themed business case competition

The Department of Business Management at CUNEF Universidad recently organised an academic competition where students used their strategic and management knowledge to solve a business case based on real-world MICE industry challenges.

The case study addressed the strategic challenge faced by a company operating in the rapidly growing and evolving MICE (Meetings, Incentives, Conferences and Exhibitions) market. Based on a real-life scenario, participants analysed how an organisation with a specific track record, capabilities, and positioning should redefine its strategy to strengthen its competitive leadership.

To solve the case, students had to determine how to reposition the brand as a creative leader in the MICE industry, while driving international expansion and broadening the portfolio of value-added services. The challenge required a comprehensive strategic approach, combining analytical rigour, creativity and sound decision-making skills.

Winning team

First place was awarded to the team composed of:

• Ana Mateo Jiménez – 2^nd-year student in the Double Bachelor in Law and Business Administration
• Felipe Crespo Smart – 2^nd-year student in the Bachelor in Economics
• Eduardo Noriega González – 2^nd-year student in the Bachelor in Economics
• Pelayo Lozano Yágüez – 2^nd-year student in the Bachelor in Economics

A highly valuable educational experience

These initiatives underscore CUNEF Universidad’s commitment to an academic model rooted in hands-on, experiential learning. Key benefits for students include learning to make decisions in contexts that simulate real-world business scenarios and developing analytical, creative and managerial skills while they gain academic recognition for their work and engage with today’s business environment and market challenges.