It may be time to start using the word “dynasty” when describing the suc­cess of North­eastern University’s Hunt­ington Man­age­ment Con­sulting group, which won the under­grad­uate case com­pe­ti­tion at Wake Forest University’s Mar­keting Summit last weekend.

The first place finish by the North­eastern team—consisting of Jake Wain­wright, DMSB’14, Joe Haniak, DMSB’14, Jed Baker, DMSB’14, and Made­line Lutke­witte, DMSB’14—is the university’s second vic­tory at the Mar­keting Summit in the last four years; last year, North­eastern placed second.

Eleven schools par­tic­i­pated in this year’s com­pe­ti­tion, five of which com­peted at the under­grad­uate level against North­eastern including Wake Forest Uni­ver­sity, the Uni­ver­sity of Penn­syl­vania, and the Uni­ver­sity of Cal­i­fornia, Berkeley.

I’d take my under­grads against a grad­uate team any day,” said Ray­mond Kin­nunen, club adviser and asso­ciate pro­fessor of Inter­na­tional Busi­ness and Strategy in the D’Amore-McKim School of Busi­ness. “We work hard at it and we go there to win.”

Hunt­ington Man­age­ment Con­sulting is an under­grad­uate club com­prising North­eastern busi­ness stu­dents who gain real-​​world expe­ri­ence through inter­col­le­giate case com­pe­ti­tions, in which they rou­tinely place among the country’s top busi­ness schools. To prac­tice for these com­pe­ti­tions, stu­dents often work with the entre­pre­neurs of alumni ven­tures, who pro­vide free analysis and con­sul­ta­tion in exchange for the oppor­tu­nity to hone their skills.

At this year’s com­pe­ti­tion, teams pitched a mar­keting pro­posal to Cheer­wine, a family-​​owned soft drink com­pany in North Car­olina. The pur­pose of the plan was to help the com­pany expand dis­tri­b­u­tion across the United States.

Teams had 36 hours to pre­pare their pro­posals, which con­sist of ana­lyzing the problem, answering ques­tions, and coming up with cre­ative solu­tions to the problem, explained Lutke­witte, who com­peted in her fifth case com­pe­ti­tion but couldn’t dis­cuss the details due to a con­fi­den­tiality agreement.

The North­eastern team learned the case’s specifics on Thursday night and met with Cheerwine’s senior vice pres­i­dent of sales and oper­a­tions. Teams then had to present a solu­tion to Cheer­wine rep­re­sen­ta­tives and a panel of judges Sat­urday afternoon.

We slept for about three or four hours Thursday night and 45 min­utes Friday night,” Lutke­witte said.

The group started preparing for the com­pe­ti­tion during the first week of Jan­uary with weekend prac­tice runs orga­nized by Kin­nunen, who goes by Coach K. He would give the stu­dents a case on Sat­urday morn­ings and by Sunday they would have to present a solu­tion to other North­eastern pro­fes­sors or Hunt­ington Man­age­ment Con­sulting alumni.

I’ve been doing this for a while, so the pre­sen­ta­tion skills I have gained by reg­u­larly pre­senting to judges who are alumni of the club or pro­fes­sors has taught me how to step up my game,” Lutke­witte explained. “It’s real world experience.”