In this class the students will deal with a real  marketing problem from an FMCG Soft drink Company. The marketing problem is the new product development and introduction to the market. After having the theoretical background, The company representants will present their marketing case and asks the students a specific marketing question about the new product development stage.  After having the theoretical background (focus group discussions’ presentation of findings etc. ) the students will discuss in groups different tasks for the company each week and present their results. The tasks will consists of general marketing plan introductions (analyzing the market and the competitor landscape, determining the target group & provide a positioning strategy with perceptual maps, SWOT analyses etc.), and the detailed 4 P analyses (Product, price, place, promotion).  After completing the course the students will also have a general overview of launching new products.  

After completing the course you will be in a position to create a marketing plan with different scenarios for a company and to be in a position like a business consultant to help a company to solve their real life problems with your marketing knowledge. Also, in-class discussion will help you to prepare for different plans. Especially the feedback from onsite managers will help you to understand to see whether or not your recommendations (instore promotions, changing their web site design, allocating the marketing budget in different activities etc.) and plans can be implemented in real life. Finally, you will train your professional skills in project management, collecting customer insights and working with a real company, try to increase their value and competitive advantage on the market after a crisis. You need to work on negations skills among group members, also visualization and simplification of data when presenting them to the C-Level Managers.

Students need to attend at least 80% of class sessions in order to pass the course successfully. In case of an absence, please notify the lecturer in advance.

The course uses project-based learning.

Team Presentations (60 points)

In-class participation (10 Points)

Reflection paper (after finishing the theoretical part, 30 Points)

Grades:

90 Points or more: 1 (excellent)

80 Points or more: 2 (good)

70 Points or more: 3 (satisfactory)

60 Points or more: 4 (sufficient)

59 Points or below: 5 (fail)

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