Contents:

In this class students will deal with a real marketing problem from practice. At the beginning of the semester, company representatives will present their marketing case in detail, along with specific marketing research questions.  Students then take on the role of a marketing consultant. The task is to analyze the problem and present an actionable solution to the project partner at the end of the semester.This is a highly interactive, project-based course. Students are expected to work on the project throughout the semester, not only in class, but also between classes. The project partner is a large player in the beverage industry. Details about the project will be published approximately two weeks prior to the course start.

After completing the course, students will have

· gained insights into current marketing challenges and trends in the beverage industry

· applied their theoretical knowledge to a real-world case

· acquired a set of new practical tools and concepts to analyze and solve a real-world marketing problem

· gained insights into working as a marketing consultant

In addition students will have trained their professional skills in project management, presenting to a company partner, and responding to feedback professionally. They will also work on their negations skills among group members, as well as visualization skills and simplification of data and insights when presenting their recommendations to the C-level managers.

Full attendance is highly recommended. 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 (progress report and final presentation): 70 points

In-class participation: 10 points

Reflection paper: 20 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)