Students will deal with a real marketing problem from practice in this class. At the beginning of the semester, 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 from the service (education) industry. 

After completing the course, students will have

• · gained insights into current marketing challenges and trends in the international education 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
•  . created  a new road map for the customer journey and gain insights about the decision making system during this process.
• · gained insights into working as a marketing consultant

In addition, students will have trained their professional skills in project management, presenting to a project 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.

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): 50 points

Homeworks and in-class exercises: 10 points

Focus group report : 20 points 

Final report :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)