Artesis Plantijn Hogeschool Antwerpen
Management en Communicatie
campus Meistraat
Meistraat 5 - 2000 Antwerpen
T +32 3 220 55 20 - F +32 3 220 55 59
ICBM: Marketing Project28560/1672/1920/1/01
Study guide

ICBM: Marketing Project

Academic year 2019-20
Is found in:
  • International programmes Management and Communication, programme stage 2
This is a single course unit.
Study load: 6 credits
Teaching staff: Bauer Evelyn
Languages: English
Scheduled for: Semester 2
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.10.2019 ()
Re-sit exam: is possible.
Compensated fail: This course unit is eligible for compensation according to the compensated fail criteria as determined by the degree programme you are enrolled in.


There are no prerequisites for this course.

Short description

The students will work out a launch plan for a generic product in Belgium.

They will study the market via (i) desk research; (ii) store checks and conduct a (iii) consumer survey.

They will get coached through face to face consultations and lectures. 

As a result they will submit a paper and defend their work.

Educational organisation (text)

- lectures
- teamwork
- consult (every other week) to discuss progress and to discuss intermediate results

Course content

Interational teams of 3-4 students will work out a "Go To Market strategy" for a fast moving consumer good: distribution, market share, pricing, promotion, advertising, buying habits, brand knowledge.

Evaluation (text)

- Paper (team work)
- Engagement (individual)
- Final oral Presentation – 30’ per team (team work)