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.

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.


There are no prerequisites for this course.

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)