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
mc@ap.be
ICBM: Marketing Project28560/1894/2021/1/39
Study guide

ICBM: Marketing Project

28560/1894/2021/1/39
Academic year 2020-21
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, Janssens Anny
Languages: English
Scheduled for: Semester 2
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.03.2021 ()
Re-sit exam: is possible.
Possibility of deliberation: This course unit is eligible for deliberation according to the criteria as determined by the degree programme you are enrolled in.
Total study time: 156,00 hours

Short description

Together with an international team of 2-4 students you work an entire semester on a "Go To Market strategy" for a fast moving consumer good. Each group of students learns how to choose the best distribution strategy, the optimal pricing and the right promotion and advertising mix to launch a new product on the Belgian market. Regular coaching and training sessions will enable you to complete this task that requires a detailed study of buying habits, brand knowledge and market dynamics

Prerequisites

There are no prerequisites for this course.

Learning outcomes (list)

The student is customer focused.
The student shows a critical attitude when processing collected information
The student discusses the similarities and differences in marketing and distribution approach between Belgium and the Netherlands (this within the chosen FMCG market and brand)
The student is able to apply the course content to real and fictitious cases
The student develops a swot analysis for a chosen brand
The student is proficient with the current IT-applications
The student is able to serach indepedently for data

Course content

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 (list)

Learning Activities
Lectures and / or tutorials33,00 hours
Practicum123,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
MomentForm%Remark
Semester 2Project assignment80,00Paper (team work) and final oral presentation – 30 minutes per team
Evaluation(s) for re-sit exam
MomentForm%Remark
2nd examination periodProject assignment80,00Paper and final oral presentation
Evaluation(s) for both exam chances, not reproducible in re-sit exam
MomentForm%Remark
Semester 2Continuous project assignment (Permanent evaluation)20,00