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: Business Project Fast Moving Consumer Goods35512/2165/2122/1/04
Study guide

ICBM: Business Project Fast Moving Consumer Goods

Academic year 2021-22
Is found in:
  • International programmes Management and Communication
This is a single course unit.
Study load: 6 credits
Teaching staff: Janssens Anny, Verhuyck Thomas
Languages: English
Scheduled for: Semester 2
This course unit is marked out of 20 (rounded to an integer).
Possible deadlines for learning account: 15.10.2021 ()
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.
Total study time: 136,00 hours


This information is subject to possible future changes in the Corona-measures.

Short description

You make an extensive market study of a FMCG by conducting a thorough distribution- and consumer research. This market will no longer have any secrets for you!


There are no prerequisites for this course.

Learning outcomes (list)

OLR MAR 1.0 - The bachelor BM/MAR has insights in (digital) marketing strategies and tactics, market analysis, marketing communication and sales, in general corporate organisational processes as well as in their interconnection, and can consequently apply these insights in a broad, globalised and changing (inter)national context.
You conduct a distribution analysis.
You formulate a conclusion based on a critical evaluation about the distribution analysis.
You will conduct a consumer analysis.
You formulate a conclusion starting from a critical evaluation on the consumer analysis.
You analyze data from a positioning ring map and critically evaluate
OLR MAR 5.1 - The bachelor BM/MAR strives for a higher digital literacy and stays on top of digital trends.
You analyze obtained results in a spreadsheet in a critical manner.
You will use a word processing program efficiently and effectively.
You will apply common operations in spreadsheets to provide solutions to business-oriented cases.
You create tables and graphs in a spreadsheet.
OLR MAR 6.2 - The bachelor BM/MAR shows a critical and inquisitive attitude, fully grasps the meaning behind the data and can report these findings in order to formulate clear and usable advice.
You consult quality and relevant sources and research findings on profession-related topics.
OLR MAR 7.1 - The bachelor BM/MAR can communicate clearly and professionally, in spoken and written Dutch, using jargon particular to the trade.
You will conduct a businesslike, structured presentation with a creative powerpoint
You will write a concise report on complex topics, highlighting the points that are important to you.
You communicate according to the conventions of the Dutch language (spelling, grammatically correct sentences, word usage).
OLR MAR 7.2 - The bachelor BM/MAR can communicate fluently and spontaneously, both in spoken and written English, using professionally appropriate vocabulary in a professional context.
You write profession-specific documents appropriately and in the appropriate language register.
You will make a professional, engaging presentation.
OLR MAR 8.0 - The bachelor BM/MAR constructively collaborates as a member of a multi-disciplinary and incultural project team and takes responsibility in various tasks and roles in a company or organisation.
You respect deadlines and collective work agreements.
You will work together in an effective and respectful manner in a multicultural team to achieve a common goal.

Course content

In group you will make a study of a FMCG by analysing market shares, prices, positioning, brand knowledge, purchasing criteria,... This will be done by conducting an extensive distribution research and a consumer survey.

Educational organisation (list)

Learning Activities
Collaborative learning29,00 hours
Practicum6,00 hours
Work time outside of contact hours101,00 hours

Evaluation (list)

Evaluation(s) for first exam chance
Semester 2Project assignment65,00Paper and/or presentation
Open book
Semester 2Project assignment25,00Paper and/or presentation
Closed Book
Evaluation(s) for re-sit exam
2nd examination periodProject assignment25,00Paper and/or presentation
Closed book
2nd examination periodProject assignment65,00Paper and/or presentation
Open book
Evaluation(s) for both exam chances, not reproducible in re-sit exam
Semester 2Skills assessment hands on10,00Behavioral Observation
Open Book