Marketing Plan for Käpy - A Mobile Design-Home (15 cr)

Learning outcomes

The student is able to
- create and develop digital services
- develop and use digital tools for marketing purposes
- plan digital customer experience
- analyze and use business reports in projects
- use strategic planning, analysis and decision making tools
- make business decisions in various contexts

Materials

The source materials needed for the subject area of the project are selected separately after the project assignment.

Teaching methods

In this project, a team of students will develop a marketing plan for KÄPY, a new, innovative leisure cabin designed with high-quality, eco-friendly materials. This unique, movable living space, inspired by nature and shaped like a pine cone, offers a serene getaway for those seeking tranquility in natural surroundings.

Possible Project Activities (Confirmed at the briefing):

Market Analysis: Conduct an in-depth analysis of the leisure living market, identifying potential customer segments, competitors, and market trends.

Branding and Positioning: Develop a strong brand identity for KÄPY, focusing on its unique features like ecological design, energy efficiency, and the nature-inspired aesthetic.

Marketing Strategy Development: Create a multi-channel marketing strategy that includes digital marketing, social media, partnerships, and event marketing to effectively reach the target audience.

Customer Engagement Plan: Devise innovative ways to engage with potential customers, including virtual tours, experiential events, and interactive social media campaigns.

Sustainability Communication: Emphasize the ecological and sustainable aspects of KÄPY in all marketing materials, aligning with the growing trend of eco-conscious consumerism.

Performance Metrics and Evaluation: Establish key performance indicators to measure the success of the marketing plan and adjust strategies as needed.

Expected Outcomes:
The project aims to deliver a marketing plan that captures the essence of KÄPY and resonates with individuals looking for an eco-friendly, peaceful retreat.

The plan should not only raise awareness about KÄPY but also drive interest and sales, positioning it as a leading choice in the leisure cabin market.



The enrolled students will develop their competencies related to the study in question during this project implementation.

Daytime learning:
An independently studied part (in Canvas) supports the project implementation, but it is important to take part in project teamwork and guidance on campus according to schedule. Studying requires active participation and commitment to interactive project work. You will receive individual feedback for assignments from the teacher, and working life or peer feedback are also utilised.]

Project’s guidance and working sessions can be viewed in Timetable Engine / Tuudo. Communication practices are agreed on a project-specific basis.

Attending the project days on Hyvinkää campus is MANDATORY.

Laurea reserves the right to make changes.

Quality of implementation has been evaluated and self-evaluation report is available Teams.

Employer connections

Working life partner:

Exam schedules

Kick-Off (mandatory participation): TBA, but on Hyvinkää campus.

It is compulsory to participate in the project kickoff meeting so that everyone participating in the project will receive the information on the project task.

Project guidance is offered on a weekly basis. The student can compare the available guidance sessions in Timetable Engine and select those projects/studies that do not overlap.

According to the degree regulations (section 18) "students must be present for the first contact teaching session, or they must notify the responsible teacher of their absence to confirm they intend to participate in studies… Registration for the study unit will be rejected, if the student does not notify the teacher of being absent from the first contact teaching session or the reason for their absence cannot be considered justified."

Student workload

1 cr. = 26.7 h

Content scheduling

Aims of the project:

The project aims to deliver a marketing plan that captures the essence of KÄPY and resonates with individuals looking for an eco-friendly, peaceful retreat.

The plan should not only raise awareness about KÄPY but also drive interest and sales, positioning it as a leading choice in the leisure cabin market.

Evaluation scale

H-5

Further information

KÄPY is an approximately 18m² leisure cabin, furnished with high-quality materials. Inspired and respectful of nature, this ecological and movable living space is unique. KÄPY is designed for those who wish to spend time embraced by nature, perhaps even falling asleep while admiring the starry sky. Consideration has been given to eco-friendliness and energy efficiency through various solutions in its design. The name KÄPY, meaning 'cone' in Finnish, is derived from the building's exterior, which, with its round and plump shapes, resembles a pine cone.

The study unit corresponds to the requirements of Bachelor's level education.

This study implementation is a P2P project meaning that the project is completed in a small group and guided by a teacher. Participating in the project requires attendance in the project guidance meetings and group meetings.