International Brand Positioning Research and Validation Project in Consumer Goods Sector (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

Daytime learning:
An independently studied part (in Canvas) supports the project implementation. 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 content: International Brand positioning and target group research / validation, in Consumer Goods sector.

The project is completed in cooperation with a working life partner in a P2P learning environment. Working life partner is Laurea's Key Partner company.

The enrolled students will develop their competencies related to the study in question during this project implementation.
- research markets in several EU countries
- target group research
- branding / visual identity development
- analyze and use business reports in projects
- use strategic planning, analysis and decision making tools
- make business decisions in various contexts

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

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

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: Laurea's key partner company operating in fast moving consumer goods sector.

Exam schedules

Kick-Off (mandatory participation):17.1.2024 1130 o'clock, Laurea Hyvinkää Campus, room 2-32.
First Client meeting: 24.1.2024 1130 o'clock, Laurea Hyvinkää Campus, room 2-32.

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."

International connections

The project is suitable for exchange students. The project assignment is international.

Completion alternatives

All students are entitled to demonstrate their competence. The recognition and accreditation of prior competence is initiated by the students themselves. The competence is recognized and accredited by the teacher responsible for the studies or another person designated to the position.
The assessment is carried out according to the same assessment criteria and, as a rule, same grading scale as that adopted for the corresponding study unit or module.
The student is entitled to apply for accreditation of prior competence regardless of where, how and when the competence has been acquired. The student may also seek accreditation of competence to be acquired on the job as part of their degree (work-based learning). The student is responsible for demonstrating and verifying their competence and for providing sufficient information.

Student workload

1 cr. = 26.7 h

Content scheduling

Aims of the project: Marketing research, brand research, target group, segmentation, international marketing, brand communications.

Evaluation scale

H-5

Further information

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.