Third semester students undertook a new practical project in the 2015 summer semester together with renowned bodycare manufacturer Beiersdorf.
Beiersdorf is known for its brand care, especially in relation to its world famous NIVEA brand. As well as NIVEA they have regional brands that are promoted in particular ways in different countries.
Students of the Brand Academy got the task of examining one of those regional brands more closely. Following a detailed analysis of the environment, market, consumers, rivals and trends, they created a marketing concept which allows new potential in the market to be tapped into. This marketing concept included brand positioning as well as product range, price and communication strategy.
Module | Specialisation Marketing Concept
Lecturer | Franziska Schmiedebach-Ullner
Semester | 3rd Semester