Every year, our students of the Masters in Marketing Management conduct two marketing projects in leading companies: a marketing audit and a market research project. You can find more info about both projects below.
The marketing audit project is carried out in teams of six students. It consists of the investigation of a company’s entire marketing policy resulting in specific recommendations. Specifically, it involves the investigation and analysis of:
The marketing environment
The analysis of the trends in the macro-, meso- and micro-environment is an integral part of the audit.
The marketing strategy
The marketing objectives and strategies are tested against the current and future marketing environment.
The marketing organisation and interfaces with the other functions within the company
The students also have to examine whether the company’s organisation is appropriate for the defined objectives to be attained and the chosen strategies to be carried out.
The marketing systems
Marketing information, planning, management control and product development systems and procedures are then subjected to scrutiny.
The marketing productivity
Special attention is given to:
the profitability of products, segments, distribution points, etc., and
the efficiency of the marketing activities
The marketing functions
the investigation of the product, price, advertising and promotion, sales and distribution policy complete the audit
The students will examine each of these aspects, by means of discussions with people from the company itself, as well as with clients, suppliers and the advertising agency, etc. At the end of the process, this should lead to specific recommendations being formulated.
Market research project
The market research project is carried out in teams of 2 or 3 students, who will solve a marketing management problem by means of primary research.... [continues]
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