Special Course: L´Oreal Brandstorm Competition
Objectives
The L'Oréal Brandstorm challenge is an international contest where students face a real marketing problem and find a solution for a brand in the L'Oréal portfolio. Thousands of students from hundreds of universities in 65+ different countries run for the international finals that take place in Paris. You will get the chance to represent NOVA SBE at the international finals. The challenge runs first at a national level (3-stage selection). The best team may participate in an international semi-final, and the winner usually goes to the international finals in Paris. This is a highly competitive, time-sensitive, work-intensive practical course for students with a hands-on attitude, who are extremely motivated to conduct rigorous high-quality consumer/market research, and to apply consumer insights in a real breakthrough innovation. This syllabus outlines the steps and recommended workload/effort to succeed in the challenge. Students participating in this course must demonstrate strong drive, independence, as well as excellent analytical and communication skills. The final grade depends on the final team performance in the challenge.
General characterization
Code
2620
Credits
7
Responsible teacher
Irene Consiglio
Hours
Weekly - Available soon
Total - Available soon
Teaching language
English
Prerequisites
n/a
Bibliography
Students will propose their own bibliography for their literature review, depending on the topic of the challenge. The instructor might suggest personalized readings depending on each team's focus of work. Reading materials (if any) will be posted on Moodle or will be shared by email. Student email only.
Teaching method
Learning by doing. Students need to develop their project independently. The instructor will work closely with the teams and provide feedback on students' work, organized in a series of recommended assignments and meetings.
Evaluation method
The final grade depends on the team's final performance in the challenge
Subject matter
Students will develop their project independently under the instructor's supervision. The steps involved in developing the project independently include: - Review of marketing concepts, including:
- Customer-centric marketing and market orientation - Segmentation & Targeting - Positioning and Repositioning - Innovation - Market and consumer behavior analysis - Qualitative and Quantitative research methods - Marketing and Brand Strategy - Marketing tactics - Literature review - Market and consumer research, design & analysis - Primary data collection & analysis (qualitative and quantitative) - Secondary data collection & analysis - Product design - Marketing strategy & plan