This week, students in cross-cultural teams are developing (beer) brands and devising marketing strategies to introduce them to target markets in two European countries. In their final presentations, students will discuss distribution and communication strategies, including brand storytelling, to introduce their brands to the target countries in Europe they have been assigned. A distinct creative element is that students in their international teams learn to take intercultural considerations into account in designing labels and bottles for their brands. Two marketing leaders from Heineken Slovakia demonstrated the importance of these lessons in sharing their experiences in altering an existing product to grow market share. They also highlighted the importance of marketing in a sales and product strategy. The European project consortium has been organizing and running international online and onsite short-term programmes such as the IP PROMINENCE, and it will continue to do so. The consortium representative of the University of Economics in Varna has already signaled a willingness to host the next IP as an ERASMUS IP in Varna.
Teaching and Coordinating Team involved: